Getting Started with Paid Social Media Advertising on Meta: A Beginner’s Guide

By Colm Daly,

In the ever-evolving landscape of digital marketing, paid social media advertising has emerged as a powerful tool for businesses to reach and engage with their target audiences. With platforms like Meta (formerly Facebook), businesses have the opportunity to leverage sophisticated targeting options, compelling ad formats, and robust analytics to achieve their marketing objectives. If you’re new to paid social media advertising on Meta, fear not – this beginner’s guide will walk you through everything you need to know to get started.

Understanding the Basics

Before diving into the world of paid advertising on Meta, it’s essential to understand the platform’s ecosystem and advertising options. Meta offers several ad formats across its family of apps, including:

  • Facebook
  • Instagram
  • Messenger
  • Audience Network

These formats range from image and video ads to carousel ads, slideshows, and immersive experiences like Instant Experiences.

Setting Up Your Advertising Account

To start advertising on Meta, you’ll need to create a Business Manager account and connect your Facebook Page. Business Manager serves as a central hub for managing your ad accounts, Pages, and ad campaigns. Once your Business Manager account is set up, you can create an ad account and set your advertising objectives, such as:

  • Brand Awareness
  • Reach
  • Engagement
  • Traffic
  • App Installs
  • Conversions
  • Catalog Sales

Defining Your Target Audience

One of the key advantages of advertising on Meta is the platform’s advanced targeting capabilities. You can target your ads based on demographics (age, gender, location), interests, behaviors, connections, and even custom audiences (such as website visitors or email subscribers) which can be used to create lookalike audiences too. Take the time to define your target audience accurately to ensure your ads are reaching the right people.

Crafting Compelling Ad Creative

The success of your ad campaigns on Meta depends heavily on the quality of your ad creative. Whether it’s a captivating image, an engaging video, or persuasive ad copy, your ads should grab attention and resonate with your target audience. Experiment with different ad formats and messaging to see what resonates best with your audience.

Setting Your Budget and Bidding Strategy

Meta offers flexible budgeting options to accommodate businesses of all sizes. You can choose between a daily or lifetime budget and set bid limits to control how much you’re willing to pay for your desired actions (such as link clicks or impressions). Additionally, Meta’s automated bidding options, such as lowest cost or target cost, can help optimise your ad delivery and maximise your budget’s efficiency.

Monitoring and Optimising Your Campaigns

Once your ad campaigns are live, it’s crucial to monitor their performance closely and make adjustments as needed. Use Meta’s ad reporting tools to track key metrics like reach, engagement, click-through rate, and conversion rate. Analyse the data to identify trends, optimise your targeting and creative elements, and allocate your budget towards the best-performing ads.


Paid social media advertising on Meta offers businesses a powerful platform to reach their target audiences, drive engagement, and achieve their marketing goals. By understanding the basics of setting up ad campaigns, defining target audiences, crafting compelling ad creative, and optimising campaign performance, businesses can unlock the full potential of advertising on Meta. With dedication, experimentation, and a data-driven approach, businesses can leverage paid social media advertising on Meta to drive meaningful results and grow their online presence.

If you would like to learn more about how we can help your business grow with Paid Social Advertising contact us at [email protected].

About the author

Colm is an experienced social media expert with a passion for content creation. He is a graduate from University College Cork with a degree in Commerce and received a Post Graduate Higher Diploma in Digital Marketing Practice from Waterford Institute of Technology.