Meta Ads (FB + IG)

Meta Ads leverage Facebook and Instagram's combined 3+ billion users through AI-driven Advantage+ campaigns that optimize across platforms, placements, and audiences automatically. Unlike Google Search Ads that capture existing demand, Meta Ads excel at creating demand through visual storytelling, making them ideal for innovative products, alternative solutions, and awareness-stage marketing. The platform uses machine learning to deliver ads across News Feed, Stories, Reels, and other placements based on user behavior and interests rather than search intent.

The guide emphasizes starting with Advantage+ Sales campaigns that automate targeting, bidding, and placement optimization, requiring only quality creatives and clear conversion goals. Campaign structure includes prospecting (reaching new users through lookalike audiences and interest targeting) and retargeting (re-engaging website visitors and past customers). Ad formats range from single images and videos to carousels and lead forms, with video ads showing particular strength for storytelling and engagement. Success depends heavily on creative quality and continuous testing, as Meta's algorithm favors fresh, engaging content that stops users from scrolling. The optimization process involves analyzing performance through the AIDA framework (Attention, Interest, Desire, Action), breaking down results by demographics and placements, and constantly testing new creative concepts. Budget recommendations start at $500-1,500 monthly, with 3-5x target CAC for testing and systematic measurement through custom metrics and UTM parameters.