Meta Ad Campaign Setup Guide

Summary

The meeting provided a comprehensive, step-by-step overview of setting up Facebook and Instagram ad campaigns using Meta’s ad tools, primarily targeting beginners or those lacking confidence in their current configurations.
Key topics included account structure, asset setup, fundamental campaign settings, campaign objective selection, ad creation process, targeting, and post-launch management.
Emphasis was placed on using the correct campaign objectives (Leads or Sales), the importance of installing the Meta Pixel for tracking, and utilizing manual rather than tailored campaigns for greater control.
No final business decisions, owner assignments, or deadlines were made, as this was a one-way instructional session.

(No actionable tasks, as this was an instructional walkthrough rather than a collaborative meeting.)

Begin by creating a Meta Business Manager account at business.facebook.com/overview while logged into your Facebook profile.
Within Business Manager, add your Facebook Page, Instagram account, and ad account. Options include claiming ownership, requesting access, or creating new assets.
Invite team members using their Facebook-associated email addresses to the Business Manager and assign appropriate asset-level permissions.
Ensure proper assignment of assets to both yourself and teammates for streamlined collaboration and access control.

Facebook/Instagram ad campaigns are structured in three layers: Campaign, Ad Set, and Ad.
Always use Ads Manager (not Meta Business Suite or "boost post") for campaign creation for full functionality and best practice.

Default buying type should be "Auction" (not "Reservation") for most advertisers.
Select only “Leads” or “Sales” as your campaign objective for beginners, as these drive the most meaningful business results.
Clearly distinguish between when to use “Leads” (intermediate step before sale, e.g., service bookings) or “Sales” (direct purchase possible, e.g., ecommerce).

Install the Meta Pixel on your website to track conversions, enabling optimization for leads/sales.
Declare special ad categories if applicable (finance, employment, housing, politics/social issues) to avoid account restrictions.

Set a daily budget you are comfortable with—enough to care about results, but never more than you can afford to lose.
Avoid lifetime budgets and end dates for ongoing campaigns; use daily budgets for flexibility and long-term data accumulation.
Optionally, set a campaign spending limit for peace of mind.

Choose where to generate leads (e.g., instant forms, website, Messenger). Most beginners should use website or instant forms.
Select “Maximize number of conversions” for the performance goal, not link clicks, impressions, or other metrics.

Use the new audience controls and Advantage+ (Advantage Plus) audience suggestion features; set hard boundaries (location, minimum age) and provide broad suggestions for interests, gender, age, and detailed targeting.
Add interests or behaviors closely related to your business. Don’t over-specify for small, new accounts.
Defer use of custom and lookalike audiences until you build sufficient warm audiences.

Use “Advantage+ Placements” (all placements) for most campaigns, letting Meta optimize where ads are shown to meet your objectives.

Choose “Create Ad” (not “Use Existing Post”) for more control.
Start with a single image or video ad; simple image ads are recommended for beginners.
Add short, clear primary text and a strong headline. Use the AI text suggestion tool cautiously, selecting relevant suggestions.
Include a clear call-to-action button that matches your objective (e.g., “Learn More” for service inquiries).
Upload one well-designed image; additional formats for Stories/Reels can be added by designers later for optimization.
Review and adjust Meta’s creative enhancements (overlays, touchups, music, text improvements) as appropriate for your ad type.

Double-check destination URLs, ad previews, and pixel tracking assignments.
Name campaigns, ad sets, and ads clearly for future reporting and analysis.
Once satisfied, click “Publish.” Ads undergo automated review before going live.

After going live, monitor campaign performance and optimize regularly (e.g., test new ads, pause underperformers, scale budgets for winners).
Consider adding complexity (video ads, custom audiences, advanced targeting) only after mastering the basic flow.

(No business or strategic decisions were made; the session was a technical walkthrough.)