This guide explains how to set up a Meta (Facebook & Instagram) Ads campaign for clients. It covers campaign structure, targeting, creative, and launch settings.
Step 1: Create a New Campaign
Log into Meta Ads Manager and click “+ Create.” Choose the Sales or Leads objective depending on the client’s goal. If the primary goal is form fills on the site, choose Leads with website option. If the client wants awareness, use Engagement or Traffic only if recommended by the Paid Media Lead. Click Continue.
Step 2: Name the Campaign
Use the naming convention: “Campaign Name” | GH | DRAFT. Add additional details like the objective or test name if needed. Example: Meta | GH | DRAFT | Prospecting.
Step 3: Set Campaign Settings
Turn on Campaign Budget Optimization (CBO) only if you have multiple ad sets and want Meta to distribute budget automatically. For most campaigns, start with Ad Set level budgeting. Set buying type as Auction (default). Leave A/B Testing and Advantage Campaign Budget OFF for initial builds unless instructed otherwise.
Step 4: Create the First Ad Set
Set the conversion location to Website. Choose the correct Pixel and Conversion Event (must be a standard event like Lead or Purchase). If conversion tracking is not yet set up and verified, do not launch. Budget: Use daily budgets from the PPC Calculator or client discussion. Example: $20–$30/day minimum per ad set to allow delivery. Schedule: Default to run continuously starting today unless a specific date is required. Use 24/7 delivery for now. Bid Strategy: Leave at default (Lowest Cost) unless otherwise directed.
Step 5: Set Audience Targeting
Start with a Prospecting audience for initial campaigns. Choose locations based on client’s service area (radius targeting or multiple cities). Set language to English unless otherwise needed. Do not overly narrow targeting; let Meta optimize. Add one or two interest-based audiences if relevant to client industry (e.g., Dental Care, Parenting for orthodontics). For retargeting campaigns, build Custom Audiences from website traffic or engagement once Pixel data is sufficient.
Step 6: Set Placements
Use Advantage+ Placements (Automatic Placements) for the first campaign. Do not manually limit placements at launch unless the Paid Media Consultant directs otherwise.
Step 7: Create the Ad(s)
Use the client’s approved branding and follow their tone of voice. Upload creative in the correct formats:
- Image ads: 1080x1080 or 1200x628
- Video ads: 15–30 seconds, square or vertical
Include at least one primary text option, a headline, and a description. Primary text: 1–2 sentences focusing on the offer, value, or CTA. Example: “Book your free consultation today and save $1,000 on braces or Invisalign.” Headline: Short and action-oriented (Example: “$1,000 Off Braces | Limited Time”). Add a strong CTA button like “Book Now” or “Learn More.”
For best results, include 3–5 ad variations per ad set for testing. Use different visuals and slight copy changes.
Step 8: Add URL and UTMs
UTMs allow you to track ad performance in GA4, Looker Studio, or any CRM that captures URL parameters. Use UTM Builder to create your UTMs.
How to Add UTMs (Meta and Google Ads)
- When creating your ads, scroll to the Final URL field.
- Paste your landing page link + UTM in the URL field.
- Example: https://clientsite.com/service-page?utm_source=google&utm_medium=cpc&utm_campaign=gh_flooring_aug2025
Step 9: Review Campaign Settings
Confirm: Correct Pixel and event are selected, budget and schedule match the plan, audience settings are correct, creative previews display properly, links work and load fast on mobile, copy and images follow brand guidelines and Meta’s ad policies.
Step 10: Publish as Draft
Do not launch until conversion tracking is verified and the Paid Media Lead approves. Once approved, publish the campaign and monitor the first 24–48 hours closely for any delivery issues or disapproved ads.