Jase Thorne – Full-Funnel Meta & Google Ads Account Build-Out

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“The only source of knowledge is experience. You need experience to gain wisdom.”

Albert Einstein

Purpose & Objectives

The primary objective of this project was to attain proficiency in full ad account build-outs on all available Meta and Google advertising platforms.

Through comprehensive deep dives into conversion tracking, UTM parameters, and campaign structuring/optimization techniques, I have acquired an in-depth understanding of how to deliver full-funnel advertising campaigns that drive results for business owners through Facebook and Google ads.

Project Scope

To start, I developed a cohesive website through Squarespace as the foundation of the project. I set up a Google Analytics account to track user behavior and gain valuable insights for optimizing website & ad campaign performance.

The most crucial aspect of this was setting up the primary conversion action for my website – contact form submissions. This involved building out a custom form and linking it to Google Analytics so that anytime a form was submitted, a conversion would be recorded for performance tracking.

Next, I setup a Meta Business Manager, built a Meta Ads business page (for Facebook and Instagram), and then created and linked a Meta ads account.

Then, I built out a Google Ads account and a Google Merchant Center account. These two platforms work in tandem for effective management of the ad campaigns and product data.

This process required thorough verification of each account and integration to ensure smooth functionality. By successfully integrating these accounts through Meta and Google, I created a cohesive advertising system that could deliver optimal results.

Challenges Faced

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“You always pass failure on your way to success.”

Mickey Rooney

Among the various challenges encountered during this project, two notable hurdles stood out: implementing conversion tracking for Google Ads and setting up the Facebook Pixel for conversion tracking on Facebook.

Both tasks demanded meticulous attention to detail and a thorough understanding of the platforms’ intricacies. Ensuring accurate conversion tracking on Google Ads required precise configuration and linking of conversion actions, while navigating the complexities of the Facebook Pixel setup involved integrating the pixel code with the website and configuring event tracking.

Overcoming these challenges involved extensive research, troubleshooting, and testing to ensure seamless and reliable conversion tracking across both platforms, ultimately contributing to the project’s success.

Processes Used

Throughout this project, a systematic approach consisting of four key stages was employed: research, build-out, test, and revise.

The initial research phase involved in-depth exploration of the platforms and their features, as well as industry best practices for ad account setup and optimization.

This informed the subsequent build-out phase, where the entire infrastructure was meticulously constructed, including website development, account creation, and integration of various online platforms.

Following the build-out, rigorous testing was conducted to ensure seamless functionality and optimal performance. This involved verifying the accuracy of conversion tracking, assessing campaign settings, and evaluating the overall user experience.

In the revision phase, the feedback gathered during testing was used to refine and enhance the advertising ecosystem. Adjustments were made to campaign structures, ad designs, targeting parameters, and other elements to optimize performance and align with project objectives.

Experience Overall

Overall, this project was a fantastic learning experience. It provided me with valuable insights and knowledge in various aspects of ad account setup and optimization. I gained hands-on experience with Meta and Google, allowing me to understand their functionalities and best practices.

Throughout the project, I encountered challenges that I successfully overcame, enhancing my problem-solving skills. The process of research, building, testing, and revising helped me refine my understanding and improve the project’s outcomes.

This experience has equipped me with valuable skills and knowledge that I can apply in future endeavors.


The most important thing I learned from this project was how to set up effective conversion tracking. I discovered the significance of accurately measuring and analyzing user actions to understand the success of my advertising campaigns.

By implementing conversion tracking properly, we can identify which ads and strategies are driving valuable actions, such as purchases or sign-ups. Understanding how to set up proper conversion tracking was a game-changer in improving the effectiveness of my advertising efforts.

Full-Funnel Build-Out: My Journey with Facebook and Google Ads