Here you define the segmentation strategy, budget, and campaign duration.

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Recognition: whether it is brand recognition (to increase awareness) or reach (to reach a larger number of people).
Consideration: These can be traffic (directing people to a site outside of Facebook, like your brand’s website or app); engagement (getting more people to see and engage with a post your brand has made on your Facebook Page phone number list or company’s Fan Page; this can include comments, shares, likes, event responses, and bid requests); app installs (directing users to the App Store where they can download your app); video views (promoting videos with never-before-seen footage, product launches, etc.); lead generation (gathering information about people who might be interested in your business), or messages (getting more people to have conversations with your brand on Messenger to complete purchases, answer questions, or offer support).
Conversion : Conversion (for example, people taking an action on a website, such as making a purchase or filling out a form; this is done through the Facebook pixel, which allows conversion tracking), Catalog Sales (to create ads that automatically display items from your catalog based on your target audience), and Store Visits (to promote various business locations to people nearby).



Regarding the budget, you can decide on a maximum daily budget or set a total budget, so you always maintain control over your advertising investment and spending.

In the campaign duration, you can schedule a date range or decide to start the campaign immediately, marking only the end date.

And as for targeting options, Facebook offers the following possibilities:

Gender: This is mandatory, although you can choose "Everyone" to exclude it from being used as a criterion. People who did not specify their gender when opening their Facebook account will only be selected under "Everyone."