How to Set Up a Facebook Ad Account Correctly

Why Proper Setup Matters

• 10 million+ advertisers rely on Facebook every month—competition is fierce, so configuration mistakes get expensive fast. (thesocialshepherd.com)

• Facebook’s potential ad reach is 2.28 billion users, up 4.3 % year‑over‑year. (socialpilot.co)

• The average CPC sits around $0.77 across industries in 2024, and CPM averages $5.61—every error drains real budget. (wordstream.com, blog.hootsuite.com)

• Total worldwide ad revenue is projected to hit $116.5 billion in 2025. (blog.hootsuite.com)

Facebook’s potential ad reach rose from 2.19 B in Jan 2024 to 2.28 B in Jan 2025—an extra 93 M people brands can now target

Step‑by‑Step Guide

1. Create—or Clean Up—Your Business Manager

1. Visit Meta Business Manager (business.facebook.com) and log in with the profile that will act as the primary admin.

2. Click “Create account.” Use your legal business name and a work email (avoid personal Gmail accounts).

3. Under Business Info → Tax Details, add your VAT / EIN. This fast‑tracks payment approvals.

4. In Security Center, enable two‑factor authentication (2FA) for Everyone. Facebook increasingly suspends accounts lacking 2FA.

5. Navigate to People → Add and assign roles (Admin, Employee) before you invite agencies. Clear role separation prevents accidental policy violations.

Pro‑tip: If you already have a Business Manager, audit the System Users tab for ex‑employees or unused integrations and remove them.

2. Set Up a Dedicated Ad Account

1. In Business Settings, click Accounts → Ad Accounts → Add → Create a New Ad Account.

2. Name it clearly—e.g., “Brand EU – Paid Social”—to track spend by region.

3. Select the correct time zone and currency; these cannot be changed later without opening a new account.

4. Assign at least two admins (you + a backup) to avoid lockouts.

3. Configure Payment Methods and Spending Controls

Most sectors still pay under $1 per click on Facebook traffic campaigns; Travel’s $0.42 CPC shows how efficient the channel can be

• Add your primary credit card plus a backup card in Payment Settings. Redundancy reduces the risk of campaign pauses.

• Set an Account Spending Limit (e.g., first‑month budget + 10 %) so rogue ads never exceed forecast.

• For large budgets, apply for Monthly Invoicing—you get consolidated billing and up to 30‑day payment terms.

4. Verify Your Business and Domains

1. Go to Business Info → Verify and submit legal docs (certificate of incorporation, utility bill). Verification boosts account trust and ad delivery.

2. Under Brand Safety → Domains, click Add and paste each web domain you’ll advertise. Then follow either DNS TXT or Meta‑tag verification.

3. Claim any Facebook Pages and Instagram accounts linked to those domains to keep attribution clean.

5. Install and Configure the Meta Pixel + Conversions API

• Generate a Meta Pixel in Data Sources → Pixels → Add; embed the base code on every page or via GTM.

• Set up standard events (ViewContent, AddToCart, Purchase) and test with Meta’s Event Tester.

• Implement Conversions API (CAPI) for server‑side tracking. Blended Pixel + CAPI setups recover up to 15 % more purchase events after browser privacy updates. (datareportal.com)

6. Organize Your Assets in Business Manager

Consistent naming saves hours when scaling into dozens of campaigns.

7. Align With Meta’s Advertising Policies

• Review the Restricted Content guidelines in the Policy Center.

• Use Automated Rules to pause ads that hit high frequency (>7) or low CTR (<0.5 %)—this protects quality scores.

8. Test Your First Campaign Safely

1. Duplicate Facebook’s “Sales – Conversions” starter template.

2. Limit the daily budget to €20–€50 while metrics stabilize.

3. After three days or 50 conversions, analyze ROAS; then scale winners by 20 % daily to avoid learning‑phase resets.

Common Pitfalls (and How to Avoid Them)

1. Using personal ad accounts—Business Manager isolates risk and keeps financial data centralized.

2. Poor attribution setup—Pixel + CAPI ensures post‑iOS 14 clarity.

3. Mixing multiple domains in one Pixel—break them out to keep event data clean.

4. Ignoring user permissions—always audit admin rights monthly.

5. Skipping verification—unverified accounts face higher rejection rates.

Key Takeaways

• Start with solid governance: Business verification, 2FA, and clear roles.

• Use redundant billing and spending limits to protect cash flow.

• Implement both Pixel and CAPI to future‑proof data.

• Follow naming conventions and automated rules for scale.

Recommended Reading on LeadEnforce

1. Business Manager Is a Tool You Need – Learn advanced Business Manager tricks for multi‑brand setups.
2. How to Give Access to Your Facebook Business Manager – Step‑by‑step instructions for granting agencies the right level of access.
3. Facebook Ad Mistakes – All You Should Know About – A comprehensive list of pitfalls to avoid once your account is live.