How to Set Up Meta Ads From Scratch: A Simple Step-by-Step Guide

Meta advertising can be a powerful way to generate leads, attract new customers and increase sales through Facebook and Instagram.

The difficult part is often getting everything set up correctly.

Meta’s system can feel confusing because your Facebook Page, Instagram account, advertising account, tracking and user permissions are managed in different places. If one part is missing or connected incorrectly, you may encounter problems when you are ready to advertise.

This guide walks you through the complete setup process in the right order.

What You Need Before You Start

Have the following ready:

• Your personal Facebook profile

• Your business name and contact details

• Your business logo and cover images

• An Instagram account for the business

• Access to your website

• A business credit or debit card

• The names and email addresses of anyone who needs access

• Two-factor authentication enabled on your Facebook account

Your personal Facebook profile is used to access your business assets, but it does not become the public face of your advertising.

Step 1: Create Your Meta Business Portfolio

Your Meta Business Portfolio is the central location for managing your business’s Facebook Page, Instagram account, advertising account, Meta Pixel and team access.

Go to Meta Business Suite and log in using your personal Facebook profile.

Follow the prompts to create a business portfolio. Use:

• Your correct registered or trading business name

• Your business email address

• Your business phone number

• Your website address

• Your current business address

Avoid creating multiple portfolios for the same business. This can make permissions and asset ownership unnecessarily complicated.

Once created, open Settings and check that all your business information is complete and accurate.

Step 2: Create or Connect Your Facebook Business Page

Your Facebook Page represents your business publicly and is the identity that normally appears on your Facebook ads.

If you do not already have one, create a Facebook Page.

Complete the profile properly before advertising:

• Use your business logo as the profile image

• Upload a professional cover image

• Add a clear business description

• Select the most accurate business category

• Add your website, phone number and email address

• Add your business address and opening hours where relevant

• Create an appropriate call-to-action button

• Choose a simple Facebook username

If your Page already exists, add it to your Business Portfolio through:

Business Settings → Accounts → Pages → Add

Only claim a Page if your business owns it. If another person or business owns the Page, you may need to request access instead.

Step 3: Create and Set Up Your Instagram Business Account

Create an Instagram account using your business name or the closest available username.

Make sure it is set up as a professional business account—not a personal profile.

Complete the profile with:

• A recognisable profile image

• A short explanation of what your business offers

• Your location or service area

• Your website link

• Your phone number or email address

• A clear call to action

Connect the Instagram account to your Facebook Page, then add it to your Business Portfolio under:

Business Settings → Accounts → Instagram Accounts → Add

Connecting your Facebook and Instagram accounts correctly allows you to run ads across both platforms and manage messages, comments and content more easily.

Step 4: Start Posting Before You Advertise

Before spending money on advertising, make sure your Facebook and Instagram profiles look active and trustworthy.

Aim to publish a post every two or three days during the initial setup period. Your early content could include:

• An introduction to the business

• Your products or services

• Customer reviews

• Before-and-after examples

• Frequently asked questions

• Photos of your team

• Helpful advice

• Behind-the-scenes content

• Current offers

This is not an official Meta requirement, but it is a sensible trust-building step. When someone sees your advertisement and visits your profile, they should find a genuine, active business—not an empty Page.

You do not need hundreds of posts. A small collection of professional, relevant content is enough to give potential customers confidence.

Step 5: Create and Install the Meta Pixel

The Meta Pixel is a piece of tracking code installed on your website. It helps Meta understand what people do after clicking an advertisement.

It can track actions such as:

• Visiting a webpage

• Submitting an enquiry

• Booking an appointment

• Adding a product to the cart

• Starting checkout

• Completing a purchase

To create it, go to Meta Events Manager.

Select Connect Data, choose Web, name your dataset or Pixel and enter your website address. Meta may now display Pixels under Datasets and Pixels, depending on your account interface.

You can install the Pixel using:

• A direct partner integration, such as Shopify or WordPress

• Google Tag Manager

• Manual website code

• Your web developer or marketing agency

Meta provides an official Meta Pixel installation guide.

Once installed, use Events Manager to confirm that website activity is being received. You should also configure the events that matter to your campaign, such as Lead, Contact, Purchase or Complete Registration.

Where possible, consider setting up Meta’s Conversions API alongside the Pixel. This can provide more reliable conversion data by sending selected website events directly from your server or website platform.

Always ensure your website’s privacy policy and consent processes properly explain the tracking technologies you use.

Step 6: Create Your Meta Ad Account

Your ad account is where your campaigns, audiences, advertisements, billing and results are managed.

Go to:

Business Settings → Accounts → Ad Accounts → Add → Create a New Ad Account

Enter the details carefully.

Pay particular attention to:

• Business name

• Country

• Time zone

• Currency

For an Australian business, this will normally be:

• Country: Australia

• Time zone: Your correct Australian time zone

• Currency: AUD

The time zone and currency can be difficult—or sometimes impossible—to change after the account has been created. Check them before confirming.

Make sure the new ad account is owned by the correct Business Portfolio.

Step 7: Add Your Payment Method

Open Meta Ads Manager and go to Billing & Payments.

Add the business credit or debit card that will be used for advertising.

Check that:

• The card has sufficient funds

• Online and recurring transactions are allowed

• The billing name and address are correct

• The card provider will not automatically block Meta charges

• An appropriate backup payment method is available, if possible

Meta may initially charge your card in smaller amounts while the account builds a payment history.

Do not begin with an unnecessarily large daily budget. New accounts should generally start with a controlled test budget while tracking, creative and lead handling are checked.

Step 8: Connect All Your Business Assets

Before creating a campaign, confirm that your assets are properly connected.

Your Business Portfolio should contain:

• Facebook Page

• Instagram account

• Ad account

• Meta Pixel or dataset

• Website domain, where applicable

• Product catalogue, if you are running ecommerce ads

Your ad account should have permission to use the correct Facebook Page, Instagram account and Pixel.

This is one of the most commonly missed parts of Meta setup. An asset can appear inside the portfolio without necessarily being assigned to the person, partner or ad account that needs it.

Step 9: Secure Your Business

Turn on two-factor authentication for everyone who can access your Meta Business Portfolio.

You can manage this through the Business Portfolio’s Security Centre.

You should also:

• Remove former staff members and contractors

• Give each person only the access they need

• Review active users regularly

• Never share your personal Facebook password

• Never give an unknown person full control of your business

• Keep at least two trusted business administrators where appropriate

Good security is essential because your Business Portfolio controls your advertising spend, customer messages and valuable business assets.

Step 10: Add Your Staff, Freelancer or Marketing Agency

If someone will help set up or manage your advertising, do not send them your Facebook username and password.

Meta allows you to grant access safely in two main ways.

Add an Individual

Go to:

Business Settings → Users → People → Invite People

Enter their email address and select the assets and permissions they require.

Add a Marketing Agency

Ask the agency for its Meta Business Portfolio ID.

Then go to:

Business Settings → Users → Partners → Add → Give a Partner Access to Your Assets

Enter the agency’s business ID and assign the required assets, which may include:

• Facebook Page

• Instagram account

• Ad account

• Pixel or dataset

• Product catalogue

Give the agency only the permissions it needs to complete the work. Your business should retain ownership of its Page, advertising account, Pixel and customer data.

Your Final Meta Advertising Checklist

Before launching your first campaign, confirm that:

• Your Meta Business Portfolio has been created

• Your business information is accurate

• Your Facebook Page is complete

• Your Instagram professional account is complete

• Facebook and Instagram are connected

• Your profiles contain genuine recent content

• Your Meta Pixel is installed and receiving activity

• Important conversion events are working

• Your ad account uses the correct time zone and currency

• Your payment method is active

• Two-factor authentication is enabled

• The correct people or agency have access

• Your Page, Instagram account and Pixel are assigned to the ad account

• Your website forms, phone numbers and checkout are working

Ready to Start Advertising?

Meta advertising can generate powerful results, but a successful campaign begins with the right foundation.

Digital Junkies can set up your Meta Business Portfolio, Facebook and Instagram assets, tracking, advertising account and campaigns correctly from the beginning. We can also create your ads, manage your campaigns and build automated follow-up systems that turn more enquiries into customers.

Want help setting up or improving your Meta ads?

Contact Digital Junkies and let our team build a Meta advertising system designed to generate real leads and sales.