How to bulk upload Facebook ads: import, launcher and checks

How to bulk upload Facebook ads: two routes

To bulk upload Facebook ads, use the Excel import in Meta Ads Manager on desktop: select More below the Ads, Ad sets or Campaigns tab, choose Import ads in bulk, and paste text or upload an Excel file.

The other route is a launcher such as Apogee, the bulk ad launcher for Meta, TikTok and Snapchat, which starts from a folder of creative files. Meta's help says the import step also takes images and videos; Apogee's guide says the import takes a spreadsheet rather than a folder.

Meta Ads Manager's spreadsheet import, step by step

1. In Ads Manager on desktop, select More below the Ads, Ad sets or Campaigns tab.
2. Click Download Excel template, or export your existing ads as CSV, XLSX or text to edit.
3. Fill in the campaign, ad set and ad information. Meta says the template has fewer columns than Ads Manager shows.
4. Choose Import ads in bulk, then paste text or upload the Excel file, which Meta's help limits to about 2 MB. Images and videos can be imported at the same step.
5. Read the summary of what was imported, including warnings and blocking errors.

Meta also says some advertising features may be unsupported when you export and import ads.

A launcher that reads a folder

Apogee's Starter plan ($69 per seat a month before tax, billed monthly, as read on November 4, 2026) reads a folder of creatives, detects concepts from file names and builds the campaign, ad sets and ads on Meta; bulk ad launcher compares it with the other tools.

Its six steps are: choose the ad account through Meta login, import creatives from your computer, Google Drive, Frame.io or Dropbox, validate the file names, configure the test structure, preview, and launch through Meta's official API. A "Retry failed" option re-posts only the creatives that failed.

Name files and pick a test structure first

Apogee's published file name pattern is concept, iteration and format, for example UGC-Testimonial_V3_9x16.mp4, with underscores between variables and ASCII characters only. Spelling one concept three ways counts as three concepts. Detection recognizes a regularity and does not invent one, so irregular names need fixing first, and dates in names are ignored. Meta ads naming convention covers the pattern.

Then pick one of four test structures: one ad set per ad, one per concept, all in one, or insert into an existing ad set.

Create paused, review, then release

Apogee offers four launch statuses: live now, created paused, scheduled and live, scheduled and paused. A required-fields checker lists what still blocks the launch. Its guide warns that bulk upload copies a wrong setting as fast as a right one, so launch it as created paused and check it before release.

A team that launches a few ads a month needs no tool: Apogee's own guide says below roughly ten ads a month the time saved does not cover the subscription. Move to a launcher when batches start from folders of files. Apogee launches to one platform per batch and does not bulk upload carousels; Meta ads bulk upload template covers the spreadsheet limits. Apogee can run your first real batch during a 7-day trial that costs $1.