> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/meta-ads/meta-campaigns.md).

# How to create Meta campaigns

Once Patagon AI is capturing attribution and sending conversions back to Meta, the next step is to build Meta campaigns that **optimize for your qualified leads** — not just clicks or replies. Done right, this is what drives your qualified-lead (MQL) CPA down.

There are two types of campaign you can run with Patagon AI:

| Campaign type                | How users reach WhatsApp                                                     | Guide                                                                                                                      |
| ---------------------------- | ---------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------- |
| **Landing → WhatsApp**       | A Meta ad sends people to a landing page, where they click a WhatsApp button | [How to create landing → WhatsApp campaigns](/en/marketing-and-attribution/meta-ads/meta-campaigns/landing-to-whatsapp.md) |
| **Click-to-WhatsApp (CTWA)** | A Meta ad opens WhatsApp directly                                            | [How to create Click-to-WhatsApp campaigns](/en/marketing-and-attribution/meta-ads/meta-campaigns/click-to-whatsapp.md)    |

## Before you start

* **Meta connected and conversions mapped** in Patagon AI — see [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md).
* For Landing → WhatsApp campaigns, your landing page must have the **Patagon AI tracking script** installed and its WhatsApp button must use your **Patagon AI tracking link** — see [How to capture attribution data](/en/marketing-and-attribution/capturing-attribution-data.md).

{% hint style="info" %}
Your Meta **campaign objective** must be compatible with the **standard event** you mapped in Patagon AI. Plan the two together — each guide lists which events each objective accepts.
{% endhint %}


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