# How to create a great campaign Before you create your first campaign, it helps to understand what you're actually building. A campaign is not a single ad. It is a system — five inputs (service, theme, keywords, audience and budget) that each affect whether your ads reach the right people, say the right thing, and turn clicks into leads. Wonderly builds that system for you, but the results depend on the decisions you make at each step. ### **Service: one campaign, one service** The first decision is what you are advertising. Wonderly asks you to choose one service per campaign — not your entire business, and not everything you offer. A campaign that advertises "landscaping, hardscaping, seasonal cleanups, and lawn care" reaches no one in particular. A campaign that advertises "weekly lawn maintenance for homeowners in Austin, starting at $89 a month" reaches exactly the right people. The more specific the service, the more targeted the audience Meta can build, the more specific your copy can be, and the higher the chance that someone who clicks actually becomes a client. Your services are pulled from **Business Info**. If the service you want to advertise does not appear, add it to Business Info before starting the campaign. {% hint style="success" %} Run a separate campaign for each service. Do not bundle services — each one performs differently and needs its own budget, copy, and audience. {% endhint %} *** ### Theme: the angles of your message A theme is the core idea behind a group of ads. It answers: what is the most compelling reason for someone to choose this service right now? Wonderly suggests themes based on your Business Info, and you can edit or replace them. Themes matter because different people respond to different messages. A homeowner comparing lawn care companies might be motivated by price. Another cares about reliability. A third responds to convenience — book online, no phone calls, instant confirmation. You do not know which message wins in advance. Running multiple themes lets the data tell you. Wonderly uses your themes as the brief for every piece of copy and creative it generates. Each theme runs its own set of ads simultaneously, and Meta determines which combination performs best. A strong theme is: * **Specific to a real customer frustration.** "Tired of unreliable contractors?" is stronger than "We provide great service." * **Tied to a concrete outcome.** "Get your lawn done every week, same day, no reminders needed" is stronger than "Weekly service available." * **Built around one idea.** A theme that tries to say three things says none of them clearly. *** ### Copy: the words that do the work Wonderly generates five primary text variations and five headlines per campaign, each one rooted in your themes. Meta tests every combination and allocates spend toward the one generating the most leads. Every variation is editable before you launch — and this is where your knowledge of your business has the highest leverage. Wonderly writes accurate, on-brand copy, but you know details it does not: * A current promotion or limited-time offer * A local detail that matters to your audience ("serving North Austin since 2015") * A line that has worked in past marketing ("We show up when we say we will") * A pain point your best clients always mention Edit the copy to add that specificity. The difference between a generic line and one that names a real frustration is usually the difference between a scroll and a click. Headlines appear below the ad image, next to your website URL and a call-to-action button. Keep them short and specific. "Fresh lawn care in Austin" works. "Professional, reliable, affordable lawn care services for your home or business" does not — it is too long to read at scroll speed. *** ### Ads: reviewing your creative At the **Review Ads** step, Wonderly generates 14 ad combinations — different pairings of copy, headline, and AI-generated image — and presents them one at a time. You approve or reject each one. You need at least five approved to launch. The ads you approve become the pool Meta A/B tests in real time. More approved ads means more variation to test, which means faster optimization. When reviewing each ad, ask: * **Does the image look professional?** AI-generated images are a starting point. Reject any that look off. Click **Edit Ad** to replace an image with a real photo — a completed job, your team, your equipment. Real photos consistently outperform AI-generated ones. * **Does the copy match the image?** A photo of a finished backyard paired with copy about pricing is mismatched. The image and text should reinforce the same message. * **Would this stop someone mid-scroll?** If the answer is no, reject it. Rejected ads are tracked and can be reconsidered later. *** ### Budget and optimization After approving your ads, you set your budget. Wonderly uses it to run your approved ads across Facebook and Instagram, targeting audiences based on your service area and service type. As the campaign runs, it automatically shifts spend toward the ad combinations and audience segments generating the most leads. {% hint style="warning" %} The first 48–72 hours of a campaign are not representative. Meta's algorithm needs time to learn which audiences respond before it starts optimizing spend. Give any campaign at least a week before drawing conclusions about performance. {% endhint %} *** **What to expect after launch** Your campaign won't produce leads the moment it goes live. Meta's algorithm needs a few days to optimize who sees your ad and when. This is expected. In the first few days, focus on impressions and clicks rather than leads. If people are clicking, the ad is relevant. If they're not, the copy or audience may need adjusting. Give the campaign at least a week before making significant changes, and avoid pausing it too early. Stopping a campaign resets the learning process and makes it harder to get results. When leads do start coming in, they'll land on your Wonderly website where your Client Intake, Booking page, and AI Phone Agent are already set up to capture and follow up with them. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://www.wonderly.com/help/marketing-hub/ads-manager-overview/how-to-create-a-great-campaign.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.