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/