What can be modified at the ad level?

Ad creative and messaging can be modified at the ad level because this is where advertisers can adjust the specific elements that make up the ad itself, including visuals, text, and any calls-to-action. This flexibility allows marketers to create and test different versions of their ads to determine which ones resonate better with their target audience.

The other aspects mentioned, such as campaign duration, target audience, and budget settings, are typically adjusted at higher levels in the Facebook advertising hierarchy. Campaign duration and budget settings are usually determined at the campaign level, as they affect how long the entire campaign runs and how much budget is allocated to it. Likewise, the target audience is usually set at the ad set level, where the demographics and interests of the audience for the entire product or service are defined. Therefore, the unique capability to change the ad creative and messaging directly influences how the advertisement is perceived and engages users.