AdEspresso VS Qwaya: An inside look at the features these platforms have to offer,  the onboarding procedures of each and pricing plans. This post will help you decide which Facebook advertising tool is the best choice for your needs.

Take a time machine back to 2013 and you would find Facebook Ads a challenging art to master. Facebook itself has done a lot to improve their classic advertising dashboard, especially the famous Power Editor. But, creating a winning campaign or scaling one is still challenging.

Today there are many products and services built by Facebook Marketing Partners to help advertisers with things that Facebook can’t offer out of the box. Even though there are many Facebook Marketing Partners, very few offer their services to companies with small-to-medium budgets.

AdEspresso and Qwaya are two subscription-based services that don’t require any kind of minimum budget to get started while fitting the majority of Facebook marketers’ needs.

Here is what we are going to cover:

1. The basic value you’ll get by using a Facebook advertising platform.

2. The main features and key benefits that AdEspresso and Qwaya have to offer:

  • Building campaigns
  • Creating rules
  • Reading the results
  • Each platform’s performance, with the results we got from testing them out
  • Which platform might be the right one for you
  • Pricing Comparison

Why Should You Use A Facebook Advertising Platform?

Managing Facebook ads is very time consuming, and any company would agree that if campaigns can be managed by any kind of automated management, a huge load would be taken off marketers and campaign managers. Combining such a tool with an analytics tool that automatically tracks 100% of your site events, notifies you of any change in your marketing performance and generally helps you significantly improve your marketing results as Oribi, can save you tons of time and frustration, and get you closer to reaching your marketing goals.

Facebook advertising platforms, such as AdEspresso and Qwaya offer exactly these things. Let’s dive into the main features they have developed:

The 2 Main Things Each Tool Can Offer You

Both AdEspresso and Qwaya have two main offers:

AdEspresso Qwaya
Easy to learn, intuitive platform to create multiple A/B tests
Build rule systems that prevent you from burning your budget on a “failing campaign”.
  • Both offer A/B tests for headlines, image creatives as well as audiences (different ages, genders, interests).
  • implemented rule system reduces the time you spend on managing campaigns and checking their performance on a daily basis.

Keep in mind that rules need to be defined manually (for example, “closing all campaigns with CTR under 0.5%”).


Building Campaigns With Qwaya

Qwaya knows how to keep you focused on building complex A/B tests with ease. The whole platform has a very clean design and makes it super easy to build one campaign after the other. It feels a bit like an upgraded Power Editor.

Qwaya takes into account that you might not want to advertise by connecting an ad to a working Facebook Page, and offers you custom destinations as well as building classic ads — all connected to a Facebook Page.

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You then choose options to A/B test:

  • Links
  • Headlines
  • Text
  • Link Descriptions
  • Images

In many cases, performing enough A/B tests will help you find winning combinations and optimize your campaigns. Qwaya helps you automate this process and create hundreds of A/B tests within minutes.

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The audience-building process is simple and it’s really easy to understand how many people you can actually target once you compose an A/B test or a focused campaign that is supposed to target a well-defined audience. The biggest advantage is really getting all the information handed to you. 

For example, let’s say you were trying to sell a product to business owners. The first option is to go with a campaign that targets people who are also considered entrepreneurs and small business owners by Facebook.

We reached an audience pool of 5,100,000, as you can see in the screenshot below:

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The second option is to go after a bigger audience and split test between entrepreneurs and small business owners.

As you can see in the image below, now we will be targeting 22,000,000 people, but an A/B test will run on each audience so each one of the two will get an Ad Set of it’s own.

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Once you’re done with choosing which audience to target, you’re basically good to go with your new campaign.

To recap, here is what is the main benefits you will get from building campaigns with Qwaya:

1. You can easily A/B test multiple creatives and audiences

2. You always know how many people you are going to reach with each ad set, and comfortably see the overall reach of the whole campaign.

3. You know exactly how many segments you are going to get.

Are there any downsides of building a campaign with Qwaya?

Just a few…

1. In some cases, your Ad Sets won’t all launch at the same time. Also, Qwaya’s dashboard doesn’t notify you of delayed ad creatives or of completely delayed ad sets.

2. Qwaya sends bots to the URL you are advertising, but they’re only temporary. Your Bounce Rate metrics might be a bit off at first, so take this into account.

3. Qwaya doesn’t tell you of any character limit or recommended image size.

4. Images need to be uploaded from scratch, and previously used images don’t get saved.

Qwaya Campaign Rules

Creating campaign rules with Qwaya is fairly simple, you just need to make sure not to create premature rules, that might cause your campaign to shut down unexpectedly. Creating rules for Ad Sets and Ad Creatives is one of the biggest missing pieces of the Power Editor, which has no automation options.

If you need to follow what happened while you were away, you can check the automation log to see what you might have missed.

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Using Qwaya to Read and Analyze Results

When you log into Qwaya, you’re greeted by a useful summary screen that helps you quickly see what is happening this month vs. the last month on a macro level.

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Sadly, besides the screen you can see below, there isn’t anything worth mentioning on how Qwaya represents results or any sort of campaign data. Those of you who don’t need automation, and only need to follow stats can easily read everything from Facebook’s classic dashboard. 


Building Campaigns With AdEspresso

AdEspresso has a completely different approach to building campaigns. The first thing you notice is that AdEspresso is trying to give you tips throughout the process. Most tips are very basic and don’t add much value, for example: 

Carousel Ads are not just for eCommerce. You can use them for storytelling or highlight multiple advantages of your product!”

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AdEspresso’s tips aside, creating a campaign is fairly similar to Qwaya.

The main difference is the User Interface which is more oriented to Facebook ads beginners.AdEspresso also doesn’t give the option to run different variations of the “Link Description”. AdEspresso uses lots of visuals, to make sure that you have an idea of what you are about to do and where it’ll show up.

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A nice touch by AdEspresso is their Canva integration. If you don’t know Canva, it’s a web design tool which provides editing and image creation capability. It’s a great tool for creating stunning creatives. 

A/B test by Audience settings – age, location, gender and more.

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To recap, here is what is great about building campaigns with AdEspresso:

1. It’s hard to get lost in AdEspresso, the campaign creation part is as easy as it gets.

2. Images that get saved into the ‘gallery and ad creation options’ are simple, yet very useful features.

3. There’s fun design across the board. For those who hate how the ‘Power Editor’ is designed, AdEspresso is easy on the eyes at every corner

What we missed in AdEspresso:

1. AdEspresso tries not to overload you with options on each screen. Keep in mind that this can backfire with oversimplistic campaign building screens and unnecessary pop-ups.

2. You can’t assess how many Desktop vs Mobile (or other placements) users are in a campaign audience.

3. You have no way to A/B test link descriptions.

Creating Campaign Rules With AdEspresso

AdEspresso takes rules to a whole new level, with very specific rules that can have multiple variables. This could cause an Ad Set or an Ad Creative to stop or increase a bid price.

Here is an example of how specific you can get:

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Playing around with this can lead to some interesting automated practices, but just like with Qwaya, beware of building rules too soon.

You also might want to check what initial results you get after 2-3 days. Ultimately, you want to have enough impressions to make a decision.

Reading Results And Analyzing With AdEspresso

If there is one thing AdEspresso does to differentiate itself well from its competitor, it’s their analytics.

Essentially, AdEspresso feeds you with everything they could come up with, from what revenue you saw from your ads, to what your true conversion percentage is.

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Looking to know which day of the week is best for your ads? Or what the best hours are for getting a lower CPC? AdEspresso has you covered on things like that, as well.

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What is most important here is probably that AdEspresso helps you understand the true cost and the actual price you should/ you are willing to pay to get a conversion. Sometimes AdEspresso will bring you an important statistic that can easily confuse you on what to do rather than help you out. For example, the analytical dashboard has a section called ‘Top Ads’ and a section called ‘Worst Ads’.

What is the leading cause that gets an ad to be placed in the ‘Worst Ads’ section? When is something considered a ‘Top Ad’?

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We checked the ‘Best Ad’ and the ‘Worst Ad’ — only to find that a number of impressions were not taken into account. The “Top Ad” only had 158 impressions, yet was chosen as the best ad because its CPA had the lowest price. In no circumstance can you decide whether an ad is good or not. When you only have 158 impressions to rely on.

With all that said, overall AdEspresso has more to offer than Qwaya when it comes to insights — and you can’t argue about that.

We tested both and this is what we got:

We ran very similar campaigns to get people to download an eBook on the subject of Facebook marketing.  We can’t really tell you who the winner is because of each platform performed better on a different metric.  What we can say for sure is the following:

1. AdEspresso and Qwaya will perform better than most A/B testing combinations you can pull on your own on the Facebook Power editor. We saw lower CPC’s and lower cost per conversions using both platforms.

2. Rules only work well when you have scale and long periods of times to run your campaigns.

So, AdEspresso or Qwaya, who wins?

The short answer: Depends on who you are and what you do

The long answer: If all you need is a platform that creates many ads and fast, Qwaya is the way to go.

In any scenario where you also need to analyze, optimize, and create complex rules — you should go with AdEspresso.

If you’re pretty new to Facebook ads, AdEspresso is probably the right pick for you.

It also very much depends on your personal preference. As a user, Qwaya has a clean, simple interface, and is very focused on creating a lot. AdEspresso is much more colorful, it feels more rich with insights, even though they might not always be useful.

Pricing Comparison


AdEspresso has 3 main packages:

  1. Base for $49 monthly
  2. PREMIUM for $149 monthly
  3. Elite for $299 monthly

The bigger your budget, the more you need to pay.

The Elite package is directed at anyone who spends more than $10K, but less than $50K. In addition, if you want more users to work on AdEspresso, you need to take the more expensive packages.

Have a budget higher than $50K monthly? AdEspresso has the Enterprise plan, just in case. It has no limits or restrictions and costs $499 monthly.


Qwaya’s pricing is much more simplified, the only difference between their two packages is the amount of users you can add on the platform.

  1. The premium $149 package allows 1 user
  2. The business $249 package allows up to 5 users

Need more customization? You can get in touch with them and get a custom deal tailored for your needs.

Final Piece Of Advice

Currently, both platforms offer a 14-day-trial with no credit card required.

Try out both, check what suits you best. Maybe your company needs a much more advanced alternative, or maybe the Facebook power editor is enough for what you need.

We hope you enjoyed this post. Now it’s time to say goodbye to complicated analytics tools and easily understand your Facebook advertising results.  Try Oribi for Free.