How To Plan Your Meta Ads Campaigns

Draw a clear, visual, document that illustrates how your Facebook Ads and funnel are structured

Facebook Ads Paid Campaign Launch Strategy & Planning

Type SOPs · PDF

Execution time 30 mins - 1 hour

Last updated 10 April 2025

Who does this The person responsible for Meta Ads media buying

Length 5 pages

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Details

Reference: SOP-075
Section: SOPs
Format: PDF
Tagged: Tags Paid
Platform Facebook Ads
Topics Campaign Launch, Strategy & Planning

Goal

To get a clear, visual, high-level document that everyone will understand and illustrates how your Meta Ads and funnel are structured

Ideal outcome

You have a simple diagram that you can use to plan your campaigns before launching them

Why it matters

Making changes on your Google Drawings template is much easier than doing them once they are already live on Meta Ads Manager. Besides that, you can get a clear picture on what’s overlapping and what’s missing

Before you start

You need to have a clear idea regarding how your funnel works and its different stages and a Meta Business Suite account

Key steps 9 steps

1 Get a copy of Template 028: Funnel Designer Tool (web version)
2 Click the line selection tool on the top, and select "Arrow":
3 Connect all your elements as you see fit:
4 Sketch your current funnel using the template:
5 For each stage of the funnel, you will want to consider if it makes sense to drive:
6 Cold Traffic - Allows you to reach new audiences and scale your business.
7 Warm/Hot Traffic (Remarketing) - Allows you to reach audiences that have already been to your website and push them down the funnel.
8 Add Cold Traffic elements to your funnel: Cold Traffic usually performs better with TOFU content, this is especially true if your main offer is a premium-priced product. (There are rare instances when your MOFU or BOFU might work well with cold traffic, feel free to experiment with that if you are unsure.) So, if you are unsure, start adding cold traffic to the first stages of your funnel.
9 Add Warm/Hot traffic elements to your funnel: For remarketing, ideally, you should use ads to push people through each stage of the funnel. But if the size of your audience is too small, you might not be able to do that. If that is the case, you might want to group a few of those within a single Ad Set instead.

What is inside 12 headings

1 Environment set up 1

Get a copy of Template 028: Funnel Designer Tool (web version)

2 Design your current funnel 2

Click the line selection tool on the top, and select "Arrow":
Connect all your elements as you see fit:

3 Planning your Ads 6

Sketch your current funnel using the template:
For each stage of the funnel, you will want to consider if it makes sense to drive:
Cold Traffic - Allows you to reach new audiences and scale your business.
Warm/Hot Traffic (Remarketing) - Allows you to reach audiences that have already been to your website and push them down the funnel.
Add Cold Traffic elements to your funnel: Cold Traffic usually performs better with TOFU content, this is especially true if your main offer is a premium-priced product. (There are rare instances when your MOFU or BOFU might work well with cold traffic, feel free to experiment with that if you are unsure.) So, if you are unsure, start adding cold traffic to the first stages of your funnel.
Add Warm/Hot traffic elements to your funnel: For remarketing, ideally, you should use ads to push people through each stage of the funnel. But if the size of your audience is too small, you might not be able to do that. If that is the case, you might want to group a few of those within a single Ad Set instead.

The document 5 pages

The file is locked

It comes with the SOP Library.