Facebook Ads Quick Checks of 1...2...3...

Before running Facebook ads for myself or clients, I always pause and go through a quick checklist. It only takes a few minutes, but it saves wasted budget and gives the campaign a stronger chance of performing well.

Target Audience

The audience is always the first thing to lock in. A clear and well-defined audience keeps ad spend from being wasted.

In 2025, Meta’s algorithms are smarter than before, but you still need to set the right base signals such as interests, lookalike audiences, or custom lists. At the same time, broad targeting with strong creative is worth testing, since Meta’s AI has improved at finding the right people.

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Ad Creative

Creative is one of the biggest drivers of success. Engaging copy and visuals are key, but formatting matters too, making sure ads are sized correctly for placements (1:1, 4:5, 16:9).

Compliance is another step that is easy to overlook.

Avoid banned terms, misleading claims, or “before and after” comparisons that Meta does not allow.

Right now, video and Reels-style ads often perform better than static images, so it is worth leaning into them.

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Budget and Bidding

Budgeting without a plan can burn through money quickly.

I always set a realistic daily or lifetime budget before a campaign goes live. The bidding strategy also matters. Choose the one that matches your campaign goal, whether that is conversions, reach, engagement, leads, or sales. Meta’s Advantage Campaign Budget (CBO) is now recommended for most advertisers since it automatically distributes spend across ad sets more efficiently.

By checking these three areas: audience, creative, and budget, you set your campaign up on stronger footing. It is not about doing everything perfectly, but about starting with the right basics before you invest your money.

There are also other areas that should not be missed out, such as:

• Landing page experience

• Conversion tracking setup

• Campaign objective selection

• Ad frequency and fatigue

• Compliance with Meta’s data and privacy updates

  
  

These go beyond a quick check but are equally important for long term success.

Taking the time to do these checks may feel small, but it sets the tone for your whole campaign. Facebook ads can be powerful, but they are also easy to waste money on if the basics are skipped. When your audience is clear, your creative is strong, and your budget is aligned with your goals, you give Meta’s system the right signals to do its work. Pair that with the other essentials like landing page experience and tracking, and you are not just running ads; you are building campaigns that can actually deliver results.