How to run Facebook ads for dating services
As social interactions and meeting new people in real life become less frequent, online dating services are emerging as a popular trend among young people. Effectively promoting a dating service is a key factor in standing out in the digital market. With its vast user base, Facebook is an ideal platform to reach potential customers. However, how to run Facebook ads for dating services is not simple. That’s why BlackHatWorld will guide you through everything — from preparation, ad setup, to essential considerations.
Facebook’s regulations on dating service ads
Advertising dating services on Facebook falls under the category of special content and is strictly regulated. To run this type of ad, advertisers must comply with the following requirements:
Pre-approval required before launching
Before launching any dating service advertising campaign, advertisers are required to submit a request for Meta’s approval. This is a mandatory process to ensure that the ad content complies with Facebook’s Community Standards. Additionally, Facebook only allows dating service ads to be shown to users aged 18 and above. Once the request is submitted, Meta will review and respond within 30 days with either an approval or a rejection decision.
Prohibited use of discriminatory or personal attribute content
Facebook strictly prohibits any form of direct or indirect claims or implications about users’ attributes in advertising content. The prohibited attributes include: race, ethnicity, religion, beliefs, age, sexual orientation, gender identity, disability status, physical or mental health, financial instability, union membership, voting status, criminal background, and personal names. This policy is designed to protect user privacy and avoid creating a sense of being monitored or discriminated against.
Must not contain sensitive or misleading content
Dating service advertisements must not emphasize sexual content, suggestiveness, or promote unfaithful behavior, such as infidelity or extramarital affairs. Additionally, Facebook strictly prohibits content related to illegal financial transactions, such as “mail-order brides,” “sugar babies,” or any exchange of affection for money. Ads containing deceptive content or claiming that users will connect with individuals or groups that do not exist will also be rejected.
User protection policy
Meta’s advertising policies are designed to protect users from scams, prevent discrimination, and promote a positive experience. Meta monitors advertiser behavior to ensure transparency and safety. If any violations are detected regarding Advertising Standards, Community Standards, or other related terms, Meta reserves the right to suspend or disable the advertising account without prior notice.
Facebook is an extremely effective marketing channel for dating services due to the following key advantages. This platform has a massive user base with diverse age groups, interests, and relationship statuses, offering nearly unlimited opportunities to reach people who are looking for friends, love, or serious relationships. Special, Facebook provides precise targeting capabilities, allowing you to reach single individuals, people with specific interests, or users who are actively showing behaviors related to seeking relationships.
The platform also helps you build community and brand presence, engage with users, and establish credibility in the industry. With these advantages, investing in Facebook advertising for dating services can bring significant results for your business.
What should be prepared before running dating service ads?
A Facebook fanpage serves as the “representative face” of your dating service. Therefore, you need to create a professional fan page with a clear name, a profile picture that accurately reflects your service, an engaging cover photo, and regularly updated content. The page should include a complete introduction, contact information, a website link, and positive user feedback. This helps increase credibility and improve the conversion rate when running ads.
A professional website or landing page is a must-have to support your ad campaign. The website should follow proper UX/UI design, load quickly, and be mobile-friendly. The content should present your service, the account registration process, user benefits, and frequently asked questions. If your goal is conversion optimization, be sure to include a quick registration form or a direct messaging button.
Using a verified and reputable Business Manager (BM) helps minimize the risk of ad restrictions, especially in sensitive sectors such as dating services. A BM with a good spending history and compliance with Meta’s advertising policies ensures a smoother approval process. It is also recommended to fully connect your fan page, pixel, and verified domain to enhance credibility.
For sensitive industries like dating services, the risk of ad account suspension is relatively high. Therefore, it is essential to prepare backup accounts in advance, such as secondary BMs, high-quality Facebook profiles (via accounts), and pre-warmed backup ad accounts. This helps maintain campaign continuity in case of any disruptions.
Finally, you need to have a verified international payment card (Visa/MasterCard) ready to link to your ad account. It is recommended to use a separate card for each account to manage the budget more easily and avoid the risk of deactivation due to suspicious activity. If you are running campaigns with a large budget, it is better to use a reputable bank card that supports stable international payments.
The simplest way to run dating service Ads on Facebook
On Facebook, dating services fall under the category of “Restricted Goods and Services”, which means you cannot apply the same advertising approach as how to run Spa ads on Facebook or skincare ads. To ensure your campaign runs smoothly and effectively, it is essential to clearly understand the advertising process and strictly comply with Facebook’s ad policies.
Identifying target customers
For dating services, the target audience typically includes single individuals over the age of 18 who are interested in connecting, making friends, or building serious relationships. These users can be categorized by age groups such as 18–24, 25–35, and so on, as well as by gender, geographic location, online behavior, and shared interests. Accurately targeting the right audience can lead to up to 70% campaign success and significantly reduce advertising costs.
Steps to run Facebook ads for dating services
Here is a step-by-step guide to help you launch an effective ad campaign:
Step 1: Create an Ad Campaign
Go to Ads Manager, then click on the “Create” button. Choose the most suitable campaign objective, usually one of the following:
- Traffic – if you want to drive users to your website or landing page.
- Conversions – if you have Pixel installed on your website to track user actions (such as booking appointments or account registrations).
- Messages – if you want users to directly message your fan page for consultation or information.
Name your campaign and enable A/B Testing if you want to test different ad variations.
Step 2: Set up an ad group
At the ad group level, configure the following elements:
- App or landing page: Attach a link to the website or landing page of the dating service.
- Target audience: Select age 18+, customize by gender, relevant interests (e.g., making friends, self-development), online behavior, or geographic location.
- Budget & schedule: Set a daily or lifetime budget. It’s recommended to start with a small budget for testing
- Ad placement: Manually select effective placements such as Facebook News Feed, Instagram Feed, and Facebook/IG Stories. Avoid Audience Network if your ad is likely to be rejected.
Step 3: Create ad, creative, review, and publish
Select the appropriate ad format: single image, short video, or carousel. Ensure that images or videos do not violate Facebook’s advertising policies, especially regarding sensitive content related to sexuality, personal characteristics, or language that makes assumptions about users.
The caption should remain neutral, focusing on connection value, safety, and genuine experience rather than emphasizing romantic relationships or personal lifestyles.
Before publishing, double-check the following:
- Spelling, links, and images
- Targeting policy compliance for age ≥ 18
- Avoid restricted keywords such as “Meet single Black people,”…
Then, click “Publish” to submit the ad for Facebook review.
Step 4: Monitor and optimize the campaign
After the campaign goes live, regularly monitor key metrics such as click-through rate (CTR), cost per click (CPC), conversion rate, and post-click behavior (messages, sign-ups, appointments, etc.). If an ad group performs well, you can scale the budget. If performance is low, test different ad creatives or adjust your target audience. Always remember to follow Meta’s advertising policies for dating services to avoid disapproval or account suspension.
Common mistakes when running dating service ads on Facebook
When launching Facebook ads for dating services, many advertisers—especially beginners—tend to make common mistakes that lead to ad disapproval, limited reach, or, in more severe cases, account suspension.
Using words that violate personalization policies is a very common mistake. Facebook strictly prohibits any content that asserts or implies personal attributes of the viewer, including race, sexual orientation, gender, or marital status. Violations such as “Meet Black singles near you” or “Are you a gay man?” are examples of phrases that will cause immediate ad rejection.
Using a newly created ad account with no spending history or prior activity in sensitive categories increases the risk of being flagged, placed under checkpoint review, or having ads restricted. It is best to use a verified Business Manager (BM) account with a good activity history or opt for a trusted ad account rental service.
Using suggestive images or provocative content: Facebook has strict policies regarding dating service ads that include misleading, revealing, or clickbait images. Avoid using sexual imagery, seductive expressions, or overly flirtatious language.
Content involving inappropriate or unhealthy relationships—such as one-night stands, sexual encounters, online brides, sugar baby/sugar daddy arrangements—is strictly against Facebook’s ad policies. These violations may result in immediate account suspension or permanent bans.
Facebook ads account rental service for dating services
For many businesses, especially startups or small companies, building and maintaining an effective advertising system can be a major challenge.
BlackHatWorld Agency proudly provides a comprehensive Facebook advertising account rental service for dating apps and services.
Our services include:
- High-trust advertising account rental: We provide advertising accounts with multiple time zones, flexible currencies, and a wide range of account types such as BM2500, BM5000, and Invoice accounts. This helps you run campaigns smoothly and stably, minimizing the risk of restrictions or account bans, common issues in the dating industry.
- Experienced team with over 10 years of support: Our team of experts will accompany you from the very first steps. We assist in accurately setting up campaigns tailored to the dating niche, optimizing ads to achieve the highest possible results in registrations and interactions, and analyzing and adjusting strategies in real time.
- Full technical support: We provide comprehensive technical support, including Pixel setup for accurate user behavior tracking, effective Business Manager (BM) configuration, domain verification to enhance credibility and ad delivery, as well as Fanpage optimization to attract users and build a strong community.
- Quick issue resolution and free account backup: Additionally, we handle all arising issues quickly, including those related to Facebook’s advertising policies. We offer free account backup in case of errors, ensuring your campaigns run continuously without interruption.
Partnering with BlackHatWorld Agency will help you save significant time and effort while increasing the chances of success for your Facebook dating service ad campaigns. It brings your service to millions of potential users and drives business growth.
Facebook advertising account rental price list?
| BUDGET/DAY | FEE |
|---|---|
| 200 usd – 2000 usd | 6% |
| 2001 usd – 5000 usd | 5% |
| 5001 usd – 10000 usd | 4% |
| 10001 usd – 20000 usd | 3% |
| >200001 | 2% |
Please note: The pricing table above applies to white-hat (WH) advertising categories only. For insurance (BH) and shipping (GH) categories, an additional 1% will be charged.
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