Astella's Meta ads have grown into six campaigns all showing to the whole of England, set to find people who look at a product page rather than people who book. This plan brings it back to three campaigns built around the two showrooms: Birmingham first, Manchester for the 12 November opening. Work through the steps in order and tick each task as it is done.
£2,146.69Spent 7 Oct to 5 Nov, across 8 ad sets
£94Daily budget set today, about £2,860 a month
6Leads in 30 days. Every other result is a page view
£80Daily budget in the new setup, about £2,430 a month
What is going wrong
All of England, not the storesEvery live ad set targets England; three older ones spent £261.92 across the UK. Nothing is set around a showroom.
Page views, not bookingsFive campaigns ask Meta for people who open a product page. The £539,998 results value is ring prices people looked at, not sales.
Six campaigns, one audienceThey compete with each other for the same people. Five ad sets share the name New Leads ad set.
Homepage and mixed buttonsAds show the homepage as the link, and use five different buttons. Every ad should say Book now and open the right store's page.
Only two ads name a cityThe couple reel and the Manchester ad say where to go. The rest say our showrooms or nothing.
Ads run as Astella & Co LTDThat is the Facebook Page name, which is why searching astellajewellery in the Ad Library found nothing.
Ads Manager today
Campaigns, last 30 daysSpend by region: England and UK wideAd Library, searched by Astella Jewellery
Questions to answer
Answers save here for everyone. The page links also fill into the steps.
Current ads
Every ad running today
Last 30 days, with each ad as it appears in the Ad Library. Tap a screenshot to see it larger.
Astella Manchester
Ad set: New Leads ad set · Ad: Manchester Offer Ad
Fix today
£15per day
£102.71spent
6leads
£17.12per lead
2,219reached
Englandtargeting
Library ID1381402657169694 · running since 30 Oct
TextMANCHESTER, YOU'RE INVITED. ASTELLA is opening its new showroom at the Royal Exchange on Cross Street, Manchester, from 12 November. Engagement rings, wedding bands and high jewellery, lab grown and natural diamonds.
CreativeImage: Manchester, consider this a proposal. 15% off when you book a consultation, from the 12th November.
ButtonBook now
LinkShows astellajewellery.co.uk/ (to check, see Step 2)
What works
City, venue and date in the first lines
Offer clear on the image
The right button for the goal
What to update
Targeting to the Royal Exchange radius (Step 2)
Confirm the real link is the Manchester page
After 12 November, now open wording
What happens nextStays live, fixed in Step 2
15% Off Reel New
Ad set: New Leads ad set · Ad: 15% off Reel New
Keep the creative
£15per day
£304.95spent
135page views
£2.26per view
12,745reached
Englandtargeting
Library ID1030396796726221 · running since 16 Oct
Text15% off engagement & wedding rings
CreativeVideo: The rings you love now. The bands you'll love forever. 15% off engagement rings and wedding bands when you book a consultation this autumn.
ButtonSee details
Linkastellajewellery.co.uk
What works
Cheapest results in the account, 497 link clicks
Short, one clear offer
The video does the selling
What to update
No store or city named anywhere
Button to Book now, link to the Birmingham page
Confirm when this autumn ends
What happens nextMoves to Birmingham local (Step 3)
Jewellery Quarter Couple Reel
Ad set: New Leads ad set · Ad: Design your Dream Ring Reel
Keep the creative
£15per day
£420.97spent
71page views
£5.93per view
15,388reached
Englandtargeting
Library ID1020314374336576 · running since 26 Aug
TextYour ring doesn't exist yet. You decide what it becomes. Book a consultation and choose your stone, your setting, every detail, before anything is made. Birmingham, Jewellery Quarter (walk ins welcome).
CreativeVideo: a couple in the Jewellery Quarter. The rings you love now. The bands you'll love later.
ButtonLearn more
LinkNot visible in the library
What works
The only cold ad naming Birmingham and the Jewellery Quarter
Walk ins welcome makes the first step easy
A real place people recognise
What to update
Clear the warning (Step 1)
Learn more to Book now
The 15% reel says love forever, this one love later: pick one line
What happens nextMoves to Birmingham local and worth the trip (Step 3)
New Leads campaign
Ad set: 15% off Carousel New · Ad: New 15% off carousel
Switch off, reuse creative
£15per day
£307.72spent
65page views
£4.73per view
16,632reached
Englandtargeting
Library ID1439292648334794 · running since 16 Oct
TextYou'll choose this ring once in your life. It makes sense to see it properly first. Book a consultation in one of our showrooms and you'll hold your stone in different light, find out where your budget is best spent, and understand what you're wearing before you own it.
CreativeCarousel: 15% off this autumn; Some things a screen can't show you; Know what you're choosing; Find out what your budget buys; Looked after for life (Ever After Warranty); Built for the life you actually live.
ButtonSee Details
Linkastellajewellery.co.uk
What works
Answers real worries: budget, upkeep, warranty
Each card teaches something
Ideal for people who are deciding
What to update
Broken symbols after the first two sentences
No store or city named
Button to Book now
What happens nextMoves to come back and book (Step 4)
5 Star Carousel
Ad set: New Leads ad set · Ad: Carousel 5 Star
Switch off, reuse creative
£25per day
£748.42spent
187page views
£4.00per view
36,773reached
Englandtargeting
Library ID1049218654769204 · running since 26 Aug
TextDesign the engagement ring you actually want. Every Astella ring starts with a consultation, where you shape the setting, the diamond and every detail until it feels like yours. Book your consultation at astellajewellery.co.uk
CreativeCarousel: five stars over a ring being polished; Every ring begins with your idea; Finished by hand, one at a time (Birmingham | Mayfair).
ButtonGet Quote
Linkastellajewellery.co.uk
What works
Strong craft story, card by card
Five stars build trust
Made in the Jewellery Quarter
What to update
Get Quote does not match booking a consultation
Check the Mayfair mention
Running since August, cost per view up 30.5% this week
What happens nextMoves to come back and book (Step 4)
15th July Engagement Carousel Campaign
Ad set: 15th July Engagement Carousel Ad Set · Ad: Educational Engagement Ring Carousel
Switch off now
£9per day
£0.00spent
0results
noneper result
0reached
nonedelivery
Not in the Ad Library, which confirms it is not showing to anyone. The ad inside it (Educational Engagement Ring Carousel) spent £0.00 too.
What happens nextSwitched off in Step 1
Step 1 · Today
Tidy up the account
Before building anything new, we clear out what is broken or half finished, so the account only shows what is really running.
Clear the unpublished drafts
There are changes sitting in drafts (a budget change on 15% Off Reel New, edits on Carousel 5 Star, and a draft ad). We clear them first, so nothing half finished gets published by accident later.
Setting
Now
Change to
Review and publish
Shows (2)
No number showing
15% off Reel Copy
In draft
Deleted
Show me where to click
In Ads Manager, look at the top right. Click the blue Review and publish (2) button.
A panel opens listing each unpublished change. Read each one and write it in the note box below (for example, what the budget was being changed to).
Close the panel. Click Discard drafts (at the top, next to the refresh arrows) and confirm. This only removes changes that were never published; live ads are not touched.
Click the Ads tab. Find 15% off Reel Copy, which says In draft. Tick the box on its left, click More (or the three dots) and choose Delete. It was never published, so this is safe.
How to check it worked
The Review and publish button no longer shows a number.
15% off Reel Copy is gone from the Ads tab.
Switch off 15th July Engagement Carousel Campaign
It has £9 a day set but has spent £0.00 and shown to nobody in 30 days. Switching it off makes the account easier to read.
Setting
Now
Change to
On/Off toggle
On (blue)
Off (grey)
Daily budget
£9
Not spending
Show me where to click
Click the Campaigns tab. At the top, click the All ads view so nothing is hidden.
Find 15th July Engagement Carousel Campaign.
In the Off/On column on the far left, click the blue toggle so it turns grey.
If a Review and publish button appears at the top right, click it, then click Publish.
How to check it worked
In the Campaigns tab, its Delivery column says Off (not Active, not In draft).
Click its name: the ad set and ad underneath say Campaign off.
Tomorrow morning, set the date (top right) to Yesterday. Amount spent must be £0.00.
Check the three older ad sets are off
Three ad sets spent £261.92 this month across the whole UK but are not in the normal view. We need to be sure nothing is charging in the background.
Setting
Now
Change to
New Leads ad set (£96.49)
Check
Off
New Leads ad set (£95.27)
Check
Off
New Sales ad set (£70.16)
Check
Off
Show me where to click
Click the Ad sets tab. If you see 6 selected next to Campaigns, click the X to clear it, so every ad set shows.
Click the Had delivery view at the top. Set the date (top right) to Last 30 days.
Look for: New Leads ad set that spent £96.49, New Leads ad set that spent £95.27, and New Sales ad set that spent £70.16.
Check the Delivery column for each. Off, Completed, Archived or Deleted is fine. If any says Active, click its toggle to grey and publish.
If you cannot find them, click Filters and add Delivery: Deleted and Archived, as they may be hidden there.
How to check it worked
Write each one's status in the note box.
Set the date to Today: none of the three show any amount spent.
Read the warning on Design your Dream Ring Reel
This creative moves into the new Birmingham campaign, so we need to know what the warning is first.
Setting
Now
Change to
Warning
1 warning
Copied into the notes
Show me where to click
Click the Ads tab.
Find Design your Dream Ring Reel. In the Actions column there is an orange triangle saying 1 warning.
Click it, read the message, and copy it into the note box below.
Do not change the ad yet. We fix it when it moves in Step 3.
How to check it worked
The warning text is in the note box.
Agree the Facebook Page name with Sunny
On Facebook the ads show as Astella & Co LTD, the company name, rather than the brand. Instagram is not affected.
Setting
Now
Change to
Facebook Page name
Astella & Co LTD
Name agreed with Sunny
Show me where to click
Raise it in the meeting and agree whether the Page should carry the brand name.
If yes: on facebook.com, click your profile picture (top right) and switch into the Astella & Co LTD Page.
Click the profile picture again, then Settings and privacy, then Settings.
Click Page setup, then Name. Type the new name and submit. Meta reviews name changes, which can take a few days.
How to check it worked
Decision written in the note box.
Meta moves its buttons around from time to time. If a name is slightly different, look for the closest match, or leave a note.
Step 2 · Today
Manchester, before 12 November
The Manchester ad is working (6 leads at £17.12) but it is showing to all of England. With the opening on 12 November, this is the most urgent fix.
Change the location to the Royal Exchange
So every pound is spent on people who can actually visit the new showroom.
Setting
Now
Change to
Location
England
Royal Exchange, Cross Street, Manchester M2 7EA
Radius
None
20 miles
Who
Everyone in England
People living in or recently in this location
Age
Check
24 to 45 (to agree)
Show me where to click
Click the Campaigns tab, then click on the name Astella Manchester. This opens its ad set.
Hover over New Leads ad set and click Edit (the pencil). A panel opens on the right.
Scroll down to the Audience section and find Locations. Click Edit or click into the locations box.
Next to England, click the X to remove it.
In the search box type the postcode M2 7EA (or Royal Exchange Manchester) and choose the Royal Exchange on Cross Street. If it does not appear, click Drop pin and click on the Royal Exchange on the map.
Next to the new location, click the miles dropdown and choose 20 miles.
Under the map, check it says People living in or recently in this location, and set the Age.
Click Publish at the bottom right.
How to check it worked
The ad set shows In review, then Learning or Active.
Open Edit again: Locations shows Royal Exchange +20 mi, and England is gone.
Changing the location restarts Meta's learning period. That is expected.
Raise the budget to £25 a day
Opening week deserves more budget. We review it two weeks after opening.
Setting
Now
Change to
Campaign daily budget
£15
£25
Show me where to click
Click the Campaigns tab. Hover over Astella Manchester and click Edit.
In the panel, find Budget. Change the daily budget from £15.00 to £25.00.
Click Publish.
How to check it worked
The Budget column shows £25.00 Daily.
Check where the ad really sends people
The Ad Library shows astellajewellery.co.uk/ as the link, and lists /pages/engagementrings as an extra link. The link people see can be different from where they actually land, so we check the real one in the ad.
Setting
Now
Change to
Website URL
Check what is there
Manchester page
Button
Book now
Book now
Show me where to click
Click the Ads tab. Hover over Manchester Offer Ad and click Edit.
Scroll to Destination. Look at Website URL and copy it into the link box below.
Open that link in a new tab. Does it open the Manchester page?
If not, paste the Manchester page link into Website URL.
Check the Call to action button says Book now.
Click Publish if you changed anything.
How to check it worked
The link in the box below opens the Manchester page.
Confirm where the Manchester leads go
Six people have asked for a consultation. Someone needs to see them and call back quickly.
Setting
Now
Change to
Lead follow up
Unknown
Name and timing agreed
Show me where to click
In Ads Manager, click the Manchester ad and look at the Results column. If it says Leads and the ad used a form inside Facebook or Instagram, the leads are in Meta Business Suite, then All tools, then Instant forms, where you can download them.
If the ad sends people to the website, the leads are in the website's booking system or inbox.
Agree with Sunny who checks them, and how fast they are called back. Write it below.
How to check it worked
Who checks the leads and how often is written in the note box.
On 12 November, switch the wording to now open
The ad says opening from 12 November. Once the doors are open it should say so.
Setting
Now
Change to
Primary text
Opening from 12 November
Now open wording
Headline
Royal Exchange, Manchester, from 12 November
Now open wording
Image
From the 12th November
New version (ask Alexander)
Show me where to click
Ads tab, hover Manchester Offer Ad, click Edit.
In Primary text, change the opening line about the new showroom opening from 12 November to now open wording.
In Headline, change Royal Exchange, Manchester, from 12 November to now open wording.
The image also says From the 12th November. A new version of the image is needed; flag it to Alexander.
Click Publish.
How to check it worked
Preview on the right shows the new wording.
Meta moves its buttons around from time to time. If a name is slightly different, look for the closest match, or leave a note.
Step 3 · Once the links are confirmed
Build the Birmingham campaign
Birmingham pays the bills, so it gets the most budget: £35 a day for people nearby and £10 a day for people further away who would travel to the Jewellery Quarter.
Create the campaign
One campaign for Birmingham, set to find people who book, not people who browse.
Setting
Change to
Objective
Leads
Advantage campaign budget
Off
Show me where to click
Click the Campaigns tab, then the green + Create button.
Choose Leads and click Continue. If asked, choose Manual leads campaign.
Name the campaign using the naming format we agree (store, audience, goal).
Turn off Advantage campaign budget, so we can give the two ad sets their own budgets.
Click Next.
How to check it worked
The campaign shows in the list on the left of the editor.
Set up the local ad set, 15 miles, £35 a day
People who live or are near the Jewellery Quarter.
Setting
Change to
Budget
£35 daily
Location
Frederick Street, Birmingham B1 3HE
Radius
15 miles
Who
People living in or recently in this location
Age
24 to 45 (to agree)
Show me where to click
Name the ad set (Birmingham local).
Conversion location: choose Website if the booking confirmation is tracked by the pixel, otherwise Instant forms. (See the questions on the Overview tab.)
Performance goal: Maximise number of leads. If Website, choose Astella's pixel and the booking event.
Budget: Daily, £35. Schedule: start today, no end date.
Audience, Locations: remove United Kingdom. Search the postcode B1 3HE (Frederick Street) and choose the Astella showroom, or click Drop pin and click on the store. Set the radius to 15 miles.
Check it says People living in or recently in this location. Set the agreed age.
Placements: leave on Advantage+ placements.
Click Next.
How to check it worked
The audience summary shows the store +15 mi and nothing else.
Add the ads to the local ad set
We reuse the two best Birmingham pieces: the 15% reel and the Jewellery Quarter couple reel, with the right button and link.
Setting
Change to
Videos
15% reel and couple reel
Button
Book now
Website URL
Birmingham page
Show me where to click
Identity: Facebook Page Astella & Co LTD (or its new name), Instagram astellajewellery.
Choose Create ad, format Single image or video.
Click Add media, then Add video, and pick the 15% reel from the account library (it is there because it ran before).
Primary text: keep the existing text and add the Jewellery Quarter line from the couple reel, so people know where the showroom is.
Call to action: Book now. Website URL: the Birmingham page.
In the list on the left, hover over the ad and click Duplicate. In the copy, swap the video for the Jewellery Quarter couple reel and use its own text. Clear the warning noted in Step 1.
Click Publish.
How to check it worked
Both ads show In review, then Active.
Each preview shows Book now and the Birmingham link.
Set up the worth the trip ad set, 15 to 50 miles, £10 a day
People further out who would make the trip for the Jewellery Quarter.
Setting
Change to
Budget
£10 daily
Location, include
Frederick Street, Birmingham B1 3HE, 50 miles
Location, exclude
Same address, 15 miles
Video
Couple reel only
Show me where to click
In the Ad sets tab, tick the local ad set, click Duplicate and keep it in the same campaign.
Rename it (Birmingham worth the trip). Change the budget to £10 a day.
Locations: change the store radius to 50 miles.
Search the same store address again and add it. Click the dropdown that says Include and change it to Exclude. Set that one to 15 miles. The map now shows a ring.
In this ad set, keep the Jewellery Quarter couple reel. Switch off the 15% reel copy here.
Click Publish.
How to check it worked
The map shows a ring, not a full circle.
Budgets read £35 and £10.
Meta moves its buttons around from time to time. If a name is slightly different, look for the closest match, or leave a note.
Step 4 · Once the links are confirmed
Build the come back and book campaign
£10 a day for people who already know Astella: they have visited the website or engaged on Instagram or Facebook. This is where the educational carousel and the reviews work best.
Create the three warm audiences
These lists are what the campaign shows to.
Setting
Change to
Website visitors
60 days
Instagram engagers
90 days
Facebook Page engagers
90 days
Show me where to click
In the far left menu, click the people icon (Audiences). If you cannot see it, click the three lines and choose Audiences.
Click Create audience, then Custom audience, then Website. Choose Astella's pixel, All website visitors, 60 days. Name it and click Create.
Again: Create audience, Custom audience, Instagram account. Choose astellajewellery, Everyone who engaged with this professional account, 90 days. Create.
Again with Facebook Page: Astella & Co LTD, Everyone who engaged with your Page, 90 days. Create.
How to check it worked
All three show in Audiences. They can take a few hours to fill.
Create the campaign and ad set, £10 a day
Only people who already know Astella, inside the two store areas.
Setting
Change to
Budget
£10 daily
Audience
The three warm audiences
Locations
Birmingham 50 miles and Manchester 20 miles
Show me where to click
Campaigns tab, + Create, Leads, Manual leads campaign. Name it.
Ad set budget: Daily £10.
Audience: if you see Advantage+ audience, click Switch to original audience options, so the lists are a strict limit.
Custom audiences: add the three audiences from the task above.
Locations: the Birmingham store at 50 miles and the Royal Exchange at 20 miles, both Include.
Click Next.
How to check it worked
The audience summary shows the three lists and the two store areas.
Add the 15% carousel and the 5 Star carousel
The best written content in the account, for people who are deciding.
Setting
Now
Change to
Primary text (15% carousel)
Broken symbols
Clean text
Mayfair card (5 Star)
Birmingham | Mayfair
As agreed
Button
See Details or Get Quote
Book now
Show me where to click
Go to the Ads tab. Tick New 15% off carousel, click Duplicate, choose Existing ad set and pick the new come back and book ad set.
Do the same for Carousel 5 Star.
Edit the 15% carousel copy: in Primary text, delete the broken symbols after the first and second sentences and retype the line breaks.
Edit the 5 Star carousel: check the card that says Birmingham | Mayfair (see the Mayfair question on the Overview tab).
On both: Call to actionBook now, Website URL the booking page.
Click Publish.
How to check it worked
Previews show clean text with no broken symbols, and Book now.
Meta moves its buttons around from time to time. If a name is slightly different, look for the closest match, or leave a note.
Step 5 · After Steps 3 and 4 are live
Switch off the old campaigns
Only once the new ads say Active (not In review), so there is no gap in the ads showing.
Switch off the four old campaigns
5 Star Carousel, 15% Off Reel New, New Leads campaign and Jewellery Quarter Couple Reel are replaced by the new campaigns.
Setting
Now
Change to
5 Star Carousel
On
Off
15% Off Reel New
On
Off
New Leads campaign
On
Off
Jewellery Quarter Couple Reel
On
Off
Show me where to click
Check the new campaigns from Steps 3 and 4 say Active.
Click the Campaigns tab, All ads view.
Click the toggle to grey for: 5 Star Carousel, 15% Off Reel New, New Leads campaign, Jewellery Quarter Couple Reel.
Click Review and publish, then Publish.
How to check it worked
Each of the four says Off in the Delivery column.
Check everything old is properly off
So we are only paying for the new setup.
Setting
Now
Change to
Old campaigns, spent yesterday
Spending
£0.00
Old Library IDs
Showing
Gone
Show me where to click
Tomorrow morning, in the Campaigns tab, set the date (top right) to Yesterday. The four old campaigns and 15th July must show £0.00 spent.
Go to facebook.com/ads/library. Choose United Kingdom and All ads, search Astella & Co LTD, and keep the Active ads filter on.
These old Library IDs should no longer show (allow up to 24 hours): 1049218654769204 (5 Star carousel), 1020314374336576 (couple reel), 1030396796726221 (15% reel), 1439292648334794 (15% carousel).
How to check it worked
Old campaigns £0.00 yesterday.
Old IDs gone from the Ad Library; new ads showing.
Meta moves its buttons around from time to time. If a name is slightly different, look for the closest match, or leave a note.
Final setup
How the account should look at the end
Three campaigns live, everything else off. £80 a day in total.
Astella ad account£80 a day
Birmingham consultations£45 a day
Local · £35 a day15 miles around the Frederick Street showroom
Worth the trip · £10 a day15 to 50 miles out (50 miles, with the inner 15 excluded)
Manchester opening£25 a day
Local · £25 a day20 miles around the Royal Exchange, Cross Street
ReviewTwo weeks after opening
Come back and book£10 a day
Warm · £10 a dayWebsite visitors 60 days, Instagram and Facebook engagers 90 days, inside both store areas
