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The Salt Lick Denver produces high-performance video content that increases return on ad spend in Meta Ads, for Colorado-owned businesses looking to bring in more revenue with their current marketing budget.

A package as cost-effective as our ads.

We make videos that make you money.

We produce compelling ad creative that increases your revenue by lowering your ad costs through our data-driven, detail-oriented, and hospitality forward approach to marketing. We'll be your creative partner. We handle every step of production from ideation to creation, and we'll guide you through the implementation.

Ad Performance Audit

We diagnose problems before creating solutions. Your ad account is full of data that can help us understand how to get the most out of your ad spend. We start off every new client relationship with an audit of their current ad performance. We'll explain shortcomings, and provide a path forward for improvement.

Strategic Discovery Session

We'll discuss your objectives, and discover what makes your business unique. We believe that personality is the best way to make ads stand out, so we put time into understanding who your business is.

3 Distinct Scripts → 3 Distinct Ads

You'll receive 3 distinct ad scripts ahead of production for your approval, and then we'll produce 3 distinct ad creatives. With these ads you can promote 3 different offers, or test all 3 for the same offer and put your money on the winner.

3 Month Follow Up

We want you to get the most out of your new ads. Follow-up is key to making sure your ads have been implemented correctly, and gives us a chance to evaluate the impact of our work so we can continue to provide better and better ads for each client.

One Time Fee

The lower your production overhead is the more you can profit. Unlike most creative agencies we don't require monthly subscriptions. We're here when you need us to produce more videos, but we don't want to make you pay for anything that you don't need.  We're open to monthly packages on a case-by-case basis for clients who need more consistency.

Put your money where the math is.

We built a calculator to convey the impact that better ad creative could have on your business, and to show what it takes for our Essential Minerals Package to pay for itself.

Contact us for a free
consultation.

Fill out your contact information and we'll be in touch soon.

On our call we'll:

  • Discuss the strengths and limitations of your current marketing strategy

  • Provide personalized tips that you can implement on your own

  • Determine if the Essential Minerals Package makes sense for your business, and if it doesn't we won't try to sell it to you!

What is your annual ad budget?
Jason Edelstein and Andrea Hoang with their dog Shelbi Hoang at the Geneva Basin ski hut
Jason Edelstein and Andrea Hoang with their dog Shelbi Hoang at the Geneva Basin ski hut

Colorado owned and operated.

Created by Andrea Hoang and Jason Edelstein, The Salt Lick grew its feet in the Denver music scene providing creative services, and audio-engineering services to local artists and has expanded to serving the creative needs of Colorado Businesses.

With Jason's marketing and video production expertise, and Andrea's experience as an energy efficiency auditor and mechanical engineer, The Salt Lick's video marketing approach is rooted in artistry and supported by analytics and data. The Salt Lick believes that the best video content is the most efficient video content.

The periodic table of great ads.

There are 5 Essential Minerals to every great ad, oh and there's us. But we're not really a mineral. We're more of a body of water an agency where animals businesses can go to lick essential mineral nutrients produce exceptional ad-creative.

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Best Practices

Following best practices makes your ad more understandable to your audience and gives you a competitive edge in the ad auction. By making the algorithim happy, we can bring costs down and boost results!

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Divergent Content

To gain attention we need to interrupt the pattern. Our differences are our strengths, especially when it comes to ads. Divergent ads are more memorable, and more likely to drive action.

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Build Trust

Who is your business? In a world of national chains and artificial intelligence you need to show your audience that you care, that you are human, and that you are local.

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Humor

The platforms that we are advertising on are designed for "connection," and "leisure." Really, they're designed for advertisers, but a little bit of humor goes a long way in making your ad feel like it's not an ad.

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Value Proposition

You need a strong offer, but that's not what we're here to help with. We're here to make sure your offer is communicated clearly and efficiently so that your audience understands it quickly, and your leads are more likely to close.

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The Salt Lick

Lean on our expertise. Lick our salt. Ingest our essential minerals.

Frequently Asked Questions

  • Our pricing is dynamic based on demand. Dynamic pricing enables us to maintain our standard of quality even during our busiest times of the year. Our package is a flat rate and always includes the same deliverables. Our goal is for our service to be profitable to our client's businesses, as well as our own. Reach out to us to find out what our current pricing is.

  • Our Essential Minerals Package includes the following deliverables:

    • 3 custom ad scripts

    • 3 distinct ad creatives

    • 16:9, 9:16, and 1:1 versions of each ad creative

    • Detailed implementation guide

    • Ad-Performance Audit and Brand Discovery Pre-Production Meeting

    • Follow up meeting to evaluate performance

    • Continuous support throughout your campaign, if you have a question just email us!

  • We are based in Denver, Colorado and we serve the entire Front Range of Colorado. If you live outside of the front range, feel free to contact us and let us know where and we'll let you know if we can serve your business!

  • Jason Edelstein's background is in marketing. He uses his video production and writing skills to craft narrative, thread together stories, and develop compelling characters within the confines of short-form marketing content. He has 15 years of professional video production under his belt, a creative writing degree from Colorado College, and he has produced and deployed hundreds of organic and in-organic marketing campaigns.

    Andrea Hoang is a mechanical engineer and energy auditor. She has worked for some of the largest engineering firms specializing in HVAC for commercial buildings, and now focuses on using data to help property owners reduce their energy usage, save money, and reduce their carbon footprint. Her ability to bring together complex sets of data, and formulate effective implementations is what makes our Essential Minerals Package so effective.

  • We do not offer a guarantee. Our packages our priced to be low-risk for the businesses that we serve, and we are selective with the clients that we take on to ensure that we can provide value.

  • No, we do not manage the ads, we're experts at producing ads but we'd rather defer to businesses who are experts at managing them! We highly recommend working with a marketing agency to manage your ads, but if you don't have a marketing agency our implementation guide should get you moving in the the right direction!

  • Sure! But if this is your first time working with us, let's start with just 3 ads to get acquainted with each other. We find it's best to start with a smaller package for new clients so that we can make sure we're on the same page before we produce more content. Once you've done a shoot with us, we're happy to scale up deliverables for an additional fee.

  • This mostly depends on your ad spend and your current cost per result, but the easiest way to answer this question is that you should start seeing cheaper results upon your first result. Meaning if you're spending $30/day and your typical cost per result is $300, you might start seeing results by day 7 or 8.

     

    Our implementation guide includes instructions for evaluating the performance of your new content against your old content. If you're not seeing cheaper results, reach out to us and we'll do our best to make suggestions to alter your implementation.

  • Absolutely not! That's why we built our calculator. For our Essential Minerals Package, we're only interested in working with businesses that we can truly impact. Definitely reach out to us if you're not sure if you're business is a good fit and we'll let you know, but here are a few guidelines of what we're usually looking for:

    • Ad Spend of at least $10,000 annually

    • Products or services with an annual value of at least $2k

    • A team large enough to capitalize on a significant increase in leads, or the intention to scale

    If you don't meet those qualifications your business might not be a great fit for us, but feel free to reach out anyway!

  • Yes! We prefer working with businesses who already have a marketing agency and your marketing agency will be stoked to have better ad creative to work with!

  • Yes! Please see our creative agency page for a full list of services that we offer. As far as our Essential Minerals Package goes, we offer what we call Performance Amplifiers. These are supplemental services that amplify the effectiveness of your ad campaigns such as landing page videos, organic social media content, and google business photos. The idea is to boost your content ecosystem around where your ad is being served, and around its destination. A more compelling and content-rich landing page can increase the likelihood and quality of a lead, and a more compelling social media account can increase the likelihood of a click-through. We're constantly working on offering more Performance Amplifiers, so if there is a specific service that you're interested, don't hesitate to reach out!

  • Just like our pricing, our turnaround time is dependent on how busy we are and how long our backlog is. It's always best to reach out to us as early as possible, especially if you're planning a holiday campaign or any other seasonal campaign! Our turnaround time is also dependent on how quickly we can get our clients on-boarded. We require payment in full prior to our Ad Performance Audit meeting, and we require that meeting to be scheduled prior to our production date. If you're working on a deadline we're great at expediting and pushing you along to make sure we get what we need to hit that deadline.

  • Our Essential Minerals Package is tailored to creating inorganic content, but we highly recommend supplementing by posting organic content to your socials as well. We're happy to talk about producing organic content for you as a separate service. We have a lot of experience producing organic content for our clients.

     

    At this time, it's not a service we offer as a standalone because we find it to be ineffective on its own, but combined with a great ad campaign organic content can take your ad performance to the next level! This is because many viewers will engage with the rest of your profile after seeing an ad, so having high-quality organic content is a great way to increase the likeliehood of a conversion.

  • No relation to the famous BBQ restaurant. We've heard it's great though! If you're thinking about emailing us to sell us janitorial services for our restaurant, furniture for our restaurant, marketing for our restaurant, or anything else related to our restaurant, please don't, because we don't own a restaurant.

  • In order to conduct our ad performance audit we do need access to your Ads Manager, we'll provide detailed instructions for granting us access. If you have a marketing agency that sends you monthly reports we may be able to get away with just using those.

  • Facebook advertising is a powerful marketing tool that enables businesses to reach their target audience through targeted ads on Facebook, Instagram, and other Meta platforms. With Facebook ads, businesses can increase brand awareness, drive website traffic, generate leads, and boost sales.

  • The cost of Facebook advertising varies based on factors like ad objective, target audience, bidding strategy, and ad relevance. On average, businesses spend between $0.70 and $5.00 per click. To optimize ad spend, focus on relevance, targeting, and compelling ad creatives.

  • A winning social media advertising strategy involves:

    • Clear objectives

    • Targeted audience segmentation

    • Compelling ad creatives

    • Regular ad rotation

    • Continuous monitoring and optimization

    • Integration with overall marketing goals

  • Effective social media ad creatives feature:

    • Eye-catching visuals

    • Clear messaging

    • Compelling calls-to-action

    • Relevant targeting

    • Mobile-friendly designs

    • Continuous testing and optimization

  • Ad creative refers to the visual and textual elements of an ad, including images, videos, headlines, and copy. High-quality ad creatives capture user attention, convey brand messaging, and drive campaign performance.

  • A creative agency specializes in developing innovative advertising campaigns, including strategy, design, and production. Partnering with a creative agency can elevate your brand's messaging, visual identity, and overall marketing impact.

  • We deliver all of our ad creatives in 16:9, 9:16, and 1:1 which covers all Facebook ad placements.

  • Dynamic Creative is great when you're trying to re-purpose other video content as an ad, however if you're working with us we recommend against using it because we'll already be providing you with versions of your ads sized for each placement. Dynamic Creative will adjust your image ratio automatically and can often cut off text, crop in too much on a face, or make your video look low quality. Only use it if you absolutely have to!

  • Advantage+ Audience streamlines targeting by automatically optimizing ad delivery to users most likely to convert. Use Advantage+ Audience to:

    • Simplify targeting

    • Improve ad efficiency

    • Boost campaign performance

    Advantage+ can make it difficult to evaluate effective ad sets because it automatically expands your audience. If you want to systematically test the most cost-effective audience niches it's better to turn off Advantage+ and create multiple ad sets with more specific interests and demographics.

    Meta continues to improve Advantage+ and broad targeting is getting better and better. If you're not as worried about getting the absolute best CPR possible using Advantage+ is a great way to start.

  • While AI can assist with ad design, human creativity and strategy remain essential for:

    • Brand messaging

    • Emotional connection

    • Contextual understanding
      AI can augment, but not replace, human creative direction.

  • Choose the platform aligning with your target audience and goals:

    • Facebook: broad audience, conversion-driven

    • Instagram: visually-oriented, brand awareness

    • TikTok: younger audience, short-form video

  • The Facebook pixel tracks website activity, enabling:

    • Conversion tracking

    • Re-targeting

    • Lookalike audiences

    • Enhanced ad targeting
      Install the Facebook pixel to optimize ad performance and measure ROI.

  • Video marketing uses video content to:

    • Build brand awareness

    • Drive engagement

    • Explain products/services

    • Boost conversions

    • Enhance customer retention
      Incorporate video into your marketing strategy to captivate audiences and drive results.

The Essential Minerals Implementation Guide

We want to make sure you implement your new ad creative properly so that you can get the best possible results. If you're partnering with a marketing agency, they’ll handle most of what’s in this guide. But if you’re setting up or managing your ads yourself, this guide will walk you through the essential steps for success. You can also share this guide with your agency, ensuring they optimize your ad creatives for maximum performance.

What is Meta Pixel and Conversions API (CAPI)?

The Meta Pixel is a tracking pixel that you install on your website to track the actions of users who visit after seeing or interacting with your ads. Pixels allow ads managers to better correlate conversions with ads, and enables the optimization of budget across ad placements, creatives, and targeting options.

The Conversions API or CAPI is Meta's improves the accuracy of data collected by the pixel and circumvents browser and device privacy restrictions by correlating hashed user inputs with data already connected to Meta user accounts. For example, when a visitor fills out a lead form, the CAPI can correlate their name, email, and phone number with the name, email, and phone number they have stored on their Facebook account.

If you're already running ads you likely already have the Pixel and CAPI installed, but if not we'll help you get started.

The Meta Pixel is a tracking pixel that you install on your website to track the actions of users who visit after seeing or interacting with your ads. Pixels allow ads managers to better correlate conversions with ads, and enables the optimization of budget across ad placements, creatives, and targeting options.


The Conversions API or CAPI is Meta's improves the accuracy of data collected by the pixel and circumvents browser and device privacy restrictions by correlating hashed user inputs with data already connected to Meta user accounts. For example, when a visitor fills out a lead form, the CAPI can correlate their name, email, and phone number with the name, email, and phone number they have stored on their Facebook account.


If you're already running ads you likely already have the Pixel and CAPI installed, but if not we'll help you get started.

Creating a Meta Pixel

Creating a new meta pixel
  • Navigate to Events Manager and ensure you're on the correct Ads Manager account if you have multiple.

  • On the panel on the left side of the page click the + button labeled, "Connect Data sources


Choose your data source type

Pixel Data Source Options

Since we'll be installing the pixel on your website, choose "Web," as your data source. 

Create a new dataset

Click "Create a New Dataset"

Name your Pixel

Name your meta pixel

We recommend naming your Pixel with the name of your business.

Connect with a partner

Meta Pixel Partner Connection Options

Most website managers support seamless connecting with Meta Pixel. This is the easiest way to connect your pixel. Find your website manager in the partners list and follow Facebook, and your web manager's instructions for how to install the pixel. 


If you don't see your web manager on the list, or you want more control over the installation of your pixel click "Connect Manually."

Connect Manually

Manual connection for meta pixel and conversions api

If you're connecting manually be sure to select "Meta Pixel and Conversions API," because we will need the Conversions API. 

Installing the Pixel and Conversions API

Meta Pixel Conversions API Installation Instructions

Click "See Instructions," for both Meta Pixel and Conversions API.

Installing the Meta Pixel Base Code

Base Code installation meta pixel
  • Copy the base code and paste it above the ending </head> tag in your websites code.

  • Be sure to paste this on every page on your website.

  • Most website builders offer easy ways to add code to your website head, and the ability to inject it on all pages, for example in Wix Studio it's called "Custom Code."

  • Search your website builder on Google and "Custom Code," for specific instructions on how to add custom code to your website. Or, send this custom code to your web developer. 

Advanced Matching

Advanced Matching for Meta Pixel
  • Be sure to turn on advanced matching to coorelate user data with meta account data and improve your data accuracy.

  • By default all fields are checked. Advanced Matching will only work for fields that can be found on your website.

Installing the Conversions API

Conversions API installation

Installing the Conversions API can be really simple if you're able to use a partner integration. Meta is constantly adding new partner integrations. There is a good chance that your Website Builder has built in integration. If not we reccomend choosing the "Set up with a Conversions API Gateway," and using Stape to handle your integration. It's the most affordable serverside tracking option that doesn't require any coding knowledge. 


If you have a web developer this is a good task to hand off to them, choose "Set up manually," and you'll be re-directed to a page that allows you to forward instructions to your developer. 

Send yourself a test event

Lead form

Now that you have the Meta Pixel and Conversions API set up, navigate to your website's contact form and send yourself a test lead. We'll need the signal generated so that our ads know which website event to optimize for. After you send your lead it will take about 20 minutes to show up in your events manager. 


If you're an ecommerce brand perform and add to cart action, and a purchase action on your website instead. 

Return to Events Manager after sending your test lead

events manager
  • Your test lead could take over 20 minutes to show up in events manager.

  • Meta is pretty good at automatically recognizing leads, but there is a chance you'll have to configure a custom event.

  • If your Conversions API is working correctly you should see that both the Browser and Server are listed under Connection Method.

  • You can see in our Events Manager an event called "Mineral_Lead," this is a custom event that we created so that we can have more control over how our server sends the event to Meta. Creating this custom event is not neccessary at all. 

  • Once you see an event called, "Lead," you're ready to create an ad!

  • If your an ecommerce brand using Shopify or another sales platform you'll want to look for an "Add to Cart," or "Purchase," event. 

Now let's create our first Ad Campaign!

Ads Manager
  • Head over to Ads Manager

  • Click "Create," in the upper left portion of the screen.

Choosing a campaign objective

Meta Ads Campaign objective Leads

Select the objective for your ad campaign.

  • Most of our clients at The Salt Lick are working on increasing leads, if that's you select the Leads objective.

  • If you are one of our e-commerce clients you should choose the Sales objective.

  • If you have a custom event on your website choose the Engagement objective. Custom events can be more complicated to set up, and the steps to create custom events are not covered within this guide.

  • Stay away from Awareness and Traffic objectives unless you are building a custom audience with your campaign. More on that later. 

Manual Leads Campaign

Manual Leads Campaign Meta

Meta will recommend their "Tailored Leads Campaign," don't use this. Instead select "Manual leads campaign."


Throughout this guide we'll often be steering you away from many of Meta's suggestions. Some of Meta's suggestions are good, and many are improving, however many of them will result in trading ease of set up for ad cost. Most of their recommendations lack the customization needed to truly test and refine ad campaigns. 

What is the difference between an Ad Campaign, Ad Set, and Ad?

What is a meta campaign?

There are three levels to any Ad Campaign. It's easier to understand if we start backwards from the Ad level, and work our way up to the Campaign level:

  • Ad Level

    • This is where you upload your Ad Creative and set your Destination URL

    • The Ad Creative is the video itself, and the primary text, headline, description and Call To Action button.

    • It's normal to have multiple ads within an ad set. This way you can test different Ad Creatives, and even different offers linking to different destinations.

    • In terms of analytics, the Ad Level can show you which ads are performing the best, and which elements of your creative are performing the best.

  • Ad Set Level

    • Ad Set is where you define your audience and select your placements.

    • It's normal to have multiple ad sets within a campaign to test different audiences, or to push different ads to to different markets. The latter is fairly common for businesses who want to push different ad creative to people in Denver than people in Boulder.

    • In terms of analytics, the Ad Set Level can show you which audiences and markets provide the cheapest results, and which are the most expensive.

  • Campaign Level

    • Your campaign contains all of your ad sets, and thus all of your ads.

    • This is where you set your Lifetime Budget, and your Daily Budget, and the overall objective of your Campaign.

    • In terms of analytics, looking at metrics on a campaign level will give you overall data on how much money you're spending across all ad sets, and your average cost per result across all of those ad sets. 


Campaign Naming Convention

Campaign name

As you continue to create more ad campaigns naming convention becomes especially important so that you can understand key information about a campaign without having to open it and explore it's ads.


We recommend a naming convention that clearly states your business name, your campaign objective, and the time period in which you're running the campaign.

Campaign Spending Limit

Meta Campaign Spending Limit

It's great to set a campaign spending limit, especially if you intend on running a campaign with a high daily budget. Adding a campaign budget is also a great way to control the duration of an ad campaign. If your daily budget is $500 and you set a lifetime budget of $45,000 your campaign will run for 90 days. 


As you begin to run more campaigns, ensuring that your campaigns won't overspend their welcome is really important to your annual marketing budget. 


Keep in mind, once the campaign spending limit has been reached the campaign will stop running, you can always increase the spending limit later. 

Daily Budget

Set your daily budget

We recommend leaving Advantage Campaign Budget turned on.


This is where you set your daily budget. This budget will be distributed across all of your Ad Sets according to their performance. Meta automatically prioritizes ad sets with the lowest costs. 

Ad Set Naming Convention

Ad Set Naming Example

Since Ad Sets are where you handle targeting it's important to describe your targeting parameters in your Ad Set. We recommend including the following in your Ad Set name.

  • Business Name

  • Interest Targeting

  • Geographic Targeting

  • Timeframe

Choose your conversion event

Ad Set conversion

Within objectives that support conversions, the Ad Set is where you define the specific conversion you're optimizing for.


Since we're building a Leads campaign for our website we'll:

  • Set the conversion location to Website

  • Performance Goal: Maximize Conversions

  • Pixel: Select your Pixel

  • Conversion Event: Lead

Audience Controls

Meta Ads Audience Controls

Audience Controls is where you can define where your ads can be shown. Unlike targeting, ads will not be shown to people who do not meet these criteria.


  • For location, you can add multiple locations to target your service location, or if you're trying to target the front range market more broadly search for Denver, DMA

  • Minimum age can be useful if your service doesn't apply to people below a certain age

  • It can be helpful to set Languages to the language used in your ad creative, especially if you have versions of your ads in different languages. 

Audience Targeting

Meta Audience Targeting Options

Meta's AI continues to get more and more advanced. Advantage+ targeting allows your Ad Set to learn who it's best audience is. If you're daily spend is over $200/day this is probably your easiest option, as Meta should be able to hone in on an audience within a few days. You can actually leave all of these parameters empty and let Meta figure it out.


If you want to start the AI on the right path it can be helpful to include Audience Suggestions. Meta's AI will test users who match those suggestions first, and then expand from there.


For a more detail oriented approach to ad targeting you can switch to "Original Audience Options," which will allow you to create narrower audiences, and test which of those audiences performs the best.


Original Audience Options

Original audience options allows you to furhter define your audience. You can choose interests or demographics, and then further define your audience by ensuring that they overlap with other interests and demographics.

Audience Definition

The population of Colorado is 5.8 millio people. If we target that entire population we risk wasting ad spend on irrelevant audiences, but at the same time we don't want to target too narrow of a population or we risk missing our niche audience, or increasing ad fatigue among our target audience.


Depending on your industry and your ad spend aim for 400k-1M. If you have a high daily budget you'll burn through a narrow audience very quickly. If you have a lower daily budget it may be cost effective to limit your ads to a smaller audience. 

Ad Placements

advantage+ placements

By default Meta turns on Advantage+ Placements, using Advantage+ may lower your CPM, but it often won't lower your cost per result. Meta's platforms, especially facebook are filled with low-quality placements that Meta wants to make revenue off of, these placements are much cheaper, but they don't perform well. They're usually in less visible parts of the platform, or served in parts of the platform where users are actively trying to avoid ads, such as Facebook Messenger. 


We recommend turning off Advantage+ Placements and selecting only high quality placements like feeds, stories, and reels. 


Here are some of the placements we recommend turning off:

  • All Audience Network Placements

  • Facebook Right Column

  • Facebook Marketplace

  • Facebook Video Feeds

  • Facebook in-stream videos

  • Ads on Facebook Reels (You can leave Facebook Reels turned on)

  • Messages


Ad Level Naming Convention

Ad Level Name

Now let's move on to the Ad Level. Since this is where we'll build our creative we need to make sure we include which ad we are running in the name. If you're running multiple offers within an ad set it's also good to include the offer, and the destination if you're running ads to separate destinations. 

Advertiser Identity

Advertiser Identity

If you have multiple Facebook and Instagram profiles "Partnership Ad," may be turned on by default, you can turn this off.


Identity is where you select the Facebook & Instagram Profile that your ad will be delivered from. Building up your Facebook and Instagram profiles with high-quality organic content can help drive even more conversions and further reduce your cost per result. If you're interested in producing organic content, reach back out to us!

Ad setup

Meta ads manager creative upload

For our Essential Minerals package, each video we produce is designed to be run on its own, so select "Single image or video," under format. We also recommend turning off multi-advertiser ads.


Now scroll down to Ad Creative an upload one of your ads. 

Custom sizes for different placements

Meta Sizes

After you upload your video you'll be directed to this screen where you can edit your video for different placements. The Essential Minerals package provides you with files specifically designed to fit all of these placements, so click replace and upload the corresponding file.


  • 16:9 = Horizontal

  • 9:16 = Vertical

  • 1:1 = Square

Primary Text, Headline and CTA

Meta ads primary text headline and CTA

Within your Essential Minerals deliverables folder there is a document with Primary Text and Headlines that correspond with ads. Choose the text for the ad you've just uploaded and paste it into corresponding fields. 


Scroll through the options under Call to action and choose the one that is most relevant for your offer. This is what will be displayed on the button that links to your destination.

Advantage+ Creative

Advantage+ Creative

Advantaeg+ Creative turns on optimizations by default. We can turn most of these off. These are great for publishing ads that you shot with your phone, but we don't need any brightness, color, or text adjustments to our professionally produced ads. 


You can leave on "Relevant Comments," and "Site Links," but if we see your add with "Visual Touch-Ups," or godforbid, "Add video filter," we will cry.

Destination

Meta ads destination
  • The website URL should be the relevant landing page for the offer mentioned in your ad creative.

  • The Display Link should be the domain name of your website 

  • We don't recommend browser add-ons. We're optimizing for leads on your website so these alternative actions will detract from that optimization, but feel free to experiment with these features.

  • Underneath Website URL click Build a URL Parameter.

Building a URL Parameter

URL Parameter Meta Ads

Building a URL Parameter allows you to coorelate actions with ads via Google Analytics or your website builder's built in analytics platform. These are extensions to your URL that don't change the destination, but log key information about where your site visitor came from.


We recommend setting up your paremeters exactly as shown. The items in the bracket are dynamic. Just click within each field and you'll be shown all of the dynamic options. 

Ready to publish or build more ad sets and ads!

Campaign, Ad Set, Ads

Now that we've built our first Ad Set and Ad, this structure will probably make a lot more sense! 

  • To create more ad sets click on the elipses and choose "Quickly Duplicate"

  • You can do the same for Ads, and then replace the creative with a different video.

Once you are happy with your campaign move click on the Campaign level and click Publish and all of your ad sets and ads will be published at once!

The Learning Phase

Meta Ads Learning Phase

Once your ad has been reviewed and approved by Meta it will entered what is called the Learning Phase.


Do not to make any adjustments to your ad sets or your ads while in the learning phase!


During the learning phase, Meta's AI is testing your ad within different subsets and expansions of your target audience to find the best results. Each Ad Set requires 50 conversions to exit the learning phase. If you make an adjustment you start back at 0. This means if you continue to make adjustments while in the learning phase you could waste a lo