Facebook advertising - step by step: avoid the most common mistakes

Facebook advertising offers incredible opportunities, but only with the right approach. Learn how to set up a business account, protect your profile, optimize campaigns, and avoid pitfalls like bad time zone settings or mismatched payment methods. With practical tips and proven strategies, your ads can deliver better results and a higher return on investment.

What you need to know before starting Facebook advertising 

Facebook advertising is an indispensable tool for any business looking to reach its audience. With so many possibilities and the incredible potential of the platform, it's easy to think: "Great, let’s start running ads right away!" 
 
This is where most people make their first mistake – they forget about the crucial step that comes before everything else: properly setting up the Meta business account for advertising. Without it, you may encounter problems later that will cost you time, money, and patience. 
 
At Zona plus agency, through years of working with various clients, we’ve learned one thing – a messy start can cause major headaches later on. From incorrectly set time zones to violations of Facebook’s advertising policies, seemingly insignificant details can end up costing you dearly. That’s why we’re here to explain, step by step, how to avoid these pitfalls and lay a solid foundation for your campaigns. 
 
If you want to quickly and clearly learn how to dive into the world of Facebook advertising, stay with us – we’ll share everything you need to know. 

 

1. Proper setup of a business advertising account 

Before you start creating ads, you must have a well-set-up business advertising account. Sounds simple, right? It is, but only if you know what you’re doing. 
Our team at Zona plus often encounters clients who rushed into campaigns, only to face problems due to incorrect settings, such as the wrong time zone or improperly added payment methods. Let’s avoid that. 

How to properly set up a business advertising account? 

1. Log in to Meta Business Suite. 
   This is the central hub for managing all your Facebook and Instagram campaigns. You can open it using your personal Facebook account, but here’s the first tip – protect your personal account with a strong password and 2FA authentication (more on this later). 
2. Open a new Business Account. 
   Add your company name, contact email, and address. At this stage, the most common mistake is ignoring the settings for the time zone and currency. Once you set the time zone, you can’t change it. If your audience is in Croatia, make sure to choose CET (Central European Time) to easily track campaign results. 
3. Add team members. 
   Facebook allows you to add multiple users with different roles (administrator, analyst, ad creator). Be careful to grant access only to people crucial for managing campaigns – security comes first. 

Why is proper setup of the advertising account so important? 

Think of the business account as the foundation of your house – if it’s not set up correctly, everything you build on top of it (campaigns, analytics, budgets) becomes unstable. 
Without proper settings, you may face: 

• Performance tracking issues due to an incorrectly set time zone. 
• Account closure due to suspicious activities (incorrectly entered payment methods). 
• Wasted time and money due to complications that could have been avoided at the start. 

Zona plus tip: 
If you’re unsure about the accuracy of your settings, take a few minutes to double-check everything or contact an expert. Resolving small details at the beginning can lead to smoother work in the future. 
 

2. Account security: activation of 2FA authentication 

The security of your business advertising account is of utmost importance. Losing access to the account or experiencing hacking attacks can lead to serious financial and reputational issues. That’s why it’s essential to activate two-factor authentication (2FA). 

What is 2FA authentication and why is it important? 

2FA authentication is an additional layer of security that ensures only you can log into your account, even if someone learns your password. Along with entering your password, you need to confirm the login using an additional code generated by an app like Google Authenticator. 

How to activate 2FA authentication for Meta Business Suite: 

1. Log in to your Facebook account. 
2. Go to account settings (from the dropdown menu under your profile picture in the top-right corner on a computer) and find the Security and Login option. 
3. Activate Two-Factor Authentication and choose a method, such as the Google Authenticator app. 
4. Download the Google Authenticator app to your mobile device, launch it, and scan the QR code to save the generated security code. 
5. On your computer screen, enter this code to link the devices. 

Why do we recommend Google authenticator? 
This app is reliable, free, and works even when you don’t have internet access. It also provides an additional layer of protection for your sensitive data. 
 
Zona plus tip: 
Regularly update your security settings and grant account access only to key team members to minimize risks. 

3. Adding a payment method 

Once security is addressed, the next step is adding a payment method to your business account. Without properly entered information, Facebook will not allow you to launch campaigns. 

What payment methods are available for ads? 

• Credit and debit cards – the most commonly used method. 
• PayPal – convenient for businesses that want to separate advertising expenses and maintain better control. 
• Bank transfer – available in some regions for larger business accounts. 

Common mistakes to avoid with payments: 

• Entering false information – Facebook strictly penalizes any attempts at deception. 
• Mismatch with business details – ensure the card information matches the details on your business account. 
   

4. Advertising rules: what is allowed and what is not? 

Before you click "publish ad," you need to be aware of one important rule – Facebook advertising is not the Wild West. The platform has clear and strict rules that define what you can and cannot advertise. 
 
If you violate these rules, your ad may be rejected, and in severe cases, your account may be suspended. So, before you spend money on a campaign, let’s go over the basics. 

What can you advertise on Facebook? 

Facebook supports the promotion of a wide range of products and services, provided they comply with local laws and do not mislead users. Here are some examples: 

• Consumer products – from clothing to electronics, most legal products are allowed. 
• Services – training, education, accommodation, trips, financial advice (with restrictions for this category). 
• Digital products – apps, software, online courses. 

What can’t you advertise on Facebook? 

It’s important to be careful here because Facebook strictly enforces its rules. Here are some examples of prohibited content: 

• Prohibited products – drugs (legal or illegal), tobacco, alcohol (with restrictions in certain countries), weapons, and explosives. 
• Misleading content – false claims such as "Lose 10 kg in 5 days!" or "Make millions effortlessly." 
• Discriminatory ads – content that excludes or targets users based on race, gender, religion, or other sensitive characteristics. 
• Sensitive products and services – cryptocurrencies and financial advice may require additional approval. 

Frequently asked questions about advertising rules 

1. What if my ad is rejected? 
   If Facebook rejects your ad, first check the reason. The platform provides an explanation (though not always detailed). After correcting the issue, you can request a review. 
2. Can I promote contests or giveaways? 
   Yes, but you must clearly state the contest rules and ensure they comply with local laws. You cannot require "tag a friend" as a condition for participation. 

Zona plus tip: 
Before launching a campaign, always review Facebook's advertising rules. If you’re unsure, submit the ad for approval with a time buffer before the planned launch – it’s better to prevent issues than to fix them later. 
 
A practical example to avoid problems 
One of our clients wanted to promote a service with the claim that it was "the best on the market." Although the claim was true, Facebook rejected the ad because it lacked evidence to support the statement. The solution? We added a statement like "According to user reviews, our service is one of the best on the market," and the ad was approved. Details make the difference. ???? 
 
The rules may seem strict, but they are actually in place to protect users and ensure that the platform remains a reliable space for everyone. Respect them, and your ads will have a much better chance of success. 
 

5. Campaign structure: how to set up a successful Facebook campaign 

Once you’ve properly set up your business account and familiarized yourself with advertising rules, it’s time for action – creating a campaign! However, before you start choosing images and writing texts, it’s important to understand the structure of a Facebook campaign. Without good organization, your campaign can become chaotic and difficult to measure. 
 
Facebook uses a simple yet effective hierarchy for managing campaigns, and each level serves its own purpose. Let’s see how it works step by step. 

Level 1: Campaign – choose a goal 

The first step in creating a campaign is selecting a goal, as this defines how Facebook will optimize your ads. 
 

 
Here are some of the most common goals: 

• Traffic – attract users to your website or app. 
• Sales – encourage users to take specific actions like purchasing, downloading, or signing up. 
• Brand awareness – increase visibility for your product or service. 
• Leads – ideal for collecting contact information. 

Zona plus tip: 
Choose a goal that best suits your business needs. If you want more sales, focus on conversions, not traffic. The goal determines the success of your campaign.

 

Level 2: Ad set – target your audience precisely 

This is where you choose who will see your ads, how much you’ll spend, and when the ads will be shown. 
 
What can you define? 

• Audience – target users based on age, gender, location, interests, and behavior. You can use Custom Audiences to reach users who have already visited your site or Lookalike Audiences to find similar users. 
• Budget – set a daily or total budget. If you’re a beginner, start with smaller amounts until you see what works. 
• Timeframe – select the exact dates and times when ads will run – especially important for time-sensitive offers. 

Practical tip for targeting audiences: 
One of our clients wanted to reach users interested in fitness. Instead of choosing generic interests like “fitness,” we refined the audience using detailed interests like “running,” “gym,” and even specific fitness equipment brands. The result? Significantly better engagement and lower costs per click. 

Level 3: Ad – creativity is key 

Finally, we come to the most fun part – creating the ad. This is where your creativity shines. 
 

 
Facebook offers different ad formats, including: 

• Images – simple and clear visuals that convey the key message. 
• Videos – perfect for storytelling that grabs attention (e.g., product demonstrations). 
• Carousel – showcase multiple products or features within a single ad. 
• Story Ads – designed for mobile devices, ideal for engaging younger users. 

How to create an effective Facebook ad? 

• Grab attention immediately – your headline or visual should instantly captivate the user. 
• Clear message – don’t complicate things – tell users what you’re offering and why they need it. 
• Call-to-action (CTA) – clearly highlight what you want users to do – “Buy Now,” “Sign Up,” “Learn More.” 

Zona plus tip: 
Test, test, and test again! Create several versions of ads with different visuals, texts, and audiences (known as A/B testing). This will help you discover what works best and optimize your results. 
A properly set campaign can mean the difference between success and frustration. With a clear goal, precise audience targeting, and creative ads, your campaigns will have greater impact and better returns on investment. Remember, a good ad doesn’t just sell a product – it builds a connection with the audience. 

 

6. Tracking results and campaign optimization 

When a campaign starts, many people make the same mistake – they let it "run on its own" and hope for the best. However, Facebook advertising is not a "set it and forget it" strategy. Tracking results and optimization are key to achieving success. Your ads need constant attention and adjustments to maximize return on investment (ROI). In this step, we’ll teach you how to analyze data and get the most out of your campaigns. 

Why is it important to track results? 

Facebook Ads Manager provides an enormous amount of data about your campaigns. This data is not just decoration – it tells you what works and what doesn’t. Without tracking and optimization, you could: 

• Waste your budget on ads that don’t deliver results. 
• Miss opportunities to boost ads that are performing well. 
• Fail to recognize trends or changes in your audience’s behavior. 

Key metrics to track 

Tracking results can seem confusing due to all the available options, but focus on these key metrics: 

1. CTR (Click-Through Rate) – the rate of clicks on your ad. This shows how appealing your ad is. A higher CTR means your ad attracts the right audience. 
2. CPC (Cost Per Click) – the cost per click. The lower the CPC, the better – it means you’re attracting your audience at a lower cost. 
3. Conversions – measures how many users perform the desired action (purchase, sign-up, app download). This is a crucial metric for sales-driven campaigns. 
4. CPM (Cost Per Mille) – the cost per thousand impressions. This is a useful metric for brand awareness campaigns. 
5. ROAS (Return on Ad Spend) – the return on money spent on advertising. Simply put, if you invest €100 and earn €300, your ROAS is 3:1. 

How to optimize a Facebook ad campaign? 

1. Identify top performers – regularly check the ads with the highest CTR, conversions, or ROAS. Increase the budget for these ads. 
2. Turn off underperforming ads – if a particular ad isn’t delivering results, don’t wait – turn it off and redirect the budget to better-performing options. 
3. A/B testing – keep testing different versions of ads (visuals, headlines, CTAs) to find out what works best. 
4. Adjust the audience – if you notice a particular audience segment responds better, narrow your target audience or tailor the content to their interests. 
5. Monitor time-based trends – ads might perform better at certain times of the day or week. Adjust display times based on your audience’s behavior. 

Zona plus tip: 
Use Facebook Pixel to track user actions on your website. The Pixel enables more precise tracking of conversions, such as purchases or sign-ups, and helps Facebook optimize your campaigns. 

How often should you track a Facebook ad campaign? 

• Daily – check basic metrics to ensure the campaign is running as planned. 
• Weekly – analyze performance and make adjustments. 
• Monthly – conduct an in-depth review of results, adjust the budget, and plan for future campaigns. 

 

Facebook advertising for real results 

Facebook advertising offers incredible opportunities for the growth and success of your business, but only if used properly. As you’ve seen in this guide, every step – from setting up a business account to optimizing campaigns – requires attention and a strategic approach. Small mistakes, such as improperly set time zones or violations of advertising rules, can cost a lot of time and money. 
If you don’t have the time or expertise to focus on all these details yourself, we are here for you – Zona plus. With years of experience in digital marketing and successful campaigns behind us, we can help you get the most out of your budget. 

Why choose Zona plus? 

• Expert ad management – we don’t do generic campaigns. Every strategy is tailored to your business and goals. 
• Cost optimization – our team monitors all metrics in real time to ensure every euro is spent wisely. 
• Client experience – we work with companies that have planned annual marketing budgets and know how to deliver results within those budgets. 

Start with us! 
Do you want to increase sales, build brand awareness, or simply ensure your marketing budget delivers the best results? Contact us today and let professionals handle your Facebook advertising.

Contact us at info@zonaplus.hr or 098 764 283. 

Schedule a free consultation and learn how we can achieve top results together. 
Zona plus – your partner for successful Facebook marketing.