Back to Paid Ads & Growth
Section 4 · Facebook Ads
Campaigns, Ad Sets, and Audiences
Interest, Lookalike, Custom — pick the right targeting layer.
Traffic
Leads
Customers
Why it works
Meta's audience tools let you find buyers based on behavior, interests, and similarity to your best customers.
Connects to
Traffic
Leads
Customers
When to use it
For demand creation, retargeting, and reaching audiences before they search.
When NOT to use it
For high-intent, immediate buyers — use Google Search instead.
How to use it
- Structure: 1 campaign → 2-3 ad sets → 3-5 creatives per set.
- Build a Custom Audience from website visitors and email list first.
- Create a Lookalike (1%) from paying customers, not leads.
- Use Advantage+ when you have 50+ conversions/week.
Examples
Cold
Lookalike of buyers → educational video → lead magnet.
Warm
Retarget last 30-day visitors with a testimonial ad.