Get started
Get the basics right before you spend your first dollar. Leave with a clean first campaign.
What you need before your first campaign
An ad account, a page, a payment method and working tracking. Skip one and you’re guessing with real money.
Get startedPick the objective Meta really optimizes for
Your objective isn’t a label. It tells the algorithm who to show your ad to.
Get startedCampaign, ad set, ad: what each one controls
Three levels, three jobs. Know which one holds the budget and you’ll skip half the beginner mistakes.
Get startedLaunch your first campaign the right way
One campaign, a broad audience, three creatives, a budget you can keep up. Then hands off for the first few days.
Optimize
Read your numbers and know what to fix, and what to leave alone.
Read CPM, CTR and CPA together
None of these three metrics means much alone. Read together, they show you exactly what to fix.
OptimizeFacebook ads learning phase: why you should wait
During the Facebook ads learning phase, an ad set’s numbers mean nothing yet. Spot it and you’ll stop killing campaigns that were working.
OptimizeSpot creative fatigue early
Frequency rises, CTR falls, cost follows. A creative doesn’t die overnight. It gives you warning signs.
OptimizeChange your budget without breaking delivery
Double a budget overnight and you start from zero. Raise it in steps and you keep what the campaign learned.
Scale
Grow spend without breaking what already works.
Broad or narrow targeting: when to use which
Broad targeting wins more often than you’d think. In return, it needs plenty of creative.
ScaleRetargeting and lookalikes: the next step
Two audiences built from your own data. They don’t replace prospecting. They build on it.
ScaleTest a variant and get a clear answer
One variable at a time, enough volume, and a decision written in advance. Without all three, a test proves nothing.
ScaleAttribution: why your numbers never match
Meta and your store’s back end don’t count the same thing. Understand the gap so you steer by the right numbers.