Meta Ads Course Online (Facebook & Instagram Ads)

6 classes

Classes in this module

1. Class 6.1 · 1 hour

   Meta Ads Manager Setup

   Set up a secure, business-owned Meta advertising foundation: business portfolio, Page, Instagram account, ad account, roles, two-factor authentication, payments and GST details for an Indian business.

2. Class 6.2 · 1 hour

   Campaign Objectives & Structure

   Understand the campaign, ad set and ad levels in Meta Ads Manager and choose the right outcome-based objective, including instant lead forms and click-to-WhatsApp ads, for an Indian business goal.

3. Class 6.3 · 1 hour

   Audiences & Targeting

   Learn how to build core, custom and lookalike audiences on Meta, when broad targeting and Advantage+ audience make sense, and how special ad categories restrict targeting.

4. Class 6.4 · 1 hour

   Ad Creatives That Convert

   Learn how to make Meta ad creatives that stop the scroll and drive action, from hooks, vertical video and UGC style to clear offers, while following ad policies and respecting the learning phase.

5. Class 6.5 · 1 hour

   Pixel, Conversions API & Retargeting

   Set up Meta tracking with the Pixel and Conversions API, choose the right standard events, understand deduplication and privacy limits, and build a retargeting funnel from the data.

6. Class 6.6 · 1 hour

   Budgeting & A/B Testing

   Plan Meta ad budgets in rupees, calculate CPM, CTR, CPC, CPL, CPA and ROAS, find break-even points, run clean A/B tests and decide when to scale or pause.

Syllabus updated November 2026. Each class: AI tutor session, lesson notes, flashcards, an 8-question quiz and a practice task graded against a rubric.

Vocabulary

Key terms you'll master

Meta Ads Manager

Meta's tool for creating, managing and reporting on paid ads across Facebook, Instagram and other Meta placements.

Business portfolio

Meta's container (formerly called Business Manager) for a business's Pages, Instagram accounts, ad accounts, datasets and the people who can access them.

Ad account

The account that holds campaigns, the payment method, currency and time zone, and where ad spend is billed.

Campaign objective

The single result you tell Meta to aim for, such as Awareness, Traffic, Engagement, Leads, App promotion or Sales.

Ad set

The level where you set audience, placements, schedule, budget (if not at campaign level) and optimisation.

Ad

The level holding the creative, copy, call-to-action button and destination that people actually see.

Core audience

An audience built from Meta's settings such as location, age, gender, language and detailed targeting (interests and behaviours).

Custom audience

An audience of people who already interacted with your business, such as website visitors, customer lists, video viewers or Instagram engagers.

Lookalike audience

An audience of new people Meta finds who are similar to a source (seed) audience, such as past customers.

Hook

The opening seconds or first line of an ad, designed to stop people from scrolling.

Primary text

The main copy shown above the ad's visual; its first lines appear before 'See more'.

UGC-style creative

An ad that looks like user-generated content, such as a customer talking to the camera, which often feels more authentic.

Meta Pixel

JavaScript code on a website that sends visitor actions (events) from the browser to Meta for measurement, optimisation and audiences.

Conversions API (CAPI)

A way to send events from your server or platform directly to Meta, capturing actions that browser tracking may miss.

Standard event

A predefined event name Meta understands, such as PageView, ViewContent, AddToCart, Purchase or Lead.

Daily budget

The average amount you plan to spend per day on an ad set or campaign, suited to always-on campaigns.

Lifetime budget

A total amount spent across a fixed date range, which Meta paces over the period; suited to events and sales.

CPM

Cost per 1,000 impressions: spend divided by impressions, multiplied by 1,000.