Meta ads, step by step.
Meta ads (Facebook and Instagram) let a small business reach exactly the right people in Hyderabad, starting with a few hundred rupees. Done badly, they burn money. Today you'll learn how to run them properly.
Boost vs Ads Manager
The Boost button on Instagram is simple but limited. Meta Ads Manager (adsmanager.facebook.com) gives you full control. Professionals use Ads Manager.
The 3 levels of a campaign
| Level | You decide | Example |
|---|---|---|
| Campaign | The objective (what result you want) | Leads, Sales, Traffic, Engagement, Awareness |
| Ad set | Audience, budget, schedule, placements | Women 22–40, within 5 km of Tolichowki, interested in baking; ₹300/day for 5 days |
| Ad | The creative: video/image, text, button | A 15-second reel of the cake being cut + "Order on WhatsApp" |
Choose the right objective
Meta optimises for exactly what you ask. Want WhatsApp orders? Choose an objective that drives messages or leads, not "Awareness". Asking for the wrong result gives you the wrong people.
Targeting
- Location: city or a radius around your shop.
- Age and gender (if relevant).
- Interests and behaviours: "cooking", "fitness", "online shopping".
- Custom audiences: people who engaged with your page or visited your website.
- Lookalike audiences: people similar to your existing customers.
Today, Meta's system is often good at finding buyers with broader targeting, if your creative and objective are clear. Test both.
Creatives that work
- Video or reel style, shot on a phone, looks natural.
- Hook in the first 2 seconds.
- Show the product clearly, and the benefit.
- A clear call to action: "Order on WhatsApp", "Book a free trial".
- Test 2–3 different creatives; keep the winner.
Key metrics
| Metric | Meaning |
|---|---|
| Reach / Impressions | How many people / how many times the ad was shown |
| CTR (click-through rate) | % of people who clicked. Higher = more interesting ad |
| CPC (cost per click) | How much each click costs |
| CPL / CPA | Cost per lead / cost per acquisition (sale) |
| ROAS | Return on ad spend: revenue ÷ ad cost |
A bakery spends ₹2,000 on ads and gets 40 WhatsApp orders. What's the cost per order?
₹2,000 ÷ 40 = ₹50 per order. If profit per order is more than ₹50, the ads are working.
Ads for some categories (like finance, health claims or politics) have special rules in Meta's ad policies. Never make false claims ("lose 10 kg in 7 days"). Rejected ads and banned accounts are common for beginners who ignore policies.
Which objective should a clinic choose to get appointment requests through a form?
Choose the objective that matches the result you actually want.
Your task (30 min)
Open Meta Ads Manager (you can explore without spending). Create a draft campaign for a local business: pick the objective, set a 5 km audience, a ₹200/day budget for 3 days, and write the ad text with a clear call to action. Don't publish unless the business owner agrees and pays.
Lesson 9 complete!
You understand campaign structure, objectives, targeting, creatives and the key metrics for Meta ads. Next: Google Ads basics.
Next: Google ads basics →