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Sanika Elevation Agency · The Free Course
Module Nine

Meta,
click by click.

The full Ads Manager walkthrough, structured around the inspection first funnel. Live campaign by the end of this module.

Runtime · 50 minutes
09.02
The hierarchy
Business Manager
→ Ad Account
→ Campaign
→ Ad Set
→ Ad.
Five levels, top to bottom. Know what each one controls. You'll spend 80% of your time at the Ad Set and Ad levels.
Module 09 · Meta execution
02
09.03
Day one structure
3
Campaigns
Cold · Retargeting · Warm engagement
2 to 3
Ad sets each
Different audiences or test variables
3 to 5
Ads each
Creative variations within an ad set
Module 09 · Meta execution
03
09.04
A naming convention saves your sanity at month 6
Campaign: 2026_05_Leads_Roofing_NJ
Ad Set:   Cold_Homeowners_30to65_Adv+
Ad:       Dev_DroneScan_v3
Year_month_objective_service_geo. Then audience. Then creator_format_version. Future you will be grateful.
Module 09 · Meta execution
04
09.05
Three audience layers, day one
01
Cold
25 to 50 mile radius. Age 30 to 65. Behavior: Homeowners. Skip narrow interest stacking, the algorithm finds them better than you can.
02
Retargeting
180 day site visitors + 90 day IG/FB engagement + 75% video viewers. Exclude existing leads.
03
Lookalike 1%
Upload your CRM. Generate a 1% lookalike. The highest intent cold audience you can buy.
Module 09 · Meta execution
05
09.06
Placements
Advantage+ placements:
ON for cold.
Let Meta find cheap inventory across Reels, Stories, Feed, in stream. Switch to manual placements only when testing a specific surface (Reels only, for example).
Module 09 · Meta execution
06
09.07
Build the ad, the inspection first version
Objective:   Leads. Not Engagement, not Reach. The inspection request IS the lead event.
Format:   Single video. 30 to 60 seconds.
Primary text:   125 char. Hook in line 1.
Headline:   27 char. Name the offer.
CTA button:   "Get Quote" or "Learn More."
Destination:   Inspection landing page. Not your homepage.
Module 09 · Meta execution
07
09.08
Lead form vs landing page
For inspection first:
landing page.
Lead forms produce 2 to 3x volume but lower quality leads. For an inspection request, you want pre qualifying questions on the page. Use lead forms for top of funnel awareness ads only.
Module 09 · Meta execution
08
09.09
The 3 question pre qualifier
Q1.   "Are you the homeowner?"
Q2.   "Roof age, rough estimate?" (under 10 / 10 to 20 / 20+)
Q3.   "Best time to do the scan?"
Filters out renters and looky loos before they enter your CRM. Solar version: avg monthly bill, homeowner Y/N, roof shading.
Module 09 · Meta execution
09
09.10
Launch discipline
Click publish.
Close the tab.
~50 conversions,
then look.
Meta's algorithm needs roughly 50 conversions to stabilize CPL. Until then, you're in learning phase, the CPL swings wildly. If you change anything in the first week, the count resets. Most operators panic on day 2. Hold.
Module 09 · Meta execution
10
09.11
What to watch in Ads Manager
Columns
CPL. CTR.
ROAS.
Customize columns to these. Ignore impressions, reach, and most of Meta's defaults. These three tell you what to do.
Frequency
1 to 3 healthy.
3 to 5 monitor.
5+ refresh.
In a 50 mile radius you hit 5+ fast. Plan for new creative every 14 to 21 days, same hook, new B roll often works.
Module 09 · Meta execution
11
09.12
Disapproval triggers (Meta will flag these)
"You" language.
Income claims.
Housing/credit category.
Use "homeowners" not "you." Reframe income as savings. For solar, your account may be flagged as Special Ad Category if Meta thinks it's housing adjacent.
Module 09 · Meta execution
12
09.13
This week's work
Set up your Business Manager + Ad Account.
Build one campaign using the structure above.
Don't launch yet, Module 10 covers the creative.
Module 09 · Meta execution
13
09.14 · END
Next · Module Ten
Every finished install is a billboard.
Convert physical proximity to digital intent.
Sanika Elevation Agency · The Free Course