THE SMALL BUSINESS OWNERS ‘NO NONSENSE’ GUIDE TO ADS

A step-by-step guide to running a Meta (Facebook/Instagram/Threads) ad campaign that gets quick sales by promoting an intro offer.

WHO IS THIS MONEY PRINTING CAMPAIGN BEST FOR?

• Local Businesses (Gyms, Salons, Massage Therapists, Car Washes, Chiropractors, etc.)

• Service Providers (Coaches, Agencies, Personal Trainers, etc.)

• E-Commerce & Product-Based Businesses (Clothing Brands, Supplements, Skincare, etc.)

WHAT YOU NEED BEFORE STARTING

✅ A Business Manager Account (See Appendix 1 below for how to set up the Meta Assets)
✅ A Simple Intro Offer (Discount, Free Trial, BOGO, etc.)
✅ $300-$1,000 Ad Budget (More budget = faster results)
✅ A Landing Page OR a Simple DM-Based System (for lead collection & conversions)

THE STEP-BY-STEP GUIDE

STEP 1: PLAN YOUR INTRO OFFER 

(*****THE MOST IMPORTANT PART OF THE CAMPAIGN*****) 

• The offer should be low-risk & high-value to attract new customers.

• Examples:

• Chiropractor: Free Posture Assessment + 10-Min Adjustment for $20

• Massage Therapist: Get a 60-Min Massage, Get an Extra 15 Minutes Free

• Gym: 7-Day Free Trial + 1 Free Personal Training Session

• House Cleaning: Scrub All Toilets for $20

Pro Tip: Make the offer time-sensitive ("Only available this week!") to create urgency.
Super Pro Tip:  Run several intro offer ideas by your existing customers. Start with the one they like best. Get their feedback on how to improve the offers to make them more exciting. 

STEP 2: CREATE AN EYE-CATCHING AD

1. Write Your Ad Copy (Keep it Simple!)

Headline Examples:

• "Struggling with back pain? Try this for FREE!"

• "Want bigger arms? Get your first session 50% OFF!"

• "🚨 LIMITED TIME: 60-Min Massage + 15 Extra Minutes FREE 🚨"

Body Text Example (Massage Therapist Ad):

💆‍♂️ RELAX, RESET, RECHARGE 💆‍♀️
For a limited time, book a 60-min massage and get an extra 15 minutes FREE!
Spots are filling up fast, so claim yours today!
📩 Click the button below to book now!

Call-to-Action (CTA) Button:

• "Send Message" (if using DMs)

• "Book Now" (if using a landing page)

2. Create a Bold Visual (Image/Video)

• Use a high-quality photo of your product/service in action.

• Add big, bold text to highlight the offer.

• Video Ads Work Best – 15-30 sec showing the benefits + CTA at the end.

Pro Tip: If you don’t have good visuals, use AI-generated images or Canva to create something professional.

STEP 3: SET UP YOUR FACEBOOK AD CAMPAIGN 

(More Complete Ad Setup Guide in Appendix 2)

Go to Meta Ads Manager (adsmanager.facebook.com) and follow these steps:

1. Campaign Setup

• Click Create → Select Lead Generation OR Contacts (depending on your strategy).

• Name your campaign (e.g., "Intro Offer – Massage Promo").

2. Ad Set Setup

• Budget: Start with $10-$30 per day.

• Targeting:

• Location: Your local area (if applicable).

• Age & Gender: Match your ideal customer.

• Interests: 1-3 Keywords related to your service (e.g., "Massage Therapy," "Self-Care," "Pain Relief" for a massage ad).

3. Ad Setup

• Upload your image or video.

• Insert your ad copy.

• Choose Call-to-Action:

• Send Message (If you want people to DM you).

• Book Now (If using a booking link).

STEP 4: CAPTURE & CONVERT LEADS

DM Funnel (If Using Contacts)

• Auto-Reply Example:

• "Hey! Thanks for your interest! This offer is available for a limited time. When would you like to book your session?"

• After they reply, ask: "Would you like to book for [DATE] at [TIME]?"

• Close the sale by getting their phone number or confirming the appointment.

Landing Page Funnel (If Using a Website)

• Simple one-page landing page with:

• The Offer Headline

• Countdown Timer (for urgency)

• Call-to-Action Button (to book or submit contact info)

STEP 5: SCALE YOUR ADS & MAKE MORE PROFIT

•  Once you get your first 5-10 leads, double your budget.

• Test different ad variations (change images, headlines, CTA).

• Introduce Upsells: After they claim the intro offer, offer full-price packages or memberships.

Example: A chiropractor offering a $20 spinal assessment can upsell a $500+ wellness plan after the first visit.

HOW MUCH DOES IT COST TO GET THIS SERVICE DONE FOR YOU?

• Flat Fee: £500 - $1,500 per month.

• Performance-Based: £500 + 10-20% of revenue from sales generated. We’ll handle the inquiries and sales for you.

• Setup Fee: £500

• Meta Pixel APPI Setup Fee (optional but highly recommended): £50 setup + 25/monthly.

FAQs

1. HOW LONG WILL IT TAKE TO SEE RESULTS?

Most responses will come in within 48-72 hours after launching the ad.

2. SHOULD I RUN THIS WITH NO FOLLOWERS?

Yes! Facebook ads target new potential customers, not just your followers.

3. WHAT IF I DON’T WANT TO DO A DISCOUNT?

Try an added-value offer instead (e.g., free bonus session instead of a discount).

4. WHO WILL PAY FOR THE AD COSTS?

You, the client. See Appendix 1 for how to set up the Payment Method with Meta.

5. WHAT IF THERE IS ONLY 20,000 PEOPLE IN MY AREA TO TARGET

That’s enough people. Every couple weeks you’ll need to make new images/media for your ads 

TL;DR – THE SIMPLEST FACEBOOK ADS FUNNEL FOR AN INTRO OFFER

• Pick a low-risk, high-value offer.

• Create bold ad visuals & simple text.

• Set up a Facebook Ad (Contacts or Lead Gen campaign).

• Capture leads via DM or landing page.

• Follow up & close the sale with urgency.

• Scale and upsell once results come in.

APPENDIX 1 - HOW TO SET UP THE BACKEND META LOGISTICS 

You may need help setting up your ad account, Business Manager, and giving us access to run and manage your ads. Many business owners don’t know how to do this, so this guide helps you through it step by step.

STEP 1: WHAT YOU NEED

Before running ads, you must have:

✅ A Facebook Business Page.
✅ A Facebook Business Manager Account.
✅ A Facebook Ad Account (this is where ad campaigns are run).
✅ A Payment Method added to pay for ads.
✅ A Way to Give Us Access to manage your ads.

Get this setup for you when you work with us.

STEP 2: SET UP FACEBOOK BUSINESS MANAGER

Go to: business.facebook.com
1️⃣ Click "Create Account".
2️⃣ Enter your Business Name, Email, and Details.
3️⃣ Click Submit and your Facebook Business Manager is ready!

STEP 3: SET UP YOUR FACEBOOK PAGE (IF YOU DON’T HAVE ONE)

If you don’t have a page yet, go to: facebook.com/pages/create

1️⃣ Choose Business or Brand.
2️⃣ Enter Business Name & Category (e.g., "Massage Therapy").
3️⃣ Upload a Profile Picture & Cover Photo.
4️⃣ Fill in Business Details (website, phone, location).
5️⃣ Click Create Page.

STEP 4: CREATE YOUR FACEBOOK AD ACCOUNT

Go to Business Manager → "Business Settings" → "Ad Accounts"

1️⃣ Click “Add” → Select “Create a New Ad Account”.
2️⃣ Enter Ad Account Name (e.g., “My Business Ads”).
3️⃣ Choose Time Zone & Currency (match their location).
4️⃣ Click Next → Select "My Business" → Click Create.

STEP 5: ADD A PAYMENT METHOD

Go to: Business Settings → "Billing"

1️⃣ Click “Add Payment Method”.
2️⃣ Choose Credit/Debit Card, PayPal, or Direct Bank Transfer.
3️⃣ Enter Payment Details & Click “Save”.

STEP 6: GIVE US ACCESS (if working with us)

If you work with us, you need to add us as a Partner so we can manage your ads. Get this done for you as when you work with us.

Tell your client to go to: Business Settings → "People"

1️⃣ Click “Add People”.
2️⃣ Enter your email address (the one linked to your Facebook account).
3️⃣ Select “Employee Access” (or “Admin” if they fully trust you).
4️⃣ Toggle ON access for:
-  Ad Account
-  Facebook Page
-  Business Manager Access
5️⃣ Click “Invite” – You’ll get an email invitation to accept.

STEP 7: SET UP FACEBOOK PIXEL (OPTIONAL BUT RECOMMENDED)

Go to: Business Settings → "Data Sources" → "Pixels"

1️⃣ Click “Create Pixel” → Name it.
2️⃣ Connect to the website via Meta Pixel code or Google Tag Manager.
3️⃣ Verify installation in Facebook Events Manager.

Why Does This Matter? The Pixel tracks results, like who clicked, who purchased, and who needs retargeting.

Meta Pixel API: Remember when Zuckerberg was in court? It was because he was gathering A LOT of data. At that point, Facebook had to limit the amount of personal info it directly tracked. That significantly affected the results of ad campaigns because you couldn’t be as targeted as before. That’s why we set up and manage the API. It basically allows us the tracking power that used to be available BEFORE Zuck went to court. It uses a third party to track and store data.

APPENDIX 2 - HOW TO SET UP THE ACTUAL AD CAMPAIGN 

STEP 1: GO TO META ADS MANAGER

1. Open Meta Ads Manager.

2. Click the green "Create" button to start a new campaign.

STEP 2: CHOOSE YOUR CAMPAIGN OBJECTIVE

You have two main options:

• Contacts (If you want leads to DM your page)

• Lead Generation (If you want leads to fill out a form)

RECOMMENDED: If you want fast conversations and sales, pick "Contacts".

• Select "Contacts" → Click "Continue".

STEP 3: SET UP YOUR CAMPAIGN

• Campaign Name: "Intro Offer – [Business Name]"

• Special Ad Categories: Leave OFF unless you’re in credit, employment, housing, or politics.

• Advantage Campaign Budget: Turn ON if you want Facebook to automatically optimize the budget.

Click “Next” to continue.

STEP 4: SET UP YOUR AD SET (AUDIENCE & BUDGET)

1. Ad Set Name: "Intro Offer – Contacts"

2. Messaging Apps: Choose Facebook Messenger (Optionally, add Instagram DM & WhatsApp).

3. Daily Budget: Start with £10-£30 per day.

4. Targeting (Define Your Audience):

• Location: Choose a specific city or area where the business operates.

• Age & Gender: Match the ideal customer profile.

• Interests: Add keywords related to the industry.

• Example for Massage Therapy: "Self-Care," "Pain Relief," "Stress Management," "Luxury Spa"

Click “Next” to continue.

STEP 5: SET UP YOUR AD CREATIVE (IMAGE/VIDEO & TEXT)

1. Ad Name: "Intro Offer - Ad 1"

2. Identity: Select the correct Facebook Page & Instagram Account.

3. Ad Format: Choose Single Image or Video (Video works best).

4. Add Your Image/Video:

• Image: Upload a clear, high-quality photo of your service.

• Video: If you have a short promo video (15-30 sec), use it.

• Recommended Size: 1080x1080 or 1080x1350 for best mobile view.

5. Primary Text (Main Ad Copy):

Example for a Chiropractor:

🌟 LIMITED-TIME OFFER 🌟  

Get a FREE Posture Assessment + 10-Min Adjustment for just $20!  

Spots are filling up fast—book yours today!  

📩 DM us the word “RELIEF” to claim your spot.  

1. Headline:

• “Back Pain? Try This for FREE Today!”

2. CTA (Call to Action) Button:

• Select "Send Message"

3. Messaging Template:

Set up an Auto-Reply:

Hey [First Name]! Thanks for your interest. When would you like to book your session?

Click "Next" to continue.

STEP 6: REVIEW & PUBLISH

1. Check All Details:

• Campaign Name, Budget, Audience, and Ad Creative.

2. Click “Publish” to launch your ad.

STEP 7: MONITOR & OPTIMIZE YOUR AD

• Check Meta Ads Manager daily to track performance.

• If you're not getting leads:

• Increase the budget slightly.

• Test a different image or ad copy.

• Make the offer more urgent (e.g., “Only 10 spots left!”).

• If you're getting leads but no sales:

• Improve your DM follow-up messages.

• Add a stronger Call to Action (“Book now before this deal ends!”).