How to Set Up an Ad Campaign: Choose Objectives, Set Up Accounts, Understand Formats

Learning how to set up an ad campaign isn’t just about pushing a “start” button — it’s about setting things up right from the ground up. In this article, I’ll show you how to choose the right campaign objective, how to set up your ad account the right way, and how to pick the best ad format for your goal. Stick with me to the end — these steps will make sure your campaign starts strong.

Choose the Right Campaign Objective

Why do campaign objectives matter when setting up an ad?

Your objective tells the ad platform what you want from your campaign — and it uses that to show your ad to the right people.

Every time I start a campaign, I’m asked to choose a goal. This is where most people get it wrong. They pick “traffic” when they want sales, or “reach” when they want leads.

Here’s how I break it down:

• Brand Awareness: For new brands. It shows your ad to people likely to remember you.

• Traffic: To get people to click your link or visit your site.

• Engagement: Great for boosting likes, shares, and comments.

• Leads: If you want emails or form submissions.

• Sales/Conversions: If you want buyers.

If I’m promoting a free checklist, I choose “Leads.” If I’m selling shoes, I pick “Sales.” Choosing the wrong objective sends your ad to the wrong crowd.

The platform uses this setting to decide who sees your ad — based on who usually does the thing you want. So don’t guess. Pick the one that matches your real goal.

Set Up Your Ad Account the Right Way

What do you need to do before running your first ad?

You need to create and verify your ad account, and set up billing and tracking.

I’ve helped businesses waste thousands by skipping setup steps. Don’t make that mistake.

Here’s what I always check:

1. Create a Business Manager Account on Facebook or Google.

2. Add a payment method. Without it, your ads won’t run.

3. Verify your domain. This builds trust and allows full control of your links.

4. Install the Pixel (for Facebook) or Tag (for Google) — so you can track visits, clicks, and conversions.

5. Set Time Zone and Currency — because once you pick these, you can’t change them.

I also organize everything into ad accounts, pages, and roles. This helps keep personal and business stuff separate and makes scaling easier.

Don’t skip the Pixel. It’s how you track results and optimize your campaigns. If you don’t have data, you’re flying blind.

Pick the Best Ad Format for Your Goal

How do you decide what type of ad to run?

You match the ad format to your goal and audience behavior.

Each format has a job. I always ask, “What will make people stop scrolling and act?”

Here are my go-to choices:

• Single Image Ad: Good for simple offers and brand awareness.

• Video Ad: Best for storytelling, demos, or building trust.

• Carousel Ad: Great for showing multiple products or steps.

• Collection Ad: Works well for stores or product bundles.

• Lead Form Ad: Lets users sign up without leaving the app.

For example, when I promote a webinar, I use a Lead Form Ad with a video. When I run a flash sale, I use a Carousel Ad showing different items.

Each format shows up differently on Facebook, Instagram, or Google. Always preview your ad before publishing to make sure it looks good on mobile.

Pro Tip:

Test different formats even with the same message. Sometimes a simple image beats a fancy video.

That’s how to set up an ad campaign that starts on solid ground — choose the right goal, set up your ad account fully, and pick the best format for your message. These aren’t extras — they’re the core of any winning campaign. Want to get smarter with your ads? Stick around for more practical tips from KTM Ads Agency.

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