Content revised 21 October 2026.
Build a campaign around a useful audience action, then align the content, destination and review method. Keep the plan manageable for the team delivering it.
1–2: Goal and audience
State the purpose and identify who can use the offer. Research customer questions and constraints. A broad list of interests is not a complete audience diagnosis, and copying a competitor does not establish relevance.
3: Message and journey
Prepare accurate copy, permitted media and a suitable next step. Preview placements and mobile use. Assign approval, publishing and message-response responsibilities before launch.
4: Review and improve
Choose the measures that fit the goal and distinguish organic effort from paid spend. Investigate one evidenced weakness at a time. A four-step plan organises the work without guaranteeing distribution, leads or revenue.
Official guidance: Meta policy reference.