How to Set Up an Ad Campaign: Define Goals, Pick Platforms, Plan Audience

Setting clear goals is the first step in how to set up an ad campaign. In this article, I’ll guide you through the 3 things I always do before launching any ad: setting goals, picking the right platforms, and planning my audience. These steps make or break your campaign. Read till the end so you don’t miss any of the basics that top marketers never skip.

Define Your Goals First

What is the first thing you need to do when planning an ad campaign?

You must start by deciding what you want to achieve.

I don’t open Ads Manager or Google Ads before I write down the goal. You might want more traffic, more leads, or more sales. These goals will guide every part of the campaign: the words, the pictures, the people you reach, and the budget you need.

I use simple goal types to make decisions fast:

• Awareness: If people don’t know my brand yet.

• Traffic: If I want them to visit my site.

• Leads: If I want emails or sign-ups.

• Sales: If I want buyers right away.

Let’s say I sell online courses. If I just launched, I choose “Awareness.” If I already have followers, I pick “Leads.” Each goal changes how I write the ad and who I show it to.

Never guess. Be clear from day one. Your ad will only work if the goal is clear.

Pick the Right Platforms

Where should you run your ad campaign?

Choose the platform your audience uses the most.

I ask myself one thing before choosing: Where do my buyers hang out online? Not where I like, but where they are.

Here’s how I decide:

• Facebook/Instagram: Great for visuals and wide reach. I use it when I sell fashion, food, or digital products.

• Google Search: I use this when people already search for what I offer.

• YouTube: If I have good videos and want to explain things.

• LinkedIn: For B2B, jobs, or business tools.

Each platform has different tools, formats, and rules. I don’t run the same ad on Facebook and Google. I tailor each one.

Also, I think about the cost. Facebook lets me start cheap. Google needs more skill and more cash. Test one platform first, learn from it, then expand.

Plan Your Audience Right

How do you target the right people in an ad campaign?

You must plan your audience by what they like, do, and want.

When I plan ads, I never target everyone. That wastes money fast.

Here’s what I do instead:

1. Custom Audience: I use my email list or people who visited my site.

2. Lookalike Audience: I let Facebook find new people like my best buyers.

3. Interest-Based: I choose people who like things tied to my offer.

If I run an ad for sports shoes, I pick people who like running, fitness, or hiking. I avoid broad picks like “shoes” — too vague.

I also look at age, location, job, and even the phone they use. I target iPhone users when selling an iOS app, for example.

Here’s my simple rule: One audience per campaign. That way, I know what works and what doesn’t.

Quick Tips:

• Never guess your audience — use data.

• Use Facebook Audience Insights or Google Analytics.

• Start with small tests before scaling up.

That’s how to set up an ad campaign the right way — define the goal, pick the platform, and plan your audience. Skip any of these, and your ad may fail before it starts. If you found this guide helpful, check out the next posts from KTM Ads Agency for more step-by-step tips on running smarter ads.

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