Launch & scale ads · Part 1 of 2

Launch your first Meta campaign

Tracking is wired up — time to spend. The make-or-break choice here is the conversion event: get it wrong and Meta bids on the wrong people.

1 · Launch 2 · Optimize & scale
Prerequisite: your pixel is set up & connected. Not done? → Pixel & CAPI setup guide.
4
Step Four
Create Facebook / Instagram Ad Campaign

In Meta Ads Manager

Campaign Level
  • Click "Create" → Choose objective: "Sales" (formerly "Website Conversions")
  • Campaign name: Your Model - Acquisition (Phase 1) or Your Model - Scale (Phase 2)
  • Choose buying type: "Auction"
Ad Set Level — Common settings
  • Conversion location: "Website"
  • Select your Pixel ID (the one you created in step 1)
  • Budget: Start with $20–50/day minimum
  • Audience: Start broad (Men 18–45 in your target country), let Meta optimize
  • Placements: "Advantage+ Placements" (automatic)
Ad Set Level — Phase-specific settings

The conversion event and performance goal change depending on your maturity. Pick the column that matches you.

Phase 1 · Cold start
Conversions on Subscribe
< 50 Purchase events
  • ⭐ Conversion event: Subscribe (this is the key!)
  • Performance goal: "Maximize number of conversions"
Phase 2 · Mature
Sales on Purchase (ROAS)
50+ Purchase events / week
  • ⭐ Conversion event: Purchase
  • Performance goal: "Maximize value of conversions" (ROAS)
Ad Level
  • Upload your creative (image/video)
  • Primary text: Write compelling copy
  • Headline: Clear value proposition
  • Destination: Your landing page URL
    https://cutefanlink.com/your-page
  • Call to action: "Subscribe", "Contact Us" or "Send Message"
Critical: Pick the conversion event matching your phase — Subscribe while you're under 50 Purchase events/week, then switch to Purchase with value optimization once Meta has enough signal. The wrong event = the algorithm bids on the wrong people.

Next: optimize & scale

Campaign live? Part 2 covers the learning phase, verifying events, and scaling profitably on ROAS.

Continue to Part 2 → Back to the hub

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