For a first campaign, pick a goal (conversations, site clicks or leads), limit the audience to Baku and an age range, start with 4–5 creatives, set a small daily budget and decide only after 7 days.
1. Pick the goal
Meta optimises delivery for the campaign goal. If customers arrive through chat, choose Messages; if they must reach a website, choose Traffic. The wrong goal burns the budget on useless clicks.
2. Don't narrow the audience too much
At the start a location (Baku and surroundings), an age range and 3–4 basic interests are enough. An audience that is too narrow slows the ad's learning. Meta's Advantage+ audience is also worth testing.
3. Creatives
Start with 4–5 different creatives: vertical video (9:16), a 4:5 image, different first frames. Meta will show what works better. The first 3 seconds decide everything.
4. Text and button
Short text, one idea, one call to action. With the Messages goal, the button leads straight to Instagram Direct or WhatsApp.
5. Budget and duration
Start with a small daily budget and always set an end date, otherwise the ad keeps spending until you stop it. The system learns for the first 3–4 days — don't decide from day one.
6. Placements
Automatic placements (Advantage+) let Meta find the cheapest impressions. For each creative prepare both a 4:5 (feed) and a 9:16 (Stories and Reels) version.
7. Review after 7 days
Look at the cost per conversation, click-through rate and how many people watch past the first frame. Turn off weak creatives and move the budget to the ones that work.
Questions
What budget should I start Meta ads with?
You can start with a small daily budget, but Meta will warn that results may be low. What matters is letting every creative run for a week before deciding.
Can I run ads without an end date?
It is not recommended. Without an end date the ad keeps running until you turn it off.