ADS COURSE MODULE 8 TO MODULE 10
MODULE 8 — UNDERSTANDING YOUR AD RESULTS
What You Will Learn
After you launch an advert, you will see many numbers inside Ads Manager.
At first, these numbers may look confusing.
You might see:
Reach
Impressions
Clicks
CTR
Cost per result
Messages
Leads
Purchases
Amount spent
Don't worry.
In this module, we'll explain the most important numbers in simple terms.
The goal is to answer one question:
"Is my advert actually working?"
LESSON 1 — WHY YOU NEED TO CHECK YOUR RESULTS
Running an advert and never checking the results is like giving someone money and never asking what happened to it.
You need to know:
How many people saw your advert
How many people interacted with it
How many people clicked
How many people contacted you
How many people bought
How much you spent
This information helps you decide what to do next.
LESSON 2 — AMOUNT SPENT
Amount Spent is simply how much money your campaign has used.
Example
You set a budget of:
₦5,000 per day
After some time, Ads Manager may show:
Amount Spent: ₦4,200
That means Meta has spent ₦4,200 so far.
Always compare your spending with the results you're getting.
LESSON 3 — REACH
Reach is the number of different people who saw your advert.
Example
If your Reach is:
5,000
it means approximately 5,000 different people saw your advert.
Reach answers:
"How many people did I reach?"
LESSON 4 — IMPRESSIONS
Impressions is the number of times your advert was displayed.
This can include the same person seeing the advert more than once.
Example
Your advert reaches:
5,000 people
But it has:
7,000 impressions
That means some people saw your advert more than once.
LESSON 5 — REACH VS IMPRESSIONS
This is easy to remember.
REACH
How many different people saw it?
IMPRESSIONS
How many total times was it shown?
LESSON 6 — CLICKS
Clicks tell you how many times people interacted with the clickable parts of your advert.
Depending on the metric you're looking at, Meta can report different types of clicks.
For beginners, focus on the clicks that are relevant to your campaign goal.
For example, if your goal is to send people to your website, website link clicks are more useful than simply looking at every type of click.
LESSON 7 — CTR
CTR means:
Click-Through Rate
It tells you the percentage of people who clicked after seeing your advert.
You don't need to memorize the calculation.
Ads Manager calculates it for you.
Simple example
If 1,000 people see an advert and 20 click the relevant link:
Your click-through rate is:
2%
A higher CTR can be a sign that your advert is attracting attention, but CTR by itself does not mean the campaign is profitable.
LESSON 8 — COST PER RESULT
This is one of the most useful numbers.
It tells you approximately how much you spent to get the result your campaign is optimized for.
Example
You spend:
₦10,000
and receive:
20 WhatsApp conversations
Your average cost per result is:
₦500 per conversation
Another campaign might spend:
₦10,000
and receive:
5 conversations
That's:
₦2,000 per conversation
The first campaign produced the result at a lower cost.
LESSON 9 — MESSAGES
If your campaign is designed to generate messages, pay attention to:
How many conversations did you receive?
For example:
Amount Spent: ₦10,000
Messages: 25
Cost per message: ₦400
But don't stop there.
You also need to know:
How many of those conversations became customers?
LESSON 10 — LEADS
A lead is a person who has shown interest in your business and provided information or taken an action that allows you to follow up.
For example:
Someone fills out your form with:
Name: John
Phone: 08000000000
Service: Website Design
John is now a potential customer.
If you spent:
₦10,000
and received:
20 leads
your average cost per lead would be:
₦500
LESSON 11 — PURCHASES
If your campaign is designed to generate sales, purchases are one of the most important results to watch.
For example:
Amount Spent: ₦20,000
Purchases: 5
That means you spent an average of:
₦4,000 per purchase
But you also need to compare that with how much profit each sale produces.
LESSON 12 — DON'T LOOK AT ONE NUMBER
This is very important.
Don't say:
"My advert has a lot of clicks, so it must be good."
Maybe people are clicking but nobody is buying.
Or:
"My advert has a low cost per click, so it's successful."
Maybe the clicks aren't producing customers.
Always look at the entire customer journey.
Example
Ad Spend
₦20,000
↓
Clicks
100
↓
Website Visitors
90
↓
Leads
20
↓
Customers
5
Now you can see what actually happened.
LESSON 13 — CHECK YOUR BUSINESS RESULTS
Advertising results are not the only results that matter.
Imagine:
₦20,000 spent
50 WhatsApp messages
5 customers
If each customer gives you:
₦30,000 profit
Then the campaign may be very valuable.
But if you get:
50 messages
and:
0 customers
you need to investigate what is happening.
Maybe:
The price is too high
The offer isn't attractive
You're responding slowly
The wrong people are contacting you
Your sales process needs improvement
LESSON 14 — WHAT DOES A GOOD AD LOOK LIKE?
There is no single number that automatically means an advert is good.
A result that is excellent for one business may be poor for another.
For example:
A company selling a ₦2,000 product may need very cheap customer acquisition.
A company selling a ₦2,000,000 property may be comfortable paying much more for a qualified lead.
So don't ask:
"Is ₦1,000 per lead good?"
Ask:
"Can I make enough profit from these leads to justify ₦1,000 per lead?"
LESSON 15 — WATCH FOR WARNING SIGNS
Here are some common situations.
Lots of impressions but very few clicks
Your advert may not be attracting enough attention.
Consider testing:
A different image
A different video
A stronger headline
A better offer
Lots of clicks but few enquiries
The problem may be after the click.
Check:
Your website
Your landing page
Your offer
Your WhatsApp process
Lots of messages but few sales
Your advertising may be generating interest, but your sales process may need improvement.
Check:
How quickly you respond
How you communicate
Your pricing
Your offer
Whether you're attracting the right customers
Very expensive results
You may need to test:
Different creative
Different audience
Different offer
Different campaign setup
Don't immediately increase the budget.
First understand the problem.
LESSON 16 — DON'T PANIC WHEN RESULTS CHANGE
Advertising results can change.
One day may be better than another.
Don't make major decisions based on a tiny amount of data.
Instead:
Launch
↓
Allow data to accumulate
↓
Analyze
↓
Make a decision
The amount of data you need depends on your campaign, budget, objective and business.
LESSON 17 — KEEP RECORDS
It's a good habit to record your advertising results.
You can track:
Date
Amount Spent
Reach
Clicks
Messages
Leads
Sales
Revenue
This helps you understand what is happening over time.
MODULE 8 PRACTICAL TASK
Open your Ads Manager if you have already launched a campaign.
Find the following:
Amount Spent
Reach
Impressions
Clicks
CTR, where relevant
Cost per Result
Messages, if applicable
Leads, if applicable
Purchases, if applicable
Write down your numbers.
Amount Spent
Reach
Impressions
Clicks
Cost Per Result
Messages/Leads/Sales
MODULE 8 CHECKPOINT
Remember:
Reach
How many different people saw your advert?
Impressions
How many times was the advert displayed?
Clicks
How many times did people click or interact?
CTR
How often did people click relative to impressions, for the selected click metric?
Cost Per Result
How much did you spend on average for the result your campaign is measuring?
Most Important
Don't measure success by clicks alone. Measure whether the advert is helping you achieve your actual business goal.
SIMPLE FORMULA
Think about your advertising like this:
MONEY SPENT
↓
PEOPLE REACHED
↓
PEOPLE INTERESTED
↓
LEADS / MESSAGES
↓
CUSTOMERS
↓
REVENUE
Your job is to understand what happens at each stage.
NEXT MODULE
MODULE 9 — TESTING, IMPROVING & SCALING ADS
In the next module, you'll learn what to do when an advert is working, not working, or somewhere in between — and how to improve your campaigns without blindly spending more money.
MODULE 9 — TESTING, IMPROVING & SCALING ADS
What You Will Learn
Your first advert may work well.
It may perform poorly.
Or it may give you results that are somewhere in between.
That's normal.
Good advertising is not about creating one advert and hoping it works forever.
It's about:
TEST → CHECK RESULTS → IMPROVE → TEST AGAIN
In this module, you'll learn how to do that.
LESSON 1 — WHY DO WE TEST ADS?
You cannot always know which advert will perform best before you run it.
For example, you might create two adverts for the same product.
AD A
Uses a product image.
AD B
Uses a short video.
You may discover that the video gets better results.
You learned something from the test.
Testing helps you discover:
Which images work
Which videos work
Which messages work
Which audiences respond
Which offers work
LESSON 2 — DON'T CHANGE EVERYTHING AT ONCE
Imagine your advert isn't performing well.
You decide to change:
The audience
The image
The video
The text
The offer
The budget
all at once.
Now you don't know what caused the improvement or decline.
Instead, when practical, test one important change at a time.
Example
Keep the:
Audience
Budget
Offer
the same.
Change only:
Image
Now you can compare the results more clearly.
LESSON 3 — TEST YOUR CREATIVE
Your creative is the image or video people see.
You can test:
IMAGE A
Product photo
IMAGE B
Customer using the product
VIDEO A
Short product demonstration
You can then compare the results.
LESSON 4 — TEST YOUR AD COPY
You can also test different messages.
AD COPY A
Get professional cleaning services for your home today.
AD COPY B
Too busy to clean? Let our professional team handle it for you.
Both are promoting the same service.
But one may connect better with your audience.
LESSON 5 — TEST YOUR HEADLINE
Your headline can also be tested.
HEADLINE A
Professional Cleaning Services
HEADLINE B
Book Your Home Cleaning Today
HEADLINE C
Reliable Cleaning For Your Home
The best headline is the one that helps your advert achieve its goal.
LESSON 6 — TEST YOUR AUDIENCE
Sometimes the problem isn't the advert.
It may be the audience.
For example:
AUDIENCE A
Broad audience in Port Harcourt
AUDIENCE B
A relevant interest-based audience in Port Harcourt
You can compare the results.
Remember:
Don't assume the audience is better simply because it looks more specific.
Let the results guide your decision.
LESSON 7 — TEST YOUR OFFER
Sometimes the problem is not Facebook.
The problem may be the offer.
Imagine you're selling:
Website Design — ₦250,000
You could test a different package:
Website Design — ₦150,000
Or instead of changing the price, you might add more value:
Website + WhatsApp + Domain Setup
The important thing is to make sure the offer is attractive and profitable.
Never reduce your price blindly just because an advert isn't working.
LESSON 8 — WHEN SHOULD YOU STOP AN AD?
You don't need to keep spending money on an advert that clearly isn't producing useful results.
Look at the data.
If an advert is consistently producing poor results compared with your other tests, consider pausing it.
Example
You run two ads.
Ad A
₦10,000 spent
20 leads
Ad B
₦10,000 spent
3 leads
Ad B may need to be investigated or paused.
But don't make decisions from tiny amounts of data without considering the campaign's objective and context.
LESSON 9 — WHEN SHOULD YOU KEEP AN AD RUNNING?
If an advert is producing good results at a cost that makes sense for your business, you may want to keep it running.
For example:
You spend:
₦10,000
and generate:
₦50,000 in profit
That could be a strong result.
The exact numbers that make sense will depend on your business.
LESSON 10 — DON'T CHANGE A WINNING AD TOO QUICKLY
Imagine you find an advert that is producing good results.
Don't immediately start changing everything.
Let it continue to run while you monitor it.
If you need more volume, consider testing additional versions rather than destroying the version that is already working.
LESSON 11 — WHAT IS SCALING?
Scaling means increasing your advertising activity after you've found something that works.
For example:
You start with:
₦5,000/day
and the campaign produces profitable results.
You may decide to gradually increase the budget.
The goal is to get more results while maintaining acceptable performance.
LESSON 12 — DON'T SCALE TOO FAST
A common beginner mistake is:
"This advert made sales today! I'm going to increase the budget massively."
That can be risky.
A campaign that performs well at a small budget may not perform exactly the same way at a much larger budget.
Increase carefully and monitor the results.
LESSON 13 — SCALE WHAT WORKS
Don't scale an advert simply because you like it.
Scale based on evidence.
Look at:
Cost per result
Leads
Messages
Purchases
Revenue
Profit
If the campaign is producing results that make business sense, you have something worth testing further.
LESSON 14 — DUPLICATE OR CREATE NEW TESTS
If you have a successful advert, you can test new variations.
For example:
Winning Ad
↓
Test a new image
↓
Test a new video
↓
Test a new headline
↓
Test a new audience
This allows you to keep learning while maintaining what already works.
LESSON 15 — DON'T CHASE CHEAP RESULTS
This is important.
Suppose:
Campaign A
Cost per lead: ₦500
But the leads rarely buy.
Campaign B
Cost per lead: ₦1,500
But the leads regularly become customers.
Campaign B may actually be better for the business.
Don't focus only on getting the cheapest click or cheapest lead.
Focus on valuable customers.
LESSON 16 — LOOK AT THE ENTIRE FUNNEL
Remember what we learned in Module 8.
A campaign might look like this:
₦20,000 spent
↓
10,000 people reached
↓
500 clicks
↓
100 messages
↓
20 serious leads
↓
5 customers
The goal is not simply to get more clicks.
The goal is to move people through the process until you get valuable business results.
LESSON 17 — A SIMPLE IMPROVEMENT PROCESS
If your advert isn't performing well, don't panic.
Follow this process:
STEP 1
Check the results.
STEP 2
Find the weakest part.
STEP 3
Identify one thing to test.
STEP 4
Make the change.
STEP 5
Run the test.
STEP 6
Compare the results.
STEP 7
Keep what works.
STEP 8
Remove or improve what doesn't.
That's how you become better at advertising.
LESSON 18 — EXAMPLE
Imagine you're advertising:
Men's Sneakers — ₦35,000
You launch your first advert.
After testing, you notice:
AD A
Image
10 sales
AD B
Video
3 sales
The video may not be working as well as the image.
Instead of guessing, you can:
Keep Ad A
and test another image or another version of the video.
You're learning from actual results.
MODULE 9 PRACTICAL TASK
Look at one of your campaigns.
Answer these questions:
WHAT IS YOUR BEST AD?
WHY DO YOU THINK IT IS WORKING?
WHAT IS YOUR WORST AD?
WHY DO YOU THINK IT IS NOT WORKING?
WHAT CAN YOU TEST?
Image / Video / Copy / Headline / Audience / Offer
WHAT WILL YOU KEEP THE SAME?
MODULE 9 CHECKPOINT
Remember these five things:
1. TEST
You don't know what will work until you test.
2. MEASURE
Use your results to make decisions.
3. IMPROVE
Change weak parts of your campaign.
4. KEEP WINNERS
Don't destroy something that is already working.
5. SCALE CAREFULLY
Increase spending gradually and monitor the results.
THE SIMPLE FORMULA
TEST
Try something.
↓
MEASURE
Look at the results.
↓
LEARN
Understand what happened.
↓
IMPROVE
Make a better version.
↓
SCALE
Put more money behind what consistently works.
NEXT MODULE
MODULE 10 — MAKING MONEY WITH FACEBOOK & INSTAGRAM ADS
This is the final module.
You'll learn how to take everything you've learned and turn it into a real service or business, including how to find clients, create advertising packages, set your prices and get your first client.
MODULE 10 — MAKING MONEY WITH FACEBOOK & INSTAGRAM ADS
What You Will Learn
You've now learned how to:
Create an advert
Choose an audience
Set a budget
Launch a campaign
Send people to WhatsApp or a website
Read your results
Test and improve your campaigns
Now we're going to turn that knowledge into a money-making skill.
You can use Facebook and Instagram advertising in two main ways:
OPTION 1
Use ads to grow your own business.
OPTION 2
Use your skills to run ads for other businesses and charge them.
LESSON 1 — ADVERTISE YOUR OWN BUSINESS
The easiest place to start is with your own business.
You can use what you've learned to promote:
Products
Services
Courses
Websites
Events
Your personal brand
For example, if you build websites, you could run an advert saying:
Does Your Business Need a Professional Website?
Then send interested people to WhatsApp.
You are now using the skill you've learned to generate your own customers.
LESSON 2 — FIND BUSINESSES THAT NEED ADS
Many businesses have social media accounts but don't know how to advertise properly.
Look for businesses such as:
Fashion brands
Restaurants
Real estate companies
Car dealers
Beauty businesses
Schools
Logistics companies
Event businesses
Online stores
Service businesses
Look at their Facebook and Instagram pages.
Ask yourself:
Could this business benefit from paid advertising?
If yes, they could be a potential client.
LESSON 3 — BUILD A SIMPLE PORTFOLIO
Before approaching clients, create examples of your work.
You don't need 20 clients.
You can start with 2–3 examples.
For example:
Example 1
A fashion advertising campaign.
Example 2
A restaurant advertising campaign.
Example 3
A website design advertising campaign.
If you haven't worked with real clients yet, you can create sample campaigns for practice.
Be honest and clearly identify them as sample work.
LESSON 4 — SHOW WHAT YOU CAN DO
Don't just tell people:
"I know Facebook ads."
Show them.
Create examples showing:
The advert
↓
The audience
↓
The campaign
↓
The results
If you have real results, show them with the client's permission.
This makes your service much easier to sell.
LESSON 5 — HOW TO APPROACH A BUSINESS
Don't immediately send a long sales message.
Start a conversation.
Example
Hello, I came across your business on Instagram and I really like what you're doing. I noticed you're already active online, and I believe you could reach more potential customers with targeted Facebook and Instagram advertising. I help businesses create and manage advertising campaigns. I'd be happy to show you some examples of my work.
Keep it short.
Be professional.
LESSON 6 — ASK QUESTIONS BEFORE GIVING A PRICE
If the business is interested, find out what they need.
Ask:
What do you want to advertise?
Product or service?
What is your goal?
Messages?
Leads?
Sales?
Website visitors?
Who are your customers?
Where are your customers?
Do you already have an advert?
Do you have a website or WhatsApp?
What is your advertising budget?
These questions help you understand the project.
LESSON 7 — UNDERSTAND THE DIFFERENCE BETWEEN YOUR FEE AND THE AD BUDGET
This is extremely important.
There are two different costs.
YOUR MANAGEMENT FEE
This is what the client pays you for your work.
For example:
₦75,000
ADVERTISING BUDGET
This is the money spent on Meta ads.
For example:
₦100,000
The client could therefore pay:
₦75,000 — Your service
₦100,000 — Advertising budget
Your fee and the ad budget should be clearly explained.
Don't accidentally spend your own money on a client's advertising.
LESSON 8 — CREATE SIMPLE PACKAGES
You can create different packages.
STARTER ADS PACKAGE
For small businesses.
Could include:
Campaign setup
Audience setup
Ad creation
Basic monitoring
Basic reporting
STANDARD ADS PACKAGE
Could include:
Campaign setup
Multiple ads
Audience testing
Campaign management
Weekly reporting
Optimization
PREMIUM ADS MANAGEMENT
Could include:
Multiple campaigns
Creative testing
Audience testing
Ongoing optimization
Detailed reporting
Strategy
Consultation
Your packages should reflect the amount of work you actually provide.
LESSON 9 — HOW MUCH SHOULD YOU CHARGE?
There is no single correct price.
Your price depends on:
Your experience
The amount of work
Number of campaigns
Number of ads
Reporting
Creative production
How often you manage the campaign
The client's business
Your level of responsibility
As a beginner, you can start with a simple service and increase your price as your experience and results improve.
Don't compete only by being the cheapest.
LESSON 10 — GET PAYMENT BEFORE STARTING
Before starting a client's project, agree on:
What you're doing
How much you're charging
How long the service will last
What the client needs to provide
How the advertising budget will be handled
How reporting will work
Then collect the agreed payment or deposit.
Don't start working for a client based only on:
"I'll pay you later."
LESSON 11 — CLIENT ADVERTISING BUDGET
The client should have a separate advertising budget.
For example:
Your management fee: ₦75,000
Ad budget: ₦100,000
The ₦100,000 is not your income.
It is money intended for advertising.
Make this very clear to the client.
LESSON 12 — MANAGE CLIENT EXPECTATIONS
Never promise:
"I'll guarantee you 100 sales."
Advertising doesn't work that way.
You can promise to:
Set up the campaign properly
Test different approaches
Monitor the results
Make improvements
Provide reports
But the final results depend on many things, including:
Product
Price
Offer
Market
Competition
Creative
Audience
Sales process
Website
Customer service
Be honest with your clients.
LESSON 13 — GIVE CLIENTS REPORTS
Clients want to know what happened with their money.
Give them a simple report.
For example:
MONTHLY AD REPORT
Ad Spend: ₦100,000
People Reached: 25,000
Clicks: 1,200
Messages: 150
Leads: 50
Sales: 12
Then explain what happened.
For example:
The campaign generated 150 WhatsApp conversations. The strongest advert was the product video, so we recommend testing more videos next month.
Keep your reports simple.
LESSON 14 — ASK FOR TESTIMONIALS
When you successfully complete a project, ask the client for a testimonial.
For example:
"Thank you for working with us. If you're happy with our service, we'd appreciate a short review about your experience."
A good testimonial can help you attract your next client.
LESSON 15 — GET REFERRALS
One client can lead to another.
After completing a project, ask:
"Do you know another business owner who might benefit from Facebook and Instagram advertising?"
A referral can be one of the easiest ways to find your next client.
LESSON 16 — TURN THE SKILL INTO A BUSINESS
You now have several possible services you can offer.
ADS SETUP
You create the campaign and launch it.
ADS MANAGEMENT
You manage the campaign over a period of time.
CREATIVE CREATION
You create images, videos and ad copy.
MARKETING CONSULTATION
You help businesses develop their advertising strategy.
FULL MARKETING SERVICE
You can combine:
Website + Ads + Social Media + Content
This can become a larger service offering for your business.
LESSON 17 — YOUR FIRST CLIENT DOESN'T HAVE TO BE BIG
Don't wait for a major company.
Your first client could be:
A friend's business
A family member's business
A local restaurant
A small fashion brand
A salon
A real estate agent
A small online store
Your first goal is experience.
Once you have experience and results, you can start targeting larger businesses.
LESSON 18 — BUILD YOUR REPUTATION
Your reputation will become one of your biggest assets.
Do good work.
Communicate properly.
Don't disappear after receiving payment.
Keep clients updated.
Be honest about results.
Deliver what you promised.
Over time, satisfied clients can become your biggest source of referrals.
MODULE 10 PRACTICAL TASK
Now create your own Facebook & Instagram advertising service.
YOUR SERVICE NAME
WHAT DO YOU OFFER?
WHO DO YOU HELP?
YOUR STARTER PACKAGE
Includes:
YOUR PRICE
₦____________________________
CLIENT'S ADVERTISING BUDGET
₦____________________________
HOW WILL YOU FIND CLIENTS?
WhatsApp / Instagram / Facebook / Referrals / Direct Outreach / Other
FINAL COURSE PROJECT
Now put everything you've learned together.
Choose a real or fictional business.
Build a complete advertising campaign.
STEP 1 — BUSINESS
Choose a product or service.
STEP 2 — GOAL
Choose what you want the campaign to achieve.
STEP 3 — OFFER
Create the offer.
STEP 4 — AD
Create your image/video and write your ad.
STEP 5 — AUDIENCE
Choose your target audience.
STEP 6 — BUDGET
Choose a realistic test budget.
STEP 7 — DESTINATION
Choose WhatsApp, website or another destination.
STEP 8 — LAUNCH
Create and publish the campaign if you're ready to spend your test budget.
STEP 9 — MEASURE
Check your results.
STEP 10 — IMPROVE
Identify what worked and what needs to change.
CONGRATULATIONS!
You've completed the Berlain Wolf Tech Facebook & Instagram Ads Course.
You now understand the basic process:
PLAN
↓
CREATE
↓
TARGET
↓
LAUNCH
↓
MEASURE
↓
IMPROVE
↓
SCALE
↓
GET CLIENTS
Remember:
You don't become good at advertising by simply watching courses. You become good by creating campaigns, testing ideas, studying the results and improving over time.
Start small.
Practice.
Learn from your results.
And keep improving.
BERLAIN WOLF TECH
Learn the skill. Build the skill. Monetize the skill.