Facebook Ads Launch Checklist for Small Businesses

1. Write down one offer

Describe what the customer gets, where it is available and what they should do next. Include the price or the conditions they need to know before enquiring. Check that the ad and its destination describe the same offer.

A campaign cannot resolve an unclear service or a price that changes after someone clicks. If you have several offers, choose which one you want to test first. The Mark pilot starts with one offer on one platform.

2. Choose the action you want

Decide whether you need an enquiry, a purchase, a call or a message. Page visits can be a goal, but they are not proof that people enquired. Make the definition precise enough to check later.

For lead generation, also write down what makes a lead relevant. Service area, need and eligibility may matter more than a large number of form submissions. Our reporting guide shows why this distinction changes the cost you should compare.

3. Test the customer’s next step

Open the destination on a phone. Read it as someone who has never met your business. Check that the offer is visible, the text is legible and the next action is easy to find.

• Submit a test enquiry and confirm it arrives where your team expects it.
• Check links, contact details, opening hours and the area you serve.
• Make sure required fields work and errors explain how to fix them.
• For a purchase, check the order flow and confirmation using an appropriate test method.
• Remove test records from the results you later use to evaluate the campaign.

Do not assume that a working homepage means the whole enquiry or purchase flow works. Test the exact destination that the ad will use.

4. Prepare materials you can actually use

Gather approved copy, images and video in one place. Confirm that prices, availability and claims are current, and that you have permission to use the materials. Remove information that no longer applies.

Give the person preparing the ads enough context to avoid guessing: product name, audience, region, exclusions and the action you want. Keep a record of the final versions you approve.

Mark builds up to four ad variants from supplied materials. New creative production or substantial revisions are separate work, so flag any gaps before agreeing the launch.

5. Check measurement before spending

Ask the team to show where the chosen conversion will be recorded. Run a test where possible and confirm what appears in the report. If tracking does not work, agree the repair and its scope before the campaign starts.

Code installation and website changes are outside Mark’s base subscription. A tracking gap should not be hidden behind a report of clicks. If a conversion cannot be measured as planned, decide whether a different measurable action is acceptable or the launch should wait.

6. Agree the money and access

Separate the service fee from ad spend and set a spending limit. Ask who can approve changes and how you will be told about extra costs. Use the cost guide to build a total budget rather than comparing subscription prices alone.

Confirm who owns the materials and what access you receive. Mark’s pilot runs through PAD infrastructure; account access is not included in the base subscription. Discuss any campaign transfer requirement before launch.

Agree pause and cancellation terms in writing. With Mark, an unpaid next subscription period or a depleted advertising budget stops the ads.

7. Assign someone to handle enquiries

Name the person responsible for new enquiries and decide when they will check them. Prepare a useful first reply and a way to record whether a lead was relevant. If your team cannot answer during a period, tell whoever manages the campaign.

Before launch, you should be able to answer: what are we offering, what counts as a result, how much can we spend, who approves the ads and who follows up? If one answer is missing, resolve it first.

For the Mark pilot, send your offer, website or form, region, budget and available materials. We will check the fit and confirm the work included before starting.