No. You can create ads straight from a Facebook Page, for example by boosting a post or promoting your app. A business portfolio, managed in Meta Business Suite, is free and is required for some features such as domain verification and monthly invoicing.
What a business portfolio adds
- One place for your Pages, Instagram accounts, ad accounts, apps and datasets.
- Access control, so each person only gets the permissions they need.
- Shared access for agencies and partners, plus system users and API access.
When you need one
- To use Meta Business Suite or enrol in monthly invoicing.
- To run ads about social issues, elections or politics.
- To verify your domain or create a publisher block list.
You can personally create up to two business portfolios, and each business asset can belong to only one.
In practice
For app promotion, Meta asks for an app registered on Meta for Developers, an ad account linked to that app, and the Facebook SDK with app events. Without the registration or link, ads optimise for link clicks instead of installs. Keep the app, ad account and dataset in one business portfolio, so you can give an agency access without sharing logins.
See how we run Meta for apps and games on our Facebook ads agency page.
Sources checked 4 October 2026
- Meta Business Help Centre: About advertising from your Facebook Page
- Meta Business Help Centre: About business portfolios
- Meta Business Help Centre: Create a business portfolio in Meta Business Suite
- Meta Business Help Centre: How Meta Business Suite works
- Meta Business Help Centre: About the app promotion objective in Meta Ads Manager
Related Meta (Facebook) questions
- Is $100 enough for Facebook ads?
- Are Facebook ads worth it?
- What's a good budget for Facebook ads?
- How much does Facebook pay per 1,000 views?