How to Run Ads on Facebook and Instagram (Meta) in 2025

Why Run Ads on Facebook or Instagram?

Facebook and Instagram — now unified under Meta’s advertising platform—offer unparalleled reach, advanced targeting, and detailed analytics. Whether you’re a small business or a global brand, Meta ads can drive leads, traffic, engagement, and sales at every stage of the buyer journey.

Key Benefits of Meta Ads:

Access to over 4 billion monthly active users combined
Advanced targeting: custom audiences, lookalike audiences, interest-based
Full control over budget, placement, and creative
Real-time analytics through Meta Ads Manager
Multiple ad formats optimized for engagement and conversions

How to run Ads on Facebook & Instagram (Meta)

What You Need to Start Running Ads

Before launching your first campaign, ensure you have:

🔹 A Meta Business Account

Create or switch to a Facebook Business Page and Instagram Creator or Business account.

🔹 Meta Ads Manager

This is your control center. It allows you to:

Create campaigns
Set up targeting
Choose placements
Monitor performance

🔹 Meta Business Suite

Use this to manage pages, messages, notifications, and schedule posts.

🔹 Creative Assets

Images, videos (reels), ad copy, landing pages—all optimized for mobile.

Target Audiance:-

Different Buyer Personas

Understanding your Target Audiances

Custom Audience & Lookalike Audience ( Feature in Meta Ads)

Facebook vs. Instagram Ads: Which Is Better?

Instagram Ads:

Higher engagement rate (especially for younger audiences)
Great for visual content and reels
Best for fashion, beauty, lifestyle, eCommerce

Facebook Ads:

Broader reach across age groups
Great for local targeting, lead generation, and long-form copy
Ideal for service-based businesses, events, and product launches

Targeting the Right Audience

Know Your Buyer Personas

Identify key demographics, interests, and behaviors that define your ideal customer profile.

Meta Targeting Options:

Custom Audience: Upload emails, phone numbers, or website visitors
Lookalike Audience: Find users similar to your existing customers
Interest-Based: Target users based on pages they follow or actions they take

Marketing Frameworks for Ad Copy

Use proven marketing psychology frameworks to craft compelling Meta ad copy:

Framework	What It Stands For	Best For
AIDA	Attention – Interest – Desire – Action	General Ads
PAS	Problem – Agitate – Solution	Pain-point-based copy
BAB	Before – After – Bridge	Transformational content
FAB	Features – Advantages – Benefits	Product-based ads

Ad Formats & Creative Content on Meta

Meta supports multiple formats to engage users in different ways:

Images: Static visuals work well for retargeting and direct response
Reels: Short videos with high engagement
Carousel: Multiple images/videos in one ad (great for product showcases)
Ad Copy: Headlines, descriptions, and CTAs should match the funnel stage

Facebook and Instagram Ads Budget Strategy

Start small: Facebook and Instagram 300–₹500/day for new accounts to gather initial data
Avoid large spends early: New accounts can get flagged for sudden spikes
Split budgets: Allocate based on objectives (awareness, leads, sales)
Use Agency Accounts: If running multiple brand campaigns, agency accounts offer higher limits and better support

Understanding the Learning Phase

Facebook’s algorithm takes time to optimize your campaign. This is called the Learning Phase.

During this phase:

Avoid making frequent changes to your campaign
Focus on 1–2 Ad Sets per objective
Let the algorithm gather enough data (about 50 conversions per ad set)