Meta ads guides
Answers to the questions that come up when you run Meta ads: why an ad set stays in learning, how automated rules work, how to keep several ad accounts under control and what AI tools can do today. Every statement about Meta links to Meta's own help pages.
Accounts and campaign setup
- Campaign structureCampaign, ad set, ad: how to structure Meta ads, which objective to choose, how many ad sets make sense and a naming convention that still works later.
- Formats and sizesWhich image and video sizes Meta ads need in feed, stories and reels: 1:1, 4:5, 9:16 and 16:9, safe zones and text limits, each with its source.
- Managing multiple ad accountsBusiness portfolios, access roles and one view across accounts: how to manage multiple Facebook ad accounts, for your own business or for clients.
Automation and AI
- AI for Meta adsWhat AI tools for Meta ads can do: Meta's own AI, chat assistants like ChatGPT, MCP connectors and copilots that read live account data.
- Automated rulesHow automated rules in Meta Ads Manager work, which rules make sense for pausing or changing budgets, and where agents with an approval step go further.
Costs, leads and measurement
- Conversions not matchingWhy Meta reports different purchases than Shopify or WooCommerce: attribution windows, view-through, blocked pixels. And how to compare both numbers.
- Duplicate leadsWhy the same person shows up twice in your Meta lead ads, how to spot repeats by email or phone and how to clean the list before it reaches sales.
- Reducing ad costsWhy Meta ads get expensive and what lowers cost per result: audience size, tired creatives, the learning phase, placements. Plus when to stop an ad.
- ROASROAS is revenue divided by ad spend. How to calculate it for Meta ads, why Meta's ROAS can differ from your shop's and what a ROAS goal changes.
Learning phase and delivery
- Ads not deliveringMeta ads with no impressions or unspent daily budget? Check review status, budget, bid, audience and payment method, in that order, with Meta's help pages.
- Learning limitedLearning limited means an ad set gets too few results to finish Meta's learning phase. Why it happens, what helps and how to size the budget for it.
- Leaving the learning phaseWhy Meta ad sets stay in the learning phase and the steps that get them out: a budget that fits the goal, fewer ad sets and no edits mid-learning.
See your own numbers
Start is free forever — three ad accounts, one portfolio, no payment details.