# Meta Ads: End-to-End Advertising Checklist for Instagram + Facebook

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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.

## 3) Daily (5–10 minutes)

- Check **spend pacing** vs. budget.
- Review **CPM, CTR, CPC** (red flags: CPM > $12, CTR < 1%, CPC > $2.50).
- Respond to **ad comments** (answer questions, build trust).

## 4) Weekly

- Compare performance by **creative** and **audience**.
- Pause **underperformers** (after enough data).
- Rotate in a **new UGC creative**.
- Refine **targeting** if CTR is low.
- Scale winners gradually (**+15–20%** budget, avoid big jumps).

## 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.