How to set up your first Meta ad campaign (Facebook + Instagram)

End-to-end walkthrough — account setup, pixel install, audience, creative, budget, and the launch checklist. The clean way to spend your first $100.

9 min read beginnerUpdated Jun 10, 2026

Reviewed by the editorial team · Jun 10, 2026

Before you start

Step by step

01
Set up Business Manager
business.facebook.com → create a Business Manager → add your Facebook Page, Instagram account, and ad account. Skip this and you'll regret it the first time you change agencies.
02
Install the Meta Pixel + Conversions API
Events Manager → Connect Data Sources → Web → install on your site. In 2026 you MUST also turn on the Conversions API — pixel alone misses 30%+ of iOS conversions.
03
Create the campaign
Ads Manager → Create → pick objective. For most businesses: Sales (if you have an ecom store) or Leads (if you sell services).
04
Pick the audience
Start broad — country + age range only. Meta's algorithm finds your buyers faster than detailed targeting in 2026. Save lookalikes for after you have 100+ pixel conversions.
05
Upload 4 creative variations
Two videos (15 sec), two static images. Each with a different hook. Meta will scale the winner.
06
Set a $20-30/day budget
Anything less and the algorithm can't learn (you need ~50 conversions/week to exit the learning phase). Run for 7 days before judging — never kill a campaign at day 2.
07
Launch the pre-flight checklist
Pixel firing on key page (test with Pixel Helper extension)? UTM parameters on the URL? Landing page mobile-friendly? Then publish.