Your first campaign, week by week.

Meta offers a choice of six objectives. For a product page, the one you want is Sales. Meta describes it as finding the people most likely to buy, for instance through an online store.¹ TikTok calls its version Sales as well. In some accounts it still appears under its old name, Website conversions.²

Under the objective, both platforms use the same three levels. A campaign holds the objective. Inside it, an ad set (TikTok says ad group) holds the audience, the placements, the budget and the dates. Inside that sit the ads themselves.^3,4 The mistake most first campaigns make is to build too much of it. Meta’s own advice is to avoid high ad volumes, because when you run too many ad sets at once each one gets fewer results and stays in learning longer.⁵

So build one of each. One campaign, one ad set, and inside it three to five ads that are clearly different from one another. That count is TikTok’s. It suggests three to five creatives per ad group, and says the ads should differ a lot, especially when you are testing.⁶

Meta’s system wants about 50 results a week from an ad set. Below that it calls the ad set learning limited, and says plainly that the budget is not being spent well.⁹ If your budget cannot buy 50 purchases a week, Meta’s advice is not to shrink the budget. It is to optimise for something that happens more often, such as adding to cart.⁹ TikTok tells new sellers exactly that: choose Add to Cart as the first campaign’s optimisation event.⁸

TikTok also publishes its floor. A campaign’s daily budget must be more than 50 dollars and an ad group’s more than 20, and its starting point for a first shop campaign is at least 30 dollars a day on the ad group.^8,10 Meta publishes no such number for the ordinary bid strategy, so we will not invent one. Set what you can keep up for six weeks, and do not change it often: on TikTok, while a campaign is learning, raise the budget by no more than 40 percent at a time and no more than every two days.¹⁰

Ads do not start the moment you press publish. Both platforms review them first, and both say most ads are reviewed within 24 hours, sometimes longer.^15,16 On Meta you can schedule a start date, and a scheduled ad goes through review and then waits for its date.¹⁵ So upload the day before you want to start, and set the date.

Then the first honest read is a week in. Meta’s testing guidance says a comparison shorter than seven days may not tell you anything, and TikTok’s says the same, seven days minimum.¹⁷ On day seven you look at one thing: which of the three to five ads got the results, and at what cost. That is the whole review.

Add it up. A first batch of three to five ads, then a new batch each time the last one tires, is somewhere between eighteen and thirty different ads for one product in six weeks if TikTok’s seven days holds.^6,19 No platform will tell you that figure. It is ours, worked out from their advice, and it is a planning example rather than a promise. It is also far more ads than a first-time seller has ever had made by hand.

InstantClips makes the batch. Paste your product page. It reads the page, writes a short plan for the ad, the hook, the format and the first three seconds, and generates the vertical video from that plan. Ask for the next angle and you get a different ad, not the last one cut again. The first video is free, and you read the plan before anything is made. See the example library, or see what it costs. If you have not set the accounts up yet, Step 2 is the checklist, for Meta or for TikTok.