Quick answer
Small businesses should start Meta ads with one clear offer, a working Meta pixel, a daily budget they can keep running for at least two to four weeks, and three to five different ad creatives to test. Expect a short learning period first, then move budget to the ads that bring the cheapest leads or sales.
What are Meta ads?
Meta ads are paid ads that run across Facebook, Instagram, Messenger and the Audience Network, all managed from one Meta ad account. You choose a goal, such as leads, messages, website visits or sales, set a budget and Meta shows your ads to the people most likely to take that action.
How much should a small business spend on Meta ads?
There is no single right number, but your budget needs to be big enough for Meta to learn. Meta's system usually needs around 50 results, such as leads or purchases, within a week for an ad set to leave its learning phase. If one lead costs you $20, that points to a budget of roughly $1,000 a week for one ad set to learn quickly. Most small businesses start lower than that, which is fine, but expect learning to take longer and keep the number of ad sets small.
A sensible approach is to pick a daily budget you can hold steady for a month, run it without constant changes and then scale what works. Ad spend is always paid to Meta from your own account. A management fee, like the $500 a month GetX charges, is separate.
How do I set up Meta ads properly?
- Set up Meta Business Suite and an ad account in your own name, so you always own the account and its data.
- Install the Meta pixel and conversion events on your website, such as form submissions, bookings, calls or purchases.
- Choose one campaign goal that matches what you want: leads, messages or sales. Avoid optimising for clicks or likes.
- Define your audience by location, then let Meta find people within it. Add retargeting for people who visited your site or engaged with your page.
- Launch three to five creatives with different hooks, such as a reel, a before and after and an offer graphic.
- Check results weekly, turn off the losers and make new versions of the winners.
Why do ad creatives matter so much?
On Meta, the creative does most of the targeting. A strong hook tells the algorithm who the ad is for, and fresh creatives stop costs from creeping up as people see the same ad repeatedly. This is why we build ad creatives in batches, from $20 each, and test new hooks every week rather than running one ad for months.
How long do Meta ads take to work?
Most campaigns need one to two weeks of learning before the numbers settle, and two to three months of steady testing to find the offers and creatives that work best. You should still see early signals, such as cost per lead and click through rate, within the first week.
Should I run Meta ads myself or hire an agency?
If you have time to learn Ads Manager, test creatives every week and read the data, you can run small campaigns yourself. Hire help when ads are taking hours you do not have, when costs keep rising or when you need new creatives faster than you can make them. See how GetX handles Meta ads management, including setup, tracking, testing and monthly reports.
Frequently asked questions
What is a good starting budget for Facebook and Instagram ads?
Pick a daily budget you can keep running for at least two to four weeks without changes. Many small businesses start between $10 and $50 a day and scale the ads that bring in leads.
Do I need a website to run Meta ads?
No. You can run lead form ads or message ads that keep people on Facebook and Instagram. A website with the Meta pixel installed gives you better tracking and retargeting.
Why are my Meta ads not getting leads?
The most common reasons are a weak offer, a slow hook, optimising for the wrong goal, changing the campaign too often or not having enough budget to exit the learning phase.
Will I own my ad account if I hire an agency?
You should. At GetX, ads always run in your own Meta ad account. You give us access through Meta Business Suite and can remove it at any time.