Budget & Optimisation — Facebook & Instagram Ads
Budget control
Adjust your daily spend
- Open Ads Manager.
- Click Edit beside your campaign.
- Find Daily budget or Lifetime budget.
- Adjust by small amounts — ideally 10–20% at a time.
- Click Publish to save changes.
KBR Tip:
Big jumps can reset Meta’s learning phase. Small, steady increases are better.
Creative refresh
Update underperforming ads
- Go to your Ad level in Ads Manager.
- Sort by results or cost per result.
- Pause any ad that’s performing poorly.
- Click Duplicate your best ad and replace the image or text.
- Try simple updates — a new photo, clearer headline, or shorter caption.
KBR Tip:
Rotate creative every 4–6 weeks. Repetition causes ad fatigue and lower results.
Performance review
Check results weekly
- Go to Ads Manager.
- Focus on three metrics:
- Reach – number of people who saw your ads
- Clicks – visits to your website or profile
- Leads / Messages – how many contacted you
- Compare to last week — small fluctuations are normal.
KBR Tip:
Use trends, not one-day results, to judge performance.
Simple optimisation
Easy improvements
- Check your best ad placements (Feed, Stories, Reels).
- Boost the campaign with the lowest cost per lead.
- Update your website or landing page if clicks are high but leads are low.
- Test one small change per week — new image, caption, or call to action.
KBR Tip:
Consistency matters more than perfection. Review, tweak, repeat.