How to Set Up Paid Facebook Ads

Need help with paid ads? Get in touch with Colm at wedoyourpaidmarketing.com.

  • Go to https://adsmanager.facebook.com/ and click on create (note this example uses a business ad account (CrossFit Ireland) instead of a personal ad account (Joe Bloggs). The steps are the same.

  • Select Leads and select Manual Leads Creation


  • There are three levels to a Facebook Ad Campaign:
    • The Campaign level, your objective (in our case, leads)
    • The ad set level, this is targeting - who you’re going to target and how you’re going to collect your leads.
    • The ad level, this is what your prospects will see.
  • Go from the campaign level to the ad set level by clicking “next”
  • Select “Instant Forms” Instant Forms are forms inside Meta’s platforms (Facebook & Instagram) and they’re Meta’s preferred method of collecting leads. The benefit is that most users have their information already pre filled out so you will get your lowest cost per lead. The drawback is you will get approximately 50% attrition from cold leads. Starting off, you’re better throwing a wide net out and then filtering with your lead nurture process. Over time, you can edit your forms to qualify and disqualify leads.

  • Select your page. You may need to accept Meta’s T&Cs to proceed

  • Turn Dynamic Creative on (there’ll be a pop up and you will need to select “Continue”. When you select Dynamic creative you provide Facebook with the “raw ingredients” (images, headlines, text, calls to action) and it continuously recombines them to find the combination that most resonates with your audience. This drastically reduces the learning phase of advertising.

  • (Return to the budget once you know your estimated market size)
  • Hover your cursor over the the location area (in this example, Ireland) and the edit button will appear.


  • Select Browse → Saved Locations → Create List → Addresses
  • Enter in your gym’s address and Facebook will match it. (This works exceptionally well in the United States but may not work as well outside of the USA. If it doesn’t, you will need to drop a pin on your gym’s location as per the example.)
  • Meta will default to 10 miles/16Km radius, you can adjust this to a 15-20 minute commute based on your market. 

  • You can select multiple areas to target and you can also select areas to exclude


  • Select “Switch to original audience options”. A pop up will require you to select “Use original audience” 

  • Select your age and gender demographics. We suggest Ladies 25-55 to start.
  • Go down to Placements → Edit Placements → Manual Placements → Deselect “Audience Network” as instant forms do not work on the Audience Network


  • On the right hand side you will see your estimated audience size. This will help you set your budget.


  • There are many budget strategies. Starting out we recommend a budget of $1/day per 10,000 customers with a minimum spend of $5/day. (This principle holds true in pounds and euros as well.) 
  • Click “Next” to go to the ad level.
  • Ensure the identity is correct and the instagram account is connected.

  • Under Ad Creative, click “Select Images”
  • With dynamic creative, you can upload up to 10 images. Images that have a clear message, with people smiling at camera, not working out, and with clear backgrounds tend to work best.

Example image:

  • In the primary text field, enter in your marketing copy. It is suggested to test a short (1-3 sentences), medium (1-3 paragraphs) and long (mixture of paragraphs, bullet points and calls to action) version of your copy.

Short example: 

Huge Opportunity XXX Residents! We're looking for local women who are looking to get strong and toned! Perfect for beginners!


Medium example: 

We've helped hundreds of people in the XXX area get back into shape after life, work, family, etc. has taken over.


If you're nervous about restarting your fitness routine, we make it comfortable by starting with a sit down chat to make sure we're the right fit for each other. Then we decide what's the best strategy to get you back the healthiest, happiest version of you. 


Book a Free Intro by entering in your details below today! 


Long example:

😄 WE MAKE GETTING FIT FUN AGAIN 😄


Our programs are perfect for you if:


🥵 You're unmotivated to exercise

🥵 Too busy with work/kids/family/life!

🥵 Can’t stick to a routine or diet

🥵 Feel unhealthy


We build custom programs that are right for you so you can:


🙌🏼 Look forward to your workouts

🙌🏼 Enjoy your healthy nutrition plan

🙌🏼 See real changes in your fitness

🙌🏼 Tone and strengthen your body

🙌🏼 Get your energy back!

🙌🏼 Feel like your best self again!


We only take on a limited number so we can ensure you get the quality you deserve. If you’d like to schedule your no sweat intro, book today! Don’t miss out!


  • In the headline section, fill in 3-5 calls to action

  • Change the call to action to “Learn more”

  • Under Instant form, click “create form”

  • Name the form something easy to remember and click to the “Intro Section” (not pictured, just below the “What’s new” in the pic below)

  • Under intro, remove the greeting. We are purposefully creating a very simple form. The less input we ask of our leads, the more likely they are to fill in their information and we can begin the process of nurturing them.

  • Under questions, add “Simply enter your info to get started!” in the description and ensure Full Name, Phone Number, and Email are the required fields.


  • Under privacy policy, enter your gym’s site. All KILO sites are data policy compliant. 

  • Under Message For Leads, change the text to “Just one more step…” and “...schedule your FREE INTRO by clicking the link below!”

  • To get your gym’s booking link, go to https://app.gymleadmachine.com/
  • In the bottom left corner, click on Settings, this will change the left hand menu, and then click on calendars
  • Select the calendar you want, and click on the three vertical dots on the right side, and select “Share”

  • Copy the permanent link and paste it into your Facebook Lead Form.


  • Save your form and publish your ad. Please note that once you create a form in Facebook you can not edit it. You will be able to duplicate it and create another form if you want. 
  • Meta usually takes 1 hour to approve your ad. In some cases it can take up to 25 hours. 
  • To ensure your leads from Facebook enter your KILO pipeline, go to https://usekilo.com/request/lead-ad-integration-requests/ 
  • KILO will ask for your ad’s url, you can find it in ads manager under “ad preview” → share a link

  • KILO will also ask you which workflow to use. For most ads, the typical new lead campaign will suit.