03
Module 3 of 10
Meta Ads
3.1Agency-style account setup
- 1
Business Portfolio (Business Manager)
The home for everything. Client owns it; the agency gets partner access — never ask for personal login.
- 2
Ad account + payment
Correct currency and time zone from day one — they can't be changed later.
- 3
Page + Instagram account
Connect both so ads can run from the brand's identity.
- 4
Pixel / Dataset + domain verification
Pixel tracks website actions; domain verification proves you own the site.
Samjho aise: Setup galat hua toh baad mein tracking aur scaling dono rote hain.
3.2Campaign → Ad set → Ad
| Level | What you decide | Example |
|---|---|---|
| Campaign | Objective (+ budget if Advantage campaign budget) | Sales |
| Ad set | Audience, placements, budget, schedule, optimisation event | Women 22–35, Mumbai, Purchase |
| Ad | Creative, copy, CTA, link | Reel + 'Shop Now' |
3.3Pick the right objective
Meta has six objectives. Meta optimises for exactly what you ask for — ask for traffic and you get clickers, not buyers.
e.g. Quick rule
- →Selling online → Sales (optimise for Purchase).
- →Real estate / coaching → Leads (Instant Form or website lead event).
- →New brand launch → Awareness for reach, then retarget.
3.4Audiences
- Core / saved audience — age, location, interests.
- Custom audience — your website visitors, video viewers, customer list.
- Lookalike — new people similar to your best customers.
- Advantage+ audience — let Meta's AI find buyers, with your inputs as suggestions.
Samjho aise: Aaj kal creative hi targeting hai — broad audience + strong creative bahut baar best kaam karta hai.
3.5Learning phase
After launch or a big edit, Meta explores who converts. It exits learning after roughly 50 optimisation events in 7 days per ad set.
- Don't edit the ad set every day — each big change resets learning.
- Budget too small for 50 events? Optimise for a higher-funnel event like Add to Cart, or merge ad sets.
Revision notes
- 1. Client owns the assets; agency gets partner access.
- 2. Objective decides who Meta finds for you.
- 3. Respect the learning phase.
Quick quiz
Score: 0/3
Q1.Where do you choose audience and placements?
Q2.D2C store wants purchases. Objective?
Q3.Learning phase usually needs about…