Facebook Ads is one of the most effective advertising platforms in the world of digital marketing. Often it becomes difficult for new marketers and business owners to understand what Campaign, Ad Set and Ads are and how these three work. In this blog, we will understand these three in simple language and also know how you can improve your advertising results by using them properly.
What is Campaign?
Campaign in Facebook Ads is the place from where the entire ad setup starts. You can call it your "big strategy".
The main objective of the campaign determines what kind of results your ad will bring.
Facebook gives you many types of objectives such as:
• Brand Awareness
• Reach
• Traffic
• Engagement
• Leads
• Sales (Conversions)
For example, if your goal is to bring more and more people to your website then you will choose Traffic Objective.
What is Ad Set?
Ad Set is the part where you decide the targeting, budget and schedule within the campaign.
• Audience Targeting: Age, location, interests, behavior etc.
• Budget & Bidding: How much you want to spend – Daily Budget or Lifetime Budget.
• Ad Placement: Facebook Feed, Instagram, Messenger or Audience Network.
• Schedule: When will the ad start and end.
For example, if you have chosen “Traffic” in the campaign then in Ad Set you will decide which people will see the ad and how much it will cost you.
What is Ads?
Ads are the actual content that is visible to the user. This is the creative part that people see and click on or take an action.
Ads include:
• Image, video or carousel
• Headline and description
• Call to Action (CTA) button (like Learn More, Shop Now, Sign Up)
Example: For a local clothing store, an image carousel showing new arrivals with a “Shop Now” CTA will be an Ad.
Relation between Campaign, Ad Set and Ads
• Campaign = sets the goal
• Ad Set = sets the strategy (who to show, when and where)
• Ads = the actual message that reaches people
You can understand it in simple language like this:
• Campaign = plan
• Ad Set = audience and budget settings
• Ad = the actual form of the ad
Why is the correct structure of Facebook Ads important?
If you don't understand Campaign, Ad Set and Ads properly, then:
• Your budget may be spent in the wrong place.
• Your ads will not reach the right audience.
• The results will be less than expected.
The right structure gives you:
• Better ROI
• Reaching ads to the right people
• The ability to make data-driven decisions
• Step-by-step guide to setting up Facebook Ads
• Create a campaign: Choose your marketing objective.
Create an ad set:
• Choose the right audience
• Set budget and schedule
• Decide placement
Design ads:
• Use attractive creatives
• Write clean headlines and descriptions
• Add a CTA
This process will help you create your ads in a systematic way.
Tips to be successful in Facebook Ads
• Always do A/B testing – run different ads to see which one works better.
• Use Audience Insights to target correctly.
• Start small and increase the budget gradually on successful ads.
• Use sharp visuals and engaging videos for better impact.
• Choose CTA.
FAQs
Campaign is where you decide the goal of your ad, such as brand awareness, traffic or sales.
You can start ads from ?100 per day, but for good results it is better to keep a little more budget.
No, Ads don’t show only on Facebook — they also appear on Instagram, Messenger and the Audience Network.
You can start Ads with just ?100 per day, but for better results it is better to have a little higher budget.
Ads with short videos, attractive images, and a clear call to action (CTA) usually produce the best results.
