Meta Ads Course

Curriculum: Class by Class

Open any class to see what it covers and what to bring. The details below come from the live classes themselves.

1. 1

   Day 1 · 90 minFoundationsMeta Ads Foundations

   Learn what Meta Ads is, where your ads can appear, how it differs from Google Ads, how the ad auction works, and what it costs. A clear starting point with realistic expectations.

   What you will learn

   • What Meta Ads is and what it is used for
   • Where ads can appear: Facebook, Instagram, Messenger, WhatsApp and the Audience Network
   • How Meta Ads differs from Google Ads and from boosting a post
   • How the ad auction and ad delivery work
   • What it costs: budget, billing, CPM, CPC, CPL and taxes
   • What you need before you start, and what to expect realistically

   What to bringA laptop and a Facebook account. No ad spend is needed.
2. 2

   Day 2 · 90 minFoundationsAccount Setup, Ads Manager and Policies

   Set up everything you need to run ads: Page, Instagram link, business account, ad account and payment. Take a tour of Ads Manager and learn the ad policies that keep accounts safe.

   What you will learn

   • Setting up a Facebook Page and linking Instagram
   • Creating a business portfolio and an ad account, and adding a payment method
   • Roles, permissions and two-factor security
   • A guided tour of Ads Manager
   • Ad policies, special ad categories and keeping your account in good standing
   • Common reasons ads or accounts get restricted

   What to bringA laptop and a Facebook account. Have a business name and a Page ready if you can.
3. 3

   Day 3 · 90 minLead campaignLead Campaign, Campaign Level

   Start building a lead generation campaign. Learn the six campaign objectives, when to choose each, and how campaign-level settings shape everything below them.

   What you will learn

   • The six campaign objectives and when to use each
   • Why you choose Leads, and where a lead can come from: instant form, website, messages or calls
   • Campaign budget, A/B tests and special ad categories
   • Naming and structuring campaigns so they stay easy to manage
   • What the learning phase is and why it matters
   • Creating the lead campaign in draft

   What to bringA laptop and access to an ad account. You will build in draft, so you do not need to spend money.
4. 4

   Day 4 · 90 minLead campaignLead Campaign, Ad Set Audiences and Targeting

   Choose who sees your ads. Learn location, age and gender settings, custom audiences, lookalikes and Advantage+ audience, and plan cold, warm and hot audiences.

   What you will learn

   • Location, age and gender settings
   • Detailed targeting and how Meta uses your choices as suggestions
   • Custom audiences and lookalike audiences
   • Advantage+ audience and when to use it
   • Excluding people, audience size and overlap
   • Planning cold, warm and hot audiences for a funnel

   What to bringA laptop and your draft lead campaign from Day 3.
5. 5

   Day 5 · 90 minLead campaignLead Campaign, Delivery, Bidding and Budget

   Finish the ad set. Choose the conversion location and optimisation goal, set budget and schedule, understand bidding options, and decide between Advantage+ and manual placements.

   What you will learn

   • Setting the conversion location to instant forms
   • Optimisation goal and performance goal
   • Bidding options and what each one does
   • Budget, schedule and spending limits
   • Advantage+ placements versus manual placements
   • Attribution settings and what can reset the learning phase

   What to bringA laptop and your draft ad set from Day 4.
6. 6

   Day 6 · 90 minLead campaignPsychology and Creative Strategy

   Learn why people stop scrolling and what makes them act. Write hooks, offers and copy that fit your audience, and plan how to test them, while staying honest and within policy.

   What you will learn

   • Why people stop scrolling, and how to earn attention in the first seconds
   • Writing hooks and offers that fit your audience
   • Persuasion principles used honestly: social proof, reciprocity, scarcity and loss aversion
   • Matching the message to how aware the audience is
   • Copy frameworks such as AIDA and PAS
   • Planning creative tests, and the policy limits for health and property claims

   What to bringA laptop and a business you can write ads for.
7. 7

   Day 7 · 90 minLead campaignLead Campaign, Ads and the Instant Form

   Build the ads and the lead form. Choose formats, write the copy and call to action, design an instant form that attracts quality leads, and check everything before you publish.

   What you will learn

   • Ad formats: image, video, carousel and Reels
   • Page and Instagram identity, primary text, headline and call to action
   • Instant form types: more volume versus higher intent
   • Writing the form intro, questions, privacy policy link and thank-you screen
   • Previewing ads on every placement
   • A checklist to run before you publish

   What to bringA laptop and your draft campaign and ad set from Days 3 to 5.
8. 8

   Day 8 · 90 minLead campaignLead Quality and Follow-Up

   Getting leads is half the work. Learn how fast follow-up, quality checks and CRM sync turn leads into customers, and how to judge cost per lead against cost per qualified lead.

   What you will learn

   • Why leads go cold, and how follow-up speed changes results
   • Writing a follow-up script and a quality scorecard
   • Connecting leads to a CRM or a sheet
   • Cost per lead versus cost per qualified lead
   • Advantage+ leads campaigns
   • Handling personal data and privacy rules

   What to bringA laptop and a simple sheet or CRM to practise with.
9. 9

   Day 9 · 90 minEngagement campaignEngagement Campaign, Campaign and Ad Set

   Build an engagement campaign that starts conversations. Learn how the Engagement objective differs from Leads, how to choose a message destination, and how to reach people who have already engaged.

   What you will learn

   • The Engagement objective and its conversion locations, including messaging apps
   • How an engagement campaign differs from a lead campaign
   • Optimising for conversations
   • Audiences, including people who already engaged with you
   • Budget and placements
   • Creating the campaign and ad set in draft

   What to bringA laptop and access to an ad account. You will build in draft.
10. 10

    Day 10 · 90 minEngagement campaignEngagement Campaign, Ads and Messaging Setup

    Create ads that invite a message and set up the chat that follows. Learn the greeting, ice breakers and quick replies, and how to hand a chat over to sales.

    What you will learn

    • Writing ad creative that invites a conversation
    • Choosing Messenger, Instagram or WhatsApp as the destination
    • Setting up a greeting, ice breakers and quick replies
    • Linking a WhatsApp number to your Page
    • Response time and handing a chat over to sales
    • Previewing and checking the ad before you publish

    What to bringA laptop and, if you have one, a WhatsApp Business number linked to a Page. You can follow along in draft without one.
11. 11

    Day 11 · 90 minAdvantage+ and trackingAdvantage+ in Depth

    Understand Meta's automation tools. Learn what Advantage+ covers, when to use it, when to stay manual, and how to guide it with good creative and clean tracking.

    What you will learn

    • What Advantage+ means: placements, audience, budget and creative
    • Advantage+ sales and Advantage+ leads campaigns
    • When to use automation and when to stay manual
    • Guiding automation with strong creative and clean tracking
    • Comparing a manual and an Advantage+ setup
    • Risks and limits to watch for

    What to bringA laptop and your draft campaigns from earlier classes.
12. 12

    Day 12 · 90 minAdvantage+ and trackingTracking Overview with the Meta Pixel

    A clear overview of the Meta Pixel. Learn what it records, how to get the code, the ways to install it, and how to test that events are working.

    What you will learn

    • What the Meta Pixel is and what it records
    • Standard events such as lead and purchase
    • Getting the Pixel code in Events Manager
    • Install options: manual code, partner tools and Google Tag Manager
    • Conversions API in outline
    • Testing events, and tracking a website lead on a thank-you page

    What to bringA laptop. A website you can edit, and a Google Tag Manager account, are useful but optional.
13. 13

    Day 13 · 90 minReporting and capstoneReporting, Optimisation and Scaling

    Learn to read results and decide what to do next. Understand the key metrics, diagnose common problems, and know when to wait, change or switch off an ad.

    What you will learn

    • Columns and breakdowns in Ads Manager
    • Key metrics: CPM, CTR, CPC, CPL and frequency
    • Diagnosing high costs, low clicks and creative fatigue
    • When to wait, when to change and when to switch off
    • Scaling safely and running A/B tests
    • Fixing rejected ads and delivery problems

    What to bringA laptop. A sample report is provided in class.
14. 14

    Day 14 · 90 minReporting and capstoneCapstone and Review

    Put it all together. Build a lead campaign and an engagement campaign from start to finish, run through a review checklist, and get your questions answered.

    What you will learn

    • Building a full lead campaign from campaign to ad
    • Building a full engagement campaign with a message destination
    • Running a review checklist before launch
    • Presenting your plan and getting feedback
    • A recap of the whole course
    • Questions and next steps

    What to bringA laptop and your work from earlier classes.

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