Steps to get started with Facebook and Instagram Ads

Facebook Instagram Ads

Many people ask me about Instagram Ads and Facebook Ads. They are, for the most part, curious about how the ads work.

I also hear many objections when it comes to starting a new Social Media Paid Ads campaign. Usually, people say: “I don’t use Facebook,” or “I don’t use Instagram,” or “I don’t want my family/friends to see what I post.”

Let me start by saying that a Business Facebook and Instagram account and the ads are entirely different from using Social Media on a personal level.

With millions of people interacting with Facebook and Instagram daily, If you don’t leverage the power of Social Media Ads, you will be missing an excellent opportunity to grow your local business.

The question is not whether you should be using Facebook and Instagram Ads or not. A better question would be, how can you use them to gain more clients.

Watch the video on YouTube to learn about:

The first thing that we need to do to start a campaign is to create a business profile on Facebook and Instagram.

Create a business profile

Once the business profile is ready, as complete as you can possibly get it using your logo, contact information, images of your business, etc., then we can create the Pixel.

Install a Pixel

The Pixel is a code that Facebook will provide you to install on your website and allow you to learn about your audience and track everyone who visits your website or social media pages.

Start your campaign by selecting the right objective

Once we are ready to go to Facebook Ads Manager and create the first campaign, we are going to start by selecting an Objective, for example:

  • Post Engagements
  • Start new conversations
  • Website traffic
  • Custom conversions
  • New followers
  • Brand awareness

Regardless of the objective, the following four things are what I consider the most important things that will determine the success of your social media campaign.



3-Ad Creative

4-Ad Copy

What are different things that can help you optimize your Facebook or Instagram Ads?

First of all, make sure that you give your campaign enough time to run and collect information before making any significant changes to it.

Once the campaign has been running for a couple of weeks, then it’s time to start testing.

Test everything you can on your ads, audience, placement, demographics, Ad copy, Ad creative, and Call to Action.

This will help you find out the best performing ad, the best performing image, ad copy, etc., and will allow you to keep optimizing the ads based on your findings.


A well-optimized ad will qualify Above Average on Facebook’s Quality Rating (Ad Relevance). If you are not there yet, keep optimizing until you make it because ads with quality Above Average will be cheaper to run and get results than ads with Poor Quality.

More on Facebook and Instagram Ads


Imagine that you have a business with a longer sales cycle, where your customers normally don’t purchase from your right away, maybe because they need to do research or they need to get ready to make the purchase.

With a retargeting campaign, Facebook/Instagram will allow you to continue to show ads to people who have interacted with your page or your website. 

You will keep reminding them of your business and have several opportunities to build trust, to convince them that you are the right company for them. 

Also, retargeting campaigns are very cheap!

Lookalike Audience

A Lookalike Audience can be created inside the Facebook Ads Manager Audiences tab.

You tell your Pixel: I want you to find everyone on Facebook/Instagram who looks exactly like my best customers. And my best customers are everyone on the Pixel who reached the checkout page on my website, or everyone who sent me a message, etc.

Then Facebook will create a new Audience for you (LookaLike Audience), with people who are just as likely to do the same as your best customers did.

This will allow you to reach new potential customers while the Facebook algorithm get’s better at understanding who are the right customers for your business.

Finally, the purpose of creating the Lookalike Audience is to create a campaign and put it to use.

My name is Alex Uria. I hope this article was full of actionable tips that you can use for improving your Facebook campaign. Remember to share it and follow me on my journey throughout all my channels.

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