23rd February 2024 - By: Barbara

Your Ultimate Guide to Run Ads on Meta

Run ads on meta

Mastering how to run ads on Meta has become an essential skill for marketers and business owners alike long before Facebook’s name change.  

Meta, with its vast array of social platforms including Facebook and Instagram, offers a rich playground for advertisers seeking to tap into a diverse and expansive audience.  

This comprehensive guide will take you through the key steps to run ads on Meta effectively, ensuring you make the most of your advertising spending. From setting up your ad account to crafting compelling ad content, we’ll explore how to leverage Meta’s powerful tools to create ads that not only reach but resonate with your target audience. 


Before you begin to run ads on Meta, it’s important to understand the platform’s unique ecosystem. Meta, encompassing Facebook, Instagram and other affiliated platforms, offers a variety of advertising options tailored to different goals and audiences.  

Understanding the nuances of each platform within Meta allows you to tailor your advertising strategy effectively, ensuring your ads reach the right people at the right time. 


The first step to run ads on Meta is setting up your ad account through the Meta Business Suite. This suite is a one-stop-shop for managing your advertising across all Meta platforms. You’ll need to have a Facebook page for your business, which acts as the base for your advertising activities. Once your page is set up, accessing the Ads Manager allows you to create and manage your ad campaigns, set your budget and track performance. 


Clear and well-defined goals are crucial for successful advertising. When you run ads on Meta, start by identifying what you want to achieve – whether it’s brand awareness, lead generation, website traffic or sales conversions.  

Each advertising goal on Meta caters to different stages of the customer journey: 

  • Brand Awareness: Ideal for introducing your brand to a new audience. These ads are designed to increase your brand’s visibility and recall. 
  • Reach: Focuses on exposing your ad to as many people as possible within your target audience. 
  • Traffic: Aimed at driving people to a specific website or app. Useful for boosting site visits or app downloads. 
  • Engagement: Increases interactions on your ad or page, including likes, comments and shares. Great for fostering community or promoting events. 
  • App Installs: Encourages users to download your mobile app. 
  • Video Views: Designed to get more people to watch your videos. Useful for storytelling or showcasing product features. 
  • Lead Generation: Helps you collect leads for your business, like emails or contact information, directly within Meta platforms. 
  • Messages: Encourages people to contact your business using Messenger, WhatsApp or Instagram Direct. 
  • Conversions: Drives valuable actions on your website, in your app, or in Messenger, such as purchasing a product or signing up for a newsletter. 
  • Catalogue Sales: Ideal for e-commerce businesses, allowing you to showcase products from your catalogue. 
  • Store Traffic: Designed to drive visits to physical stores, targeting people nearby. 

Each goal will dictate different ad types and targeting options, guiding your ad content and placement. Understanding your objectives helps in crafting a focused ad strategy that resonates with your target audience and drives desired actions. 


The success of your campaign heavily relies on targeting the right audience. Meta’s powerful targeting options allow you to define your audience based on demographics, interests, behaviours and more. Detailed targeting can include factors like age, location, gender, job title and hobbies.  

You can also use Custom Audiences to reach people who have already interacted with your business, or Lookalike Audiences to find new people like your best customers. Effective targeting ensures that your ads are shown to people most likely to be interested in your products or services. 


Your ad content needs to capture attention and inspire action. High-quality images or videos, engaging copy and a clear call-to-action (CTA) are key. Ensure your ad’s message aligns with your brand voice and appeals to your target audience’s interests and needs.  

For video ads, keep them short and engaging with a clear message. For image ads, use high-resolution images that stand out. A/B testing different versions of ad content can help determine what resonates best with your audience. 


Meta offers a variety of ad formats, each suited for different goals and content types: 

  • Carousel Ads: Showcase up to ten images or videos in a single ad, each with its own link. 
  • Single Image or Video Ads: Simple yet effective; ideal for driving a strong message with a single focus. 
  • Stories Ads: Full-screen vertical ads that appear between stories on Instagram and Facebook. 
  • Messenger Ads: Appear in the Chats tab in Messenger, encouraging users to start a conversation with your business. 
  • Playable Ads: Interactive ad format perfect for app promotion, allowing users to try an app before downloading. 

Selecting the right ad format is crucial in ensuring your message is conveyed effectively when you run ads on Meta. 


Effective budgeting is crucial when you run ads on Meta. Your budget can be set on a daily or lifetime basis and should align with your campaign goals and duration. Meta also offers various bidding strategies, such as cost-per-click (CPC) or cost-per-impression (CPM), which you can choose based on what you aim to achieve (e.g. more views, clicks or conversions). Experimenting with different budgeting and bidding options and monitoring the results can help you find the most cost-effective strategy for your campaigns. 


To ensure your efforts in running ads on Meta are fruitful, it’s essential to track and analyse their performance. Utilise Meta’s in-built analytics tools to measure key metrics like reach, engagement, click-through rates and conversion rates. This data will give you insights into what’s working and what’s not, allowing you to make informed decisions about future ad campaigns. Regular analysis helps in optimising your campaigns for better ROI. 


The final step in effectively running ads on Meta is continual optimisation. Based on the performance data, adjust your campaigns. This could involve tweaking your ad copy, visuals, targeting parameters or even the overall strategy. Optimisation is an ongoing process and staying agile allows you to adapt to changing audience preferences and market trends. 


Running ads on Meta can significantly amplify your brand’s reach and engagement, driving tangible business results.  

By following these steps – from defining clear goals and creating compelling content to analysing and optimising your ads – you’re well-equipped to harness the power of Meta’s advertising platform.  

Remember, the digital advertising landscape is always evolving, so keep learning and adapting to make the most of your Meta ad campaigns.