How to use Meta ads for your next launch
Meta ads can be very powerful when done right — and equally frustrating when they're not... Love ‘em or hate ‘em, they can seriously support your launch if you know how to use them. In this blog post, I’m gonna walk you through how ads can actually work with your launch, instead of feeling like a confusing, expensive experiment.
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Meta ads can work really well in a launch, but they’re not a magic fix. They won’t make up for a vague offer or a last-minute strategy. But when used well, they can help you reach more of the right people, grow your list, and get more sales — without needing to post every day or live in your DMs.
So let’s dig into what you actually need to know.
First Things First: Get Your Ad Setup Sorted
Before you even think about running Meta ads for your launch, your setup needs to be solid. I know, I know — it’s not the sexy part. But it matters so much.
Here’s where most people go wrong: they boost a post in the Instagram app and expect it to do something miraculous. I get it. Boosting feels easy — a couple of taps and you’re “running an ad.” But truthfully? You could get way more value for your money if you used Meta Ads Manager instead.
Not only does boosting come with fewer options, but if you’re using an iPhone, Apple actually charges a 30% fee on boosted ads via the app. That means only 70% of your budget goes toward the ad itself. Yikes.
When you use Meta Ads Manager, you unlock way more control:
You can properly target the right people
Optimise for specific actions (like link clicks or leads)
And track what’s working — and what isn’t
But to do that, you need to have your Pixel installed, your domain verified, and your Meta Business settings set up correctly. Most people don’t even know that last one’s a thing.
The good news? This is mostly a one-and-done job. Once your setup is complete, you don’t have to do it again for every campaign. And if you’d like some help, I offer both one-off sessions and a Meta Ads package where we sort all of this out together.
Where Ads Actually Work in a Launch
Now let’s talk strategy because this is the part that makes or breaks your results. Ads work best when they’re part of a bigger plan, not a last-minute Hail Mary.
Here are three key points where ads can support your launch:
1. Warming up or growing your audience
Before you even open the cart, you can run ads to build familiarity and trust.
This is especially useful if:
Your audience is small or cold
You’re targeting a new segment or country
You want to give your organic content a boost
For example, you might run a campaign to get more eyeballs on your best-performing posts — but do it through Ads Manager (not the boost button) so you can optimise properly.
2. Growing your email list
Want more sign-ups for your webinar, challenge, or waitlist?
Use ads to promote your freebie or lead magnet and grow your list before the launch kicks off. This gives you more people to nurture via email and increases your chances of converting down the line.
If email is a big part of your launch strategy (and it should be), this is where ads can really pull their weight.
3. Retargeting people who already know you
You can run ads specifically for people who:
Visited your sales page but didn’t buy
Watched your launch videos
Opened your emails but didn’t click through
These are warm leads — they’re interested, but they need a bit more convincing. Retargeting ads are great for giving them that final nudge.
What You Need Before You Hit “Publish” on Your Ad
Before you start spending money, make sure you’ve got the following sorted:
✅ Proper Ads Manager setup (Pixel, domain, business settings)
✅ A clear offer — know exactly who it’s for and what problem it solves
✅ A solid timeline — map out your pre-launch, launch, early bird, etc.
✅ Ad creative that connects — your copy and visuals need to speak to real people, not sound like, well, ads
✅ A warm-up period — even just a week or two of consistent content helps build momentum
Final Thoughts
Meta ads don’t have to be scary or expensive. When done right, they can seriously boost your launch results: bringing in more leads, more sales, and a lot less stress.
If you’re ready to stop guessing and start using ads with intention, book a 1:1 session. I’ll make sure you walk away with a plan that actually makes sense for your business.
H x