Creating Campaigns (Manual)
Step-by-step guide to creating a complete campaign with targeting, creative, and budget settings.
Creating a campaign manually gives you full control over every setting. The wizard breaks it into four manageable steps.
Before You Start
You need:
| Requirement | Why |
|---|---|
| Connected Meta account | Campaign will be created in this account |
| Website URL | For the ad destination |
| Ad creative | Image/video and copy |
| Budget decision | Daily or lifetime budget amount |
Step 1: Campaign Settings
Campaign Name
Give your campaign a descriptive name:
| Good | Bad |
|---|---|
| Summer Sale 2024 - US - Conversions | Campaign 1 |
| Holiday Promo - Retargeting - Dec | test |
Campaign Objective
Choose what you want to achieve:
| Objective | Best For | Optimization |
|---|---|---|
| Awareness | Brand recognition | Reach |
| Traffic | Website visits | Link clicks |
| Engagement | Post interactions | Engagement |
| Leads | Form submissions | Leads |
| App Promotion | App installs | Installs |
| Sales | Purchases | Conversions |
The objective determines how Meta optimizes delivery.
Budget
| Type | How It Works |
|---|---|
| Daily Budget | Max spend per day, resets daily |
| Lifetime Budget | Total budget for campaign duration |
Start with daily budgets for flexibility.
Autopilot
Toggle on to enable AI optimization:
| Setting | Effect |
|---|---|
| On (recommended) | AI manages budget and performance |
| Off | Full manual control |
Special Ad Categories
If your ad is about:
- Credit
- Employment
- Housing
- Social issues/politics
You must declare the category. This limits some targeting options.
Step 2: Audience Targeting
Ad Set Name
Name your ad set (targeting group):
[Campaign] - [Audience Description] Example: Summer Sale - US 25-45 Fitness
Location
| Field | Options |
|---|---|
| Include | Countries, regions, cities |
| Exclude | Locations to avoid |
Age & Gender
| Setting | Range |
|---|---|
| Age | 18-65+ |
| Gender | All, Men, Women |
Detailed Targeting
Add interests and behaviors:
| Category | Examples |
|---|---|
| Interests | Fitness, Cooking, Travel |
| Behaviors | Online shoppers, Frequent travelers |
| Demographics | Parents, Homeowners, Education level |
Advantage+ Audience
Toggle for Meta's AI to expand targeting:
| Setting | Effect |
|---|---|
| On | Meta finds similar high-value users |
| Off | Strict targeting only |
Recommended: Keep on for better reach.
Placements
| Option | Description |
|---|---|
| Automatic (recommended) | Meta optimizes across all placements |
| Manual | Choose specific placements |
Available placements:
- Facebook Feed
- Instagram Feed
- Stories
- Reels
- Audience Network
- Messenger
Schedule
| Field | Description |
|---|---|
| Start Date | When to begin delivery |
| End Date | When to stop (optional) |
Step 3: Ad Creative
Ad Name
[Product] - [Format] - [Version] Example: Blue Shoes - Single Image - V1
Creative Elements
| Element | Best Practices |
|---|---|
| Primary Text | 125 characters visible, hook in first line |
| Headline | 40 characters max, clear value prop |
| Description | Supporting text (optional) |
| Link URL | Landing page with tracking |
| Image/Video | 1080x1080 or 1200x628 |
Call-to-Action
Choose based on objective:
| CTA | Best For |
|---|---|
| Learn More | Information, blog posts |
| Shop Now | E-commerce |
| Sign Up | Lead generation |
| Get Offer | Promotions |
| Contact Us | Services |
Audience Estimation
As you configure, see estimated reach:
| Metric | Description |
|---|---|
| Potential Reach | People matching your targeting |
| Estimated Daily Results | Expected outcomes |
If reach is too narrow (under 100K), broaden targeting. If too broad (over 50M), consider narrowing.
Step 4: Review & Publish
What You See
A summary of all settings:
| Section | Details Shown |
|---|---|
| Campaign | Name, objective, budget |
| Ad Set | Targeting, placements, schedule |
| Ad | Creative preview, CTA |
Before Publishing
Checklist:
- Campaign name is descriptive
- Budget is correct
- Targeting makes sense for product
- Landing page works and loads fast
- Tracking pixel is on landing page
- Creative follows Meta policies
Publishing Options
| Button | Result |
|---|---|
| Publish | Campaign goes live immediately |
| Save as Draft | Saves for later (not visible in Meta) |
After publishing, the campaign syncs to Meta and begins delivery (if status is ACTIVE).
Auto-Save & Drafts
The wizard auto-saves your progress:
| Event | What Happens |
|---|---|
| Leave page | Draft saved to browser |
| Return later | "Restore draft?" prompt appears |
| Discard | Clear saved data, start fresh |
Drafts persist until you publish or discard.
Recap
Here is what you learned:
- Step 1 - Set objective, budget, and Autopilot
- Step 2 - Define your audience and placements
- Step 3 - Create compelling ad creative
- Step 4 - Review everything before publishing
For faster campaign creation with AI-generated creative and targeting, try the AI Campaign Builder.
Next step: Use AI Campaign Builder for automated campaign creation.
Key Takeaways
- 1Four-step wizard guides you through campaign creation
- 2Auto-save preserves your progress if you leave
- 3Choose from 6 campaign objectives
- 4Detailed targeting with interests and behaviors
Frequently Asked Questions
Can I edit the campaign after publishing?
Why is my campaign not spending?
What budget should I start with?
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