How do I look after my campaign in the first 14 days and after?

For the first 14 days, follow a simple rule:

1. Days 1 to 4: don't touch the campaign. Don't change the budget, ads or location. Meta is learning, and every change sends it back to the start. It usually takes 24 to 48 hours before an ad starts spending.
2. On day 5, check it but don't change anything. The ads should be approved and spending, and ideally at least one meaningful lead has come in. If spend is still zero after four full days, something's wrong (payment, connection, rejection), so deal with it right away. If the campaign is spending and not a single lead has come in, turn it off and relaunch it with completely different ads.
3. On day 14, do your first cleanup, then repeat it every two weeks.

During the cleanup, look at each ad's spend, number of leads and cost per lead. Then decide:

• One ad is doing great: turn off the others, keep it and add one new ad.
• One ad is doing OK: turn off the others, keep it and add two new ads.
• None are working: turn off the whole campaign and launch a new one with different concepts, colors or message.

A new ad should be genuinely different, not an improved version of the old one. It pays to have more ads created and launch only the 3 to 4 most different ones.

Judge results over 7 days, not one. Three leads one day and zero the next is normal. After 3 to 6 weeks an ad's results naturally drop, because everyone it could interest has already seen it. New ads help, not a bigger budget.

The app doesn't turn off weak ads on its own; the cleanup is up to you. Turn ads off in Snaprime, not in Meta.