How to use ads that click to WhatsApp to optimize campaign performance

Click to WhatsApp (CTWA) ads shown on Facebook or Instagram link a user from either platform directly to WhatsApp. When a user clicks the button, it opens a chat with the business’s WhatsApp number, either on WhatsApp mobile or web.

Ads that click to WhatsApp within Meta’s ecosystem eliminate friction by bringing interested users seamlessly into a chat and continuing with the conversation until customer needs are met.

These users demonstrate high purchase intent from their first interaction, and campaigns that pair ads that click to WhatsApp with automation tools like Kommo have delivered significant uplifts in lead quality and response times.

Key differentiators:

• Advanced capabilities: Ads that click to WhatsApp are built and managed within Meta Ads Manager, allowing precise objective selection, audience targeting, Advantage+ placements, and creative A/B testing features.
• Conversational data collection: WhatsApp chats enable personalized interactions, streamline qualification, and support privacy-compliant zero-party data collection.
• Global reach with precision: Meta's Custom Audiences, Lookalike Audiences, and automated placement optimization help you efficiently target high-value prospects worldwide.
• Smart automation: Kommo’s automation tools can help businesses scale conversations without compromising experience, delivering quality, 24/7 engagement even outside of business hours.

To launch high-performing ads that click to WhatsApp and enable full-funnel analytics:

1. Prepare your accounts

• WhatsApp Business Account: Set up and verify your WhatsApp Business number via WhatsApp Business Manager to unlock messaging and policy-compliance features.
• Meta Ads Manager: Choose “Messaging,” “Leads,” or “Sales” as your campaign objective. Select “Click to WhatsApp” as the destination within the ad creation flow.
• Integrate with Kommo: Add Kommo as a partner and configure Conversions API integration through Meta Events Manager. This ensures accurate tracking of key events like leads, qualified conversations, and purchases, independent of browser signals.

1. Explore Ad objectives

Meta supports multiple objectives for ads that click to WhatsApp, including Engagement, Leads, Sales, and Awareness. Each objective allows you to optimize delivery based on business goals.

For example, maximizing conversations, increasing high-value leads, or driving purchases. Here’s another tip: Apply Advantage+ setup for AI-driven placement optimization, freeing you to focus on creative and strategy.

To set up your first campaign (full guide here):

1. Using your ad account with Meta, upload product assets such as images or videos, and ensure that you have a Facebook page with a WhatsApp number linked manually or via API.
2. Then in Ads Manager, click + Create.
3. Select an objective (Engagement, Leads, Sales, or Awareness).
4. Choose “Click to WhatsApp” as the destination.
5. Configure your ad set: Define your audience, schedule, and budget.
6. Ad Creative: Use Meta’s template section to craft a welcome message; pre-approved templates ensure compliance and faster approvals.
7. Publish: Review and launch. Use built-in split tests for ongoing optimization.

Meta’s expertise and thousands of campaign benchmarks inform a recommended approach for ads that click to WhatsApp:

• For outcome optimization, use campaign objectives (“Messaging,” “Leads,” or “Sales”) that drive quality conversations rather than generic clicks.
• Implement Custom Conversions in Events Manager (e.g., “Demo Requested in WhatsApp”) for granular performance reporting.

• Use WhatsApp messaging templates with clear CTAs (“Chat to get a custom quote”).
• Design for mobile: 9:16 video format, with clips under 15 seconds, achieves the best results.
• Test entry points (e.g., feed, story, QR code, website widget) using Meta’s A/B testing tools for actionable insights.

Kommo, an official Meta Business Partner, empowers you to scale conversations without compromising experience:

• Automated welcome and quick replies: Set up instant, contextual responses with Kommo Salesbot, so every message receives a prompt, friendly touch, even outside business hours.
• Lead qualification: Kommo’s visual chatbot builder lets you create rule-based flows to capture key details (“What product are you interested in?”, “What’s your budget?”), routes lead to the right agent, and schedules follow-ups automatically.
• 24/7 availability and unified inbox: Centralize all WhatsApp, Messenger, and Instagram chats in Kommo, preventing missed opportunities and creating a seamless handover between chatbot and human agents.
• Real-time notifications: Kommo’s automation alerts your team when a prospect needs timely human follow-up, reducing response times and increasing conversion potential.
• Analytics for optimization: Kommo’s dashboard reveals open conversations, response speeds, bot performance, and conversion rates, providing valuable data to refine both your automation logic and ad creative.

As you optimize your Click to WhatsApp ads and automation flows, it’s important to build on a strong privacy and compliance framework. These features help safeguard user data while maintaining reliable performance tracking.

• Event tracking reliability: Server-to-server event sharing via Conversions API ensures accurate attribution, even in the face of evolving privacy standards.
• Policy adherence: Every template, message, and automation must comply with Meta and WhatsApp policies. Use pre-approved templates, manage opt-ins, respect opt-outs, and ensure data collection is ethical and secure.
• Built-in diagnostics: Events Manager provides real-time troubleshooting, allowing you to validate conversions and optimize quickly.

Brands that have paired ads that click to WhatsApp with automated tools, such as Kommo, have reported substantial improvements in lead volume and customer satisfaction.

For example, campaigns cited by Meta and WhatsApp resource centers have seen up to a 46% increase in customer messages at 32% lower costs, along with measurable boosts in customer satisfaction scores, all without increasing the manual workload.

Meta’s infrastructure plus Kommo automation allow you to deploy high-ROI, privacy-centric WhatsApp campaigns in days. Your business gains precise control over targeting, creative, and messaging flows, empowered by deep integration and real-time analytics.

To lead in today’s performance marketing landscape:

• Launch ads that click to WhatsApp using Meta’s recommended objectives and optimization settings.
• Integrate Kommo for always-on chatbot support and intelligent lead management.
• Utilize Ads Reporting and Events Manager to tie ad spend to business outcomes directly.
• Iterate with confidence, leveraging Meta's AI and detailed reporting to stay agile.

By combining Meta’s world-class advertising system with Kommo’s powerful automation, you unlock the next level of customer engagement and drive measurable business growth.

Start transforming your click-to-WhatsApp ad performance and customer journeys with Kommo today.