How to advertise on Facebook in the United States

Do you need a separate ad account?

A separate account is not required, but it simplifies currency, permissions, and reporting. If your team is small or you are testing a new market, a dedicated account protects your US campaigns from changes made to other markets. If you already manage multiple markets with clear structure, you can use ad sets within the same account.

The advantage of a separate account is that reports and permissions are organized by market. If a colleague needs to manage only US campaigns, you grant access only to that account. In the same account, they would have visibility to everything.

The disadvantage is maintaining separate credentials, qualified spend history, and budget limits. Some features like business verification take longer to process.

How should you target by country, language, and audience?

Geographic location defines your target. Language and creative determine message fit. Never mix countries in the same ad because cost per country, payment approval rate, and abandonment rate differ significantly.

If your audience is workers from your home country living in the US, you have two options. First, create ads in your language to reach people living in the US but speaking your language. Second, create in English to reach anyone in the US market. Do not run both strategies in the same campaign because your performance data will mix and you won't know which language works better.

Use demographic targeting too. If you sell to women aged 25 to 45, set that range. Meta allows you to add interests, behaviors, and connections. For digital courses selling extra income, audiences that already engaged with "remote work" or "entrepreneurship" content convert better.

Which Meta policies restrict ads?

Meta rejects guaranteed results claims like "earn USD 5,000 in 30 days" or "100% approved". The platform reviews ads that promise quick transformation without specifying required effort. This is especially strict for financial products, health claims, and digital courses.

Avoid anonymous testimonials. If you cite a customer result, Meta may request proof. Anonymous users making extraordinary claims get rejected. Use names and photos when you can, or cite aggregate numbers with a source: "90% of students access content in the first week."

Meta also prohibits personal attributes that create exclusion. You cannot target ads based on race, ethnic origin, religion, sexual orientation, or health status. You can target by language and interest, but not by ethnicity.

Any ad that looks exploitative or promises miracles receives lower reach. Meta reduces prominence of ads that violate quality standards even if they do not break explicit policy.

How should you track performance in dollars?

Track four numbers in the same currency: spend, revenue, refunds, and margin. Spend is what you paid Meta. Revenue is what you received before refunds. After subtracting refunds, you have approved revenue. Margin is approved revenue minus product cost, affiliates, support, and media spend.

Gross ROAS (revenue divided by spend) usually deceives. A ROAS of 5 looks great until you subtract refunds, which may reduce it to 3, and then operating cost, which reduces it to 1.5. At that point, you are keeping USD 1.50 profit for every dollar spent.

Calculate ROAS in three stages. First, traffic ROAS, how many people clicked and landed on your site. Second, conversion ROAS, how many of those people completed a purchase. Third, approval ROAS, how many were approved without refunds or chargebacks after 30 days. The final number is what matters.

Where Mundpay enters

Advertising to the US using a payment processor from your home country creates friction. The buyer sees checkout in your local currency or a payment method that does not exist in the US. Mundpay offers checkout in 190 countries with automatic currency conversion by IP and Apple Pay and Google Pay, which reduce abandonment on US mobile devices.

When you run ads targeting the US, calibrate your checkout too. If you are testing a new market, integrate checkout in the local language and enable local payment methods. This reduces surprise at the final step and increases approval rates.

Sources reviewed

• Meta Advertising Standards
• Meta Business Help Center
• Meta policy update on enforcement