Complete guide to setting up Facebook ads

What is Facebook Ads Manager and why is it important?

Have you ever asked yourself what Facebook Ads Manager actually is? Simply put, it’s the central tool that controls your entire Facebook advertising experience. But why is it important? Ads Manager allows you to create, edit, analyse, and optimise every part of your advertising campaigns — all in one place.

Think of Ads Manager as the control room where you pilot your ad strategy. Without it, managing campaigns would be a confusing, fragmented process. For businesses, this means a smoother, more efficient way to reach their target audience and track performance. Imagine trying to assemble a kit without instructions — Ads Manager gives you the instructions and tools you need.

For example, major brands like Nike and Coca-Cola rely heavily on Ads Manager to launch global campaigns, monitor audience engagement, and adjust budgets in real time. Small businesses benefit too, tailoring ads to local customers and measuring return on investment clearly.

Many beginners rush into creating ads without understanding the hierarchy behind the scenes, which leads to wasted budgets and weak results. Facebook Ads Manager sits at the centre of this hierarchy, overseeing your ad account, campaigns, ad sets, and ads in a clear, structured way.

This structure ensures your ads don’t just show up randomly but align with specific goals and strategies. So, think of Facebook Ads Manager as the backbone that supports your advertising effort.

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How do I access Facebook Ads Manager?

So, where do you find Ads Manager? It’s easier than you think. You can go straight to Facebook Ads Manager using that direct link. Bookmark it for future use.

Alternatively, you can download the Facebook Ads Manager app for your smartphone if you want to manage campaigns on the move. However, many professionals prefer the desktop version because it offers more features and easier navigation.

If you’re already on Facebook, just look on the left side of your home feed. Click ‘See More’ to expand the menu, then select ‘Ads’ or ‘Ads Manager.’ This will take you straight to your dashboard.

For example, small business owners who manage ads themselves appreciate this quick access. It’s also handy for marketing teams that need to check campaign progress during meetings without fussing over menus.

How do I set up a Facebook Business Manager account?

Before starting with Ads Manager, you need a Facebook Business Manager account. Why? Because it allows you to manage all your advertising resources — like multiple ad accounts, pages, and teams — from one place.

To set this up, go to business.facebook.com and click the ‘Create Account’ button. You will then log in with your personal Facebook account. It’s important to use your existing account rather than make a new one. Facebook often freezes or bans duplicate accounts, which can cause major headaches.

After logging in, a pop-up will ask for your business name, your name, and business email. Fill these in along with your business address, phone number, and website URL. If you don’t have a website yet, your Facebook page URL works fine.

For example, a local bakery can use this setup to manage ads for their shop and coordinate with their marketing agency. Even freelancers can benefit by keeping their side projects organised under different ad accounts.

Finally, verify your email address from the verification link Facebook sends you. This completes the account setup and prepares you to manage advertising assets.

How do I add access and assets in business manager?

What’s the next step after setting up your business account? You’ll want to link your assets — like your Facebook page and ad account — and manage who can access them.

Start by clicking the triple bars (menu) at the top of Business Manager. Choose ‘Business Settings.’ Here, you’ll find ‘Users’ and ‘Accounts’ menus.

If you work with an agency, head to ‘Users’ then ‘Partners’ to add them. You can decide whether to share your assets or request access to theirs.

Regardless, everyone needs to add their Facebook business page next. Under ‘Accounts’ > ‘Pages’, click ‘Add’, then ‘Add a Page’ and type your page’s name. If you don’t have a page, you can create one here. For example, a fitness coach might create a new page dedicated to their classes directly from this menu.

Next, add an ad account under ‘Accounts’ > ‘Ad Accounts’. Here you can either add an existing ad account, request access, or create a new one. Think of it as linking your wallet to the Ads Manager. Without this, you can’t run ads.

Lastly, fill out your business information in the ‘Business Info’ section — this helps Facebook confirm your identity and business details.

What is a Facebook pixel and why should I use one?

Have you heard of a Facebook pixel but aren’t sure what it does? The pixel is a tiny piece of code you place on your website. It tracks visitors’ behaviour and feeds valuable data back into Facebook Ads Manager.

Why is that useful? Because it helps Facebook learn who your customers are and what actions they take. Imagine running an ad for a new product. Thanks to your pixel, Facebook can retarget people who visited your product page but didn’t buy. This is called retargeting.

Another benefit is creating lookalike audiences. Facebook uses pixel data to find people similar to your current customers who are more likely to convert. This can expand your reach and improve ad performance.

For example, an online store selling handmade jewellery can target past website visitors with a special discount via retargeting and also build a lookalike audience to find new customers.

To create a pixel, go to Ads Manager > Events Manager. Click ‘Connect a Data Source’, choose ‘Web’, then ‘Facebook Pixel’, and hit ‘Connect’. Give your pixel a name and enter your website URL.

You can install the pixel through partner platforms like WordPress or Google Tag Manager. Alternatively, email the pixel code to your developer. If you’re tech-savvy, you can install it manually by adding code snippets to your website’s header. (Here are some instructions to help you set up your Meta Pixel.)

Make sure to verify that your pixel is active and tracking correctly by using Facebook’s Pixel Helper tool for Chrome.

What do the tabs in Facebook Ads Manager mean?

When you open Facebook Ads Manager, you’ll see several tabs — each with a specific purpose.

The ‘Account overview’ tab is your dashboard. It offers a snapshot of your whole ad account's performance. Here you can check spend, reach, and overall results across all campaigns.

If you manage multiple ad accounts, use the drop-down at the top to switch between them. For example, an agency handling several clients will toggle between clients' accounts here easily.

The ‘Campaigns’ tab lists all your campaigns. Selecting one reveals its ad sets and ads. Campaigns represent your big goals, like brand awareness or conversions.

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‘Ad Sets’ are subsets within campaigns that define audience targeting, budget, and placement. Think of ad sets as different groups of people or budgets within a campaign.

Finally, the ‘Ads’ tab shows individual ads. This is where you can fine-tune images, copy, and check results for each ad.

Want to see how a specific campaign is doing? Select it in ‘Campaigns’, then check its ad sets and ads below.

How do I create and run my first Facebook ad campaign?

Are you ready to launch your first Facebook ad? Let’s walk through the steps.

First, navigate to the ‘Campaigns’ tab in Ads Manager. Click the green ‘+ Create’ button to start your campaign.

You’ll need to select a campaign objective. This tells Facebook what you want to achieve, whether it’s brand awareness, traffic, lead generation, or conversions.

For example, a new coffee shop may choose ‘Local Awareness’ to reach people nearby. An e-commerce site might pick ‘Conversions’ to encourage purchases.

Next, name your campaign. Use a consistent naming system like “ProductName_Objective_Date” to keep things organised, especially when running multiple campaigns.

How do I create an ad set and set a budget?

After your campaign is set up, create an ad set underneath it. The ad set determines your audience, budget, schedule, and placements.

Pick an audience based on location, age, gender, and interests. If you have a pixel, create custom audiences or lookalike audiences for better targeting.

For instance, a gym might target people interested in fitness within 10 miles of their location.

Set your budget — daily or lifetime. Daily budgets spend evenly each day, handy for new ads. Lifetime budgets spread spend over the whole campaign period.

Start with a small budget. That way, you let Facebook learn who responds best without risking too much money. Adjust later based on performance.

Choose placements — where your ads will appear. Automatic placements let Facebook optimise across Facebook, Instagram, Messenger, and the Audience Network.

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How do I create and design my ads?

With your ad set ready, it’s time to create the actual ads. Select your format: carousel, image, video, or collection.

Carousel ads feature multiple images or videos users can swipe through. Great for showing products or telling a story. Image ads use one static image — simple but effective. Video ads grab attention with motion and sound — keep them short and add subtitles as many people watch without sound. Collection ads are perfect for e-commerce, showcasing several products in a dynamic layout.

Compose your headline, primary text, and description. Make the copy clear and compelling. Always include a call-to-action button that matches your goal, like ‘Shop Now’ or ‘Sign Up’.

For example, a bookshop running a video ad might say, “Discover new bestsellers!” with a ‘Buy Now’ button linking to their online store.

Use the preview pane to check how your ad looks on different placements before publishing.

How do I place my order and monitor ad performance?

Once your ad is ready, hit ‘Place Order’. Facebook will review your ad, usually within 24 hours. Once approved, your ad goes live.

Remember, Facebook’s algorithm optimises ads automatically. Give it a few days before making changes to let Facebook learn what works.

To monitor, open Facebook Ads Manager. Use the ‘Account Overview’, ‘Campaigns’, ‘Ad Sets’, and ‘Ads’ tabs to track performance.

Look at key metrics like reach, cost per click (CPC), click-through rate (CTR), and conversions to understand how your ads behave.

You can customise which columns to view by using the ‘Columns’ dropdown and selecting ‘Customize Columns’. This lets you focus on what matters most to your business.

For example, a charity campaigning for donations may prioritise ‘Cost per Donation’ over clicks.

Regularly reviewing your data helps you spot which ads succeed and which need adjusting. This cycle of testing and tweaking is key to improving your campaign results.

Conclusion

Facebook Ads Manager is a powerful tool that centralises the planning, creating, and tracking of your Facebook advertising efforts. By understanding the hierarchy of accounts, campaigns, ad sets, and ads, you can design effective campaigns tailored to your business goals.

Remember to start small, test your ads, use the Facebook pixel for smarter targeting, and analyse your results to scale what works.