The Minimal guides / Meta Ads
A guide to
Meta Ads.
Facebook and Instagram campaigns need an objective, an offer and ads worth testing. Here is how those decisions fit together.
- Your ad accounts stay yours
- You know where the money goes
- Scope and fees agreed upfront
The objective
Choose the action
you actually want.
A campaign optimised for clicks is asking the platform to do a different job from a campaign optimised for purchases or enquiries. Start with the business outcome, then choose the setup and measurement to support it.
- Define a valuable customer action
- Check that the action can be measured
- Use a destination that matches the ad
- Allow for the time it takes someone to decide
The creative
Make each test
answer a question.
Images, video, headlines and copy shape how people understand your offer. Useful testing compares clear ideas, gives them enough room to run and records what we learn.
- Show the product or service clearly
- Test benefits, messages and formats deliberately
- Match creative to the placement
- Use results to inform the next brief
Questions
Questions about the platform
Is boosting a post the same as running campaigns?
Boosting is a simpler way to promote a post. Ads Manager gives you more control over campaign objectives, structure, creative variations and reporting. The right approach depends on what you're trying to achieve.
What is remarketing?
Reaching people who have already interacted with your business, where the platform and consent settings allow it. That could include site visitors or people who have engaged with your content.
What are the Meta Pixel and Conversions API?
They are ways of sending event information to Meta. The Pixel works in the browser; the Conversions API can send events from a server or partner integration. Setup needs to consider event quality, duplicate events and consent.
Do likes tell me if an ad is working?
They tell you that people engaged with it. Whether the ad is doing its job depends on your objective and the actions that follow. An ad with fewer likes may still bring more useful enquiries or sales.
Tell us about your business
What would you like your ads to do better?
Send us your website and a little context. We'll reply to arrange the review and explain what we need from you.