Meta Ads Standards

• 1.Filter by name → confirm every asterisked campaign is ON
• 2.Filter by ON → confirm everything that's ON has an asterisk

If anything fails either check, fix before moving on.

*[NICHE] [Market] $Monthly/$Daily
e.g. *CL Indianapolis $1700/$60

• —\* = active/ON — one asterisk per market per niche, no exceptions
• —Paused client → remove asterisk immediately, publish
• —Budget figures in name must match actual campaign spend

• ✓One asterisk per market/niche · nothing else is ON
• ✓Budget in name matches actual spend
• ✓1 campaign per market per niche · 1 ad set per campaign · max 2 ads (B1 + B2)
• ✓Objective is Maximize Leads Through Messaging (use Conversations only if Leads not available yet — recheck weekly)
• ✓Placements: Facebook only — manual, no automatic placements

• ✓Select all ads → Edit (bulk view) → primary text is not grayed out

If primary text is grayed → something is ON → binary search to find it:

• 1.Deselect half the ads, check again. Repeat until you isolate the offending ad.
• 2.Open that ad → disable every Advantage Creative sub-toggle.
• 3.Check for tile strip in the media section → Related Media is on — remove all tiles.

• ✕Advantage+ Creative (every sub-toggle) — OFF on every ad
• ✕Related Media — no tiles, ever. Facebook re-enables this silently.
• ✕Multi-advertiser Ads — OFF
• ✕Text Variations / AI Generation — OFF
• ✕Multiple primary texts or headlines in one ad — 1 each only

• ✓Hook is correct for the niche — fixed, do not vary market to market
• ✓Body references the correct city and services throughout — top and bottom must match
• ✓City Served block present at the end of every caption
• ✓Page name casing is correct (e.g. NoVa, not Nova — check page-specific naming)

Headlines are fixed per niche. No AI headlines. No variation.

• ✓Every active ad has the correct offline event attached
• ✓Dataset name matches the Facebook page / market name exactly
• ✓Two datasets per campaign — verify both are assigned

• ✓Audience size looks reasonable — ~1M+ is the target
• ✓Location targeting is correct — bulk edits can silently add or remove locations, always verify
• ✓Any Facebook recommendation prompt → Discard every time, no exceptions

• 1.Remove the asterisk from the old campaign name → publish
• 2.Turn the old campaign OFF → publish
• 3.Duplicate the campaign
• 4.Re-add the asterisk to the new campaign name
• 5.Turn the new campaign ON → publish

After duplicating:

• —Delete any "Copy" suffixes from the name — asterisk is now the source of truth
• —Assign correct offline events to every ad — manually, one by one
• —Turn OFF on every ad: Related Media · Advantage+ Creative · Multi-advertiser Ads
• —Run bulk primary text check — text must not be grayed

After duplicating for a client still on Conversations → check if Maximize Leads Through Messaging is now available → if yes, switch before publishing.

• 1.Business Manager → Events Manager → Connect Data → Messaging → Next
• 2.Select the Facebook page → Next → Create New Dataset → Start Integration
• 3.Business Settings → Data Sources → Datasets → find the new dataset → Connected Assets → select iFly Clients 1
• 4.In Ads Manager, open each ad → select the correct offline event from the dropdown

Facebook uses every signal we provide to target. The goal is hyper-local precision at scale — not just a radius circle, but weighting the actual towns where qualified homeowners live.

• —Primary 50-mile radius pin — catches everyone possible, ensures no qualified areas are excluded
• —Micro-city pins — 15–20 specific cities/towns added as individual location targets; these weight higher-value neighborhoods more in the algorithm
• —GHL bot serviceable areas — mirrors the same city list so the bot can disqualify leads that slip through geo targeting

At the bottom of every ad caption, include:

"We proudly service people in [City 1], [City 2], ... [City 15-20]"

The city list in the caption, the FB location targets, and the GHL bot serviceable areas setting should all match.

Real client service areas don't follow a perfect radius. For markets like Sioux Falls, population concentrates along a major highway corridor — a pure 50-mile circle includes a lot of rural area with low intent. Micro-city pins tell the algorithm to weight the actual population centers more heavily.

• ✓Err on the side of over-targeting on the FB side — it's OK if some radius pins extend slightly outside acceptable client service limits
• ✓The bot handles final disqualification for out-of-area leads
• ✓Page name and ad caption do additional filtering (market-specific branding discourages out-of-area inquiries)
• ✕Don't under-target trying to be precise — missed coverage = lost qualified leads, and the algorithm self-selects more than the geo boundaries do