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Mastering Facebook Ads: Learn How To Maximize Your ROI and Build a Powerful Brand

With everyone glued to their devices, Facebook ads offer a powerful way to reach a vast and targeted audience on the world’s largest social media platform.

With billions of active users, Facebook provides unparalleled opportunities to connect with potential customers. In fact, over 89% of businesses today use Facebook Ads

But hold on—the idea may be thrilling, but the road to Facebook marketing success is paved with challenges. From ever-changing algorithms to fierce competition, getting your ads seen by the right people takes strategy and finesse.

But don’t fret. Consider this article your ultimate guide to crafting a successful Facebook ad!

The basics of Facebook ads

Facebook ads are paid promotional messages that appear throughout Facebook’s network, including user feeds, stories, and more. T

heir strength lies in their laser-focused targeting capabilities. You have in-depth control over who sees your ads, defining your ideal audience based on factors like interests, location, age, online behaviors, and even significant life events. 

This makes Facebook ads incredibly efficient at putting your message in front of the people most likely to engage with your business or content.

Compared to other platforms, Facebook ads stand out for a few key reasons. As the number one social media platform, its massive user base (3.96 billion!) provides unmatched reach, surpassing most other social platforms.

Facebook’s targeting data is extensive, allowing for a level of precision that rivals even Google Ads.  Plus, ad formats on Facebook are diverse, letting you choose anything from image and video ads to engaging carousels and interactive experiences.

If you want all-in-one versatility, choose Facebook Ads. You can drive brand awareness, target niche audiences, generate quality leads, and boost direct e-commerce sales – all within a single platform.

Facebook ad formats

Facebook offers a variety of ad formats to suit your needs:

  • Image ads: These are straightforward and use a single image to convey your message or showcase your product. Great for catching the eye quickly.
  • Video Ads: These ads use video content to engage viewers, offering a dynamic way to demonstrate your product or tell your brand’s story.
  • Carousel Ads: These let you showcase multiple images or videos in a single ad, each with its own link. Useful for highlighting different features or products.
  • Instant Experience Ads: Previously known as Canvas, these are full-screen ad experiences that load quickly on mobile devices, combining images, videos, and call-to-action buttons.
  • Collection Ads: These ads group several products together, allowing users to browse and purchase directly from the ad. It’s like a mini catalog.
  • Lead Ads: Designed to make it easy for customers to give you their contact information without a lot of typing. Great for signing up people for trials, newsletters, or more info.
  • Slideshow Ads: These create a video-like experience using a series of still images. This format uses less data, making it good for slower internet connections.
  • Stories Ads: Full-screen ads that appear between users’ Stories on platforms like Instagram and Facebook. These are immersive and designed to capture attention on mobile.
  • Messenger Ads: These appear in the chat tab of Facebook Messenger. They can be a direct invitation to engage in conversation, making them highly interactive.

The Facebook Ad Library

The Facebook Ad Library is a free and publicly searchable database of active and past Facebook ads. Use it to examine the tactics of your rivals, draw inspiration from effective campaigns outside of your industry, or spot wider advertising trends in your niche.

Preparing to advertise on Facebook

Before launching that first campaign, you need to get familiar with how Facebook handles ad accounts. This is your central hub where all your campaigns will reside, along with billing details and performance data. The easiest way to set up and manage your ad account is through the Facebook Ads Manager.

Creating Facebook ads

Facebook offers multiple paths for creating ads, each catering to different levels of experience and complexity.

Your journey begins with creating a business page because you can’t run your ads using your personal profile. From there, you can create ads via three areas:

Facebook ads manager

The Facebook Ads Manager is a powerhouse that gives you in-depth control over every detail of your campaigns. Choose this route if you need advanced targeting options, detailed reporting, and the flexibility to fine-tune every aspect of your ads.

Facebook business suite

Another option is the Facebook Business Suite. This is a more user-friendly option and is ideal for managing your business page and running basic ad campaigns. It provides a simplified ad creation process, which is excellent for those less familiar with the full capabilities of the Ads Manager.

Boosted posts

Lastly, you can use boosted posts. However, this is the least specialized of the three. The “Boost Post” button on your Facebook business page is a shortcut to promote your existing content.

Convenient, but limits targeting and customization options. Use this sparingly, mainly for giving existing posts a quick exposure boost rather than core advertising.

Now, we have that down. Let’s get to the actual process. Here’s a step-by-step guide:

1. Access the ads manager and set up your payment method

The most straightforward way is to visit https://adsmanager.facebook.com/. If you prefer using the Facebook Business Suite, the “Ads Manager” is usually listed within the main navigation menu.

Then set up your payment method so Meta will know where to charge you for running your ads.

Now, you’re ready to create your first ad!

Head on to any of the three tabs (that’s “Campaign,” “Ad Sets,” or “Ads”), and look for the green “+ Create” button in the top left corner. Clicking that button will launch the process of crafting your new campaign, ad set, or ad. 

Let’s break down these key areas:

  • Campaigns: The top-level of your ad structure. This is where you set your big objective. 
  • Ad Sets: Lives within a campaign. This is where you define your audience, budget, and schedule. You can have multiple ad sets per campaign to target different groups. 
  • Ads: The actual creative! This is the image/video and text people will see. Create multiple ads per ad set for testing.

When creating your first ad campaign, you don’t have to click on these tabs separately. You will fill out each tab’s parameters as you go.

2. Choose your buying type

On Facebook Ads, a buying type determines how you pay for your ad placements and sets your bidding strategy. There are two main options:

Auction: This is the most common method, where you compete with other advertisers to show your ads. You set a maximum bid, and Facebook determines the final cost based on your ad’s relevance and competition.

Reach and Frequency: This lets you purchase ad placements in advance for a fixed cost. This gives you more control over how often people see your ads, but it can be more expensive.

3. Set your campaign objective

Campaign objectives are the foundation of your Facebook ad strategy. They tell Facebook’s algorithm what you want to achieve with your ad. This allows Facebook to optimize the delivery of your ads, showing them to the people most likely to help you reach your goal. Choosing the right objective ensures you’re spending your budget wisely and getting the best results.

The ad manager will ask you to pick from the following objectives:

  • Awareness: This objective introduces your brand to a wider audience, emphasizing recognition and building familiarity. Think of it as a way to get your brand’s name and message in front of as many potential customers as possible.
  • Traffic: This objective directs people to a specific online or offline location. It could involve driving traffic to your website for more information, encouraging downloads of your mobile app, starting conversations in Messenger or WhatsApp for customer support, or even increasing foot traffic to your physical store.
  • Engagement: This encourages more interaction and involvement with your content. Focus on increasing likes, comments, and shares of your posts, growing your Facebook page following, or boosting attendance at a hosted event.
  • Leads: This objective helps you collect information from potential customers. It often involves using forms on Facebook to gather contact details like names and email addresses for future follow-up and marketing.
  • App Promotion: This centers on increasing downloads and installations of your mobile app.
  • Sales: This objective emphasizes driving purchases and conversions on your website or within your app. It includes promoting specific products from your e-commerce catalog for direct online sales.

4. Give your campaign a name and choose a special ad category

A well-structured campaign name makes managing Facebook ads easy. Make sure it includes your brand and page name, the product or service you want to promote, and your objective. Something like this: 

Peaceful Mind Yoga [Brand Name] –  Peaceful Mind Yoga Page [Page Name] – Beginner Class Series – Traffic

Then choose a special ad category. Some ads fall into “Special Ad Categories” due to their content. If your ad promotes any of the following, you’ll need to select the appropriate category:

  • Housing: Ads related to the sale or rental of housing units.
  • Employment: Ads related to job openings or recruitment.
  • Credit: Ads related to credit cards, loans, or other lines of credit.
  • SIEP: Ads related to social issues, elections, or politics.

Selecting the right category is important. It ensures your ads are shown fairly and follow any related regulations, protecting both you and Facebook. 

5. Set a budget, schedule, and performance goal

First, tell Facebook what you want to achieve with your ad (like website clicks, sales, etc.). This will dictate how Facebook will spend your budget.

Decide how much money you’re comfortable spending on your campaign. There is no need for huge amounts, especially when you’re just starting out. 

Choose between two ways to limit your spending:

  • Daily Budget: The maximum amount you’ll spend each day.
  • Lifetime Budget: The total maximum you’ll spend over the entire campaign.

Then, figure out how long you want your ad to run—will it be a few days or more of a long-term thing? 

6. Target an audience

This is where Facebook gets cool! Think about who your ideal customer is—age, location, and what they’re into. Facebook lets you tailor your ad for the perfect audience.

7. Pick where you want to place your ad

Do you want your ad to appear in the main Facebook News Feed, on Stories, or elsewhere? Each spot has its own advantages.

8. Add your copy and creative

This is where you simply add any media you have prepared for your ad, as well as the headline and primary text.

9. Review & Launch

Thoroughly examine your ad before going live. Preview in different placements, check for typos and ensure the landing page (if linked) loads quickly. When satisfied, hit publish!

Facebook ad specifications and requirements

While Facebook offers immense advertising potential for businesses, your success hinges on adhering to the platform’s technical requirements. Dimensions, file sizes, and aspect ratios must be meticulously followed to ensure ads appear correctly across various placements. 

Incorrectly formatted ads may appear distorted, blurry, or cut off, leading to an unprofessional presentation and reflecting poorly on your brand, decreasing your reach. 

Take note: Facebook periodically updates ad specifications. Always reference their latest guidelines.

Image ads 

  • Image format: Choose high-quality JPG or PNG files for the best visual impact.
  • Aspect ratio: Stick to 1.91:1 (landscape) or 1:1 (square) for optimal display in the feed. Experiment for what works best with your content.
  • Resolution: Aim for a minimum of 1080 x 1080 pixels, but prioritize higher resolution whenever possible.
  • Movement & sound: Subtle animation or well-chosen sound can make your image ad more attention-grabbing in the busy feed.
  • Keep text concise:
    • Primary text: Limit to 80 characters for maximum readability.
    • Headline: Craft a punchy headline within 27 characters.
  • Technical specifications
    • Maximum file size: 30MB
    • Minimum dimensions: 600 x 600 pixels to ensure proper rendering.
    • Aspect ratio note: Facebook has a small tolerance for variations in aspect ratio.

If your advertising goals allow, consider using panorama or 360 photos for a unique interactive experience.

Video ads

  • File formats: MP4, MOV, and GIF offer flexibility. Choose the format that best balances quality and your creative needs.
  • Aspect ratio for impact:
    • Square (1:1): Works well across devices
    • Vertical (4:5): Optimized for smartphones, where many users consume content.
  • Technical requirements:
    • H.264 compression
    • Square pixels
    • Fixed frame rate (30fps recommended)
    • Stereo AAC audio (128kbps+)
  • Resolution: Always aim for at least 1080 x 1080 pixels. Upload the highest resolution your video supports.
  • File requirements:
    • Video duration: 1 second to 241 minutes (keep in mind shorter videos often perform better, especially in feeds)
    • Maximum file size: 4GB
    • Minimum dimensions: 120 x 120 pixels 
  • Optional captions and sound:
    • Captions: Essential for accessibility and sound-off viewing.
    • Sound: Use it strategically to enhance the experience, not overwhelm.

Like image ads, you can use 360 videos if your campaign objectives allow it.

Carousel ads

  • Consistent visuals:
    • File types: JPG or PNG for images, MP4, MOV, or GIF for video. Prioritize visuals that work well together.
    • Aspect ratio: Stick to a consistent 1:1 (square) or 4:5 (vertical) ratio throughout your cards.
    • Resolution: Maintain at least 1080 x 1080 pixels for clarity across all cards.
  • Concise text:
    • Primary text: Keep it short and engaging (80-character limit).
    • Headline: Make each card’s headline count (45-character limit).
    • Description: Provide a quick, snappy description (18 characters).
    • Landing page URL: Include a clear, relevant URL for each card.
  • Technical requirements
  • Cards: Use between 2-10 cards for a dynamic presentation.
  • Image files: 30MB maximum size per image.
  • Video files: 4GB maximum size per video.
  • Video length: Keep videos between 1 second and 240 minutes.

Collection ads

Collection ads go beyond standard formats. When tapped, they open a full-screen Instant Experience, letting users explore your offerings in-depth.

  • Visuals as a gateway:
    • Cover image/video: Your primary image or video should be eye-catching and use a 1:1 (square) aspect ratio. This asset is taken directly from your Instant Experience.
    • Images: JPG or PNG work well.
    • Videos: Consider MP4, MOV, or GIF formats.
    • Clarity: Aim for at least a resolution of 1080 x 1080 pixels.
  • Text :
    • Primary text: Keep it under 125 characters for readability.
    • Headline: A succinct, compelling headline (40 characters).
    • Landing Page URL: Direct users to a relevant page for more information or product purchase.
  • Technical considerations:
  • Instant Experience is Key: This format requires creating an Instant Experience to showcase products.
  • File Size Limits: 30MB for images, 4GB for videos.
  • Template Options: Facebook offers templates like storefront, lookbook, and more to streamline Instant Experience creation.
  • Custom Builds: If you want a completely unique experience, consider a custom-built Instant Experience.

Crafting the most compelling visuals and copy for Facebook Ads

Eye-catching visuals and persuasive copy are key for successful Facebook ads. To stand out in a crowded feed, your ads must offer value and inspire action.


  • Prioritize eye-catching visuals. Facebook’s newsfeed is crowded. Your image or video needs to stand out visually to stop people from scrolling past.
  • Focus on people and faces. Ads with human faces tend to perform better on Facebook. If possible, show people using and enjoying your product.
  • Use bright colors and bold visuals. This helps grab attention but make sure the colors still tie into your brand aesthetic.
  • Design for mobile. Most people will be seeing your ad on their phone, so ensure that the visuals are clear and look great on a small screen.
  • Leverage videos (even short ones). Video catches the eye more than static images and is a great way to showcase your product or tell a brief story quickly. Plus Facebook’s algorithm favors short-form videos.


  • Front-load your headline. People decide in seconds if they’ll continue reading. Put your most important or attention-grabbing information first. This can be product benefits or even a good product deal!
  • Embrace a conversational tone. Facebook is a social platform. Avoid overly formal or corporate language. Keep it friendly and like you’re talking to a friend.
  • Experiment with humor (if it fits your brand). Humor can be effective on Facebook, but ensure it’s on-brand and targets the right audience.
  • Use emojis strategically. They can be eye-catching and add personality, but don’t overdo it.
  • Include social proof. Short testimonials or phrases like “Join thousands of happy customers” can boost credibility.
  • Utilize Facebook-specific CTAs: Facebook offers options beyond the standard ones (like “Book Now,” “Get Offer,” etc.) – choose the one most aligned with your campaign goal.

Let’s take a look at these two examples:

1. Dollar Shave Club

Image Source

Dollar Shave Club hits us right away with a bright visual showcasing its products. It also successfully injects a little bit of humor by relating the act of shaving to spring cleaning. This ad works because it’s short, punchy, and leverages a familiar theme to make shaving feel like a natural part of a larger self-improvement process. The pricing and “Get this…” makes it obvious what the viewer should do next.

2. Dove

Image source

Dove’s ad showcases their product in action. “Pits need self-love too” taps into a growing trend of body positivity and skincare-focused routines. The emphasis on Vitamin B3 as an enriching ingredient adds a sense of value, and 72 hours of freshness is a clear and desirable benefit. 

The power of Facebook ad templates

Creating Facebook ads from scratch can be time-consuming. Fortunately, Facebook and other websites, like Canva, provide pre-designed templates. These templates streamline the process and ensure your ads conform to Facebook’s specifications.

Advanced strategies for Facebook advertising

Taking your Facebook advertising game to the next level involves going beyond the basics. Advanced strategies allow you to hone in on specific audience segments, craft compelling video content that resonates, and meticulously manage your campaigns for maximum return. 

Optimizing ad targeting & segmentation

Targeting the right people is crucial if you want your Facebook ads to be as effective as possible. Beyond basic demographics and interests, consider these deeper strategies:

  • Custom audiences: Upload your customer lists (e.g., email subscribers) to target existing leads or to find similar audiences. You can also create custom audiences based on website visitors, video viewers, or people who engaged with your Facebook page or Instagram profile.
  • Lookalike Audiences: This powerful feature helps you reach people similar to your best customers. Create a lookalike audience based on a custom audience or a conversion pixel event.
  • Layered targeting: Combine multiple targeting criteria for even greater precision. For example, target people interested in yoga who live in a specific city and have purchased fitness products online in the past.

Designing effective Facebook ad videos

Video is a powerful way to grab attention. In the first few seconds, hook viewers with stunning visuals, a thought-provoking question, or a surprise.  For accessibility, add captions.  To emotionally connect with viewers, tell a short story. Optimize for mobile with vertical formats. To please the algorithm, consider creating short-form videos.

Managing your Facebook ad campaigns

Creating and managing a Facebook ad campaign effectively involves careful planning, particularly in budgeting, scheduling, and A/B testing.

Budgeting: Start by setting a realistic budget that aligns with both your marketing goals and financial limits. Facebook offers options for a daily or lifetime budget. Begin with a modest budget to gauge the effectiveness of your ads, then adjust your spending based on the results and ROI. 

Advantage Campaign Budget (ACB): ACB lets Facebook’s system decide which ad sets within your campaign are performing best. Facebook will then automatically push more of your budget towards those top-performing ad sets. This gives you the best possible results (more leads, sales, etc.) for the amount of money you’re spending.

Scheduling: The timing of your ads can significantly affect their impact. Utilize Facebook’s insights to determine when your audience is most active and schedule your ads to coincide with these peak times. Adjust the schedule as needed based on the data you gather on engagement and conversion rates.

A/B Testing: Implement A/B testing to refine your campaign’s effectiveness. Create two versions of your ad, changing one element, such as the image or headline. Run both versions simultaneously to a similar audience to see which performs better, then use these insights to optimize your ads.

Managing and scaling Facebook ads

Facebook Ads Manager’s dashboard is your command center for monitoring ad performance. It offers a streamlined view of crucial metrics like reach, clicks, and cost-per-result.  Tap into the Insights section for detailed breakdowns of audience demographics, engagement, and top-performing ads. 

Use these insights to refine your targeting, tailor your ad creative, and adjust budgets for maximum impact.  The dashboard empowers you to make data-driven decisions for continuous improvement of your campaigns. 

Scaling your ad campaigns without sacrificing ROI

Scaling your ad campaigns effectively while maintaining ROI demands precision and adaptability. Start by leveraging data from initial campaigns to identify your most responsive demographics and effective ad formats. 

Gradually expand your audience, adding new segments carefully to monitor performance impact. Continuously optimize your ads by testing different creatives and using automation tools to manage bids and budgets efficiently. 

Stay agile, keeping an eye on market trends to quickly adapt your strategies, ensuring that you’re not just increasing spend, but also investing smarter for better returns.

Get help from Facebook

Even seasoned advertisers sometimes need assistance. Facebook offers various support resources to guide you through challenges and help you improve results. 

  • Facebook Help Center: A searchable collection of articles and tutorials covering all aspects of Facebook advertising.
  • Facebook Blueprint: Free online courses covering a wide range of advertising topics. 
  • Facebook Communities: Connect with other advertisers through various groups and forums dedicated to Facebook Ads.
  • Facebook Ads Support: If the above options don’t solve your issue, consider contacting Facebook support directly, especially if you are dealing with billing or account-related concerns.

The economics of Facebook ads

Facebook ads operate within a dynamic auction system, meaning the cost you pay for results (like a website click, lead, or sale) constantly fluctuates. Several key factors influence your ad costs:

  • Your Objective: Conversion-focused campaigns tend to be more expensive than those centered on brand awareness or reach, as you’re directly competing for prime customer actions.
  • Relevance Score: Facebook rewards ads that resonate with the target audience. High-quality ads with strong engagement receive a better relevance score and are often rewarded with lower costs.
  • Targeting: Highly specific niche audiences or those in competitive industries can increase costs. Broad targeting might initially seem cheaper, but low relevance can lead to wasted money.
  • Ad Quality: Compelling visuals, well-written copy, and a clear value proposition contribute to better ad performance and lower long-term costs.
  • Time of year: Expect higher costs near holiday seasons when advertisers compete for attention. Consider running counter-seasonal campaigns to take advantage of lower prices.

Buying Facebook Ad accounts

Buying existing Facebook ad accounts can offer certain advantages, especially for the advanced marketer.

First, established accounts may be seen as more trustworthy by Facebook, potentially leading to faster ad approvals and lower costs in some instances. Existing ad accounts also have a wealth of historical performance data across different campaigns, allowing you to identify winning strategies more quickly.

Lastly, these accounts give you a potential head start. Some purchased accounts might come with connected assets like seasoned Facebook pages, ad creatives, or well-defined custom audiences.

But an important note: Always carefully vet any potential purchase. Get proof of performance data, check for any attached pages or assets, and research the seller’s reputation within online marketing communities.

Tracking your ROI

Analyzing and measuring the ROI of your Facebook advertising is essential to gauge the effectiveness of your campaigns and guide your marketing decisions. 

Start by setting specific objectives for your campaign, such as increasing sales, generating leads, or boosting engagement. Use Facebook’s conversion tracking tools, like the Facebook Pixel, to monitor actions taken on your website directly resulting from your ads.

The ad setup’s tracking section.

Calculate your ROI by comparing the ad spend against the revenue these ads generate. This formula will help you determine your profit percentage: 

Image source

Also, consider engagement metrics like likes and shares to assess content effectiveness. Regularly review these metrics using Facebook’s analytics tools to refine your campaigns, optimize your spending, and improve future ROI. This continual adjustment ensures your advertising strategy remains effective and cost-efficient.

Leveraging expertise: Facebook ad agencies

While managing your Facebook ads in-house is possible, agencies offer specialized knowledge and resources that can boost your results. Here’s when it makes sense to consider outsourcing:

  • You don’t have enough know-how. If your team is inexperienced with Facebook advertising or doesn’t have the capacity to refine campaigns, an agency can provide the necessary knowledge and support.
  • You need more hands on deck. Agencies employ dedicated teams that focus on managing Facebook ads and staying current with changes in advertising practices.
  • You’re looking for new ideas. Experienced agencies can offer a different point of view and find new ways to target your audience or design your ads.
  • You aim to expand rapidly. Agencies are well-prepared to handle large advertising budgets, target multiple markets, and execute complex campaigns.

But how will you know if an agency can fit right in with your brand? Well, you need to take these into consideration:

  • Proven track record. Request case studies and testimonials demonstrating their ability to deliver results in industries similar to yours.
  • Transparency. Choose an agency that’s open about their pricing, strategies, and reporting practices.
  • Communication is key. They should be proactive communicators who keep you informed about campaign performance and strategic adjustments.
  • Data-Driven Approach. The best agencies rely on data to make decisions and are comfortable with in-depth analysis and reporting.

Treat your relationship as a partnership. Provide your agency with clear goals, brand guidelines, and access to necessary assets. Honest and timely feedback will also help the agency refine and improve your campaigns.

Successful agency partnerships

Here are some examples of brands successfully collaborating with Facebook Ad agencies, or “Meta Business Partners,” as Meta likes to call them:

Elogia and GAP

Elogia, a seasoned Meta Business Partner, teamed up with the fashion giant GAP to gain deeper insights into their Meta advertising performance. The collaboration focused on integrating the Conversions API to improve data reliability and conducting a Conversion Lift study to pinpoint the true impact of their Meta ads. 

Their partnership had astonishing results—a 64% lift in purchases. This highlights the power of data-driven decision-making and the transformative potential of partnering with a skilled Facebook ads agency.

Image source

Jakob Strehlow and L’Occitane

Jakob Strehlow and the well-known beauty brand L’Occitane teamed up to explore how Meta ads could boost the brand’s recognition and impact purchase intent. Traditionally, L’Occitane focused on sales-driven advertising, but this partnership aimed to uncover the power of brand lift advertising. 

Through a carefully designed Meta brand-lift study, they discovered impressive results. The campaign resulted in an eye-catching 19% increase in ad recall, alongside significant lifts in both brand familiarity and purchase intent. This case study demonstrates how a strategic Facebook ads agency can help brands not only drive sales but meaningfully elevate their overall brand awareness.

Yatter and StreamYard

Yatter, with their expertise in paid advertising, collaborated with the live-streaming SaaS company StreamYard to achieve remarkable growth across multiple fronts. Yatter’s focus on rapid-fire creative testing and strategic campaign design proved highly effective. 

They identified ideal customer personas and crafted compelling ad copy, ensuring audience sizes were large enough for optimization. Through a combination of prospecting campaigns, retargeting, and the use of lookalike audiences, Yatter helped StreamYard attract over 200,000 new users and an impressive 15,000+ conversions to paid subscriptions. 

Learning from the best: Facebook ad examples

The Facebook Ad Library is a goldmine of inspiration when you’re feeling stuck on your own campaigns. Search for your competitors to see their current strategies, including the types of ads they run, what visuals they use, and the messaging in their ad copy. 

But don’t limit yourself to just your industry! Look at ads from a wide range of businesses—their successes might translate surprisingly well to your own campaigns. 

Here are great examples of brands and professionals using Facebook Ads to their advantage:

Sarah Turner

Sarah Turner, an entrepreneurial instructor, wanted to generate more leads for her copywriting courses. Using Facebook ads, she experimented with new video creatives and compared standard website lead forms to Facebook’s built-in lead ads.

The results were clear! Facebook lead ads generated twice the leads at half the cost of her website form. Additionally, video ads featuring upfront branding and clear messaging about her services performed exceptionally well. These insights helped Sarah optimize her Facebook ad campaigns for better results.


COS, an international fashion brand, wanted to boost brand awareness beyond simply showcasing specific collections. They developed two new ad visuals highlighting the COS logo and messaging focused on the brand’s identity. This strategy, running alongside usual product-focused ads, resulted in a significant 7.8-point lift in brand awareness.

The brand also learned valuable lessons through testing. This full-funnel approach was 54% more effective at increasing brand awareness compared to previous strategies. They even discovered that one ad creative outperformed the other, leading to a 20% lower cost per influenced person. 

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Supergoop!, a sunscreen brand, wanted to boost sales while making their marketing more efficient. They simplified their Facebook ad structure and optimized their campaigns to target different points in the customer journey (like viewing content or adding to cart). This change expanded their audience and improved results.

The new strategy was a massive success! Supergoop! saw a 20% decrease in costs for key actions, a 59% increase in sales, and an impressive 79% incremental lift in sales compared to not running their campaign.

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Final thoughts

Let’s wrap things up! 

Throughout this guide, we’ve covered every aspect of Facebook ads – from setting up your very first ad to the most advanced strategies. The most important thing to remember is that success with Facebook advertising relies on a strong foundation. Master those initial steps of defining your audience, creating attention-grabbing visuals, and understanding how the platform works. Once you’re comfortable with the basics, it’s time to get creative!

Experiment with different ad formats, play around with hyper-specific targeting, and dive into those analytics within the Ads Manager for insights. Don’t be afraid to try, test, and tweak your approach. And remember, the world of online advertising is always evolving. Stay informed about best practices, leverage resources like the Facebook Ad Library, and take inspiration from those successful campaigns. With a little persistence and a willingness to learn, you’ll unlock the incredible potential of Facebook Ads for your business or brand.


How does Facebook Ads work? 

Facebook Ads has a sophisticated targeting system designed to place your ads in front of the people most interested in your offerings. You can customize targeting based on factors like a user’s location, age, gender, interests, online and offline behaviors, and even their connections to your existing page or events.

How much does it cost to put an ad on Facebook? 

Facebook Ads are based on an auction bidding system, meaning the cost will fluctuate depending on how large your desired audience is, the level of competition, and the overall quality of your ad. However, you remain in control by setting budget caps. You can choose a daily budget (how much you’ll spend maximum each day) or a lifetime budget (the maximum for the entire ad campaign).

Are Facebook ads free or paid? 

Facebook ads are paid. While creating an ad account is free, you will be charged for your ads to be displayed on the platform.

Do Facebook ads pay per click? 

Facebook offers various bidding options. Pay-per-click (CPC) is one of them, where you are charged each time someone clicks on your ad. Other options include pay-per-impression (CPM), where you pay per thousand ad views, and pay-per-action (CPA), where you pay when a user takes a desired action like making a purchase.

How do I start a Facebook ad? 

Begin by setting up a Facebook Ads Manager account. Then, define your campaign objective (ex: website visits, increased sales, etc.), carefully target your audience using Facebook’s tools, set your budget and bidding strategy, design your ad with creative images or videos and compelling text, and finally submit your ad for review.

How can I earn from FB ads? 

Facebook ads won’t directly pay you, but they can be a powerful tool for your business to indirectly earn money. Ads can drive sales of your products or services, grow your audience and brand awareness, and generate valuable leads for potential customers.


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