Why a Pre-launch Checklist Matters
In a competitive and AI-driven ad environment, one small oversight can waste your entire budget. Whether you’re launching for the first time or testing a new funnel, this checklist ensures you’re ready to go live without costly surprises.
Facebook Ads Pre-launch Checklist
1. Clearly Defined Goal
What do you want users to do?
- Visit a landing page?
- Fill out a lead form?
- Make a purchase?
- Message your page?
Tip: Choose only ONE goal per campaign to allow better optimization.
2. Proper Pixel Setup (and Testing)
- Installed on all key pages
- Standard events set up: ViewContent, Lead, Purchase
- Verified via Facebook Events Manager
- Pixel Helper extension confirms all is firing
📌 Don’t skip this—your ads can’t optimize without it.
3. Audience Segmentation
- Cold vs Warm audiences separated
- Retargeting audiences built
- Lookalike Audiences ready
- Exclusions in place (e.g., exclude purchasers from awareness ads)
🔍 Bonus: Add geo-targeting and language filters if needed.
4. Ad Creative Tested & Resized
- High-resolution images or videos
- Text within the 20% rule (safe zone)
- Mobile-first design (9:16 or 4:5 formats)
- Subtitles for video ads
- On-brand color, tone, and logo placement
Test different hooks before scaling. Your first 3 seconds = make or break.
5. Compelling Copy & CTA
- Clear headline
- Focused on ONE idea
- Value-driven CTA: “Get your free guide”, “Book now”, “See the difference”
- Consistent tone with landing page
💬 Double-check grammar. Premium brands don’t misspell.
6. Landing Page Optimization
- Fast loading (<3 seconds)
- Mobile responsive
- No friction (e.g., popups before info)
- Mirrors the promise of the ad
- Tracking set up (GA4, Meta Pixel, UTM tags)
🚨 90% of conversion issues come from the landing page, not the ad.
7. Budget & Schedule Check
- Daily or lifetime budget aligned with goal
- Schedule avoids major holidays (unless relevant)
- Delivery type: Standard vs Accelerated
- CBO or ABO selected with intention
Don’t guess—use data from past campaigns to allocate budget.
8. Compliance & Policy Review
- Ad follows Meta’s Advertising Policies
- No misleading claims
- No restricted words (like “you will lose 10kg”)
- Link to privacy policy included (if collecting data)
Use the Facebook Ads Checker to scan for violations before launch.
9. Set Up for Testing
- Version A/B with different creatives or hooks
- Use Facebook’s built-in A/B testing or split test manually
- Track which part of the funnel leaks (Ad, Click, Landing)
Test one variable at a time to get real insights.
10. Review Campaign in Meta Ads Manager
- Campaign → Ad Set → Ad: All connected properly
- No typos or broken links
- UTM parameters added for tracking
- Preview ad on desktop & mobile
🔍 Final scan avoids the “why isn’t my ad running?” nightmare.
