Meta Ads — Setup Now, Run Later
Note
Status: Not running yet — activate when marketer is hired. What to do NOW: Set up the infrastructure so we’re ready.
Mahmoud to complete immediately (even before ads run):
- Create Meta Business Manager account
- Install Meta Pixel on the Laravel website and landing page
- Set up GoHighLevel consultation booking as the conversion event in Pixel
- Verify Pixel is firing correctly on key pages
- Create Custom Audiences: website visitors, landing page visitors, booking completions
Important
Installing the Pixel now means we accumulate audience data from day one. When we run ads, we’ll have weeks of conversion data to optimise against instead of starting cold.
Meta Ads Strategy (When Marketer Is Hired)
Objective: Drive free consultation bookings from US SMB owners in our priority verticals.
Campaign Structure
| Campaign | Audience | Ad type | Budget allocation |
|---|---|---|---|
| Retargeting | Pixel: visited site, didn’t book | Short video or image | 30% |
| E-commerce owners | Interests: Shopify, e-commerce, online retail | Carousel or video | 25% |
| Real estate | Interests: real estate agents, brokers, property management | Single image | 25% |
| Construction | Interests: construction, contracting, small business owners | Single image | 20% |
Ad Creative Principles
- Lead with outcome, not feature: “Save 20 hours/week” not “We build automations”
- Use specific numbers wherever possible
- Video outperforms static for cold audiences — a 30–60 second “here’s what we automate” Loom-style video is the best starting format
- Always test 2–3 creative variants per ad set before scaling spend
- Every ad CTA: “Book Your Free Call” → consultation landing page
Before Spending a Dollar on Ads
- Landing page is already converting organically (minimum 10 organic bookings)
- Meta Pixel confirmed firing and tracking conversions correctly
- Monthly budget agreed by all partners
- Marketer briefed and owns the ad account