BeginnerStart here. No prior knowledge assumed.
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Lesson 1
How the Meta Ads Auction Works
How Facebook and Instagram decide which ads to show — auction dynamics, CPM vs CPC, and what determines your effective cost.
Lesson 2
Campaign Structure
Campaigns, ad sets, and ads — what each level controls and the account architecture that makes optimisation possible.
Lesson 3
Audience Types
Core audiences, custom audiences, lookalikes, and Advantage+ — when to use each and how to layer them.
Lesson 4
Ad Formats
Feed ads, Stories, Reels, Carousels, Collections — what each format is best for and when to use them.
Lesson 5
Meta Business Suite
Account setup, Business Manager, Pixels, and the infrastructure that reliable Meta advertising requires.
What determines your cost in Meta Ads auction?
What is a Custom Audience?
IntermediateBuild on the basics.
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Lesson 1
Creative Strategy
What makes Meta ads stop the scroll — hook, visual, copy, CTA, and the creative testing system that improves performance systematically.
Lesson 2
A/B Testing Meta Ads
Meta's built-in testing tools, what to test first, and how to read results without being misled by early data.
Lesson 3
Retargeting
Website visitors, video viewers, engagement audiences — how to structure retargeting and what to say to warm audiences.
Lesson 4
Conversion Tracking and Pixel
Setting up the Meta Pixel, Events, Conversions API, and the measurement infrastructure that allows the algorithm to optimise.
Lesson 5
Reporting and Analysis
Meta Ads Manager reports, key metrics, and how to identify what is actually driving performance.
What should you test first in Meta ad creative?
What is the Conversions API?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Advantage+ Campaigns
Meta's AI-driven campaign type — when to use it, when to maintain manual control, and how it differs from standard campaigns.
Lesson 2
Scaling Meta Campaigns
Horizontal vs vertical scaling, budget increases without losing performance, and the scaling mistakes that reset learning.
Lesson 3
Meta Ads for E-commerce
Catalogue ads, dynamic product ads, and the Meta advertising strategy for online retailers.
Lesson 4
iOS 14+ Impact and Solutions
How Apple's ATT changes affected Meta attribution and the measurement approaches that work in a post-iOS14 environment.
Lesson 5
Advanced Audience Strategy
First-party data integration, Customer List audiences, and building a full-funnel audience architecture.
What is Advantage+ Shopping Campaigns?
Why do Meta campaigns enter a "learning phase"?