Before you run Facebook ads, fix your readiness first. Most “ad problems” are funnel problems: a vague offer, a landing page that doesn’t match the ad promise, and missing tracking. This 3-step Facebook ad prep checklist shows you what to fix so every dollar can actually convert.
Why Pre-Ad Work Saves Budget
- Message–market fit: If the promise isn’t specific, targeting won’t save it.
- Message match: Your ad promise must match the landing page headline.
- Measurability: Without UTMs and events, you can’t improve CPL or ROAS.
Quick win: Paste this into your project brief—Offer → Landing Page → Tracking. No ads until all three are green.
Fix #1 — Offer Clarity and Message–Market Fit
Your offer is the engine. Ads only press the gas. Clarify who it’s for, the outcome, and proof.
Offer checklist
- ICP in one line: who they are and the job-to-be-done.
- Promise in plain English: outcome + timeframe without jargon.
- One core proof: number, client logo, or short testimonial.
- Risk reversal: guarantee, trial, or clear next step.
Also Read: “Why No One Clicks Your Offer”
Fix #2 — A High-Converting Landing Page (Message Match)
The landing page must carry the exact promise from your ad. Same words. Same tone. Same CTA.
Above the fold essentials
- Headline = ad promise.
- Subhead = risk reducer and specificity.
- Primary CTA = one clear action.
- Micro reassurance = “Takes 2 minutes. No spam.”
What to cut
- Header navigation and footer links.
- Sliders and vague CTAs like “Learn more.”
Check out my article on landing pages
Fix #3 — Tracking & Data Readiness
You can’t optimize what you can’t attribute. Set UTMs and conversion events before launch.
Tracking checklist
- UTM tags on every source: ad, Instagram bio, Pinterest pin, email.
- Events: button click, form submit, and success page view.
- Benchmarks: CTR, opt-in rate, CPL, and first-purchase window.
UTM how‑to: https://macqueensolutions.ca/unlock-marketing-success-proven-utm-parameter-tips-for-better-analytics/
Creative & Copy Starter Kit
- Hooks: “Stop wasting ad spend. Fix these 3 things first.”
- Angles: risk reversal, specificity, case study headline.
- Assets: 1 image, 1 headline, 3 primary-text variants, 2 CTAs.
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10-Point Facebook Ad Prep Checklist
- Offer promise and proof documented.
- ICP defined with pain, desire, and objections.
- Landing page headline matches ad promise.
- Primary CTA clear and repeated.
- Form is short; micro reassurance added.
- Proof near CTA; navigation removed.
- UTMs added; events tested.
- Page speed checked on mobile.
- Three creative variants ready.
- Benchmarks set; reporting cadence scheduled.
Need an ads-readiness audit? Book a VIP Strategy Session: https://macqueensolutions.ca/contact/