Module P4-P6
Meta, Google & Instagram Advertising
Building, targeting, and running paid campaigns across Meta Ads Manager and Google Ads — plus lead generation via forms and messaging apps.
📢P0-4: Meta & Google Ads Manager
Understanding the interface and structure used to build, launch, and monitor paid ad campaigns on both major ad platforms.
Ads Manager InterfaceCampaigns → Ad Sets → Ads, with columns for reach, spend, results.
Campaign Structure1 Campaign (objective) → multiple Ad Sets (audience/budget) → multiple Ads (creative).
Ad Objectives OverviewAwareness, Traffic, Engagement, Leads, App Promotion, Sales.
Budget TypesDaily Budget vs Lifetime Budget; CBO (Campaign Budget Optimization) vs Ad Set budget.
Bidding BasicsLowest Cost (automatic), Cost Cap, Bid Cap — controls how Meta spends your budget.
Ad Approval ProcessMeta/Google review ads (usually 15 min–24 hrs) against ad policies before going live.
Google Ads OverviewSearch Ads (text on SERP), Display Ads (banner network), YouTube Ads, Shopping Ads.
Google Search vs DisplaySearch = high intent, text-based, keyword-triggered; Display = visual banners across millions of websites for awareness/retargeting.
Fig 5 — Meta Ads Manager Campaign Structure (3-Tier)
💡 Example
Objective: Leads → Ad Set 1 targets Delhi 25-40yo interested in “Online Courses” → Ad 1 (video testimonial) and Ad 2 (carousel of course modules) run simultaneously to see which performs better.✅ Tip
Keep 2-3 ad variations per ad set for natural A/B testing, but avoid running too many ad sets with tiny budgets — Meta’s algorithm needs ~50 conversions/week per ad set to exit the “learning phase” efficiently.🎯P0-5: Audience Targeting — Local & Global
Precisely defining WHO sees your ads — from broad interest-based targeting to hyper-personalized custom audiences, at local or global scale.
Core Audience TargetingLocation, age, gender, language — the base layer of every ad set.
Interest TargetingTarget based on pages liked, topics followed (e.g. “Online Shopping,” “Fitness”).
Demographics TargetingEducation, job title, relationship status, income bracket (where available).
Behavior TargetingPurchase behavior, device usage, travel patterns.
Custom AudiencesUpload your own customer list, website visitors, or app users to re-target.
Lookalike AudiencesMeta finds new people similar to your best existing customers (1%-10% similarity).
Local TargetingRadius targeting around a pin (e.g. 5km around a store) — ideal for local businesses.
Global TargetingMulti-country campaigns for SaaS/e-commerce brands selling internationally.
Fig 6 — Audience Types Venn Diagram: Core, Custom & Lookalike
💡 Example
A local Delhi bakery uses a 5km radius Core audience for daily orders, while a national e-commerce brand builds a 1% Lookalike from their top 500 repeat buyers to scale nationally.✅ Tip
Don’t over-narrow audiences below ~1,00,000 people at the start — too small an audience raises costs and limits Meta’s algorithm from optimizing delivery.💱P0-6: Lead Generation & Messaging Ads
Capturing potential customer details directly within the platform (no landing page needed) via forms, WhatsApp, LinkedIn and Telegram.
Lead Generation CampaignObjective built for collecting contact info at scale with low friction.
Instant Form CreationNative in-platform form — auto-fills name/phone/email from user’s profile.
Lead Form QuestionsCustom questions (budget, city, interest) to pre-qualify leads.
WhatsApp Ads Setup“Click to WhatsApp” ads that open a chat directly with your business number.
Message Objective CampaignsDrive conversations on Messenger/Instagram DM/WhatsApp.
LinkedIn Lead Gen AdsB2B-focused — Sponsored Content + native Lead Gen Forms for professionals.
Telegram & Other ChannelsBot-based lead capture and community-driven promotion for niche audiences.
Fig 7 — Lead Generation Flow From Ad to CRM
💡 Example
A real-estate agency runs a Lead Ad with questions “Budget range?” and “Preferred location?” — pre-qualified leads land automatically in a Google Sheet via Zapier integration.✅ Tip
Keep Instant Forms to 3-4 questions max — every extra field drops completion rate by ~10-15%. Follow up within 5 minutes for highest conversion to sale.