ADS COURSE - MODULE 5 to MODULE 7
MODULE 5 — FINDING THE RIGHT AUDIENCE
What You Will Learn
Creating a good advert is only half the job.
You also need to show that advert to the right people.
Imagine you're selling baby clothes.
You probably don't want to spend your entire advertising budget showing the advert to people who have no interest in buying baby clothes.
You want to reach people who are more likely to be interested.
That's what audience targeting is about.
LESSON 1 — WHAT IS AN AUDIENCE?
Your audience is simply:
The people you want your advert to reach.
For example, if you sell women's shoes, your audience might be:
Women
Age: 20–45
Location: Lagos
If you offer house cleaning services in Port Harcourt, your audience could be:
People living in Port Harcourt
who are likely to need cleaning services.
The right audience depends on what you're selling.
LESSON 2 — START WITH YOUR CUSTOMER
Before opening Ads Manager, think about your customer.
Ask yourself:
Who needs my product?
Who can afford it?
Where do they live?
What age group are they?
What problem are they trying to solve?
What might they be interested in?
Don't start by choosing random interests.
Start with the customer.
LESSON 3 — LOCATION
Location tells Meta where you want your advert to be shown.
For example:
Port Harcourt
Lagos
Abuja
Rivers State
Nigeria
You can choose locations based on where your customers are.
Example
If you run a restaurant that only delivers within Port Harcourt, there is little reason to advertise to people across Nigeria.
Instead, focus your advertising on the areas you can actually serve.
LESSON 4 — AGE
You can choose an age range for your audience.
For example:
18–35
25–45
30–60
But don't choose an age range just because it sounds right.
Think about your actual customer.
Example
If you're selling a product mainly purchased by young adults, you may start with a younger audience.
If you're advertising retirement planning, your audience may be older.
The product should guide your decision.
LESSON 5 — GENDER
Depending on the product, you can choose:
Men
Women
or
Everyone
Example
If you're advertising:
Women's Clothing
you may start by targeting women.
But don't assume gender automatically determines who buys something.
For some products, both men and women may be customers.
Choose based on the actual buying behaviour of your market.
LESSON 6 — INTERESTS
Meta may allow you to target people based on interests or related characteristics.
For example, if you're advertising sports products, you may find relevant interests related to:
Football
Fitness
Running
Sports
If you're advertising fashion products, relevant interests may include:
Fashion
Clothing
Beauty
Shopping
Important
Don't select dozens of random interests.
Choose interests that actually make sense for the product.
LESSON 7 — DON'T MAKE YOUR AUDIENCE TOO COMPLICATED
A common beginner mistake is creating an extremely complicated audience.
For example:
People aged 21–35
Men
Port Harcourt
Interested in football
Interested in Nike
Interested in fitness
Interested in online shopping
Interested in ten other things
You may be making the audience unnecessarily complicated.
Start with a simple, logical audience.
Then test and learn from the results.
LESSON 8 — BROAD TARGETING
You may also see options that allow Meta to use a broader audience.
This means you don't have to manually select lots of interests.
Instead, you give Meta basic information such as:
Location
Age
and possibly other important settings.
Meta's system can then try to find people who are likely to respond to your advert.
When can broad targeting make sense?
It can work well when:
Your product has a large potential audience
Your advert is clear
You have enough data
Meta has room to find likely customers
You don't always need to tell Meta exactly who to show your advert to.
LESSON 9 — YOUR AUDIENCE DEPENDS ON YOUR BUSINESS
There is no single audience that works for every business.
Example 1 — Restaurant
Location: Port Harcourt
Age: Adults who can order
The restaurant may not need complicated interest targeting.
Example 2 — Wedding Dresses
Location: Cities the business serves
Gender: Mainly women
Age: Based on the typical customer
Example 3 — Real Estate
Location: Areas where properties are available
Age: Adults who are potential buyers
Example 4 — Website Design
Location: Areas or countries the service can serve
Audience: Business owners and people who may need websites
The important thing is to understand who needs what you're selling.
LESSON 10 — THINK ABOUT BUYING POWER
Finding people who are interested isn't always enough.
They also need to be able to afford your offer.
Imagine you're selling a:
₦500,000 service
You should think carefully about who is realistically able and willing to pay for it.
This doesn't mean you should assume someone's income based on random characteristics.
Instead, think about:
The type of customer
The type of business
The problem you're solving
The price of your product
Where your customers are located
LESSON 11 — DON'T TARGET EVERYONE
Another beginner mistake is:
"I'll advertise to everybody."
This can waste money.
If your product is only available in Port Harcourt, don't spend your entire budget reaching people who cannot buy from you.
Your audience should match your actual market.
LESSON 12 — TEST DIFFERENT AUDIENCES
Sometimes you won't know the best audience until you test.
You might create:
AUDIENCE A
Port Harcourt
Adults
Broad targeting
AUDIENCE B
Port Harcourt
Adults
Relevant interests
Then compare the results.
The goal isn't to guess perfectly.
The goal is to test and learn.
LESSON 13 — DON'T CHANGE TOO MANY THINGS AT ONCE
Suppose you test two audiences.
If you change:
Audience
Image
Video
Ad copy
Offer
Budget
all at the same time, it becomes difficult to understand what caused the difference.
When testing, try to keep most things the same and change one important variable at a time where practical.
This makes your results easier to understand.
LESSON 14 — YOUR AUDIENCE AND YOUR AD MUST MATCH
This is very important.
Imagine your audience is:
Business owners
But your advert talks about:
"The best clothes for teenagers."
That doesn't make sense.
Your:
Audience
↓
should match your
Advert
↓
which should match your
Offer
↓
which should match your
Destination
Everything should connect.
MODULE 5 PRACTICAL TASK
Choose the product or service you created an advert for in Module 4.
Now create your target audience.
PRODUCT/SERVICE
WHO NEEDS IT?
LOCATION
AGE RANGE
GENDER
Men / Women / Everyone
RELEVANT INTERESTS
List only interests that make sense for your product.
BROAD OR INTEREST-BASED?
WHY DID YOU CHOOSE THIS AUDIENCE?
MODULE 5 CHECKPOINT
Before moving forward, make sure you understand:
Location
Where are my customers?
Age
What age range is most relevant?
Gender
Does gender matter for this product?
Interests
What interests may be relevant?
Broad Targeting
Can Meta find potential customers without me selecting lots of interests?
Most Important Question
Who is most likely to buy what I'm offering?
SIMPLE AUDIENCE FORMULA
Remember:
WHO?
Who needs the product?
↓
WHERE?
Where are they located?
↓
HOW OLD?
What age range makes sense?
↓
WHAT DO THEY CARE ABOUT?
What interests or characteristics may be relevant?
↓
TEST
Try an audience and learn from the results.
NEXT MODULE
MODULE 6 — CREATING & LAUNCHING YOUR FIRST AD
Now we're going to put everything together.
You will learn how to go into Ads Manager, choose your campaign objective, select your audience, set your budget, create your advert and publish your first campaign.
MODULE 6 — CREATING & LAUNCHING YOUR FIRST AD
What You Will Learn
You've already learned:
What Facebook and Instagram ads are
How Meta Ads are structured
How to create an advert
How to choose an audience
Now we're going to put everything together.
In this module, you will create and launch your first real advertising campaign.
Don't rush.
Follow each step carefully.
LESSON 1 — BEFORE YOU START
Before opening Ads Manager, make sure you have:
A Facebook Page
An Instagram account, if you're using Instagram
Your accounts connected where appropriate
A product or service to advertise
Your advert image or video
Your ad text
Your headline
Your call-to-action
Your target audience
Your destination
A payment method
An advertising budget
If you have these ready, you're ready to begin.
LESSON 2 — OPEN ADS MANAGER
Go to Meta Ads Manager through your Meta business tools.
You'll see the option to create a new campaign.
Select:
Create
Don't worry if your screen looks slightly different from the course.
Meta regularly changes its interface.
The names and locations of some buttons may change.
The important thing is to understand what you're doing, not just memorizing where a button is.
LESSON 3 — CHOOSE YOUR CAMPAIGN OBJECTIVE
Meta will ask what you want to achieve.
Choose the objective that matches your actual goal.
For example:
Want website visitors?
Choose the appropriate Traffic setup.
Want potential customers?
Choose Leads.
Want purchases?
Choose Sales.
Want people to message you?
Choose the appropriate Engagement/Messaging setup available in your account.
The exact options can change over time.
Important
Don't choose an objective simply because someone told you it is "the best."
Choose the objective that matches your goal.
LESSON 4 — NAME YOUR CAMPAIGN
Give your campaign a name that makes sense.
For example:
Website Design — Messages — PH
This tells you:
What you're advertising
What result you're looking for
Where you're targeting
You can use any naming system you like.
The important thing is to make your campaigns easy to recognize later.
LESSON 5 — CHECK YOUR CAMPAIGN SETTINGS
Meta may show you additional campaign settings.
You don't need to change everything.
For now, focus on the settings that directly affect your campaign goal.
If Meta gives you an option that you don't understand:
Don't randomly change it.
Use the current Meta guidance or leave the recommended setting when appropriate.
LESSON 6 — SET UP YOUR AD SET
Now move to the Ad Set level.
Remember:
Campaign = Goal
Ad Set = Audience, budget, schedule and delivery settings
This is where you'll make important decisions about who should see your advert.
LESSON 7 — CHOOSE YOUR AUDIENCE
Use the audience you planned in Module 5.
For example:
Location: Port Harcourt
Age: 21–45
Gender: Everyone
Interests: Relevant interests, if needed
Don't add random interests.
Everything should be connected to the product you're advertising.
LESSON 8 — SET YOUR BUDGET
Now decide how much you want to spend.
For a beginner, it is usually better to start with a small test budget that you can afford to lose.
For example:
₦3,000 per day
or
₦5,000 per day
The exact amount depends on:
Your product
Your target market
Your goal
Your available budget
Don't spend money you cannot afford to lose.
Important
A bigger budget does not automatically mean better results.
The goal at this stage is to test and learn.
LESSON 9 — CHOOSE YOUR SCHEDULE
You may be able to choose when your campaign starts and, depending on the setup, when it ends.
For a simple test:
Start Date: Choose when you're ready.
End Date: Set one if you want the test to stop automatically.
If you're using a daily budget, make sure you understand how long the campaign will run so you know approximately how much you're committing to spend.
LESSON 10 — CHOOSE YOUR PLACEMENTS
Placements determine where Meta can show your advert.
You may see options for:
Facebook Feed
Instagram Feed
Stories
Reels
Other Meta placements
Meta may recommend Advantage+ placements.
For beginners, using Meta's recommended placements can be a reasonable starting point because Meta can distribute the advert across eligible placements based on its system.
However, always make sure your creative looks good in the placements you allow.
LESSON 11 — MOVE TO THE AD LEVEL
Now we're at the final level:
The Ad
Remember:
This is what the customer will actually see.
Now you'll add your creative and message.
LESSON 12 — CHOOSE YOUR FACEBOOK PAGE & INSTAGRAM ACCOUNT
Select the business identity you want to use.
For example:
Facebook Page: Berlain Wolf Tech
Instagram: @berlainwolftech
Make sure you're using the correct business accounts.
LESSON 13 — ADD YOUR IMAGE OR VIDEO
Upload the creative you prepared earlier.
Before continuing, check:
Is the image clear?
Does the video look good?
Does it show the product or service?
Is the text easy to understand?
Does it look good on mobile?
If the answer is yes, continue.
LESSON 14 — ADD YOUR PRIMARY TEXT
Now enter the main text for your advert.
For example:
Does your business need a professional website?
Get a modern website designed to help customers learn about your business and contact you easily.
Send us a message to get started.
Keep your message simple.
LESSON 15 — ADD YOUR HEADLINE
Your headline should support the main message.
Example:
Professional Website — ₦100,000
Keep it short and clear.
LESSON 16 — CHOOSE YOUR CALL-TO-ACTION
Choose the CTA that matches your goal.
Examples:
Send Message
Learn More
Shop Now
Book Now
Get Quote
Don't choose a CTA that doesn't match your destination.
LESSON 17 — CHOOSE YOUR DESTINATION
Now tell Meta where people should go.
Depending on your campaign, this could be:
Website
Lead Form
or another supported destination.
Example
If your goal is WhatsApp messages:
Advert → WhatsApp
If your goal is website sales:
Advert → Website/Product Page
Make sure the destination works before launching.
LESSON 18 — PREVIEW YOUR AD
Before publishing, preview your advert.
Look at it as if you're the customer.
Check:
Image
Video
Text
Headline
CTA
Business name
Destination
Ask:
Would I understand this advert if I saw it for the first time?
If something looks wrong, fix it now.
LESSON 19 — CHECK EVERYTHING BEFORE PUBLISHING
This is your final check.
Campaign
Correct objective
Correct campaign name
Ad Set
Correct audience
Correct location
Correct age
Correct budget
Correct schedule
Placements checked
Ad
Correct Facebook Page
Correct Instagram account
Correct image/video
Correct ad text
Correct headline
Correct CTA
Correct destination
LESSON 20 — PUBLISH YOUR AD
Once you've checked everything, select:
Publish
Your advert will go through Meta's review process.
Important
Your advert may not become active immediately.
Meta reviews advertisements before they can run.
If your advert is approved, it can begin delivering according to your campaign settings.
If it is rejected, Meta will normally provide information about the issue.
Don't panic if your first advert is rejected.
Read the reason carefully and fix the problem.
LESSON 21 — DON'T EDIT YOUR AD EVERY FEW MINUTES
Once your campaign is running, don't constantly change everything.
Give your campaign some time to collect data.
If you change the audience, budget, creative and objective every few hours, you won't know what is actually working.
Instead:
Launch → Observe → Collect data → Analyze → Improve
We'll learn how to analyze your results in Module 8.
YOUR FIRST CAMPAIGN EXAMPLE
Let's put everything together.
PRODUCT
Professional Website
CAMPAIGN GOAL
Messages
AUDIENCE
Business owners/potential customers in Port Harcourt
BUDGET
₦5,000/day
CREATIVE
Website design image
AD TEXT
Does your business need a professional website?
Get a modern website designed to help customers showcase their business and make it easier for customers to contact them.
Send us a message to get started.
HEADLINE
Professional Business Website
CTA
Send Message
DESTINATION
That's your complete campaign.
MODULE 6 PRACTICAL TASK
Now create your first campaign.
STEP 1
Open Ads Manager
Select Create
Choose your objective
STEP 2
Name your campaign
Set up your Ad Set
Choose your audience
Set your budget
Choose your schedule
Review placements
STEP 3
Create your Ad
Select your Facebook Page
Select Instagram
Upload your image/video
Add primary text
Add headline
Choose CTA
Add destination
STEP 4
Preview the advert
Check everything
Publish
MODULE 6 CHECKPOINT
You should now understand the complete process:
CAMPAIGN
Choose your goal.
↓
AD SET
Choose your audience, budget and delivery settings.
↓
AD
Create what people will see.
↓
REVIEW
Check everything.
↓
PUBLISH
Send the campaign for Meta's review.
THE COMPLETE PROCESS
PLAN
Know what you're advertising.
↓
CREATE
Build your advert.
↓
TARGET
Choose your audience.
↓
BUDGET
Decide what you can afford to spend.
↓
LAUNCH
Publish your campaign.
↓
MEASURE
Check what happened.
↓
IMPROVE
Make better decisions based on the results.
NEXT MODULE
MODULE 7 — WHATSAPP & WEBSITE ADS
In the next module, we'll look at what happens after someone clicks your advert and how to send potential customers to WhatsApp, websites, landing pages and lead forms.
MODULE 7 — WHATSAPP & WEBSITE ADS
What You Will Learn
Getting someone to click your advert is only the beginning.
You need to decide:
Where should the person go after clicking my advert?
For many businesses, the answer will be:
For others, it may be:
Website → Product/Service Page → Purchase or Enquiry
In this module, we'll learn how to use both.
LESSON 1 — WHAT IS A DESTINATION?
A destination is simply where someone goes after interacting with your advert.
For example:
Advert → WhatsApp
or
Advert → Website
or
Advert → Lead Form
Your destination should match your advertising goal.
Example
If you want people to ask questions:
Advert → WhatsApp
If you want people to buy a product:
Advert → Product Page
If you want people to request information:
Advert → Lead Form
LESSON 2 — WHY WHATSAPP IS USEFUL
WhatsApp is especially useful for businesses that sell through conversations.
For example:
Fashion
Real estate
Car sales
Catering
Cleaning
Website design
Consulting
Services
Custom products
Instead of sending the customer to a complicated website, you can send them directly into a conversation.
Example
Your advert says:
Need a Professional Website?
The customer clicks:
Send Message
They are taken to WhatsApp.
Now you can speak directly with the potential customer.
LESSON 3 — CREATE A GOOD WHATSAPP JOURNEY
Don't make the customer work too hard.
A simple journey is:
Advert
↓
Customer clicks
↓
WhatsApp opens
↓
Customer sends message
↓
You respond
↓
You answer questions
↓
Customer buys or books
That's the basic process.
LESSON 4 — USE A PRE-FILLED MESSAGE
Depending on the Meta/WhatsApp setup available to you, you may be able to start the conversation with a suggested or pre-filled message.
For example:
Hello, I'm interested in your website design service. Please send me more information.
This makes it easier for the customer to start the conversation.
Examples
For a restaurant:
Hello, I would like to see today's menu.
For real estate:
Hello, I'm interested in your available properties.
For fashion:
Hello, I would like to see your available dresses.
For website design:
Hello, I would like to know more about your website packages.
LESSON 5 — DON'T JUST COLLECT MESSAGES
Getting WhatsApp messages is not the same as getting sales.
Imagine you run an advert and receive:
50 messages
but only:
2 sales
The problem may not be the advert.
You need to look at what happens after the customer sends the message.
LESSON 6 — RESPOND QUICKLY
When someone contacts you through WhatsApp, try to respond as soon as reasonably possible.
A customer may be talking to several businesses.
If you take hours or days to respond, they may have already bought from someone else.
Simple response
Hello, thanks for reaching out to us. We'd be happy to help. What product or service are you interested in?
Then continue the conversation.
LESSON 7 — ASK THE RIGHT QUESTIONS
Don't immediately send a long price list.
First understand what the customer wants.
For example, if you're selling website design:
What type of business do you run?
Do you currently have a website?
What would you like the website to help you achieve?
Then you can recommend the right package.
LESSON 8 — WEBSITE ADS
Now let's look at website advertising.
Instead of sending people to WhatsApp, you can send them to your website.
The journey becomes:
Advert
↓
Website
↓
Product/Service Page
↓
Action
The action could be:
Buy
Book
Submit a form
Contact you
Make a payment
Request a quote
LESSON 9 — YOUR WEBSITE MUST BE READY
Don't send advertising traffic to a poor website.
Before running ads, check:
Is the website mobile-friendly?
Most people will probably see your advert on their phone.
Is the offer clear?
People should immediately understand what you're selling.
Is the price clear?
If appropriate, make the price easy to find.
Is there a clear button?
Examples:
Buy Now
Order Now
Book Now
Get a Quote
Does the website load properly?
A slow or broken website can waste your advertising budget.
LESSON 10 — SEND PEOPLE TO THE RIGHT PAGE
Don't always send everyone to your homepage.
If you're advertising a specific product, send them to that product.
Example
Advert:
Premium Men's Sneakers — ₦35,000
↓
Website:
Premium Men's Sneakers Product Page
Not:
Homepage
The customer should be able to continue exactly where the advert left off.
LESSON 11 — YOUR AD AND WEBSITE MUST MATCH
Imagine your advert says:
Professional Website — ₦100,000
The customer clicks.
Then the website says:
Website packages starting from ₦300,000.
The customer may become confused.
Your:
Advert
↓
Offer
↓
Landing Page
should make sense together.
LESSON 12 — WHAT IS A LANDING PAGE?
A landing page is a page designed around one specific goal.
For example:
Advert
Get Your Business Website for ₦100,000
↓
Landing Page
Professional Business Website — ₦100,000
What you get:
Mobile-friendly design
WhatsApp integration
Professional layout
Contact section
[Get Started]
The page focuses on one offer instead of distracting the visitor with too many things.
LESSON 13 — LEAD FORMS
Some campaigns can collect customer information through a form.
For example:
Name
Phone
What service are you interested in?
The customer submits the form.
You now have a potential lead that you can contact.
Lead forms can be useful for businesses such as:
Real estate
Education
Insurance
Consulting
Professional services
LESSON 14 — WHATSAPP VS WEBSITE
Which one should you use?
There is no universal answer.
Use WhatsApp when:
Customers need to ask questions
The product is customized
You close sales through conversation
You want quick enquiries
Your business already uses WhatsApp effectively
Use a Website when:
Customers can buy directly
You have an online store
You want customers to see products
You have a booking system
You want customers to learn about your services
You can also use both.
For example:
Advert → Website → WhatsApp
The customer first sees the offer on your website and can then contact you through WhatsApp.
LESSON 15 — TRACK WHAT HAPPENS AFTER THE CLICK
Don't only ask:
"How many people clicked?"
Ask:
"What did they do after clicking?"
For example:
1,000 people saw the advert
↓
100 clicked
↓
30 contacted you
↓
10 became serious leads
↓
3 purchased
This gives you a much better understanding of your advertising.
A large number of clicks doesn't automatically mean a successful campaign.
LESSON 16 — A COMPLETE WHATSAPP EXAMPLE
Let's say you're advertising Berlain Wolf Tech Website Design.
AD
Professional Website — ₦100,000
Get a professional website for your business with WhatsApp integration and a mobile-friendly design.
CTA: Send Message
↓
Customer sees:
Hello, I'm interested in your website design service. Please send me more information.
↓
RESPONSE
Hello! Thanks for reaching out. We'd be happy to help. What type of business do you run?
↓
CUSTOMER
I own a fashion business.
↓
YOU
Great. We can create a professional fashion website where customers can view your products and contact you through WhatsApp. Would you like me to send you our website packages?
That's how an advert can turn into a conversation.
LESSON 17 — A COMPLETE WEBSITE EXAMPLE
Imagine you're selling a product.
AD
Premium Smart Watch — ₦45,000
Track your activity, receive notifications and stay connected throughout the day.
CTA: Shop Now
↓
WEBSITE
Premium Smart Watch
₦45,000
Product images
Product information
Features
Delivery information
[Buy Now]
↓
CUSTOMER
Completes the purchase.
That's a simple advertising funnel.
MODULE 7 PRACTICAL TASK
Choose one product or service.
Decide where your advert should send people.
WHAT ARE YOU ADVERTISING?
YOUR GOAL
Messages / Website Visits / Leads / Sales
DESTINATION
WhatsApp / Website / Lead Form
WHAT HAPPENS AFTER THEY CLICK?
WHAT ACTION DO YOU WANT?
Message / Buy / Book / Submit Form / Call
MODULE 7 CHECKPOINT
Before moving on, understand these simple ideas:
Good for conversations and enquiries.
Website
Good for showing products, services and taking actions such as purchases or bookings.
Lead Form
Good for collecting potential customer information.
Landing Page
A page focused on one specific offer or goal.
Most Important
Don't just get clicks. Think about what happens after the click.
THE CUSTOMER JOURNEY
Remember:
ADVERT
Get their attention.
↓
CLICK
They show interest.
↓
DESTINATION
WhatsApp / Website / Form
↓
ACTION
Message / Lead / Purchase / Booking
↓
CUSTOMER
You turn the interested person into a customer.
NEXT MODULE
MODULE 8 — UNDERSTANDING YOUR AD RESULTS
Now that you know how to create and launch ads, you need to know how to read the numbers.
You'll learn how to tell whether an advert is working, what your results mean, and where your money is going.