BLOG How to Properly Optimize Meta Ads

Published: Jun 25, 2024 10 min read
Reading Time: 10 minutes

For businesses operating in today’s digital landscape, paid ads are not a maybe, but a necessity. Whether you’re offering a product or service, it’s imperative that you make concerted efforts to promote your business on the appropriate social media platforms — and for some, that includes Meta, which covers both Facebook and Instagram.

With massive user bases and sophisticated ad platforms, Meta technologies offer unparalleled opportunities for businesses to reach their target audiences. However, to truly capitalize on these opportunities, it’s crucial to properly optimize said Meta ads. This guide will walk marketers through the essential steps to maximize the performance and ROI of their Facebook and Instagram ad campaigns.

Understanding the Basics of Meta Ads

Differences Between Facebook and Instagram Ads

While Facebook and Instagram are both owned by Meta, there are key differences in how ads perform on each platform. Understanding these differences is crucial for optimizing your campaigns.

  • User Demographics: Facebook’s user base tends to be older, while Instagram is more popular among younger audiences.
  • Engagement Types: Instagram users engage more with visual content such as photos and videos, whereas Facebook users are more likely to engage with a variety of content types, including links and text posts.
  • Ad Placements: Facebook offers diverse ad placements, including:
    • Facebook Feed
    • Facebook In-stream for Videos
    • Ads on Facebook Reels
    • Facebook Marketplace
    • Facebook Video feeds
    • Facebook Stories
    • Audience Network (Native, Banner, and Interstitial)
    • Audience Network Rewarded Videos
    • Messenger Stories
    • Messenger Inbox
    • Facebook Reels
    • Facebook Right Column
    • Facebook Search Results
  • Instagram focuses primarily on Feed and Stories placements, including
    • Instagram Feed
    • Instagram Explore
    • Instagram Explore Home
    • Instagram Ads on Instagram Reels
    • Instagram Profile Feed
    • Instagram Search Results
    • Instagram Stories
    • Instagram Reels

Ad Formats

Facebook and Instagram offer a variety of ad formats to suit different campaign objectives:

  • Single Image Ads: Simple yet effective, ideal for clear, focused messages.
  • Video Ads: Highly engaging, great for storytelling.
  • Carousel Ads: Showcase multiple products or features within a single ad.
  • Collection Ads: Perfect for e-commerce, allowing users to browse products directly.
  • Stories Ads: Full-screen, immersive ads that appear between user stories.

Campaign Objectives

Choosing the right campaign objective is crucial for aligning your ad strategy with your business goals. Common objectives include:

  • Brand Awareness: Increase visibility and recognition.
  • Traffic: Drive users to your website or landing page.
  • Engagement: Boost likes, comments, shares, and follows.
  • Lead Generation: Collect user information for future marketing efforts.
  • Conversions: Encourage specific actions such as purchases or sign-ups.

Creating Effective Meta Ads and Reels

Curating Graphics and Videos

Whether it’s on Facebook or Instagram, you will be creating content either in the form of graphics (for Single Image Ads, Carousels, Collection Ads, and Stories) or reels.

The average person’s attention span is getting shorter and shorter as we speak. That’s why in regards to graphics, there are several core tenets to keep in mind for optimal success, including:

  • Avoid text-heavy graphics.
  • Speak to your audience with appealing imagery (think: smiles, people cheering, and any other content that evokes positive emotions).
  • Create high-quality designs.
  • Colors matter! Consider monochrome for ease on the eyes, complementary colors for a visual pop, or a triple color scheme for a bold look.

For Reels:

  • Keep them 15 seconds or shorter.
  • Vertical videos are preferred (users are not turning their phones horizontally for ads).
  • Add subtitles, as users may not turn their sound on for your ads.

Ad Copy Strategies

When writing copy for Meta ads, you’ll have three buckets: Primary text, Headlines, and Descriptions. For optimal success, make sure to:

  • Keep your primary text concise and attention-grabbing.
    • Adhere to the character limits:
      • 40 characters for the headline
      • 125 characters for the primary text
      • 30 characters in your description
  • Use power words such as “Limited Time Offer” or “Exclusive Deal” to create urgency.
  • Incorporate a clear call-to-action, whether it’s “Shop Now” or “Learn More.”
  • Utilize keywords that resonate with your target audience.

Overall, the key to successful content for online advertising is understanding your target audience and creating visually appealing, attention-grabbing content. By following these tips and strategies, you can ensure that your ads stand out in a crowded digital space and effectively reach your desired audience. Remember to continuously analyze and adjust your content based on performance data to continually improve and achieve maximum success.

Advanced Optimization Techniques

A/B Testing

A/B testing, or split testing, involves running multiple versions of an ad to see which performs better. Key elements to test include:

  • Ad Creative: Test different images, videos, and design elements. Use this to test different colors, iterations of text, etc. in your creative to see what performs best.
  • Ad Copy: Experiment with various headlines, descriptions, and calls-to-action.
  • Targeting Options: Compare different audience segments to identify the most responsive groups.
  • Ad Placements: Test ads in various placements to see where they perform best. See the Ad Placements listed above.

Budget Optimization


Proper budget allocation can significantly impact your ad performance. Consider the following strategies:

  • Advantage Campaign Budget+: Advantage Campaign Budget+ allocates budgets among ad sets strategically to maximize outcomes, aligning with bid strategy and performance objectives. Businesses retain control over the spending for each ad set.
  • Daily vs. Lifetime Budget: Choose between setting a daily budget or a total budget for the campaign duration.
    • When selecting a daily budget, businesses will spend an average surrounding that number (e.g. if your budget is set to $16, maximum daily spend would be $20, as certain days will spend below the $16 threshold).
    • When selecting a lifetime budget, businesses should expect to spend no more than the set budget.
  • Bid Strategy: Decide between manual bidding and automatic bidding based on your campaign goals.
  • Budget Pacing: Ensure your budget is spent evenly throughout the campaign to avoid overspending early on. 

Ad Scheduling

Running your ads at the right times can improve their effectiveness. Use Facebook’s ad scheduling feature to:

  • Dayparting: Schedule ads to run during specific days and times when your audience is most active. This helps avoid wasting precious ad dollars on historical downtimes.
  • Time Zone Targeting: Adjust ad schedules based on the time zones of your target audience.

UTM Tracking

Adding UTM codes to Meta ads allows you to track the success of your campaigns and analyze which channels are generating the most conversions. UTM codes provide a guidepost for businesses to see which ads are performing and which ads are underperforming.

Leveraging Analytics and Insights

Interpreting Ad Performance Metrics

Understanding your Meta ad metrics is key to making data-driven decisions. Important metrics to monitor include:

  • Impressions: The number of times your ad was displayed. Think of this as the “Total Views” section.
  • Clicks: The number of times users clicked on your ad.
  • Click-Through Rate (CTR): The ratio of clicks to impressions, indicating ad effectiveness.
  • Conversion Rate: The percentage of users who completed a desired action after clicking your ad.
  • Return on Ad Spend (ROAS): The revenue generated from your ad campaign divided by the ad spend.

Identifying Trends

Regularly analyzing your Meta ad performance can help you identify trends and optimize future campaigns. Look for patterns in:

  • Audience Behavior: Which segments respond best to your ads?
  • Ad Creative Performance: Which visuals and copy resonate most with your audience?
  • Optimal Ad Placements: Where do your ads perform best? Facebook? Instagram? 

Making Data-Driven Decisions

Use the insights gained from your analysis to refine your Meta ads strategy. Adjust your targeting, creative, and budget allocation based on what’s working and what’s not.

Optimizing Meta Ads with ONE18MEDIA

Remaining abreast of the current online trends, ONE18MEDIA is your one-stop shop for digital marketing solutions. We understand the importance of running paid ads — especially Meta ads — and delivering impactful results to clients.

For nearly a decade, ONE18MEDIA has been providing clients with leads, boosted revenue, and increased ROI. Our team of experts knows how to optimize Meta ads for maximum performance and engagement.
With ONE18MEDIA, you can trust that your ad strategy will be data-driven and tailored to your specific audience. From pinpointing the best ad placements to crafting compelling visuals and copy, we have the expertise to help you reach your marketing goals. To learn how we can get your business the leads and revenue you deserve, please visit ONE18’s website and schedule a strategy call with us today.