> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adloft.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Step 2 — Ad sets

> Configure audiences, conversions, scheduling, and delivery.

The second step defines your audiences and delivery, one ad set at a time. Title: **Ad Sets**.

## Create new or use existing

* **Create new** — build ad sets inside this draft.
* **Use existing** — add new ads to ad sets you've already synced from Meta (requires an existing-campaign launch target).

## Ad set name

Name your ad set with a template built from presets (**Basic**, **Geo**, **Retargeting**, or **Custom**) and tokens like Audience, Locations, Age, Gender, Interests, Behaviors, Custom Audiences, Lookalikes, Placements, and Optimization Goal. A live preview shows the result. See [Naming & tokens](/campaigns/naming-tokens).

## Conversion

* **Conversion location** — Website (the supported option), App, or Messaging.
* **Pixel** — choose a synced pixel (pre-filled from your brand's launch defaults).
* **Conversion event** — a standard Meta event (Purchase, Lead, CompleteRegistration, ViewContent, AddToCart, InitiateCheckout, Contact) or a custom conversion. Available once a pixel is selected.
* **Attribution window** — 7-day click or 1-day click, with an option to include 1-day view-through.

## Schedule

* **Continuous** — runs until you pause it.
* **Start and end date** — set explicit dates.

## Audiences

Use **Select audience** to apply a saved [audience template](/campaigns/templates) or an existing Meta ad-set audience, or **New audience** to build one from scratch. The audience builder supports:

* Custom audiences (include/exclude)
* Locations (include/exclude)
* Age and gender
* Interests and behaviors
* Languages
* Placements — **Advantage+** (automatic) or **manual** (Facebook Feed, Instagram Feed, Stories, Reels, Messenger, Audience Network)

You can **save an audience as a template** for reuse. Selecting multiple saved audiences creates multiple ad sets.

## Optimization and delivery

* **Advantage Audience** — let Meta expand beyond your defined audience when it predicts better results.
* **Optimization** — Maximize conversions, Maximize conversion value, Maximize link clicks, or Maximize daily unique reach.

Once your ad sets are valid, continue to [Ads](/campaigns/builder-ads).