Discussions regarding social media have dominated research in recent years as well as the use of electronic marketing that utilizes social media. One of the preferred social media is Facebook. Facebook’s feature which has commonly used in online marketing is Facebook Ads. However, SMEs in Indonesia have not exerted it effectively. This study aims to determine the utilization of Facebook Ads by SMEs and its influenced factors. The model applied in this research is AMO (Ability, Motivation, and Opportunity) Development Model. Stages of model development from prior literatures achieved an adoption model with nine hypotheses. The next stages of this study is to conduct a survey using the method that is accordance with research object and research method.