Not Running Meta Ads? This Guide Gets you Started

If you’re not using Meta (Facebook and Instagram) ads to generate leads, get your phone(s) ringing and grow your business, you’re missing out on revenue.

Every day, potential customers are scrolling online, looking for services like yours—and if your business isn’t showing up, guess who’s getting the calls instead?

That’s why we created this step-by-step guide to help you get started with Meta ads the right way. By the end of this walkthrough, you’ll know exactly what you need and the steps to take to have a fully set up Meta advertising account, ready to start running ads.

Before we begin...

Why Service Businesses Need Meta Ads

Running a service business means juggling a lot of moving parts, from scheduling appointments to handling customer calls.

But if you’re relying solely on word-of-mouth or outdated advertising methods, you’re capping your growth potential.

Meta ads (Facebook and Instagram) allow you to:

• Target the Right Customers: Homeowners in your area, parents needing cleaning services, or anyone likely to book your services.
• Generate Consistent Leads: Keep your pipeline full with qualified leads.
• Scale Your Business: Adjust ad spend as you grow and expand your services.

As mentioned before...

If you’re not running Meta ads, you’re leaving money on the table.

Meta Advertising Setup Checklist

Here’s your quick reference to everything you need to start running Meta ads. Keep this checklist as you work through the guide. Check off the ones you already have and the ones you complete as you go along:

• Facebook Business Page:
  • Profile photo (170 x 170 px) and cover photo (820 x 312 px).
  • Posts, contact info, and services added.
• Instagram Business Account:
  • Profile photo (320 x 320 px) and bio with a CTA.
  • Posts added to show activity.
• Meta Business Manager:
  • Facebook Page and Instagram account linked.
• Meta Pixel:
  • Installed and verified on your website.
• Payment Method:
  • Credit card, debit card, or PayPal connected.

Step 1: Create a Facebook Business Page

Your Facebook Business Page is where your ads live and where customers go to learn about your services. Setting up a professional Page is the first step to running effective ads.

How to Set It Up

1. Go to Create a Page.
2. Enter your business name, choose a category (e.g., Landscaping, Plumbing), and add a short, compelling description (e.g., “We provide reliable HVAC repairs in [City].”).
3. Click Create Page to finalize.

Optimize Your Page

1. Add a profile photo (your logo works best): Size: 170 x 170 pixels.
2. Upload a cover photo that showcases your services or a promotion: Size: 820 x 312 pixels.
3. Complete your business information: Contact details, website link, and operating hours.
4. Post 3–5 updates to make the page look active. Examples: Before-and-after photos, customer reviews, and helpful tips.

Step 2: Create or Convert an Instagram Business Account

58% of North American shoppers say they have, at some point, purchased a product after seeing it on a social media platform like Instagram.

87% of users say they take action after seeing a product on Instagram. 50% of users are more interested in businesses after seeing their products or services in shopping posts.

How to Set It Up

1. Download Instagram and sign up if you don’t already have an account.
2. Switch to a Business Account:
   • Go to Settings → Account → Switch to Professional Account.
   • Select Business and link it to your Facebook Page.

Optimize Your Profile

1. Use your logo as the profile picture: Size: 320 x 320 pixels.
2. Write a clear, engaging bio: Include what you do, where you operate, and a call-to-action (e.g., “Book a free consultation today!”).
3. Add a website link to your bio.
4. Post 3–5 high-quality photos or videos showcasing your work.

Step 3: Set Up Meta Business Manager

Meta Business Manager is the control center for your ads. It’s where you’ll connect all your business assets—like your Facebook Page, Instagram account, and ad account—into one place.

How to Set It Up

1. Go to Meta Business Manager.
2. Click Create Account and enter your business details.
3. Link your Facebook Page and Instagram account:
   • Go to Business Settings → Accounts → Pages and add your Page.
   • Go to Business Settings → Accounts → Instagram Accounts and add your Instagram profile.

Step 4: Install the Meta Pixel

The Meta Pixel is like having a digital assistant that tracks what people do on your website. It helps you retarget visitors and track ad performance.

How to Install the Meta pixel

1. From your Meta business account go to Events Manager → Connect Data Sources → Web.
2. Name your Pixel and enter your website URL.
3. Add the Pixel code to your website: Paste it in the <head> section of your site’s code, or use a built-in integration (e.g., Shopify, WordPress).
4. Verify your Pixel with the Meta Pixel Helper.

Step 5: Get Your Pages Ad-Ready

Before running ads, make sure your Facebook and Instagram pages look professional and engaging. This builds trust and ensures potential customers take you seriously.

What to Post

1. Before-and-After Photos: Show transformations your services provide.
2. Customer Testimonials: Highlight positive experiences.
3. Quick Tips: Educate your audience with actionable advice.

Step 6: Add a Payment Method

To run ads, you’ll need to set up a payment method in Meta Business Manager.

How to Do It

1. Go to Business Settings → Payments → Add Payment Method.
2. Add a credit card, debit card, or PayPal account.

Final Thoughts

Every day, potential customers are searching for services like yours—and if you’re not advertising, you’re leaving money on the table. This guide gets you set up so you can start generating consistent leads and growing your business.

Need help? At It’s Digital we do advertising so you don't have to.

Click here to get more leads today!