From Zero to Scaling: A 90-Day Meta Ads Roadmap

Days 1 to 14 are for foundation. Install and verify your pixel, set up conversion events, build your audience lists, and create your first creative assets. Do not spend more than 20% of your budget in this phase — you are buying information, not sales.

Days 15 to 30 are for testing. Launch three to five creative variations across two to three audience segments. Keep budgets small and consistent. The goal is to identify which hook, format, and audience combination produces the lowest cost per purchase.

Days 31 to 60 are for optimization. Kill the bottom half of your tests. Scale the winners by 20% every three days — never more, because rapid scaling resets the learning phase. Add lookalike audiences based on your best customers. Begin retargeting campaigns for website visitors who did not purchase.

Days 61 to 90 are for scaling. By now you should have two to three proven creative angles and at least one audience segment that converts profitably. Increase budgets on winners, expand to new lookalikes, and test new creative variations against your champions.

The most important rule throughout: do not judge results too early. Meta's learning phase needs roughly 50 conversions per ad set per week. Making decisions before that produces false conclusions and wasted budget.