Meta Marketing (Facebook and Instagram)

About This Course

Facebook and Instagram remain the most-used social platforms in the world, and for most businesses they are the single largest paid channel for customer acquisition. Yet many marketers run Meta campaigns by trial and error: boosting posts without a strategy, targeting audiences by guesswork, and reading Ads Manager without knowing which numbers matter.

This 2-day course builds the discipline behind effective Meta marketing. Trainees will develop a Meta media strategy grounded in the marketing mix, business objectives, and KPIs: deciding how Facebook and Instagram fit alongside other media channels, which advertising objectives serve which goals, and how budget should follow the strategy.

The core of the course is customer acquisition management on Meta: profiling potential customers with the B.A.P framework and the Insights tool, acquiring customers through structured campaigns built from the ground up (campaign, ad set, and ad levels), creating custom, lookalike, and core audiences for precise acquisition targeting, and re-engaging prospects through retargeting strategies that recover customers the first campaign did not convert. Free acquisition channels (Groups, Events, Marketplace) are covered alongside paid, so the channel mix reflects the budget reality of smaller teams.

Performance closes the loop: trainees will identify the key metrics to track by objective, interpret Ads Manager data including cost per lead and customer acquisition cost, and make optimisation recommendations that improve campaign performance over time.

By the end, trainees will plan, launch, and manage Facebook and Instagram campaigns that acquire customers at a measurable cost, supported by real-world case studies and hands-on implementation throughout.