Paid Ads System (Foundation Setup)
Prepare Before You Scale
Paid ads only work when the correct systems are in place.
This section ensures you build the proper advertising foundation before spending money.
Required Advertising Infrastructure
Before running any ad, you must have:
• A Business Facebook Page
• A Professional Instagram Account
• Both accounts connected through Meta Business Suite
• A Meta Ads Account properly created
• Messaging enabled for lead capture
This allows you to control your marketing and build real data.
Running ads from personal profiles is not professional and limits growth.
First Ad Strategy: Messaging → Then Automation
Your first ads should NOT send people directly to booking.
They should send people to:
Direct Message conversations
Why:
• builds trust
• allows consultation
• improves conversion
• helps refine offer clarity
• trains communication skills
• prevents cold booking confusion
Once systems are strong:
Then move ads → booking link.
This creates full automation.
Website + Pixel Reality
No website = No tracking data.
Without a website:
• you cannot install Meta Pixel
• you cannot track conversions properly
• you cannot retarget effectively
• you cannot scale profitably
A website is not optional for long-term growth.
It is part of becoming a professional brand.
Ad Creative System
Professionals must develop a repeatable system for creating:
Video Content
• clean transformation shots
• confident presence
• clear lighting
• intentional framing
• real results
• consistent brand tone
Photo Content
• premium environment
• professional appearance
• clear before & after
• emotional impact
• strong visual identity
Your content is your ad inventory.
Without content systems — ads fail.
Targeting Strategy (Empire Recommendation)
Begin with:
Meta recommended targeting
Why:
• algorithm learns faster
• broader data pool
• lower initial cost
• avoids beginner over-restriction
• improves creative testing
Manual targeting comes later — once data exists.
Beginners often overthink targeting and under-deliver creative quality.
Creative wins more than targeting in early stages.
Beginner Ad Education Resource
We will include a beginner-friendly YouTube training that explains:
• ad basics
• campaign structure
• budgeting
• messaging strategy
• creative fundamentals
This video is for understanding — not immediate execution.
Empire Ads Rule
Ads are a multiplier.
If your systems are weak → ads expose weakness.
If your systems are strong → ads accelerate growth.
We build foundations before scale.
Paid Ads
SECTION 1 — WHAT ADS ARE FOR
Paid ads are used to increase visibility and create more opportunities.
They help more people see:
• your service
• your results
• your professionalism
• your brand
Ads do not replace standards.
They increase reach.
When used correctly, ads can help generate:
• more direct messages
• more booking inquiries
• more first-time clients
SECTION 2 — START SIMPLE
Do not overcomplicate paid ads.
At the beginning, keep the objective simple:
• send people to messages
• send people to your booking link
Messaging works well because it builds trust and allows conversation.
Booking links work well when your service, offer, and page are already clear.
Start with the method that feels easiest to manage consistently.
SECTION 3 — WHAT YOU NEED BEFORE RUNNING ADS
Before spending money on ads, make sure you have:
• a business Facebook page
• a professional Instagram account
• both connected through Meta Business Suite
• a working booking link
• messaging turned on
Ads work better when the system behind them is clean.
SECTION 4 — WHAT GOOD AD CREATIVE LOOKS LIKE
Strong ad creative is simple and clear.
Good ads usually include:
• strong result photos or videos
• clean lighting
• clear transformation
• professional appearance
• clean environment
• simple message
• clear call to action
The best ads feel real, not overproduced.
SECTION 5 — WHAT TO AVOID
Weak ads usually include:
• messy backgrounds
• bad lighting
• confusing message
• too much text
• unclear service
• no call to action
• low effort visuals
If the ad feels sloppy, trust drops.
SECTION 6 — MESSAGING FIRST, THEN BOOKING
If you are new to ads, start by sending traffic to direct messages.
This gives you the chance to:
• answer questions
• build trust
• explain your offer
• guide the booking process
Once your system becomes stronger, you can also run ads directly to your booking link.
Simple first.
Automation later.
SECTION 7 — TARGETING
At the beginner level, keep targeting simple.
Broad targeting often works better than overcomplicating audience settings too early.
Focus more on:
• strong creative
• clear offer
• professional presentation
• simple call to action
Good creative usually matters more than complicated targeting.
SECTION 8 — AD PREPARATION
Before running ads, build a simple content system for:
Videos
• transformations
• before and afters
• service clips
• professional environment
• client result highlights
Photos
• clean finished looks
• premium environment
• professional presentation
• strong before and after images
Your ads are only as strong as your creative.
Your visuals set the standard for who you attract.
Operate like a premium business — or attract average results.
AD SETUP PREPARATION
Prepare the systems required to start running simple and effective ads.
Prepare the systems required to start running simple and effective ads.