Learning Facebook Ads or handing it over: how to decide when you run a business

Many business owners search for a Facebook Ads course before searching for an agency or a freelancer. The idea is sound: understand what you are buying. The real question is whether you should also carry it out.

What a course really costs

The listed price is not the cost. The cost is the hours: learning the tool, launching, getting it wrong, fixing, starting again. Meta also offers free training, and plenty of paid courses exist. None replaces the weeks during which you spend real money to learn.

For an owner, those hours come out of something else: customers, jobs, the team.

Learning makes sense when

• Your ad budget is small, so a mistake costs little.
• You have time and a taste for it.
• Your offer is simple and your product is easy to show.
• You want to understand the subject thoroughly, even if you hand it over afterwards.

Handing over makes sense when

• Your time as an owner is worth more than a provider's fee.
• The budget is large enough that a mistake lasting several weeks hurts.
• The bottleneck is the video, not the settings. It is the most frequent case: when I look at an account that is not performing, the problem more often sits in the creative or the offer than in a setting. Learning the tool does not produce videos.
• You cannot call contacts back yourself within the hour.

The two are not exclusive

The combination I often recommend: hand over creation and management at the start, and learn to read four figures.

1. The cost per enquiry.
2. The cost per appointment.
3. The signing rate.
4. Your margin on a sale.

With those four, you can judge any provider, me included, without knowing a single setting. The glossary explains each term.

What a course does not give you

An outside look at your own account. A course covers the general case, your campaign is a particular one: your offer, your area, your order value. That is often where the result is decided.

If you hand over, how to choose

Agency, freelancer or in-house team: the comparison is made here. Whichever you choose, ask that the fee depends in part on your results, and that the figures are shown to you as they are in your own account.

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Further reading: Why your Facebook ads are not working and What Meta Ads budget to plan. And if you delegate: outsourcing your ad campaigns.

Torn between learning and handing over? Book a 30-minute call. We look at your time, your budget and your offer, and I tell you what makes sense, including when the answer is to do it yourself.