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How to set up Meta Ads (Facebook and Instagram)

Live guide · Checked 26 October 2026 · Updated 26 October 2026 · Checked every week against Meta Ads's own help pages

Set up a Meta business portfolio, ad account, pixel (dataset) and your first campaign so your Facebook and Instagram ads are tracked properly.

Time

45 minutes

You will need

• A personal Facebook profile (Meta requires one to manage business assets)
• Your Facebook Page and Instagram account
• Access to your website or Shopify store
• A payment card

Stuck?

Troubleshooting or ask me a question

Step by step

1. Create a business portfolio

   Go to https://business.facebook.comCopy and create a business portfolio (this used to be called Business Manager). Use your legal business name and a business email address.

2. Add your Facebook Page and Instagram

   In Settings > Accounts > Pages, add your Page. Then under Instagram accounts, connect your Instagram professional account.

3. Create an ad account

   In Settings > Accounts > Ad accounts, click Add > Create a new ad account. Choose the right time zone and currency (these cannot be changed later) and give yourself full control.

4. Add billing

   Open Billing and payments for the ad account and add your card. Set an account spending limit if you want a hard safety cap.

5. Create your pixel (dataset)

   Open Events Manager, click Connect data sources > Web, and create a dataset (Meta now calls the pixel a dataset). Name it after your website.

6. Install the pixel on your site

   Use a partner integration if you can: Shopify, WordPress and most platforms connect in a few clicks. Otherwise add the base code with Google Tag Manager. Turn on Conversions API as well, so tracking survives ad blockers and iPhone privacy settings.

7. Verify your domain

   In Settings > Brand safety > Domains, add your domain and verify it with a DNS TXT record or meta tag. This lets you control which events are used for optimisation.

8. Check your events

   In Events Manager, use Test events to visit your site and make sure PageView, Lead or Purchase fire correctly. Aim for an Event match quality of 6 or higher.

9. Create your first campaign

   Open Ads Manager, click + Create and choose a goal: Leads or Sales for most businesses. Choose Website as the conversion location and pick the event you just tested.

10. Set audience and placements

    Start broad with location, age and only a few interests, or none. Meta's targeting learns fast when tracking is good. Leave Advantage+ placements on unless you have a reason not to.

11. Upload your ads

    Add 3 to 5 different creatives: a short video, a still image and a carousel. Write a strong first line, as most people only read the first 125 characters.

12. Launch and leave it to learn

    Publish, then avoid big changes for the first 5 to 7 days while the ad set is in the learning phase. Judge results on cost per lead or sale, not on clicks.