Meta Ads refer to paid advertising on Facebook and Instagram, run through a single platform called Meta Ads Manager. Unlike organic posts that only reach a limited audience, ads let businesses pay to show their content to specific, targeted groups of people based on interests, demographics, behavior, and more. Meta uses an auction system to decide which ads get shown — advertisers essentially compete for ad space, and the platform awards placements based on bid amount, estimated action rates, and ad quality. Understanding this auction system is key to running cost-effective campaigns.