Purpose
Create and manage Facebook Ads in Meta Ads Manager for Allied Assist VAs: campaign preparation, ad setup, and ongoing optimization for leads, sales, and brand awareness (US market). Align targeting, budgets, and formats to maximize effectiveness.
Also see related Allied articles: [Facebook Ads Management](https://help.alliedassistco.com/allied/facebook-ads-management), [Audience & Lead Form Management for Facebook Ads](https://help.alliedassistco.com/allied/audience-lead-form-management-for-facebook-ads), [Campaign Monitoring for Facebook Ads](https://help.alliedassistco.com/allied/campaign-monitoring-for-facebook-ads).
1. Pre-campaign preparation
Gather and confirm before creating ads:
Campaign objective (Leads, Sales, Traffic, Engagement, etc.)
- Target audience: age range, location, interests/behaviors
- Offer details (discount, service, product, lead magnet, etc.)
- Creative assets: images/videos; ad copy (headline, primary text, description)
- Landing page or destination link
- Budget and campaign duration
2. Access Meta Ads Manager
Open Meta Ads Manager. Select the correct ad account. Click Create to start a new campaign.
3. Choose campaign objective
Select based on business need: Awareness; Traffic; Engagement; Leads (forms, messages, calls); Sales. Click Continue.
4. Campaign setup
Enter campaign name using a standard format, e.g. ClientName_Objective_Date. Turn A/B Testing on/off as optional.
5. Ad set configuration
A. Conversion location: Website, Messenger, Instagram, or Leads Form.
B. Budget & schedule (if not at campaign level): daily or lifetime budget; start/end dates.
C. Audience targeting: location (country, city, radius); age; gender if applicable; lookalike and/or retargeting if available; detailed targeting (interests, behaviors, demographics).
D. Placements: Advantage+ Placements (recommended) or manual (Facebook Feed, Instagram Stories, etc.).
E. Optimization & delivery: optimize for clicks, landing page views, conversions, or leads. Click Next.
6. Ad creation
Select Facebook Page and Instagram account. Choose format: single image, video, carousel, or collection.
Upload creative (image/video; logo if needed). Write primary text (hook + value + CTA), headline (short and strong), description (optional).
Add destination: website URL, lead form, or Messenger/WhatsApp. Add CTA button (Learn More, Sign Up, Get Offer, Contact Us, etc.).
Creative minimums: at least 3 ad creatives with different concepts; at least 1 video/Reels if available.
7. Tracking setup
Ensure Meta Pixel is enabled for website campaigns. Add UTM parameters (recommended). Verify conversion events are correctly selected.
8. Review and publish
Double-check target audience, budget, copy and links, and creative quality. Click Publish. Wait for ad review (usually minutes to 24 hours). Do not launch without PM/SPM/client approval where required.
9. Post-launch monitoring
Monitor daily: CTR, CPC, CPM, conversions/leads, conversion rate. Pause underperforming ads. Scale winners by increasing budget or duplicating sets. Use the Campaign Monitoring SOP for full review cadence.
10. Ongoing optimization
A/B test creatives (images, videos, copy)
- Adjust targeting when needed
- Refresh ads every 7–14 days
- Allocate more budget to high-performing campaigns
- New creative tests every 2–4 weeks
- Refresh fatigued creatives
Major strategy/budget/audience changes require PM/SPM approval.
Source: SweetProcess DOCX export (Drive pack). Migrated to Eniston category Allied. Do not treat as dual source of truth with SweetProcess.