---
title: "Facebook advertising: a beginner's guide (Meta Ads)"
description: "How to launch a Facebook ad campaign (Meta Ads): objectives, targeting, formats, budget and measurement. A guide to starting effectively."
url: "https://publicitefrance.com/en/blog/publicite-facebook/"
lang: en
translated_from: "https://publicitefrance.com/blog/publicite-facebook/"
category: "Digital advertising"
publisher: "PubliCité France"
updated: "2026-08-02"
keywords: ["Facebook advertising", "Meta Ads", "Facebook Ads", "Instagram advertising"]
---

# Facebook advertising: a beginner's guide (Meta Ads)

**In short:** Facebook advertising (via Meta Ads Manager, which also covers Instagram) excels at **discovery** and **targeting**. Unlike Google Ads, which captures intent, Meta finds the user in their feed — hence the importance of a creative that grabs attention.

## How it works
You build campaigns in **Meta Ads Manager**, structured in three levels: the **campaign** (objective), the **ad set** (audience, budget, placement), and the **ad** (creative). Meta then optimises delivery towards the people most likely to complete the objective.

## Targeting
- **Detailed audiences**: interests, behaviours, demographics.
- **Custom audiences**: from your data (visitors, customers), with consent.
- **Lookalike audiences**: resembling your best customers.

## Creative, the crux
On Facebook and Instagram, the user isn't searching: you must **stop them**. Hence the importance of the **hook** (first seconds), the **vertical** format, "sound on", and several tested variants.

## Measure and optimise
Install conversion tracking (with consent), then steer by **cost per result** (lead, purchase), not just CPM or clicks. Test, keep what works, cut the rest.

## FAQ
**Facebook advertising or Google Ads?**
Facebook/Meta for discovery and targeting; Google to capture existing intent. Many advertisers combine both.

**What budget to start on Facebook?**
No universal minimum: start small, with several tested creatives, then scale what converts.

**Does Facebook advertising reach Instagram?**
Yes: Meta Ads Manager delivers on Facebook and Instagram (and other Meta placements) from the same interface.

---
*PubliCité France — blog, Digital advertising. French version: /blog/publicite-facebook/*