Guides.

Every step that touches your money, your accounts or what goes public in your name — what it is, why it is needed, and how to do it. Each guide starts with the why.

01Set up a Meta Business portfolioA Business portfolio (formerly Business Manager) is your company's folder on Meta. It holds your ad account, Facebook Page, Instagram and pixel together — and it is how you give Pilgud access without sharing your personal Facebook account with anyone.
02Ad account and payment methodThe ad account is where your ads live and where Meta charges for them. Without a payment method Meta will not publish a single ad — not even one Pilgud built for you.
03Facebook Page and linking InstagramA Meta ad always runs in the name of a Page — without a Facebook Page there is no ad. Link Instagram too, and the same ad can show in both places and posts go to both at once.
04The Meta pixel on your websiteThe pixel is a small piece of code on your site that tells Meta who came from an ad and actually sent an enquiry or bought. Without it Meta sees only clicks and optimises for clicks, not customers. You can start without it — but enquiry and sales campaigns need it.
05Connecting Pilgud to your MetaFor Pilgud to build your ads on Meta and read the results, it needs your permission. Without it Pilgud still makes the ads — but cannot launch or measure them.
06What Pilgud posts, and whenOnly what you approve goes public in your name. This guide says exactly what Pilgud does itself, what you do, and how a post reaches your Page.
07Taking access backYour account is yours. If you want to end Pilgud's or anyone else's access, you can do it yourself, any time, without asking anyone.
08Reading your resultsAn ad is only good if it brings enquiries that turn into work. Here are the numbers to look at and what they mean — in Pilgud and on Meta.
09Google Ads: account, payment and the search ad Pilgud wroteA Google search ad reaches people who are already searching for what you sell. Pilgud writes the headlines, descriptions and keywords. Once your Google Ads account is linked to Pilgud (send us your 10-digit customer ID), Pilgud builds the campaign in it, paused until you approve it — you still need the account and a payment method, which this guide sets up. Until it is linked, the last steps show how to put the ad up yourself.
10LinkedIn: company Page, Campaign Manager, and the ad or post Pilgud madeLinkedIn reaches decision-makers at companies by job title, company and industry. Pilgud makes the text and picture in LinkedIn's formats; it cannot launch or post on LinkedIn yet — you do that.
11Plan, trial and billingThe plan pays for the agent; credits pay for the pictures and videos it makes. Here is what you pay for and when — and how to stop without being charged.

Words you will meet

Business portfolio: Your company's folder on Meta (formerly Business Manager). It holds the ad account, Page, Instagram and pixel. →
Ad account: The place on Meta where your ads live and are paid for. →
Pixel (dataset): A small piece of code on your site that tells Meta who came from an ad and sent an enquiry or bought. →
Campaign: A set of ads with one goal, such as "enquiries in October". It contains ad sets and ads.
Paused: The ad is built but does not run or spend anything until someone turns it on. →
Cost per enquiry: How much one enquiry cost: money spent divided by the number of enquiries. →
Impressions: How many times the ad was shown. The same person may see it more than once. →
Keyword: A search your Google ad may appear for. "Quotes" and [brackets] say how closely the search has to match. →
Organic post: An ordinary, unpaid post on your Page. Mostly your followers see it. →
Emergency brake: A switch in Pilgud that stops all your ads at once.
Credit: The amount of picture and video making in your Pilgud plan. You see it as "≈ X ads or Y Reels".