O que você vai conseguir: Meta Pixel installed and first ad on Facebook and Instagram active.

Ferramentas necessárias

Meta Business Suite — To manage pages, ad accounts, and the Pixel
Ads Manager — To create and monitor the campaigns
Meta Pixel Helper — Chrome extension to check if the Pixel is installed correctly.

Passo a passo

1
Create the Pixel in Meta Business Suite
Go to business.facebook.com, navigate to "Data Sources" > "Pixels". Click on "Add" and name the Pixel with your company's name. Write down the Pixel ID — you will need it to install on the website.
2
Install the Pixel on the WordPress site.
In WordPress, install the "PixelYourSite" (free) or "Pixel Cat" plugin. Paste the Pixel ID in the plugin settings. If using Google Tag Manager, create a new tag of the type "Meta Pixel," paste the ID, and set the trigger to "All Pages." Publish the container in GTM.
3
Check the installation with Meta Pixel Helper.
Install the "Meta Pixel Helper" extension in Chrome. Access your website and click on the extension icon. The Pixel ID and the "PageView" event should appear as active. If an error appears, check if the ID was copied correctly and if the plugin/tag is published.
4
Set up the default events
In the Meta Event Manager, use the "Event Setup" to mark the WhatsApp button, contact form, or thank you page as a conversion event (Lead or Contact). These events are what the algorithm will optimize to find more people with a conversion profile.
5
Create the campaign in the Ads Manager.
Access ads.manager.meta.com > "Create". Choose the objective: "Leads" (leads through Facebook itself), "Conversions" (drive to the website), or "Awareness" (local reach). To generate quality leads, prefer "Conversions" with the Lead event set up.
6
Set up the ad set
In the ad set: define location (city or radius), age range, and for the first campaign, leave interests broad. Set a minimum daily budget of R$ 20–30/day. Use "Automatic placements (Advantage+)" for feed, Stories, Reels, and Audience Network.
7
Create the ad with high-conversion creative.
Upload an image or video (1:1 ratio for feed; 9:16 for Stories and Reels). Write the main text with a maximum of 3 lines before "see more." Add a title and CTA: "Learn more," "Send message," or "Request now." Create 2–3 variations of creative per set.
8
Monitor and optimize after 3–5 days.
Wait at least 3–5 days before making changes — the algorithm needs time to learn. Analyze CPL (cost per lead) or ROAS. Pause creatives with CPL above the ideal and increase the budget for those that perform well.