The fantastic thing about Facebook and Instagram ads is how precisely you can run a campaign under your specific goals, and this degree of customization really influences our approach to developing your campaign.
Setting goals and targets is just as important here as it is anywhere else in your media mix, so make them smart and attainable. Is brand recognition your goal? Sales growth? Leads? Conversion? Click-throughs? How many people visit your website? Engagement? That is what we mean when we say that the approach is informed by customization.
Depending on your needs, a campaign may operate differently.