How to Run Ads — Merritt Financial
The Leaders Nest
Merritt Financial • Team Resources
Internal use only • Merritt Financial
Module 2 • Lesson 4

How to Run Ads on
Meta & TikTok

Step-by-step ad setup for recruiting and annuity campaigns

Merritt Financial · Agent Training · 2026
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Platform Overview

Meta vs. TikTok

Both platforms work. Use Meta first. Add TikTok once Meta is profitable.

Platform 1

Meta (Facebook + Instagram)

  • Largest audience, best data
  • Ages 35+ perform well
  • Lead forms built in
  • Special Ad Category required
  • Start here at $33/day
Platform 2

TikTok Ads

  • Income-based targeting (Meta can’t do this)
  • Less competition in financial space
  • Growing 50–65+ audience
  • Add at $20–30/day once Meta is running
  • Annuity targeting advantage
Run Meta first. Get your first leads and closes. Then add TikTok as a second revenue stream once you have a working system.
Part One

Meta Ads Manager — Full Setup

1

Access Meta Ads Manager

  1. Go to business.facebook.com
  2. Log in with your personal Facebook account
  3. If no Business Manager exists: click "Create Account" → enter business name, your name, business email → submit
  4. In Business Manager: click Ads Manager from the left menu (or go to adsmanager.facebook.com)
  5. If no ad account: Business Settings → Ad Accounts → Add → Create New Ad Account → name it, set currency/timezone, add payment
2

Create a New Campaign

  1. In Ads Manager, click green "+ Create" button
  2. Choose campaign objective:
    • • Leads — use if sending to a lead form or landing page
    • • Engagement / Messages — use if driving DMs to your Instagram
  3. Name the campaign clearly: "Recruiting — [Your Niche] — [Month Year]"
  4. Special Ad Categories: Toggle ON → select "Employment" (required for financial/insurance/career ads)
  5. Campaign budget: leave off at campaign level — set at Ad Set level
  6. Click Next
Always turn on Special Ad Category for employment/financial ads. Skipping this risks account shutdown.
3

Ad Set — Audience, Budget & Placements

This is where you define who sees your ads and how much you spend.

  1. Name the Ad Set: "[Niche] — [Age Range] — [State(s)]"
  2. Set daily budget: $33/day minimum
  3. Schedule: Run continuously starting today
  4. Audience:
    • • Location: your licensed state(s)
    • • Age: Recruiting = 21–45 | Annuity = 45–65+
    • • Gender: All
    • • Interests: add 3–5 relevant (see table below)
  5. Placements: select Automatic Placements (lets Meta optimize across FB + IG)
  6. Click Next
CampaignInterests to Add
Recruiting[Your niche], Career change, Entrepreneurship, Financial independence, Side income
Annuity[Your niche], Retirement planning, Financial planning, Savings, Investment strategies
With Special Ad Category toggled on, Meta restricts some targeting. Age, gender, and zip-code radius targeting will be limited — use state-level targeting and broad interests.
4

Ad Creative — Your Video

This is the actual ad people see in their feed.

  1. Ad name: "[Niche] Video — [Short Description] — [Date]"
  2. Identity: select your Facebook Page and your Instagram account (make sure correct account for this campaign)
  3. Ad format: Single Video
  4. Upload your video file (MP4, under 4GB, 9:16 vertical preferred for IG/FB Reels)
  5. Thumbnail: choose an engaging frame or upload a custom thumbnail
  6. Primary text (caption): 1–3 sentences max. Hook immediately.
  7. Headline: 5–7 words. Benefit-driven.
  8. CTA button: "Send Message" (DMs) or "Learn More" (landing page)
  9. Destination: your Instagram DM, or GHL landing page URL
Caption Templates

RECRUITING: "If you're a [niche] professional tired of trading time for money, I want to show you what I built. DM me the word MISSION."

ANNUITY: "If you have money in a TSP or 401k and you're within 10 years of retirement, watch this. DM me PROTECT for a free analysis."

5

Review & Publish

  1. Click Review — check everything looks correct
  2. Confirm budget, audience, and destination are correct
  3. Click Publish
  4. Ad goes into review — typically approved within 24 hours, often much faster
  5. Once live: check back in 48–72 hours for initial data before making changes
Do NOT touch your ad for the first 48–72 hours. Meta's algorithm needs time to exit the "learning phase." Editing during this period resets the learning and wastes spend.
Part Two

TikTok Ads Manager — Full Setup

1

Access TikTok Ads Manager

  1. Go to ads.tiktok.com
  2. Click "Create an Ad" or "Get Started"
  3. Sign up with your business email
  4. Business name, country, industry: select Financial Services
  5. Add payment method and verify your account
  6. Note: TikTok may request business verification for financial services. Submit your state license if prompted. Takes 1–3 business days.
If TikTok requests documentation, submit your state insurance license number and any supporting documents promptly. Do not try to bypass verification.
2

Create a New Campaign

  1. In Ads Manager dashboard, click "Campaign" tab → "+ Create"
  2. Advertising objective: select "Lead Generation" or "Traffic"
  3. Campaign name: "Annuity — [Niche] — [Month Year]"
  4. Campaign budget: No limit at campaign level (set at Ad Group)
  5. Click Next
3

Ad Group — Audience, Budget & Placements

  1. Ad Group name: "[Niche] — [Age] — [State]"
  2. Placements: TikTok only (uncheck other platforms)
  3. Targeting:
    • • Location: your licensed state(s)
    • • Age: Annuity = 45–65+ | Recruiting = 21–40
    • • Household Income: Top 10–25% (TikTok exclusive — use this)
    • • Interests: Retirement planning, Personal finance, Investment
  4. Daily budget: $20–30/day
  5. Schedule: Run continuously
  6. Bidding: Lowest Cost (let TikTok optimize)
  7. Click Next
The household income targeting on TikTok is the single biggest advantage over Meta. Use it on every annuity campaign — it filters out unqualified prospects before they ever see your ad.
4

Ad Creative — TikTok Video

  1. Ad name: "[Niche] — [Hook] — [Date]"
  2. Identity: select your TikTok business account
  3. Ad format: Single Video
  4. Upload video (9:16 vertical, 15–60 sec, MP4)
  5. Ad text (caption): 1–2 sentences with hook + CTA
  6. CTA button: "Learn More" → link to landing page or lead form
TikTok Video Tips
  • Hook in the first 2 seconds — start mid-sentence or with a bold statement
  • No fluff — TikTok audiences scroll faster than Meta
  • On-screen text captions recommended — many watch with sound off
  • 30–45 seconds is the sweet spot for financial services
  • Same filming standards apply: suit, clean location, no clutter
5

Submit & Review

  1. Review your Ad Group and Ad settings
  2. Click Submit
  3. Ad enters TikTok review — typically 24 hours
  4. Financial services ads may require additional review. Be patient.
  5. Once approved and live: monitor for first 72 hours before optimizing
6

Connect TikTok Pixel

  1. In TikTok Ads Manager: go to Assets → Events → Web Events
  2. Click "Set Up Web Events" → "TikTok Pixel"
  3. Create new pixel, name it (e.g., "Annuity Landing Page")
  4. Copy the pixel code and paste it into the <head> of your GHL landing page
  5. Set up a "Submit Form" or "Book Appointment" event to track conversions
The pixel trains TikTok's algorithm over time to find people who actually convert — not just watch. Install it on day one even if you have zero data yet.
Part Three

Ongoing Management & Optimization

Key Metrics to Track

What to Look at Daily

MetricRecruiting TargetAnnuity Target
Cost Per Lead (CPL)$6–$10$8–$20
Cost Per Booked Call$40–$80$80–$200
CTR (Click-Through Rate)1%+ is good0.8%+ is good
Video Views (3-sec)Watch for drop-off after 3sWatch for drop-off after 3s
CPM (Cost per 1000)$10–$30 typical$15–$40 typical
Troubleshooting

When Numbers Are Off

  • CPL too high (>$20 recruiting / >$40 annuity): Creative problem. Refilm with stronger hook, better background, clearer CTA.
  • Low CTR (<0.5%): Ad is not stopping the scroll. Test a new opening line or stronger thumbnail.
  • Leads but no bookings: Speed-to-lead problem or DM script isn't converting. Respond faster, tighten qualification script.
  • High bounce on landing page: VSSL needs to be more compelling in the first 30 seconds.
  • Ad not spending: Audience too narrow, bid too low, or ad still in review. Broaden targeting or check status.
  • Account flagged / restricted: Usually from compliance language. Remove any guarantee language. Review Meta/TikTok financial services policies.
Scaling Protocol

How to Scale Without Breaking What Works

  • Do NOT scale a losing ad. Confirm CPL is at or below target before increasing spend.
  • Scale by 20% max per increase. $33 → $40 → $48 → $57. Never double overnight.
  • Wait 48–72 hours between increases. Let Meta re-enter and complete the learning phase.
  • Kill an ad after $50–$100 spend with zero leads. Don't keep hoping. Make a new creative and test again.
  • Test multiple creatives. Run 2–3 variations at once. Keep the winner, kill the rest.
  • Never touch a winning ad. If it's working, leave it alone and launch a new test ad set alongside it.
Weekly Routine

30-Minute Ad Review Every Sunday

  • Open both Meta and TikTok dashboards
  • Review CPL, CTR, and spend vs. results for the week
  • Identify best-performing ad set and worst-performing
  • Kill any ad spending over $50 with zero leads
  • Scale winning ad set by 20% if CPL is on target
  • Film 1–2 new creative concepts to test next week
  • Check that all automations fired correctly in GHL
Compliance Reminders

Stay in Bounds — Every Ad, Every Time

  • Always enable Special Ad Category on Meta
  • No guarantee language: never say "guaranteed returns" or "risk-free"
  • Use: "principal protection," "tax-advantaged," "licensed financial professional"
  • No specific income claims without compliance approval
  • No testimonials without proper disclosures
  • TikTok financial services: no specific investment advice in ad copy
Quick Reference

Platform Comparison

FeatureMeta (FB + IG)TikTok
Starting Budget$33/day$20–30/day
Best ForBoth recruiting + annuityAnnuity leads (income targeting)
Age TargetingLimited under Special Ad CatFull age targeting available
Income TargetingNot availableTop 10–25% household income
Video Format9:16 vertical, up to 60 sec9:16 vertical, 15–60 sec ideal
Lead FormBuilt-in native lead formsBuilt-in or link to landing page
Special CategoryEmployment (required)Financial Services (required)
Learning Phase7–14 days / 50 conversions~50 optimization events
When to LaunchDay 1After Meta is profitable
Merritt Financial

How to Run Ads • Meta & TikTok • Internal Use Only • 2026