It’s not passive in the beginning.
You have to test products, post content or run ads, and learn what works.
Later, once you find a winning product and your ads are profitable, it can feel pretty hands off for a bit.
I’ve had stores where sales kept coming in and I just raised the budget and checked the campaigns. But products die and ads burn out, so you still have to come back, test new things, and manage it.
It can run on its own for a while, but it’s not set and forget.