Meta Ads Campaign Setup SOP Outline

1. Account Prep

   • Confirm correct Business Manager & Ad Account
   • Verify pixel installation and access permissions

2. Phase 1: Creative Testing

   1. Create a new Lead Generation campaign
   2. Name it: “Direct Response Phase 1 – Creative Testing”
   3. Turn OFF Campaign Budget Optimization (manual budgets at ad‑set level)
   4. Add ad sets—each with a different creative/messaging variant
   5. Assign equal budgets to each ad set

   (during this phase, don’t worry about drilling into audience segregation. This will be part of phase 2. Just go broad.)

   https://www.loom.com/share/72c9de44617f41ea9cbe88d9f7e1b044?sid=e794ea99-8577-427b-a510-db272bb231e9

3. Phase 2: Audience Testing

   1. Duplicate the winning creative from Phase 1
   2. Create a new Lead Generation campaign
   3. Name it: “Direct Response Phase 2 – Audience Testing”
   4. Turn OFF Campaign Budget Optimization
   5. Add ad sets—each with the same creative but different audience (lookalike, custom, retargeting, etc.)
   6. Assign equal budgets to each ad set

4. Phase 3: Scaling

   1. Duplicate top-performing ad(s) from Phases 1/2
   2. Create a new Lead Generation campaign
   3. Name it: “Direct Response Phase 3 – Scaling”
   4. Turn ON Campaign Budget Optimization
   5. Set overall campaign budget; let Meta’s algorithm allocate across ad sets

5. Launch & Verify

   • Publish all three campaigns
   • Confirm ad sets are active and budgets are correct
   • Monitor basic delivery metrics to ensure no errors