Crypto Ads on Facebook: A Complete Guide

Facebook (Meta) advertising policy around cryptocurrency has historically been rejecting and suspending accounts, citing that crypto ads are high-risk. This indeed caused headaches for legitimate exchanges, wallets and blockchain providers trying to reach their target audience.

Today, if you plan to run Meta crypto ads or related products and services, Facebook demands that you meet the eligibility requirements, which include:

• Licences from countries with a regulatory framework for cryptocurrency
• Prior written permission from Meta

With that in mind, this guide will walk you through these policies in detail and how you can get your crypto ad approved. We’ll also share powerful alternatives that deliver results without going through the compliance headache. 

Check out this article to learn how to target real crypto user in crypto advertising.
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Why Advertise Cryptocurrency on Facebook?

Meta (Facebook and Instagram) has a diverse digital audience with over 3.07 billion monthly active users, even though only a fraction of users are active in crypto today. If you operate an exchange, wallet, or regulated financial product, that scale helps you consistently reach new users beyond niche crypto channels.​

Beyond reach, Meta’s ad system lets you build highly specific audiences using interests, past engagement and other behavioral signals, then expand them with lookalike models. When executed correctly and in line with policy, this targeting depth can accelerate user acquisition much faster than organic social alone.

Are Crypto Ads Allowed on Facebook?

Meta crypto ads are allowed but with strict conditions. Advertisers must have specific licenses and require a written approval from Meta (Facebook). Once you are approved, ads are still subject to review and can be rejected at any time. 

You need to know that there are crypto ads that require written permission. These include:

• Cryptocurrency exchange or trading platforms
• Cryptocurrency borrowing or lending
• Cryptocurrency mining
• Cryptocurrency investment
• Cryptocurrency wallets that provide extra services like buying or selling one crypto to another, purchasing, staking and holding coins to earn interest. 

The other crypto ad category that doesn’t require written permission to promote on Facebook is:

• Education, events or news related to blockchain technology or cryptocurrency
• Blockchain technology services and products that are not virtual currency
• Cryptocurrency products and services that are not used for the purpose of trading, buying or selling
• Tax services for cryptocurrency companies
• Crypto wallets that enable people to store cryptocurrency but don’t provide services like buying, selling, staking or swapping crypto assets

Facebook’s Cryptocurrency Advertising Policy

Facebook crypto advertising policies are rules Facebook put in place to protect its users from financial scams and ensure transparency. These policies help manage risk by making sure that only licensed and compliant businesses can run ads for volatile financial products. 

An important crypto advertising policy is the requirement for prior written permission from Meta. This is only granted when the advertiser proves they hold one of the 27 accepted regulatory licenses in their target market. 

Another policy is the authorization and verification conducted by Meta. Normally, Meta reviews the application to determine your eligibility. However, the eligibility requirements may change with time and once they do, Meta will update.

Policy Timeline – Key updates from Jan 2018 to Dec 2021.

The current policy structure is the result of over 5 years of regulatory refinement. In January 2018, Facebook enacted a total ban on all cryptocurrency-related ads. This was in response to a flood of fraudulent ICOs AND crypto scams.

Facebook then reversed its ban on cryptocurrency ads in June 2018. The crypto advertising policy was softened to allow pre-approved businesses to run certain types of crypto ads. This introduced the first requirement for prior written permission.

In May 2019, Facebook allowed ads related to crypto news, crypto tech, blockchain technology and industry updates. However, it wasn’t easy for new advertisers who didn’t qualify. The regulatory license expansion happened in December 2021. It simplified eligibility criteria by simply expanding the list of accepted regulatory licenses from just three to 27. This made the process more scalable and transparent. 

Accepted Licenses & Eligibility

For high-risk products (exchanges, trading platforms, lending services or functional wallets), you must have a secure prior written permission. Meta also requires you to submit a recognized license or registration from one of the following jurisdictions:

How to Get Approved for Crypto Ads

Becoming a Facebook crypto compliance requires regulatory clearance. You must complete the authorization process that proves your legal legitimacy before your ads are seen. This is often referred to as getting Meta’s prior written permission.

Eligibility Checklist – Business registration and license verification.

Advertisers must meet the following criteria to demonstrate that the business is compliant and verified.

• Regulatory License: First, you need to hold at least one of the 27 recognized regulatory licenses or registrations. This helps establish the legal entity behind the advertising account and confirm it’s legitimate.
• Business verification: Your brand must be a Meta-verified business. This verification is easily done within the Authorizations and verification tab found in Meta Business Suite.

Step-by-Step Application Process – Documentation, submission, review times.

The application process for crypto advertising is simple and takes a few minutes to complete—provided you have the required documents ready. Below is a step-by-step guide:

Step 1: Start with the authorization: Go directly to the Authorisation and verification tab within your Meta Business Suite. You’ll find the cryptocurrency ad section. Click View details next to it. Then, tap request authorisation and start the pop-up process.

‍Step 2: Verify location: Choose the eligible country from the drop-down list. This is actually the country where your regulatory license is valid. Plus, it’s where you intend to run the advertisement. Once you’ve selected the country, click next.

Step 3: Provide business and account details: Input your exact business details. You’ll select the specific Ad account (s) you need authorized for crypto advertising. If you have multiple accounts, you can still select them. 

Step 4: Upload license documentation. This is the most important part. Upload your relevant cryptocurrency license or regulatory certification. After uploading, click next.

Step 5: Acknowledge terms: Acknowledge that you’ve read and agree to the Meta cryptocurrency ad terms. 

Step 6: Review and submit: Check the information provided one last time for complete accuracy. Once you’ve verified, click submit. Typically, Meta reviews applications and provides feedback within 48 business hours.

Tips to Avoid Rejection – Common pitfalls and compliance best practices.

Even after you receive Meta’s prior written permission, every ad you submit is still reviewed by both automated systems and human reviewers. To avoid rejection, you must be careful and use the listed crypto campaign tips below. 

• Avoid financial hype and claims that mislead users about risks or guarantee returns. You must be factual, avoid urgency and focus on the service.
• Fix your landing page: Most post-approval rejections happen because the landing page violates a rule the ad copy managed to avoid. Always use disclaimers, match the domain and avoid prohibited content.
• Maintain account health. Your account’s overall performance history matters more than any single ad review. It’s important to avoid high rejection rates and target the right audience.

How to Create a Successful Facebook Crypto Ads Campaign

Now comes the most important part— developing a successful crypto ad campaign. Here’s how to handle it correctly:

Campaign Objectives & Audience Targeting – Behavioral and lookalike audiences.

Creating a high-performing crypto campaign starts with finding the right users with the right intent. Your objective should always be conversions (sign-ups, app installs, or deposits).

We know from campaign data that the crypto audience is young and high-tech-savvy. You must focus on the 18 to 45-year-old bracket because it’s where the demand for digital assets is highest.

Besides, you must build your acquisition strategy on high-intent data. Start with Lookalike Audiences (LALs) as they’re great for cold traffic. This must be based on your highest-value customers (users who completed KYC or made a first deposit). A 1% Lookalike audience is the closest match to your best customers and delivers the highest quality traffic.

Also, target audience based on behaviors. The best method is to use a custom audience derived from your Pixel or app event (e.g., users who visited the pricing page or added to their watch list.

Ad Creative Elements – Messaging, visuals, risk disclaimer.

In the crypto sector, your creative’s primary job is to build trust and demonstrate functionality while remaining policy compliant. You must avoid sensational language like ‘’Guaranteed Profit’’ or ‘’Get Rich Quick.’’ Focus on clarity and security. An example of a good copy is ‘’Trade Bitcoin and 50+ Assets Securely.’’

In addition, use clean and professional visuals that highlight the product interface, app security or educational value. Lastly, a risk disclaimer must be included. This is best placed in the ad copy itself and must be prominently displayed on the landing page, visible and stating that crypto is volatile and subject to risk. 

Budgeting & Bidding Strategies – CPC, CPM benchmarks in the finance sector.

Budgeting for Meta crypto ads is tricky because you’re operating in one of the most expensive categories on the platform. The finance sector averages a $3.77 CPC (WordStream), and crypto usually sits even higher because of compliance friction and narrower targeting. So you must not chase cheap clicks. Bid in a way that gets you qualified users while keeping your acquisition cost predictable.

Begin with a controlled daily budget. Something in the range of $50-$150 per ad set is enough for Facebook’s system to learn without burning through spend too quickly.

Then choose a bidding structure based on your key action. If you’re optimizing for signups, let Meta run with the lowest cost bidding for the first few days. This gives the algorithm enough data to understand who actually converts.

Once you see a stable conversion. Move into cost cap bidding. It’s the most useful approach for crypto brands because it lets you set a max target CPA (for example, $20 for a registration or $60 for a first deposit), while still giving Meta the flexibility to find good traffic.

Your CPM will also be higher than average. The crypto ad benchmarks sit closer to $9.36 CPM for Lookalikes in the U.S. This is normal. What matters is not the CPM itself but whether those impressions turn into real actions (app install, KYC, deposits, first trade).

Monitoring & Optimization – Metrics to track and A/B testing.

Crypto campaigns move fast, so you can’t set and forget your ads. You must track the metrics that actually tell you whether you’re bringing in high-intent users. The main numbers to watch are:

• CTR: Lower CTR means your creative isn’t resonating or the message feels unclear.
• CPC: A rising CPC often signals poor crypto ad targeting.
• Conversion rate: This tracks signups, installs, or deposits.
• Cost per acquisition (CPA): This is your benchmark. Everything rolls up into this.
• Post-click behavior: Time on site, scroll depth, bounce rate. If users leave instantly, the landing page has issues.

The safest way to optimize your ad is through A/B testing. Test one variable at a time—heading, visual, call-to-action or landing page layout. 

Common Challenges and Solutions

Operating a crypto advertising campaign on Meta means accepting a higher degree of difficulty. Here are the most common challenges and the data-driven solutions to use.

High CPC in Crypto Niche – Strategies to lower costs.

The finance sector’s high Customer Lifetime Value (LTV) means competition is high and this drives your CPC crypto up dramatically. The average CPC in finance is approximately $3.77. It’s already high and crypto regulation often pushes it higher. Here’s what you need to do to lower the cost:

• Improve CTR: A high CTR (exceeding the finance median of 0.56%) signals Meta that your ad is highly relevant and will reduce your cost per click.
• Systematic retargeting: Retargeting users who have visited your site or engaged with your ad is significantly cheaper and converts up to 367% higher than cold traffic.
• Focus on LAL quality: Base your LALs only on high-value events (KYC completion, first deposit) 

Scam Concerns & User Trust – Red flags and compliance transparency.

Meta’s algorithm is inherently suspicious because crypto is associated with scams and user deception. In 2022, $1.4 billion was lost to crypto scams on social media (FTC, 2023). Therefore, you must actively counter this narrative in your creative and on your landing page to earn both user and algorithm trust as follows.

• Remove anything that looks exaggerated or risky. For example, avoid mention of ‘’guarantees’’ ‘’quick returns’’.
• Add a clear disclaimer for transparency. Use a real company name and mention licensing.
• Consistency matters. If your ad says one thing and your landing page says something entirely different, Facebook will flag it. Users will also leave immediately. Make sure your messaging matches across every step.

Ad Disapprovals – How to appeal and fix policy violations.

Crypto advertisers get frequent disapprovals on Facebook. The question is how quickly you resolve them. 

• Analyze the violation. Review the specific rejection message in your Facebook Ads Manager to understand the reason.
• Fix the source. Identify the exact elements that triggered the rejection. (e.g., an overly-promising headline or an image with a price chart. Edit the ad to remove the violation completely.
• Prevention for future violations. Build a compliance checklist and review every campaign before launch. 

Alternatives: Crypto Advertising on Blockchain-Ads

For large, regulated crypto exchanges and performance-driven companies, relying solely on Meta for user acquisition is risky due to high and constant policy friction. Thankfully, Blockchain-Ads is one of the most powerful alternative ad platforms tailored specifically for financial and crypto brands. 

The platform combines behavioral, predictive and identity-level intelligence to find your ideal audience exactly when their attention is highest across:

• Web
• Mobile
• CTV
• Apps

Blockchain-Ads is a full-stack performance platform built for growth. Campaigns are always optimized for maximum conversion and 3x Return on Ad Spend (ROAS).

Comparative benefits vs. Facebook

Case study/example campaign

Below are some real crypto ad examples on Blockchain-Ads that show how these features deliver real value for crypto brands:

Coinbase- Coinbase wanted to attract high-value CEX traders in Southeast Asia. After using Blockchain-Ads, the campaign bypassed the expense of broad social media targeting. The approach generated 31,896 new traders and contributed over $8.1 million in transaction volume within 60 days. Efficiency was also great, with the campaign achieving a remarkable 124x ROAS with a CPA of only $16.80 per trader.

Binance- Binance used Blockchain-Ads to target active wallets and perpetual traders across the APAC region. In just 30 days, the campaign successfully acquired 4,600 new high-quality traders and drove over $494,000 in transaction volume. This also delivered an efficiency of 19.78x ROAS with a low CPA of just $5.43.

OKX- OKX wanted to target users engaging in both centralized exchange (CEX) and decentralized finance (DeFi). After running the campaign with Blockchain-Ads, that effort resulted in the acquisition of 3,095 active traders and a strong return on investment. They also achieved a 25.5x ROAS with a CPA of only $14.50.

Crypto Ads on Facebook FAQs

Are crypto ads allowed on Facebook?

Yes, but you need prior written permission from Meta and a license from any of the 27 accepted regulatory jurisdictions. This is a must if you want to advertise cryptocurrency exchanges, trading platforms, lending/borrowing services, and any software enabling the purchase or staking of crypto. Meanwhile, you don’t need written permission for advertising blockchain tech, news, and events provided that you don’t promote specific currencies.

Is it legal to advertise crypto?

Yes, but it is heavily regulated and subject to local financial law. On Facebook, you need a proof of license, prior written approval to avoid account suspension and ad rejection. 

What type of crypto ads are not allowed on Facebook?

Meta maintains a permanent ban on ICOs, CFDs, binary options, payday loans, get-rich-quick schemes and unlicensed crypto services.

Conclusion & Next Steps 

Running compliant and profitable crypto or blockchain ads on Meta is achievable. But it demands precision, strict policy adherence and continuous data optimization. However, for brands seeking a truly scalable solution that bypasses Meta’s crypto advertising policy friction, the path lies with specialized platforms like Blockchain-Ads. 

Ready to acquire high-value results with predictable ROAS? Explore the Blockchain-Ads platform today to leverage identity-level intelligence and scale our acquisition efforts.