Set-Up Your Facebook and Instagram Ads for Success! 


Over the next few months, our blog will focus on all things Facebook and Instagram Ads, including best practices for setting them up and general learning topics. An essential part of setting up an ad campaign is the planning phase. Below, we will take you through how LASK works with clients on setting up an ad plan. Use this simple process and questionnaire to plan your next campaign!

The first step in ad planning and execution is to gather the who, what, when, and how. As with any campaign, always start with the end objective in mind. What are your goals? What are you hoping to gain with this marketing campaign? Do you want to increase sales or increase email sign-ups? Whatever the goal is, make sure it’s measurable; by having a measurable goal such as email sign-ups or sales, you can determine your ROAS (Return On Ad Spend) and make data-driven decisions on the success or failure of your campaign.  

Don’t leave these goals in your head, start a google doc and write them down or download our template to get your planning started.  

First, write out a clear goal, for example, I want to increase monthly email sign-ups by 25 email addresses. It’s clear and measurable and includes a time frame. 

Next, think through and write out all the assets you need to track and entice people to sign up for your list. Here is a checklist for this:

  • Determine Lead Magnet. A lead magnet is a marketing term for a free item or service given in exchange for a user’s contact information. Here are some examples: white papers, unique content, discounts, free 15-minute consultations. Think through what you offer that is valuable to the consumer; what would make you sign up? List out 4-5 items you could offer in exchange for the user’s email address.

  • Landing Pages: A landing page is a standalone web page that a person “lands on” after clicking a link on an email or ad. Landing pages are critical; they will make or break your campaign. Here are a few essential items to consider when creating your landing page. Remember, you have about 8 seconds to convince users, don’t make them dig!
    • Messaging should be clear, concise, and easy to understand. Writing should be simple, written at an 8th-grade level.
      • Tell users what you want them to do: ie sign up for my mailing list and get x. Always remember “what’s in it for the client?” point of view.
      • Place the call to action in the main body and above where a user would need to scroll to see it.
      • Make your page mobile-user friendly.
      • Keep forms short.
      • Branding in the ad should match the landing page. When the users click over to the landing page, be sure the landing page is similar to what you’ve advertised.
  • Determine the sales funnel: The sales funnel is the journey a lead takes from first creating customer awareness to actual purchase? Ask yourself the following questions to set up your sales funnel:
    • How do you plan to nurture these leads? 
      • Will you call them? If so, how often before you determine the lead is dead. 
      • How many times will you email them before determining the lead is dead? Will they enter an ongoing email series? If so, what content is needed for the series?

The worst thing you could do is spend money to collect new leads and not follow up right away. The sales funnel must be clearly defined and live before launching your ads. For example: Let’s say you are a restaurant and you want to run a private party ad; the sales funnel might be the following:

  • Lead is emailed to event planner, event planner to follow up on lead within 2 hours of receiving lead with a phone call and email. 
    • If contact is made, take the following steps:
      • The event planner will send out the quote and follow up accordingly. 
      • Add the lead to the email database. 
      • A monthly follow-up email/phone call by the event planner to develop the relationship for future events. 
      • Follow contact on social media and engage with content.
    • No contact is made after 4 days, add the lead to the email database. 

Setting up a sales funnel sounds complicated; however, if you currently sell stuff, you already have a funnel. Write it down and ensure that it supports leads coming from an online source. 

Next, you will dig in on who your BEST customer is. Spoiler alert, your best customer isn’t everyone. Also, Facebook doesn’t work on keywords like Google ads, the ads work on interest. Build out a customer profile. Here are a few questions to get you started. 

      • What do most of your customers do for fun?
      • Typical jobs or titles you see? 
      • What do they read? Books, Blogs, Websites?
      • Where do they shop? 
      • How old are they? 
      • What type of music do they listen to? 
      • Where do they live? 

Next, list 4-5 of your competitors! Be curious, and look around at what your competitors are doing. Check out the following:

    • Website 
    • Facebook ad library. The FB Library will show all of the current ad campaigns running for a particular company. https://www.facebook.com/ads/library 
    • Facebook 
    • Instagram 
    • Join their mailing list 

After doing the initial homework, your ad plan will be easy to set up. The above information should contain everything you need to set up your ad plan and determine if the campaign was a success or a bust. 

Now, it is time to put the above information into a simple ad plan for each campaign you plan to execute. Download our template for creating a Facebook ad plan by clicking here. Customize it to work best for you and your business. 

    • Theme: What is the theme for the ad? What are we promoting?
    • Goal or KPI: What are the goals of running the ads? 
    • Campaign Objective: Determine what type of ad you’ll run on Facebook
      • Traffic 
      • Engagement 
      • App Install 
      • Video views 
      • Lead Generation 
      • Message 
      • Conversion 
      • Catalog Sales 
      • Store traffic 
      • Brand awareness 
      • Reach 
    • Time Period: 
      • Determine the time frame for the testing period. 
      • Determine the campaign time frame. 
    • Tracking: 
      • Ensure tracking is set up correctly. Is the pixel installed on your landing page, standard events set up if needed, tracking for email collection. 
      • How often will you monitor your ads? 
      • What are your key performance indicators? 
    • Graphics and Copy. Write out 2-3 different ad copies for each creative. It’s essential to test copy and creative. The best performing ads don’t always make sense, don’t assume…test test test! 
    • Landing page: 
      • Where are we sending the traffic?
      • Review that the forms are working, and the page is easy to read and not cluttered; ensure clear messaging and a call to action. 
    • Sales funnels: Write out the sales funnel and what happens once the lead is received. Ensure this funnel is ready to go! 
    • Ad Spend. Including the testing budget as well as the campaign budget. 
    • Audience: list out the different audiences you will test. For example: 
      • Los Angeles + 24miles->Age 21-45-> Small business Owners 
      • Los Angeles + 24miles->Age 35-55-> Custom Audiences, email list, social engagement, video views.  
    • Placement: Determine where you’d like the ads to show on Facebook and IG. 
      • Facebook: includes Feed, marketplace, video feeds, right column, explore, Stories & Reels, instream, overlay ads in Reels, search, and in-articles 
      • Instagram: includes the Feed, Explore, Shop, Stories & Reels
      • Audience network 
      • Messenger: Messenger includes inbox, messages 
    • Ad Mockups // Screenshot of the ads in the Ads Manager. 


Once the Facebook ads plan is complete, you are ready to review and launch your ads! 

You can download our setup form here and our Facebook Ad Plan template here as great tools to get going. We are also happy to help you get set up and run those campaigns. Remember, there is no one size fits all for ads. For success, you will need to test and then test some more!