A Beginner’s Guide To Meta Advertising (2024)

Two People Planning Sprint Digital
Meta advertising is the platform used to run ads on the social media platforms owned by Meta – Facebook and Instagram. This is a great channel for pay-per-click ads, as the majority of social media users are on at least one of these social media platforms. How do you get started on Meta advertising? From the outside, it can be a bit complicated – and there are definitely a few “don’ts” on the list. Here’s a quick guide to getting started on the right foot:

Getting Set Up on Meta Advertising

Firstly, you must have a Business Account in Meta Business Manager and an Ad Account before you can start Meta ad campaigns. You can get started with this on business.facebook.com – here’s instructions on how to get set up quickly: Create a Business Account Note: We do not recommend ‘boosting’ a post directly from your Facebook page or Instagram profile, ever. Boosting comes with much less visibility and control for you, limited tracking options, and much less flexibility in ad types, where ads show, and much more.

Things to Consider When Starting Meta Advertising:

Ok, you have your ad account. How can you go about ensuring your campaign is a success? Here are a few things to consider as you set up your campaign:


What are the objectives of your campaign? Do you want to spread awareness of your business, collect leads through form fills, get people to purchase your products on your website? Once you decide what you aim to achieve from your ad campaigns, you can then start planning.

Your Audience

Define who your audience is. You can target people on Facebook and Instagram through their interests, age group, location and behaviours. Having a defined audience will ensure that your ads are seen by people who would have an interest in your offering.


You must consider how much you have to spend on your ads before setting them live. Are there benchmarks in terms of ROI or other KPIs that determine your budget cut offs? This will play a part in how many campaigns you run and how broad your audience will be. For example, a prospecting campaign would be a much larger audience compared to a remarketing campaign. You should expect to spend a bit of time and money discovering what does and does not work for your brand.

Ad Types

Research the ad types and see what you think would be best for your goals. There are many ad types you can run. The most commonly used ones are image ads, video ads, carousel ads and lead forms. If you have the budget, it is recommended that you test out the different ad types and see what works best. For example, you could run a regular image ad alongside a video ad to see which content yields better results from your audience.

Include a CTA

Don’t forget to always include a CTA. A CTA is a call to action – it tells your audience what they need to do to access your product or service. This call to action may be an ask to fill out a form directly on the ad, a ‘book now’ button for a hotel room or a concert ticket, a ‘sign up’ button for a mailing list or simply ‘learn more’. CTA buttons aim to drive action from your audience.
CTA on phone

What is your USP?

A USP is a unique selling point. Define what your business’s unique selling points are: for example, if you are a hotel, your unique selling point might be your location or your spa facilities.

Once you have defined your unique selling points, it is important to include them in your ads wherever possible. People only get to see a snippet of your offering, so you need to make sure they understand what you’re selling and feel compelled to fulfil the desired action.


How will you measure your ad’s performance? Decide on how you want to measure the success of your ads. Is it clicks to the website? Forms filled out? Actual online purchases?

To track your campaign’s performance, the best way to ensue you can see all valuable KPIs is to make use of the Meta pixel. The Meta pixel is a piece of code you can add to your website which helps you to measure your campaigns, see actions taken, and build audiences for remarketing ad campaigns.

Once you have thought out all the above, you are ready to make your Meta ad campaigns. Don’t forget: successful ad campaigns need to be measured, reviewed and compared to make sure you are achieving the best results possible!

If you think Meta ad campaigns are the right fit for your business and would like some help getting started, get in touch with us today.

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