Mastering Meta: Everything you need to know about social media advertising

Meta’s ad platform, covering Facebook, Instagram, Messenger and Audience Network, offers powerful targeting tools, multiple ad formats, and data-driven optimisation strategies, but to make the most of it, you need a smart, well-planned approach.

This guide unpacks Meta advertising, from campaign setup to budgeting, bidding, and performance tracking, so you can maximise your impact and drive real results.

Meta’s advertising system isn’t just about running ads in newsfeeds. With options spanning Instagram stories, Messenger, Audience Network, and Reels, businesses can reach audiences where they’re most active.

Choosing the right campaign objectives is key. Meta offers goals such as brand awareness, traffic, engagement, lead generation, and conversions. Once you’ve set your goal, the next step is selecting the right ad format. You can choose from a mix of image and video ads, carousels and slideshows and collection ads.  Meta’s advanced targeting system allows businesses to zero in on their ideal audience, using demographics, interests, behaviours, and past interactions, to create highly personalised ad experiences.

1. Know your audience and target the right people

To create a successful ad campaign, you need to know who you are targeting. Meta’s Audience Insights tool helps you understand who your ideal customers are and how they behave online.

The Custom Audiences option allows you to reach users who have already interacted with your business, such as website visitors or email subscribers, whilst Lookalike Audiences helps you expand your reach by targeting users like your best customers. Interest-Based Targeting connects you with users based on their hobbies, interests and online behaviours.

2. Write copy that captures attention

Good ad copy needs to be concise, persuasive, and action-driven. Start with a strong hook to grab attention within the first few words. Highlight the benefits of your product or service and make sure to include a clear call to action (CTA), such as Shop Now, Learn More, or Sign Up.

3. Use scroll-stopping visuals

Meta prioritises high-quality, visually engaging content. Ads that feature bold visuals and video content perform significantly better than those that rely on text alone.

• Use high-resolution images and videos that align with your brand identity.

• Short-form videos outperform static ads, especially when optimised for mobile.

• Experiment with different formats, such as carousels, to see what resonates best.

4. Optimise for mobile users

As many as 90% of Facebook and Instagram users access the platforms through their mobile devices, so you need to make sure ads are mobile-friendly. Keep the text short and easy to read, use vertical images/videos for better mobile display, and ensure your landing pages load quickly and seamlessly to prevent drop-offs.

Setting up a Meta advertising campaign doesn’t require a big budget, but it does require smart spending. Start with a modest budget and scale based on performance. Meta’s algorithm provides recommendations to help estimate potential reach. When it comes to bidding strategies, you have options:

• Auto bidding (lowest cost) – Allows Meta to optimise spend to get the best possible results within your budget.

• Cost cap – Controls cost per conversion, helping manage return on ad spend.

• Bid cap – Gives maximum control over what you’re willing to pay per action.

It’s recommended to experiment with different strategies with a test-and-learn approach and adjust based on campaign performance to find out what works best for your brand.

Once your ads are set up, it’s important to keep an eye on performance. Meta’s Ad Manager provides real-time insights into key metrics such as click-through rate (CTR), cost per result, and return on ad spend (ROAS).

A/B testing (split testing) is one of the most effective ways to fine-tune performance. By testing different elements, such as images vs. videos, variations in headlines, or different CTAs, you can identify what resonates best with your audience and refine your approach accordingly.

Another key optimisation tactic is retargeting. Many users won’t convert on the first ad they see, but Dynamic Ads allow you to show personalised product recommendations based on previous interactions, keeping your brand top of mind, and nudging potential customers closer to purchase.

To fully master Meta advertising, you need to have a combination of strategic planning, creative execution, and continuous optimisation. At Koobr, we help brands maximise ad spend, refine targeting, and create high-performing campaigns that drive real business growth.