IG + Facebook UGC Ads — Launch & Management Checklist

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1) Pre-Launch (Before You Run Ads)

Accounts & Setup

• Set up Meta Business Manager and verify ownership.
• Connect your Instagram and Facebook Page to Business Manager.
• Install and verify the Meta Pixel on your site/landing page.
• Optionally set up Conversions API for better attribution.
• Add a valid payment method in Ads Manager.

Creative Prep

• Export UGC videos in 9:16 (Reels/Stories) and 1:1 (Feed).
• Add captions/subtitles (many viewers watch muted).
• Include a clear on-video CTA and end-card (e.g., “Shop Now”).
• Create 2–3 creative variants (different hooks/thumbnails).
• Write ad copy with a strong hook → benefit → proof → CTA.

Targeting Setup

• Define customer personas (age, gender, geo, interests).
• Create custom audiences: site visitors, IG/FB engagers (30–180d).
• Create lookalike audiences (if you have purchases or leads).

Budget & Structure

• Choose objective: Sales (or Engagement for top-funnel).
• Set budget (e.g., $13/day ≈ $400/mo).
• Use Campaign Budget Optimization (CBO).
• Plan 2–3 ad sets (different audiences).
• Load 2–3 creatives per ad set for testing.

2) Launch Day (Day 0–1)

• Upload videos to Ads Manager; select Reels, Stories, Feed placements.
• Double-check copy, CTA button, destination URL.
• Preview on mobile & desktop.
• Turn on the campaign.
• Record launch details in a simple tracker (campaign, ad sets, budget, creatives).
• Allow 48–72 hours (learning phase) before major changes.

5) Monthly Review

• Review spend, impressions, clicks, conversions.
• Calculate ROAS and assess profitability.
• Document creative insights (what hooks & angles worked).
• Test a new offer/ad angle if performance plateaus.