Module 4, Lesson 8: Design and Launch Your Facebook Ad

Before We Start

From previous lessons:

• Your landing page is live with a ConvertKit form connected — Module 4, Lesson 1
• The Meta Pixel is installed and verified working on your site — Module 4, Lesson 7
• You have a campaign plan document from Claude — Module 4, Lesson 7. This includes your ad brief with audience angles, headline options, primary text, and ad copy. You’ll need this for the creative work in this lesson
• Your full document set from Module 2 is accessible (GTM doc, market research, summary)

Tools / setup you’ll need:

• Facebook Ads Manager (in Business Suite)
• Claude Desktop with your documents folder or Co-work project accessible
• Your live site URL — you’ll need both the main URL and the /success path
• The campaign brief from Lesson 7 handy

By the end of this lesson, you’ll:

• Have a success/thank you page live on your site (and know why it matters for conversion tracking)
• Have a custom conversion event configured in Facebook that fires when someone reaches that page
• Have designed your ad images using Claude — no Canva needed
• Have an ad live in Facebook Ads Manager with the right targeting, creatives, and UTM tracking

About This Lesson

Duration: ~17 minutes video + ~30 minutes setup
Skill Level: Beginner
What You’ll Build: A live Facebook ad with a working conversion event — the full loop from ad click to tracked conversion.

This is where everything we’ve built comes together and faces the real world. A landing page with no traffic is just a nice-looking page. This lesson is about closing the loop: drive traffic, track what works, and start gathering the signal you’ll use to iterate.

Watch the Lesson

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What We’re Covering

Here’s what I’m walking you through in this lesson:

• The success page and why it exists — it’s not just a nice UX touch; it’s what makes your conversion event work
• Creating a custom conversion event in Facebook — so you’re tracking real leads, not just clicks
• Designing your ad images with Claude — using the brief from Lesson 7, no design tool required
• Configuring the ad in Facebook Ads Manager — audience, placement, budget, copy, UTMs, and going live

1. The Success Page — Why You Need It (~0:00)

Before we touch Facebook, there’s something you need to have in place on your site: a success page.

Here’s how the user journey works. Someone sees your ad, clicks through to your landing page, puts in their email, and hits “Get Early Access.” That form submit goes to ConvertKit — we set that up in Module 4, Lesson 2. But from the user’s point of view, what happens next? They need to land somewhere.

That’s the success page. And it does two things:

1. It confirms to the user that something happened. “You’re in. We’ll be in touch.” Simple.
2. It gives Facebook something to track. The only way someone can land on /success is if they completed the form. So when Facebook sees that URL, it knows: this person converted.

Without this page, you can’t set up a reliable conversion event. You’d be tracking clicks to your landing page — not actual leads.

Building the Success Page with Claude

I used a simple prompt to have Claude Code build this for me. The prompt is included in the notes below — feel free to use it as a starting point:

I want to create a thank you page they will be redirected to so I can create a Facebook conversion event around it.
Ask me all the clarifying questions you need.

In my version, the success page does something a bit more than just say “thanks.” After someone signs up with their email, I ask for their name and phone number. Why? Because it’s much easier to reach people by text or a quick call than by email alone — especially for early validation conversations. I want to talk to these people.

The reason I don’t ask for this on the first page is straightforward: asking for too much up front kills conversions. Get the email first. Once they’ve committed — they’re on the page, they’ve given you something — then ask for a bit more. The psychology there is solid.

When they submit that second form, it updates their ConvertKit subscriber record with their name and phone number. That’s the full loop.

Have these two URLs ready before you start in Facebook:

• Your main page URL (e.g. nurturo.app)
• Your success page URL (e.g. nurturo.app/success)

2. Setting Up the Custom Conversion Event (~4:46)

Now go into Facebook Ads Manager. You should already have your campaign created from Lesson 7 — we set up the Business account, the Ad account, and installed the pixel. Now we need to tell Facebook what “success” looks like.

What is a Conversion Event?

A conversion event is a specific action that means something real happened. Not “someone clicked your ad” — that’s just traffic. A conversion, in our case, is “someone landed on /success,” which means they gave us their email. That’s a lead.

Facebook tracks this using the pixel we installed in Lesson 7. When the pixel fires on the /success page, Facebook logs it as a conversion.

Creating the Custom Conversion

1. In Ads Manager, go to Campaigns and make sure you have the right Ad account selected
2. Click Create and choose Generate Leads as your campaign objective — this is about getting conversions, not impressions
3. Name your campaign something clear. Mine is “Nurtoro Better — Pre-launch Lead Generation"
4. When asked about budget level, set it at ad set level, not campaign level. I’ll explain why in a moment

Now, before you go further, you need to create the custom conversion. Here’s how:

1. When you reach the conversion event selection, choose Create Custom Conversion
2. Give it a clear name — I used “Complete Registration — Gives Info for Early Access”
3. Select your pixel (make sure it shows as green — that means it’s active and receiving data)
4. Set the Website Source to All Traffic
5. Set the Rule to: URL contains /success
6. Leave the conversion value as-is for now
7. Click Create

Now select that custom conversion as your event. You should see it in the dropdown under your pixel.

3. Configuring the Ad Set (~6:42)

This is where you define who sees your ad and how much you spend. Your answers here will be different from mine — they should come from the brief you generated with Claude in Lesson 7.

Budget

I’m running at $5/day, set at the ad set level. Here’s why I chose ad set over campaign level: I want to test different audience angles separately. Setting the budget at the campaign level means Facebook controls how it’s spread. Setting it at the ad set level means I control it. For testing, that’s what I want.

The Ad Set Structure — Campaigns, Ad Sets, and Ads

Quick orientation on how Facebook structures this, because it trips people up:

• Campaign — the big goal. In our case: get early access leads
• Ad Set — a cluster of ads targeting the same audience angle. Think of this as “the theme”
• Ad — the individual creative (image + copy)

I’m testing one angle first: frustrated parents. That’s one ad set. If I were also testing “recently divorced parents” or “parents with teenagers,” those would be separate ad sets with their own budgets and targeting.

Audience

Your audience targeting should come from your brief. Mine is:

• Location: Specific US states (I bulk-added these)
• Age: 28–45
• Gender: All genders (I stated skewed female but let the data decide)
• Interests & behaviours: Parents with children under 17, single parents, parenting-related interests

One important note: Claude’s suggestions for interests are a starting point, not gospel. When I ran it, the combination Claude suggested — parenting + Venmo + financials + recently married — wasn’t a good fit. That’s too broad for a $5/day test. I brought it down to around 5 million by stripping out the looser interests and focusing on: parents with kids 0–17, single parents, basic parenting interests.

Keep your audience under 10 million for early testing. Broad audiences eat budget without teaching you anything useful.

Placement

I kept it tight:

• Mobile only — most people scroll on their phones
• Facebook + Instagram — no Threads, no Messenger, no Audience Network
• Reels, Feed, and Stories — the placements that match the image formats we’re creating

4. Designing the Ad Images with Claude (~13:29)

Here’s the part I enjoyed most. You don’t need Canva. You don’t need a designer. Claude can build your ad images directly.

Go to your Claude Desktop co-work project (or wherever you’ve been working with your documents). I used this prompt:

Design the image for my ad

Image size: 1080 × 1080px (square) — works in Feed, Stories crop, and Reels
Also create: 1080 × 1920px (9:16) for Stories/Reels placement
Font: Clean sans-serif (use Google Font equivalent — DM Sans or Raleway)

[paste your ad brief here or let it infer from the cowork]

Ask me questions for clarity.

What you’ll get back are two images:

• One 1080 × 1080px square for Feed
• One 1080 × 1920px vertical for Reels/Stories

These are ready to upload directly into Facebook Ads Manager. No post-processing needed.

5. Building the Ad in Ads Manager (~12:03)

Now you’re in the Ad section — the creative layer. A few things to get right here.

Select Your Facebook Page

Make sure you’ve selected the right Facebook Page. If you don’t see your page in the dropdown, you probably didn’t connect it to your Business account properly in Lesson 7. Go back and check.

Ad Format

Choose Single Image and Manual Upload. Don’t use existing posts, don’t use video for now — keep it simple.

The Website URL (With UTM Parameters)

This is where people often just paste their URL and move on. Don’t do that. You want the full URL with UTM parameters — this is how you’ll know, later, which specific ad set and creative is driving conversions.

Your URL should look something like:

https://yourapp.com?utm_source=facebook&utm_medium=paid_social&utm_campaign=pre-launch

Your ad brief from Claude in Lesson 7 should have included a version of this. Copy the full URL including the UTM string — not just the base URL.

For the Display Link, use your clean URL without UTMs (e.g. nutoro.app). That’s what users see — the UTMs are just for your tracking.

Uploading Your Images

• Upload the square (1080 × 1080px) for the main Feed placement
• Upload the vertical (1080 × 1920px) for Reels/Stories

Facebook will show you a preview for each placement. Check them — make sure nothing is cropped awkwardly.

Copy: Headline, Primary Text, Description

This all comes from your brief. Mine looked like:

• Headline: “Stop managing child expenses in your texts.”
• Primary text: "It shouldn’t take a $250/hour attorney to prove you paid for your kid’s prescription…”

Don’t write this from scratch — pull it from the brief Claude generated. That’s what it’s there for.

Final Checks Before Publishing

• Pixel selected? ✓
• Custom conversion event selected? ✓
• URL includes UTM parameters? ✓
• Images uploaded for all placements? ✓
• Headline and copy pasted in? ✓

Once you’re satisfied with the preview, hit Publish.

Facebook will process it. It usually takes a few hours to a day for review. Once it’s approved, it’ll go live.

Watch Out For These

Try It Yourself

Exercise 1: Build the Success Page

Use the prompt from Section 1 to have Claude Code build your success page. Make sure:

• It lives at /success (or whatever path you’re tracking)
• It redirects correctly from your form submit
• It loads cleanly in the browser

How you’ll know it’s working: Submit a test entry on your landing page and confirm you land on the success page. Then check ConvertKit — the subscriber should be there.

Exercise 2: Design Your Ad Images

Use the image design prompt from Section 4 with your own brief. Let Claude ask its questions, give detailed answers, and export both image sizes.

Now try this: Upload them to Facebook and compare how they look in the Feed preview vs the Reels preview. Adjust the prompt if anything looks wrong.

Exercise 3: Publish Your First Ad

Work through Sections 2–5 in sequence. Don’t skip the custom conversion setup — that’s what makes the whole thing measurable.

How you’ll know it’s working: Ad status shows “In Review” or “Active” in Ads Manager, and your custom conversion event shows as configured.

6. You Should Be Able to Build This Now

Here’s what you can do with what we just covered:

• Build a post-conversion page that doubles as a Facebook tracking trigger
• Create a custom conversion event tied to a specific URL
• Generate ad-ready images for Facebook Feed and Reels using Claude
• Configure and publish a conversion-optimised Facebook ad with full tracking

Check Yourself

• My success page is live and accessible at /success
• A custom conversion event is set up in Facebook tied to that URL
• I have ad images in both square and 9:16 formats
• My ad is published with UTM parameters in the destination URL
• The Meta Pixel is green and associated with my ad

The Short Version

Here’s what I want you to walk away with:

• The success page is your conversion event trigger: Without it, Facebook can’t measure what “working” looks like
• Custom conversions beat standard events: Tracking a specific URL is more reliable than relying on generic pixel events
• Claude can design your ad creative: Use your brief as the input; you get two images ready to upload
• UTM parameters are non-negotiable: They’re how you’ll eventually know which ad, angle, and audience is actually converting
• Start narrow, not broad: A $5/day ad with a 5M focused audience will teach you more than $50/day aimed at everyone

Quick Reference

Key URLs to Have Ready

Main URL:    https://yourapp.com
Success URL: https://yourapp.com/success
Ad URL:      https://yourapp.com?utm_source=facebook&utm_medium=paid_social&utm_campaign=pre-launch

Ad Image Sizes

Square:   1080 × 1080px — Feed, Stories (cropped), Reels (cropped)
Vertical: 1080 × 1920px — Reels, Stories (full bleed)

Ad Copy Structure

Headline:       Short, punchy — addresses the pain directly (max ~40 chars)
Primary Text:   Expands the problem and introduces the solution (2–3 sentences)
Description:    Feature-level detail — what the product actually does (1 sentence)
Display Link:   Clean URL only (no UTMs)
Destination URL: Full URL with UTM parameters

Claude Prompts Used in This Lesson

Success page: I want to create a thank you page they will be redirected to so I can create a Facebook conversion event around it. Ask me all the clarifying questions you need.

Ad image design: ``` Design the image for my ad

Image size: 1080 × 1080px (square) — works in Feed, Stories crop, and Reels Also create: 1080 × 1920px (9:16) for Stories/Reels placement Font: Clean sans-serif (use Google Font equivalent — DM Sans or Raleway)

[paste your ad brief here]

Ask me questions for clarity. ```

Resources

Tools Used

• Facebook Ads Manager — where you build and manage campaigns
• Meta Pixel Helper — Chrome extension to verify your pixel is firing (came up in Module 4, Lesson 7)
• Google Fonts — DM Sans — the font Claude used in the ad images

Questions I Get Asked

Q: Why not just use the standard “Lead” conversion event from Facebook instead of creating a custom one?

The standard Lead event is a generic signal — it can fire in a lot of contexts. By creating a custom conversion tied to /success, I’m being precise: I’m tracking only people who completed my specific form, on my specific page. That’s cleaner data, especially at low volume where every data point matters.

Q: Do I need a designer to make good ad images?

Not for a pre-launch test. The images Claude generates are clean, text-forward, and appropriate for direct response. They’re not going to win a design award, but they communicate the message clearly — which is what matters for a $5/day validation run. If you get traction and want to scale, then invest in proper creative.

Q: Can I change the ad after it’s published?

Yes, but every significant edit resets the learning phase and sends it back into review. For early testing, try to commit to an ad and let it run for at least 3–5 days before tweaking. Change one thing at a time so you know what caused any shift.

Q: How do I know I’m ready for the next lesson?

If your ad is live and your conversion event is configured, you’re done here. The next step is waiting for data — then coming back to interpret it.

💬 Stuck? Come Talk to Us

Glossary

Custom Conversion Event: A rule you define in Facebook that says “this action = a conversion.” In our case, it’s “user lands on /success.” More precise than standard events. (first came up in this lesson)

UTM Parameters: Tags you add to a URL (e.g. ?utm_source=facebook) that tell your analytics tools where traffic came from. Essential for attribution. (we used these in Module 4, Lesson 7 - Plan Your Facebook Campaign & Install the Meta Pixel)    Ad Set: The middle layer in Facebook’s campaign structure. Sits between the campaign (the goal) and the individual ad (the creative). Controls audience, budget, and placement.

Conversion: When a user takes the specific action you’ve defined as success. In our case: submitting the early access form and landing on the success page.

Meta Pixel: The tracking script installed on your site that connects your website activity to Facebook’s ad platform. (installed in Module 4, Lesson 7)

Placement: Where your ad appears — Feed, Reels, Stories, etc. Choosing placements manually (rather than letting Facebook decide) gives you more control over spend and format.