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Meta Ads Starter Guide
Guide
A simple guide to understanding Meta campaign objectives, audiences and what each type of ad is actually meant to do.
Before you run ads: Ads do not fix unclear offers, confusing websites or weak messaging. They amplify what is already there.
1. What are you trying to do?
Pick the job of the ad before choosing the campaign type.
| Goal | Use when | Watch |
|---|---|---|
| Awareness | You need more people to know you exist. | Reach, video views, engagement quality. |
| Traffic | You want people visiting a page, blog, product or resource. | Clicks, landing page views, bounce/engagement. |
| Leads | You want enquiries, form fills, calls or signups. | Lead quality, cost per lead, follow-up speed. |
| Sales | You have ecommerce tracking and enough purchase data. | Purchases, ROAS, cost per purchase, AOV. |
2. Audience basics
Cold audience
People who do not know you yet. Use clear problem-aware messaging.
Warm audience
Website visitors, Instagram engagers, email list, video viewers. Use proof and next steps.
3. Ad message checklist
- Is the hook clear in the first line?
- Does it speak to a real problem/desire?
- Is the offer or next step obvious?
- Is there a reason to trust you?
- Does the landing page match the ad promise?
4. Simple starting structure
This is a simple beginner setup, not a forever strategy.
Need help? If this helped you see the gap but you want help turning it into a proper plan, reach out: hello@markether.co.nz