The Curriculum

21 modules, start to scale.

From business understanding to scaled campaigns. Built progressively — you don't run ads until you understand the funnel; you don't scale until tracking is bulletproof.

21Modules

8Weeks

45Days

MetaStack

Social Media Overview & Role in Growth

Foundation· Big picture

Role of social media in business growth in 2026
Organic vs paid — where the real ROI is
Facebook vs Instagram — platform behaviour differences
Where Meta Ads fit in the full marketing stack
Common Meta Ads myths debunked

Business Understanding

Strategy· Pre-campaign work

Understanding business goals & customer journey
Defining unit economics for ad budgets
Customer Lifetime Value (LTV) calculation
Setting realistic ROAS & CAC targets
Aligning ad strategy with business stage

Competitor Research

Hands-on· Ads Library deep dive

Facebook Ads Library analysis — the goldmine
Identifying competitor winning ads
Decoding hooks, angles & creative formats
Reverse-engineering competitor funnels
Building a swipe file for inspiration
What to copy, what to avoid

Ad Psychology

Creative thinking· Why ads work

Understanding hooks, angles & buyer intent
The 7-second attention window
Pain-agitate-solution framework
Emotion vs logic in ad copy
Building urgency & scarcity ethically
Buyer awareness levels & matching ad messaging

Content Strategy & Ad Funnel

Strategy· Full funnel thinking

Ad content planning & creative direction
Awareness, consideration & conversion funnel
TOFU-MOFU-BOFU ad messaging
Content calendar for paid social
Mapping creatives to funnel stage

★ Live case study

"Reverse-engineered a competitor funnel — 2.3× CTR lift."

A student studied the Ads Library for a competing skincare brand, decoded their top-performing ad angles (problem-aware vs solution-aware), and applied the same framework to her own client. CTR doubled, CPC dropped 35% — before any technical optimization.

2.3×CTR lift

−35%CPC drop

Ad Formats Overview

Foundation· Format playbook

Image ads — when they still work
Video ads — the dominant format now
Carousel ads — multi-product showcase
Reel ads & Stories ads — vertical-first
Collection ads & instant experiences
Format selection by funnel stage

Meta Business Manager Setup

Hands-on· The control centre

Meta Business Manager account creation
Business verification process
Brand pages & Instagram account linking
Domain verification setup
Currency & time-zone configuration
Common Business Manager errors & fixes

Ad Account Access & Permissions

Operations· Client handling

Business Manager roles & permissions
Client account access — partner method
System users for agencies
Payment method setup & billing
Account spend limit & payment thresholds
Multi-user collaboration best practices

Facebook Pixel Setup

Critical· Tracking foundation

Pixel creation in Events Manager
Pixel installation — direct, GTM, Shopify, WordPress
Event tracking setup — the 9 standard events
Custom events for non-standard actions
Verifying Pixel fires correctly
Common Pixel issues & how to debug
Pixel + GTM combined setup

Conversion API (CAPI)

Advanced· iOS-proof tracking

What is Conversion API & why it matters
Server-side tracking basics
CAPI setup — Shopify, WordPress, custom
Pixel + CAPI deduplication
Event Match Quality (EMQ) score
Recovering data lost to iOS 14+
Verifying CAPI is delivering events

★ Live case study

"Pixel + CAPI fix — EMQ score 4.2 to 8.9."

A D2C brand had Pixel firing but no CAPI — losing 40%+ of iOS attribution data. Set up server-side tracking via the official Shopify-Meta integration, added customer data parameters. Event Match Quality jumped from 4.2 to 8.9 within a week. CBO algorithms had real data to optimize on.

4.2 → 8.9EMQ score

+40%tracked conversions

Campaign Structure

Architecture· The hierarchy

Campaign → Ad Set → Ad hierarchy
Campaign objectives — pick the right one
Advantage+ vs traditional campaigns
CBO (Campaign Budget Optimization) vs ABO
Account structure for cold vs warm audiences
Naming conventions for clarity

Audience Targeting

Strategy· Custom + lookalikes

Custom audiences — website, video, IG engagers
Lookalike audiences — building from best sources
Interest audiences — when they still work
Detailed targeting vs broad audiences (the modern debate)
Audience overlap & how to manage it
Excluding audiences for cleaner targeting

Budget Strategy

Operations· Allocation logic

Budget distribution across campaigns
Daily vs lifetime budgets
Bid strategy — lowest cost, cost cap, bid cap
How much to spend before reading results
The 70-20-10 rule for budget split
Scaling rules — when to push budget

Creative Production

Hands-on· Real ad making

Video recording & ad creatives basics
UGC (User Generated Content) sourcing
Reels-style ads — vertical, fast-cut, hook-first
Static creative production in Canva
Video editing essentials for ads
Adapting creatives to multiple placements
Creative library & testing framework

★ Live case study

"Broad targeting + 12 creatives — 3.6× ROAS week one."

A jewellery D2C brand. Ditched interest-stacking, ran broad with creative diversity (12 ads in one ad set: UGC, founder talking-head, static, carousel). Let Meta's algo pick the winners. Hit 3.6× ROAS in week one — profitable from day one.

3.6×ROAS week 1

12creatives tested

AI Tools for Ads

Modern stack· 10× creative output

AI-based ad copy & headline generation
AI creatives & scripts for video ads
ChatGPT prompt library for ad copywriting
AI image generators for ad creatives
Automating creative variations
AI-assisted competitor research
When AI helps, when it hurts

Campaign Optimization

Operations· Weekly cadence

CTR, CPC, CPA improvement frameworks
Reading the Ads Manager dashboard properly
Identifying winning ads vs early signals
Frequency management — the ad-fatigue curve
Budget adjustment rules
Daily & weekly optimization checklist
Common mistakes that kill performance

Retargeting Strategy

Funnel design· Warm audience plays

Warm audience & remarketing funnels
Video viewer custom audiences
Website visitor segmentation by intent
Cart abandoners vs product viewers vs purchasers
Retargeting ad messaging by funnel stage
Frequency caps for retargeting
Building a 3-stage retargeting sequence

★ Live case study

"3-stage retargeting funnel — 11× ROAS on warm."

A home decor D2C brand had no retargeting beyond a single "you left something behind" ad. Built a 3-stage funnel — product viewers see lifestyle content, cart abandoners get an offer ad, post-purchase get UGC for repeat orders. Retargeting layer alone delivered 11× ROAS.

11×ROAS on warm

3 stagesfunnel built

Scaling Campaigns

Advanced· Horizontal + vertical

Horizontal scaling — new audiences, new creatives
Vertical scaling — budget increases on winners
The 20% rule for daily budget increases
CBO scaling vs ABO scaling
Geographic expansion strategy
When to duplicate vs increase budget
Surviving the post-scale ROAS dip

Ad Performance Analysis

Data-driven· Real decisions

Reading reports & making decisions
Breakdown reports — placement, age, gender
Attribution settings — click vs view vs engagement
Cross-channel attribution thinking
Building a weekly performance report
Client reporting format — what to highlight
Communicating performance to non-marketers

Business-Level Strategy

Strategy capstone· Big picture

Ads planning based on business goals
Stage-of-business ad spend allocation
Q1 vs Q4 strategy — seasonality & sales events
Product launch ad sequencing
Coordinating Meta Ads with other channels
Building a 90-day Meta Ads roadmap

Capstone Project

Final project· Portfolio piece

Full Meta Ads strategy doc for a real brand
Audience research & competitor analysis deck
90-day campaign roadmap with budget allocation
Creative brief for the first 30 days
Reporting template setup in Looker Studio
Final presentation to a real client (with permission)

★ Capstone Outcome from this part of the course

"Landed two D2C retainers using capstone deck."

A student from the last cohort used her final capstone — a full 90-day Meta Ads strategy doc for a real Search Extension client — as her portfolio piece. Pitched two D2C brands. Closed both at ₹25K/month each. ₹50K monthly retainer income within a month of finishing.

2retainer clients

₹50K/mocombined value

What you'll walk out with

2.3× CTR

Lifted CTR by reverse-engineering competitor funnels

4.2 → 8.9

Event Match Quality with Pixel + CAPI fix

11× ROAS

3-stage retargeting funnel on warm audiences

₹50K/mo

Two D2C retainers closed using the capstone deck

Social Media Marketing — your questions.

Is this just about Facebook & Instagram, or all social platforms?

This course is deep on Meta (Facebook & Instagram) Ads specifically — because that's where 70%+ of D2C ad spend goes in India and that's where the highest-paying freelance work is. We touch other platforms (LinkedIn, YouTube, Twitter) briefly for context, but the depth is on Meta. If you want a broader social/content marketing approach, the Digital Marketing course (6 months offline / 4 months online) is better.

How is this different from the main Digital Marketing course?

The Digital Marketing course is a full generalist program (6 months offline / 4 months online) covering SEO, ads, content, social. This Social Media Marketing course is a 45-day deep specialisation, going 3× deeper into Meta Ads specifically — Pixel, CAPI, retargeting funnels, scaling. If you specifically want to be known as the Meta Ads person, this is the right track.

What is the course duration and class format?

The course runs for 45 days, Monday to Friday, with daily 1-hour sessions. Theory in the first half, hands-on optimization on real client accounts in the second. Available offline at Lalita Park, Laxmi Nagar, Delhi or online via Zoom.

Do I need to know how to make videos to take this course?

Not at the start. Module 14 covers basic video recording, ad creative production, and editing essentials — enough to make scroll-stopping ads yourself or brief a designer/editor properly. We also cover AI tools and UGC sourcing as alternatives to recording everything yourself.

Do I need my own ad budget to learn?

No. We teach on agency client accounts where you'll see real campaigns, real spend, real scaling decisions. If you have your own brand or freelance client, even better — we'll help you set up and run your own Meta campaigns alongside training. But it's not required.

What are the course fees, and is EMI available?

The fee is a flat ₹15,000 + 18% GST — a minimal, honest price. EMI is available, split into easy instalments. Talk to me directly for the current batch and EMI plan.

What jobs / freelance opportunities open up?

Meta Ads Specialist, Performance Marketer, Paid Social Manager, Growth Marketer (D2C), Performance Marketing Lead — all paid-media roles. On the freelance side, Meta Ads management retainers typically range ₹20K-50K/month per client. D2C brands consistently rank Meta Ads expertise as one of the top in-demand skills.

Will I get a certificate?

Yes — a course completion certificate from Shanu Quraishi. Useful for resumes, LinkedIn, and freelance proposals.

Is Meta's official Blueprint certification covered?

Yes — we cover the syllabus required to clear Meta's Blueprint certifications (Digital Marketing Associate, Media Buying Professional). But honestly, this course goes far beyond Blueprint — into the real-world optimization decisions that actually move ROAS. Certifications are a bonus, not the goal.

What kind of support is available after the course?

Direct WhatsApp access to me, indefinitely. Meta Ads changes constantly — new campaign types, attribution updates, iOS impact, AI optimizations. When something changes, my past students get my take in real time. That post-course access is one of the most-mentioned things in my Google reviews.

What is the course duration and class format?

45 days, Monday to Friday, daily 1-hour sessions. Available offline at Lalita Park, Laxmi Nagar, Delhi or online via Zoom.

Do I need my own ad budget to learn?

No. We teach on agency client accounts where you'll see real campaigns, real spend, real scaling.

Do I need to know how to make videos?

Not at the start. Module 14 covers video recording & ad creative production basics, plus AI tools and UGC alternatives.

Is Meta's official Blueprint certification covered?

Yes — syllabus required for Blueprint certifications is covered, plus far beyond what Blueprint tests.

Is this just about Facebook & Instagram?

This course is deep on Meta (FB & IG) Ads specifically. For broader social/content marketing, the Digital Marketing course (6 months offline / 4 months online) is better.

How is this different from the main Digital Marketing course?

The DM course is generalist. This is a 45-day deep Meta Ads specialisation going 3× deeper.

What jobs / freelance opportunities open up?

Meta Ads Specialist, Performance Marketer, Paid Social Manager. Freelance retainers range ₹20K-50K/month per client.

Will I get a certificate?

Yes — course completion certificate from Shanu Quraishi.

What support after the course?

Direct WhatsApp access to me, indefinitely. Especially valuable in Meta Ads where the platform changes constantly.

What are the course fees, and is EMI available?

A flat ₹15,000 + 18% GST for the full course. EMI available — split into easy instalments.

Advanced Social Media Marketing Course — Meta Ads deep dive.

Stop "boosting posts." Start scaling campaigns.

Performance marketing on Meta — done properly.

Who the Social Media course is built for.

D2C Founders

Aspiring Freelancers

In-House Marketers

Agency Aspirants

21 modules, start to scale.

Social Media Overview & Role in Growth

Business Understanding

Competitor Research

Ad Psychology

Content Strategy & Ad Funnel

"Reverse-engineered a competitor funnel — 2.3× CTR lift."

Ad Formats Overview

Meta Business Manager Setup

Ad Account Access & Permissions

Facebook Pixel Setup

Conversion API (CAPI)

"Pixel + CAPI fix — EMQ score 4.2 to 8.9."

Campaign Structure

Audience Targeting

Budget Strategy

Creative Production

"Broad targeting + 12 creatives — 3.6× ROAS week one."

AI Tools for Ads

Campaign Optimization

Retargeting Strategy

"3-stage retargeting funnel — 11× ROAS on warm."

Scaling Campaigns

Ad Performance Analysis

Business-Level Strategy

Capstone Project

"Landed two D2C retainers using capstone deck."

Six platforms. One full Meta stack.

Meta Ads Manager

Facebook Business Manager

Facebook Ads Library

Meta Pixel & Conversion API

AI Content & Creative Tools

Video & Reel Tools

Social Media Marketing — your questions.

Build the full stack.

Master Program

Offline Digital Marketing

Online Digital Marketing

Advanced SEO

Google Ads

E-Commerce

What learners say.

Master Meta Ads — on real ad spend.

Advanced Social Media
Marketing Course —
Meta Ads deep dive.