Setup Mistakes That Stop Businesses from Successfully Launching and Scaling with Facebook™ Ads

In this episode of Abundant Funnels, Jayne talks about the setup mistakes that stop businesses before their Facebook™ and Instagram™ Ads even have a chance to launch properly. She explains why running ads does not actually start inside Ads Manager, it starts with the foundations of your Meta™ account, and why missing or messy setup can delay campaigns for weeks.

Jayne walks through the nine things she believes every business owner should have in place before spending money on ads. That includes owning your Facebook™ Page, setting up your Instagram™ account correctly, using a proper Business Portfolio, having your own ad account, installing one clean dataset, adding a trusted second admin, managing team permissions properly and making sure the funnel itself is ready to receive traffic.

In this episode, you’ll learn:

• Why running Facebook™ Ads starts before Ads Manager.
• Why Facebook™ Page ownership matters more than most people realise.
• What to check inside your Instagram™ account before launching ads.
• Why your Business Portfolio and ad account ownership are so important.
• How multiple datasets weaken your data.
• Why having a second admin is a smart safety net.
• The right way to add team members and protect access.
• Why your funnel must be ready before your ads go live.

Connect with Jayne:

Instagram: https://www.instagram.com/webonize

Website: https://webonize.com.au/

FREE Resource - The Facebook™ Ads
$3 Lead Formula: https://learn.webonize.com.au/leadformula

Join Abundant Ads Academy: https://courses.webonize.com.au/abundantadsacademy

Transcript

SPEAKER_00 0:01

I'm Jane Day and welcome to Abundant Funnels. I help coaches, course creators, and online experts get high quality leads and consistent sales without relying on guesswork, constant content creation, or $10 leads. In fact, I'm known for getting some of the best cost per lead results for quality buyers in the industry. This show is where we break down the ad strategy, the funnel, and the numbers so you can grow your revenue and buy back your time in a way that's actually sustainable. Let's get started. Hi there and welcome back to the podcast. I'm Jane Day and I'm so glad you're here listening in today. Today I want to talk about something that isn't particularly exciting. It isn't creative, it isn't targeting, it isn't really about, well, it's not about writing ads either. But it is one of the biggest reasons I see businesses get stuck when they decide they're ready to start running Facebook and Instagram ads. Because most people think running ads starts inside ads manager. But it doesn't. Running ads starts long before that. It starts with the foundations of your Meta account. And if those foundations aren't set up properly, you can waste weeks trying to figure out how to even get started with your ads or fixing problems. I know this because I've just done it recently with two new clients. And if you are already running ads, this conversation today will be a reminder for you to double check your setup as well to ensure you have the security and the safety nets set up in your own Meta account. Over the years I've worked with hundreds of business owners, and I can tell you that the problems I see happen before a campaign even launches can take weeks, sometimes months, to fix, which delays actually getting the ads started in the first place. The common things that appear for new advertisers include discovering that they don't own their Facebook page, their Instagram account isn't set up correctly, nobody knows who owns the ad account, their tracking is broken. So today I want to walk you through the nine things I believe every business owner should have in place before they spend a single dollar on meta ads. And this can also be like a checklist. If you're already running meta ads, go back and check all of these things as well. And doubly important, if you have an agency or someone running your ads for you, these are good things to double check as well. So I want to make sure you're setting yourself up for success right from the beginning and avoiding unnecessary headaches later on because they really are headaches, even if you know what you are doing. So let's start with number one. You need to own your Facebook page. Now this might sound obvious, but I cannot tell you how often this becomes a problem. In fact, I recently worked with a client who was ready to launch a webinar campaign. The landing page was finished, the emails were written, the ads were ready, everything was ready to go. Then when we started setting things up, we discovered she didn't actually have full admin access to her own Facebook page. A former team member did. That one issue delayed the entire campaign while we worked through getting access sorted. Imagine spending weeks preparing a launch only to discover you can't run ads because you don't own the page you're advertising from. So before you do anything else, make sure your business owns your Facebook page and that you personally have full admin access. The second thing is your Instagram account. Make sure it's set up correctly as either a business or a creator account. And while you're there, check all of your details, your email address, your phone number, your recovery options, everything. I recently had a client discover the email address attached to her Instagram account hadn't been used in years, and that becomes a major problem when you suddenly need to verify ownership or recover access. And please make sure you have two-factor authentication turned on. I know it's one of those things people always mean to do later, but Meta is becoming increasingly strict around security. I've seen clients removed from their own accounts simply because they hadn't enabled two-factor authentication. It's a five-minute job that could save you months of stress later on trying to recover your own account. The third thing is making sure your Facebook page and Instagram account are connected. This is a simple one, but it makes everything easier: posting, tracking, managing permissions, running ads. You want those two assets talking to each other properly from the beginning. Next is your business portfolio. You may remember this being called business manager in the past. Think of this as the head office of your meta marketing. This is where all of your assets live: your Facebook page, your Instagram account, your ad account, your data set, your team members. Everything should sit inside your business portfolio within Meta. One mistake I see constantly is businesses operating entirely from personal Facebook profiles. That works until something goes wrong and eventually something always goes wrong. Which brings me to my next point. You need your own ad account. Not somebody else's, not an agency's, not a contractor's, yours. I've seen business owners spend years paying ad agencies or ad managers to run their ads for them. Then when they stop working together, they discover they don't actually own or have full access to any of the data, campaigns, or assets that have been built. They're essentially starting from scratch when you stop working with ad agency. Always make sure your ads are being run through an ad account that belongs to your business. Now let's talk about your data set, which many of you will still know as a Metapixel. They're both the same thing. You only need one data set, not two, not five, not ten, one. I've seen businesses accidentally create multiple data sets and spread their data across all of them. That weakens the information Meta is collecting and makes optimization harder. Your data set should be installed across your entire website. And here's something important: don't wait until you're ready to run ads. Install it now, even if you don't plan on advertising for another six months or beyond. Because every person visiting your website from today onwards becomes valuable audience data. That data helps you build retargeting audiences later. It helps meta-learn about your audience and it gives you a head start when you're ready to launch campaigns. The next thing I recommend is having a second admin inside your business portfolio. This is one of those things nobody thinks about until something goes wrong. But let me ask you this: what would happen if you couldn't access Facebook tomorrow? Maybe your account gets hacked. Maybe Meta locks your profile. Maybe you lose access to your phone. Maybe something completely unexpected happens. And I've seen all those things happen. I've seen someone lose their phone so they didn't have two-factor authentication anymore and couldn't get back into their Meta account. I've seen meta accounts hacked. I've seen profiles be disappear overnight with no way to recover it. If you're the only admin, your business assets could effectively be locked away from you. That's why I always recommend having a trusted second admin with full access on your business portfolio. It gives you a safety net. And trust me, this happens more often than most people realise. The eighth thing is making sure team members are added correctly. Not through random Facebook page invitations, not through shared passwords inside your business portfolio. Give people access only to the assets they need, nothing more. And if someone stops working for you, all you need to do is to go into business portfolio and remove them, and then they have don't have access to anything. And make sure you force two-factor authentication for everyone who has access to your business portfolio. I've seen situations where a VA's Facebook account was compromised, and because they had access to a business portfolio, the hackers gained access to that too. Thankfully, we caught it quickly, but it could have been very expensive. The final thing I want you to have before running ads is your funnel itself. And surprisingly, this is one that gets overlooked. People become excited about running ads. They want leads, they want sales, they want traffic, but they don't actually have anywhere for that traffic to go that's going to make sense for advertising. Before you run ads, make sure you have a landing page ready, a confirmation page ready, your email sequence written, and a clear next step for the lead. Because ads don't create conversions, ads create opportunities. Your funnel is what converts those opportunities into leads and sales. And if your funnel isn't ready, your ads can't do their job properly. So if you're listening today and you're thinking about running Facebook ads this year, my biggest piece of advice is this take a moment, audit your foundations, make sure you own your assets, make sure everything is secure, make sure your tracking is working, and make sure your funnel is ready. Because when these foundations are in place, running ads becomes so much easier. Your data is cleaner, your assets are protected, and Meta learns faster. And then you're able to focus on what actually matters generating leads and sales from your ads. Thanks so much for listening in today. If this episode was helpful, I'd love for you to share it with another business owner who's thinking about running Facebook ads this year. And if you have any questions about your own setup, feel free to send me a DM over on Instagram. Thanks again for being here, and I'll see you in the next episode.