I have expertise in Facebook & Instagram ads having 4+ years of experience in digital marketing. I can create any type of ad campaign, relevant audience and optimize effectively. Before you spend another penny on Facebook advertising, you need to have a plan of action. Otherwise, you’ll be flying blind with no clear idea of where you want to go. #1: Choose a Campaign Objective Based on Your Goal. #2: Build Your Ideal Custom Audience. Target Demographics and Interests. Target a Custom Audience of People Familiar With Your Business. Target a Lookalike Audience Similar to an Existing Audience. #3: Build and Test Your Ad Creative.