Create a Facebook ad campaign for a local business — step-by-step
Create a Facebook ad campaign for a local business — step-by-step
Step 1 — Quick setup (what you must do first)
Business Manager / Meta Business Suite: Go to business.facebook.com → create a Business Manager and add your Facebook Page + Instagram account.
Ad account & payment: Add an ad account and payment method in Business Settings.
Install Meta Pixel (must): Events Manager → Connect Data Sources → Pixel → create → install via plugin (WordPress/Shopify) or paste the code into <head>.
Event setup: Use the Event Setup Tool (no code) to mark important events (Form Submit, Book Now button clicks, Phone clicks). Mark the most valuable events as Conversions.
Privacy & Legal: Add a Privacy Policy URL (required for Lead Ads) on your website.
Business Manager / Meta Business Suite: Go to business.facebook.com → create a Business Manager and add your Facebook Page + Instagram account.
Ad account & payment: Add an ad account and payment method in Business Settings.
Install Meta Pixel (must): Events Manager → Connect Data Sources → Pixel → create → install via plugin (WordPress/Shopify) or paste the code into <head>.
Event setup: Use the Event Setup Tool (no code) to mark important events (Form Submit, Book Now button clicks, Phone clicks). Mark the most valuable events as Conversions.
Privacy & Legal: Add a Privacy Policy URL (required for Lead Ads) on your website.
Step 2 — Choose campaign objective & naming
Pick an objective that matches your goal:
Awareness / Reach — if few people know you.
Traffic — send people to the booking page/price page.
Engagement — promote a post (less for direct sales).
Messages — best for local service that wants WhatsApp/Facebook messages.
Lead Generation — Use Facebook lead forms for quick signups.
Conversions — if Pixel conversion tracking is set up (bookings, purchases).
Recommendation for local service: Start with Messages or Lead Generation (fast local leads).
Naming convention example: 2025-09_Messages_Dhanmondi_Radius10km_CBO_v1
Step 3 — Audience targeting (the meat of local campaigns)
Location: Target a radius around your business — Dhanmondi ±10–15 km. Use "People living in this location" for long-term customers.
Age & Gender: Pick realistic ranges ( 25–55) based on who buys your service.
Languages: Bengali and/or English if needed.
Interests & Behaviors (layering): Homeowners, home improvement, HVAC, appliance repair, recently moved, rent/own home, home appliances. Combine 1–2 interests (don’t pile too many).
Custom Audiences: Upload your customer phone/email list (CSV) or use Website Visitors (7/14/30-day visitors) and Video Viewers. Retarget these first.
Lookalike Audiences: Create 1% lookalike from your best customers (needs 100+ seed users).
Exclusions: Exclude existing customers (customer list) or people who have already converted (to avoid waste).
Audience size tip: For local campaigns, ~50k–500k reachable is okay. If the audience is tiny, broaden the radius or interests.
Location: Target a radius around your business — Dhanmondi ±10–15 km. Use "People living in this location" for long-term customers.
Age & Gender: Pick realistic ranges ( 25–55) based on who buys your service.
Languages: Bengali and/or English if needed.
Interests & Behaviors (layering): Homeowners, home improvement, HVAC, appliance repair, recently moved, rent/own home, home appliances. Combine 1–2 interests (don’t pile too many).
Custom Audiences: Upload your customer phone/email list (CSV) or use Website Visitors (7/14/30-day visitors) and Video Viewers. Retarget these first.
Lookalike Audiences: Create 1% lookalike from your best customers (needs 100+ seed users).
Exclusions: Exclude existing customers (customer list) or people who have already converted (to avoid waste).
Audience size tip: For local campaigns, ~50k–500k reachable is okay. If the audience is tiny, broaden the radius or interests.
Example audience for CoolCare:
Location: Dhanmondi + 10 km radius
Age: 22–60
Interests: Home improvement OR “air conditioning”/“home appliances”
Exclude: Customers in last 90 days
Step 4 — Budget & schedule
Daily vs Lifetime: Daily = steady spend; Lifetime = schedule ads at specific times. Beginners: daily is simpler.
How much to start: Small local test: $5–$20/day per campaign. If you test multiple ad sets, give each ad set $5–$10/day minimum so Facebook can learn.
CBO vs Ad set budgets: For simple tests, use Campaign Budget Optimization (CBO) and create 2–3 ad sets (different audiences). For strict audience tests, use ad-set budgets.
Bid strategy: Start with the Lowest cost (auto) to maximize results. Only use manual bidding if you understand CPA targets.
Schedule: Run continuously for 7–14 days for stable results. For local service, consider dayparting to business hours once you have data.
Learning phase: Allow ~50 optimization events per ad set per week for solid learning — if your budget is too low, the learning will be noisy.
Daily vs Lifetime: Daily = steady spend; Lifetime = schedule ads at specific times. Beginners: daily is simpler.
How much to start: Small local test: $5–$20/day per campaign. If you test multiple ad sets, give each ad set $5–$10/day minimum so Facebook can learn.
CBO vs Ad set budgets: For simple tests, use Campaign Budget Optimization (CBO) and create 2–3 ad sets (different audiences). For strict audience tests, use ad-set budgets.
Bid strategy: Start with the Lowest cost (auto) to maximize results. Only use manual bidding if you understand CPA targets.
Schedule: Run continuously for 7–14 days for stable results. For local service, consider dayparting to business hours once you have data.
Learning phase: Allow ~50 optimization events per ad set per week for solid learning — if your budget is too low, the learning will be noisy.
Step 5 — Ad creative & copywriting tips
Ad formats: single image, carousel (show services), video (15–30s), or Reels (9:16). For local services, short testimonial videos and before/after work are very effective.
Creative rules (quick):
Use real photos of your team and work (not only stock).
Lead with a problem → solution: show dirty AC → clean restored AC.
Keep text short in primary text; headline short and benefit-focused.
Add a clear CTA button: Send Message / Book Now / Get Quote.
Add captions to the video (many viewers view without sound).
Use 1:1 or 4:5 for Feed; 9:16 for Stories/Reels.
Copywriting formula (Primary Text):
Hook/problem (1 line)
Benefit/solution (1–2 lines)
Offer/social proof (1 line)
CTA (1 line)
Sample ad copy — Lead Gen (CoolCare):
Primary text: “AC not cooling in Dhanmondi? Don’t sweat it — CoolCare offers same-day AC servicing with transparent pricing. Book now and get 10% off for first-time customers. Limited slots!”
Headline: “Same-Day AC Servicing — Dhanmondi”
Description: “Certified technicians • Fair pricing • Quick response”
CTA: Send Message / Book Now
Short video script (15s):
0–3s: Show hot room + unhappy person (hook)
3–9s: Technician arrives, cleans unit (solution)
9–12s: Happy customer, thermostat shows cool temp (result)
12–15s: Logo + CTA “Message us to book — 10% off first visit”
Step 6 — Landing & conversion setup
If the objective is Traffic/Conversions, send clicks to a simple landing page with one goal (book/call). Keep mobile-first.
For Messages, use a clear message template in Ads setup (e.g., “Hi, I need AC servicing in Dhanmondi — preferred date/time: ___”) to speed replies.
For Lead Ads, include minimal form fields: name, phone, service needed, and preferred time. Link to privacy policy.
If the objective is Traffic/Conversions, send clicks to a simple landing page with one goal (book/call). Keep mobile-first.
For Messages, use a clear message template in Ads setup (e.g., “Hi, I need AC servicing in Dhanmondi — preferred date/time: ___”) to speed replies.
For Lead Ads, include minimal form fields: name, phone, service needed, and preferred time. Link to privacy policy.
Step 7 — Launch & monitor (what to watch)
Watch daily (first week):
Results / Cost per Result (leads/messages)
Impressions & Reach (is the ad shown?)
CTR (Link Click-Through Rate) — low CTR means a creative/copy problem.
CPC & CPM — cost efficiency.
Frequency — if >3–4 and results drop, refresh creative or expand audience.
Conversion events (via Pixel) — are leads actually tracking?
Key metrics explained:
CPL = Cost Per Lead (very important for local biz).
CTR = how compelling the ad is.
Conversion Rate = % of clicks that convert.
ROAS if you can track revenue.
If performance is poor: Pause the worst ad sets/ads, shift budget to the top performer(s). Change the creative rather than the audience unless the audience is obviously wrong.
Step 8 — Test & optimize (A/B testing)
Test one variable at a time: creative vs audience vs copy.
Simple test plan: 3 creatives × 2 audiences × run 7–10 days.
After results: keep the best creative + best audience, then create new variants.
Retargeting funnel:
Cold audience → Ad (Traffic/Message)
Retarget 7–14 day engagers/link clickers → Stronger offer (discount, testimonial)
Retarget 30-day website visitors → Direct booking CTA or phone call.
Test one variable at a time: creative vs audience vs copy.
Simple test plan: 3 creatives × 2 audiences × run 7–10 days.
After results: keep the best creative + best audience, then create new variants.
Retargeting funnel:
Cold audience → Ad (Traffic/Message)
Retarget 7–14 day engagers/link clickers → Stronger offer (discount, testimonial)
Retarget 30-day website visitors → Direct booking CTA or phone call.
Step 9 — Practical optimization checklist after first 7 days
Pause ad sets < target CPL or with CTR < 0.5%.
Increase ad spend by 20–30% on winning ad sets (don’t double).
Refresh creatives every 7–14 days to avoid ad fatigue.
Add lookalikes from leads after you have 100+ leads.
Use campaign insights: check Quality/Engagement/Conversion rankings to understand what to improve.
Pause ad sets < target CPL or with CTR < 0.5%.
Increase ad spend by 20–30% on winning ad sets (don’t double).
Refresh creatives every 7–14 days to avoid ad fatigue.
Add lookalikes from leads after you have 100+ leads.
Use campaign insights: check Quality/Engagement/Conversion rankings to understand what to improve.
Step 10 — Example 7-day launch plan (quick)
Day 0: Pixel + Events set up.
Day 1: Launch Campaign (Messages) with 2 ad sets — Audience A (radius 10km + interests), Audience B (custom lookalike or homeowners). Budget: $10/day CBO. 3 creatives per ad set.
Day 2–7: Monitor CTR, CPL daily; pause creatives with very low CTR (<0.3%). Adjust copy/offer. After day 7, move the budget to the best ad set and create a retargeting ad for visitors.
Quick templates you can copy
Subject line / Primary text template (lead):
“[Problem]? [Business] can help — [Key benefit]. Book now for [offer]. Click [CTA].”
Headline examples:
“Same-Day AC Servicing in Dhanmondi”
“Transparent AC Prices — Book Today”
“Expert AC Repair — Call Now”
CTA choices: Send Message | Book Now | Get Quote | Call Now | Learn More
Lead form fields: Name | Phone | Service required (dropdown) | Preferred date/time | Consent checkbox
10-step launch checklist (do this now)
Create Business Manager + add Page & Ad account.
Install Meta Pixel & set conversion events.
Confirm payment method & privacy policy URL.
Choose objective (Messages/Lead).
Build 2 audiences (radius + interests/custom/ lookalike).
Prepare 3 creatives (image, carousel, 15s video).
Write 3 copy variants (problem → solution → CTA).
Set budget: $5–20/day (start conservative).
Launch for 7–14 days, automatic placements.
Monitor CPL, CTR, Frequency — pause low performers, scale winners.
Create Business Manager + add Page & Ad account.
Install Meta Pixel & set conversion events.
Confirm payment method & privacy policy URL.
Choose objective (Messages/Lead).
Build 2 audiences (radius + interests/custom/ lookalike).
Prepare 3 creatives (image, carousel, 15s video).
Write 3 copy variants (problem → solution → CTA).
Set budget: $5–20/day (start conservative).
Launch for 7–14 days, automatic placements.
Monitor CPL, CTR, Frequency — pause low performers, scale winners.
Tips (to increase success)
Be local: include neighborhood names, local landmarks, or testimonials from nearby customers.
Fast replies: for the Messages objective, reply quickly — that improves conversion.
Use reviews: short customer quotes in ads build trust.
Track offline calls: log phone leads so you can measure true CPL.
Scale slowly: increase winning budgets by 20–30% every 3–4 days.
Be local: include neighborhood names, local landmarks, or testimonials from nearby customers.
Fast replies: for the Messages objective, reply quickly — that improves conversion.
Use reviews: short customer quotes in ads build trust.
Track offline calls: log phone leads so you can measure true CPL.
Scale slowly: increase winning budgets by 20–30% every 3–4 days.
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