I still remember the first time I clicked that little blue “Boost Post” button on my Facebook page. I had no idea what I was doing, just this vague hope that somehow, someway, that post might bring in a few customers.

It didn’t.

Not because Meta ads don’t work—because they absolutely do—but because I had no clue how to make them work for me.

Fast forward to 2025, and I’ve learned a lot. Some of it the hard way. And now, I want to walk you through exactly how I run Facebook (Meta) ads today, in a way that actually gets results. No jargon, no theory—just real talk from someone who figured it out through trial, error, and a lot of late-night YouTube rabbit holes.

So, if you're starting out, this guide is for you.

Why Facebook (Meta) Ads Still Work in 2025

Let’s get this out of the way: yes, people still use Facebook. A lot of people.

Not just Facebook—Meta owns Instagram, Messenger, and their ads show up on apps and websites all over the internet. It’s like having your own billboard network, but smarter and way cheaper.

Whether you're selling homemade candles, coaching services, courses, or something completely random (I once helped a friend run ads for custom pet portraits), Facebook ads can help you find your people.

But you can’t just throw money at it and hope for the best.

Step 1: Laying the Groundwork (The Unsexy Stuff That Matters)

Before you run any ads, you need a few things set up:

A Facebook Page (and ideally an Instagram account)
A Meta Business Manager account
A working website or landing page
A way to track visitors (aka, the Meta Pixel and Conversions API)

Now, if that sounds technical—it’s really not. If you use Shopify or WordPress, there are simple plugins that handle it. The goal is to make sure Meta knows what happens after someone clicks your ad.

Because clicks are great. But sales are better.

Step 2: Choosing the Right Goal (Don’t Skip This Part)

Here’s where I messed up a bunch of times. I’d click “Boost Post,” hoping it would magically bring in sales.

Nope.

Meta gives you a bunch of campaign options when you start an ad. Each one tells the algorithm what you actually want.

Here’s how I think of them:

Awareness: You want people to just see your brand. Good for cold audiences.
Traffic: You want people to visit your site.
Leads: You want names, emails, phone numbers.
Sales: You want purchases. Period.

If I’m promoting a product, I go straight to Sales now. If I’m running a webinar or trying to grow an email list, I use Leads.

It’s like telling a delivery guy what to bring—be clear.

Step 3: Who Do You Want to Reach?

This part is both exciting and a little scary. Meta lets you choose who sees your ad—down to age, gender, interests, location, and even behavior.

Let me tell you a quick story.

A client of mine ran an online bakery. For months, she was boosting posts to “everyone in India.” Zero results. I helped her narrow it down to 25–40-year-old women in South Delhi who had shown interest in home baking and cooking pages.

Her next ad? Sold out in 3 days.

Point is: the more specific your audience, the better the results.

Meta also has something called Advantage+ Audiences now, where their AI tries to pick the best people for your ad based on what’s worked before. It’s not perfect, but it’s worth trying when you're not sure where to start.

Step 4: The Budget Question – How Much Should You Spend?

Ah, the budget.

I’ve run ads with ₹300 a day, and I’ve run campaigns with ₹30,000 a day. And here's the truth: you don’t need a big budget to start.

Start small—₹500–₹1000 a day is plenty to test. What you’re buying at this stage is data. You're learning what works and what doesn’t.

I usually start with a daily budget because it gives me more control. Once I know what’s working, I switch to a lifetime budget for longer campaigns.

Pro Tip: Never spend everything on one ad. Always test 2-3 versions with small changes (like the image or headline) and see what wins.

Step 5: Creating the Ad (AKA, Stop the Scroll)

Now comes the fun part—your actual ad.

There’s no magic formula, but here’s what I’ve seen work consistently:

Image or Video: It needs to grab attention. Bright colors, bold text, or a face that expresses emotion usually works best.
Primary Text: Talk like a real person. Start with a question, a problem, or a bold statement. Example:
“Tired of dark circles that just won’t go away?”
Headline: Short and punchy.
“India’s #1 Eye Cream – Now 25% Off”
Call to Action: Tell them what to do.
“Shop Now”, “Book Your Slot”, “Learn More”

New in 2025? Meta now gives you smart suggestions for headlines and texts using AI. Try them, but always add your own human touch.

Step 6: Where Are You Sending People?

Your ad can be amazing, but if you send people to a slow, confusing, or ugly landing page—bye.

Make sure:

Your website loads fast
It looks clean and mobile-friendly
Your offer is clear
There’s one action to take (buy, book, sign up)

Also, this is where your Meta Pixel and Conversions API help track if people actually do what you wanted them to do.

Step 7: Let It Run—and Then Optimize

After you hit Publish, your ad goes under review. Once it’s live, don’t touch it for at least 3–4 days.

Meta’s AI needs time to figure out what’s working.

After a few days, check:

CPC (Cost Per Click) – Are people clicking?
CTR (Click Through Rate) – Are your creatives working?
ROAS (Return on Ad Spend) – Are you making money?

Kill the low performers. Scale the winners.

I usually let an ad run for 7–10 days before making big changes.

Real-Life Lessons (The Good, The Bad, The Stupid)

Let me share a few quick lessons I learned along the way:

1. Don’t Obsess Over Likes

Engagement is cool, but if no one’s buying or clicking—who cares?

2. Reels Ads Are Fire Right Now 🔥

Short videos with subtitles and a strong hook in the first 3 seconds? They’re crushing it on Instagram right now.

3. Talk Like a Human

People scroll fast. Don’t write like a corporate robot. Be real, be relatable.

4. Follow Up

Use retargeting ads to follow up with people who clicked but didn’t convert. Sometimes people just need a second nudge.

What NOT to Do (Trust Me, I’ve Done It)

Don’t run just one ad and expect miracles
Don’t skip testing—assumptions are expensive
Don’t ignore mobile design (95% of your traffic is on phones!)
Don’t forget to reply to DMs and comments—people buy from people

Final Thoughts: Meta Ads Aren’t Magic—But They Work

Here’s the truth: running ads isn’t some mysterious skill only marketing “gurus” have.

If you’ve ever told a friend about your business, explained how your product helps someone, or shared a great offer—you already have what it takes to write an ad.

Start small. Be curious. And don’t be afraid to fail a few times—it’s part of the game.

And hey, if you ever feel overwhelmed, just remember: I once boosted a selfie thinking it would sell skincare.

How I Learned to Run Facebook (Meta) Ads in 2025