Book a Call
Facebook Ads
Paid Advertising
Ad Strategy
ROI
Facebook Marketing
ARTICLE #111
Table of contents
How to run successful paid ad campaigns on Facebook?
Facebook Ads
Paid Advertising
Ad Strategy
ROI
Facebook Marketing
Facebook Ads
Paid Advertising
Ad Strategy
ROI
Facebook Marketing
Written by:
4 min read
Updated on: September 10, 2024
Irik Henry
Growth Marketing Director
Growth Marketing, Performance Marketing, UX
Irik Henry
Growth Marketing Director
Growth Marketing, Performance Marketing, UX
Irik Henry
Growth Marketing Director
Growth Marketing, Performance Marketing, UX
Facebook has over 2 billion active users—roughly one-third of Earth’s population in one digital space. That’s a massive reach no other social platform has toppled yet, making it the go-to for businesses hoping to connect with a pinpoint audience. Of course, running paid ads can feel like trying to juggle flaming torches: you want a healthy Return on Ad Spend (ROAS) without scorching your budget or your nerves.
Many of us have waded through enough so-called “expert” tips to last a lifetime. This piece aims to cut through the clutter. Below, you’ll find a straightforward guide to setting up (and fine-tuning) your Facebook paid campaigns so that you are reaching the right folks—minus the dry marketing spiel.
Facebook has over 2 billion active users—roughly one-third of Earth’s population in one digital space. That’s a massive reach no other social platform has toppled yet, making it the go-to for businesses hoping to connect with a pinpoint audience. Of course, running paid ads can feel like trying to juggle flaming torches: you want a healthy Return on Ad Spend (ROAS) without scorching your budget or your nerves.
Many of us have waded through enough so-called “expert” tips to last a lifetime. This piece aims to cut through the clutter. Below, you’ll find a straightforward guide to setting up (and fine-tuning) your Facebook paid campaigns so that you are reaching the right folks—minus the dry marketing spiel.
Why Facebook?
Why Facebook?
Let’s be frank: there’s no shortage of social media channels. TikTok, LinkedIn, and Instagram—they all have perks. But for many businesses, Facebook remains the go-to for a simple reason: it’s huge. Roughly one-third of the world’s population is on it, which means you are likely to find your people there.
Of course, targeting your audience wisely is the real trick. Launching a campaign can feel like piloting an aircraft without flight lessons. Yet it doesn’t have to be painful if you stick to clear goals and keep your eyes on the data. Below are the essentials of running paid ads on Facebook, curated for both newcomers and those needing a quick refresher.
Let’s be frank: there’s no shortage of social media channels. TikTok, LinkedIn, and Instagram—they all have perks. But for many businesses, Facebook remains the go-to for a simple reason: it’s huge. Roughly one-third of the world’s population is on it, which means you are likely to find your people there.
Of course, targeting your audience wisely is the real trick. Launching a campaign can feel like piloting an aircraft without flight lessons. Yet it doesn’t have to be painful if you stick to clear goals and keep your eyes on the data. Below are the essentials of running paid ads on Facebook, curated for both newcomers and those needing a quick refresher.
Start with Facebook Ads Manager
Ads Manager is where every Facebook campaign begins. Think of it as your cockpit: you set objectives, pick audiences, design creatives, and monitor results—all from one place. Once you sign up for Facebook, you get a personal ad account ID by default. If you are planning to run ads on behalf of a business page, you’ll need to:
Be an admin, advertiser, or editor on that page.
Have a verified payment method (e.g., credit card) linked to your account.
If you manage multiple clients or business pages, you might prefer Business Manager, which keeps everything tidy under one roof.
Note: We’ve seen how a well-organised Ads Manager structure can prevent confusion down the line, especially if you are juggling more than one campaign at once.
Ads Manager is where every Facebook campaign begins. Think of it as your cockpit: you set objectives, pick audiences, design creatives, and monitor results—all from one place. Once you sign up for Facebook, you get a personal ad account ID by default. If you are planning to run ads on behalf of a business page, you’ll need to:
Be an admin, advertiser, or editor on that page.
Have a verified payment method (e.g., credit card) linked to your account.
If you manage multiple clients or business pages, you might prefer Business Manager, which keeps everything tidy under one roof.
Note: We’ve seen how a well-organised Ads Manager structure can prevent confusion down the line, especially if you are juggling more than one campaign at once.
Select a clear campaign objective
Before jumping into ads, step back and ask: What am I trying to achieve? Facebook offers three broad categories of objectives that shape your campaign’s focus:
1. Awareness: Aims to put your brand on people’s radars. Perfect for new product lines or generating buzz in a new market.
2. Consideration: Focuses on nudging users to explore your page or website. Options include traffic, lead generation, engagement, app installs, video views, and messaging.
3. Conversion: Targets the folks who are ready to act—purchasing your product, adding items to a cart, or signing up for your service. You can also set this up to drive offline shop visits, but you’ll need to register and verify your physical store on Facebook first.
It might be tempting to mash all goals together, but that’s like trying to bake a chocolate cake and a pizza in the same dish. Define one main focus for each campaign. You can always run multiple campaigns if you have different objectives.
Before jumping into ads, step back and ask: What am I trying to achieve? Facebook offers three broad categories of objectives that shape your campaign’s focus:
1. Awareness: Aims to put your brand on people’s radars. Perfect for new product lines or generating buzz in a new market.
2. Consideration: Focuses on nudging users to explore your page or website. Options include traffic, lead generation, engagement, app installs, video views, and messaging.
3. Conversion: Targets the folks who are ready to act—purchasing your product, adding items to a cart, or signing up for your service. You can also set this up to drive offline shop visits, but you’ll need to register and verify your physical store on Facebook first.
It might be tempting to mash all goals together, but that’s like trying to bake a chocolate cake and a pizza in the same dish. Define one main focus for each campaign. You can always run multiple campaigns if you have different objectives.
Define your target audience
The next step is zeroing in on who you want to reach. A big mistake (and we’ve all done it) is going far too broad. Facebook’s targeting options can feel endless: location, age, interests, job roles, and more. While it’s exciting to see large potential audience sizes, bigger isn’t always better if you are after the best return on your ads.
Classic targeting
Location: Narrow it down by city, zip code, or region. Great if you are a physical store or have a strong local presence.
Demographics: Age, gender, relationship status, and education.
Interests: Hobbies, favourite sports, publications, etc.
Detailed interests
Want to get more precise? Dig into detailed interests by targeting specific pages or niche categories. For example, if you are promoting a gourmet dog-treat subscription box, “dog lovers” might be a start, but “Fans of Crufts Dog Show” or “Readers of Modern Dog Magazine” could be more effective.
Lookalike audiences
Think of these as your best customers’ digital cousins. Facebook uses data from your existing buyers or website visitors to find people with similar traits. It’s a handy way to expand your reach without guessing at random.
Quick Tip: A good approach we use is to create separate ad sets for each distinct target group. This way, you can measure results for each group and double down on the ones that deliver the strongest returns.
The next step is zeroing in on who you want to reach. A big mistake (and we’ve all done it) is going far too broad. Facebook’s targeting options can feel endless: location, age, interests, job roles, and more. While it’s exciting to see large potential audience sizes, bigger isn’t always better if you are after the best return on your ads.
Classic targeting
Location: Narrow it down by city, zip code, or region. Great if you are a physical store or have a strong local presence.
Demographics: Age, gender, relationship status, and education.
Interests: Hobbies, favourite sports, publications, etc.
Detailed interests
Want to get more precise? Dig into detailed interests by targeting specific pages or niche categories. For example, if you are promoting a gourmet dog-treat subscription box, “dog lovers” might be a start, but “Fans of Crufts Dog Show” or “Readers of Modern Dog Magazine” could be more effective.
Lookalike audiences
Think of these as your best customers’ digital cousins. Facebook uses data from your existing buyers or website visitors to find people with similar traits. It’s a handy way to expand your reach without guessing at random.
Quick Tip: A good approach we use is to create separate ad sets for each distinct target group. This way, you can measure results for each group and double down on the ones that deliver the strongest returns.
Select where to place the ad
You can choose where your ads appear within Facebook’s network. A broader placement strategy can boost reach, but sometimes you’ll want to be more selective:
Feeds: Facebook News Feed, Instagram Feed, Marketplace, and more. This is where users spend most of their time.
Search: Ads can surface alongside search results on Facebook and Instagram.
Messages: Appear in Messenger to people who’ve been in touch with your page.
In-stream Video: Short ads during Facebook videos or Reels.
Apps (Audience Network): Ads can show up in partner apps—formats include native, banner, or interstitial.
Reels and Stories: These full-screen vertical spots can be especially good for quick brand highlights or product demos.
Feel free to test different placements. What works well for one brand might flop for another. Just keep track of performance so you are not burning through money in spots that yield little.
You can choose where your ads appear within Facebook’s network. A broader placement strategy can boost reach, but sometimes you’ll want to be more selective:
Feeds: Facebook News Feed, Instagram Feed, Marketplace, and more. This is where users spend most of their time.
Search: Ads can surface alongside search results on Facebook and Instagram.
Messages: Appear in Messenger to people who’ve been in touch with your page.
In-stream Video: Short ads during Facebook videos or Reels.
Apps (Audience Network): Ads can show up in partner apps—formats include native, banner, or interstitial.
Reels and Stories: These full-screen vertical spots can be especially good for quick brand highlights or product demos.
Feel free to test different placements. What works well for one brand might flop for another. Just keep track of performance so you are not burning through money in spots that yield little.
Define the budget for your campaign
We all want maximum results without emptying the bank account. Facebook has two main budget setups:
1. Daily Budget: You set a per-day ceiling for your ad spend. Once you reach that amount, your ad pauses until the next day.
2. Lifetime Budget: You allocate a lump sum for the entire duration of your campaign. Facebook then paces spending to cover the selected timeframe.
There are also two common buying methods:
Auction Purchase: Facebook’s algorithm shows your ads to people most likely to respond based on your audience settings and maximum bid. You pay up to (or below) your bid.
Reservation Purchase: You plan and buy your ad inventory ahead of time at a fixed cost. This can be helpful if you want a predictable approach, especially for bigger promotions with set dates.
We all want maximum results without emptying the bank account. Facebook has two main budget setups:
1. Daily Budget: You set a per-day ceiling for your ad spend. Once you reach that amount, your ad pauses until the next day.
2. Lifetime Budget: You allocate a lump sum for the entire duration of your campaign. Facebook then paces spending to cover the selected timeframe.
There are also two common buying methods:
Auction Purchase: Facebook’s algorithm shows your ads to people most likely to respond based on your audience settings and maximum bid. You pay up to (or below) your bid.
Reservation Purchase: You plan and buy your ad inventory ahead of time at a fixed cost. This can be helpful if you want a predictable approach, especially for bigger promotions with set dates.
Choose the right format for ads
Formats range from single images to videos, carousels, and slideshows. The best choice depends on your content and your audience’s behaviour. Here are the popular options:
Image Ads: Straight to the point. Ideal for quick announcements or a single product highlight.
Video Ads: Great for storytelling or quick demos. Aim for short, crisp videos—under 15 seconds if possible.
Carousel: Showcase multiple products or angles in one space.
Collection: Features a cover image or video plus product listings, perfect for retailers wanting a “shop window.”
Stories & Reels: Full-screen vertical experience. Useful if you want to capture attention in a short burst.
Before hitting “Publish,” confirm that your images or videos meet Facebook’s specs. Nothing ruins momentum like having an ad disapproved because of mismatched image size or too much text overlay.
Formats range from single images to videos, carousels, and slideshows. The best choice depends on your content and your audience’s behaviour. Here are the popular options:
Image Ads: Straight to the point. Ideal for quick announcements or a single product highlight.
Video Ads: Great for storytelling or quick demos. Aim for short, crisp videos—under 15 seconds if possible.
Carousel: Showcase multiple products or angles in one space.
Collection: Features a cover image or video plus product listings, perfect for retailers wanting a “shop window.”
Stories & Reels: Full-screen vertical experience. Useful if you want to capture attention in a short burst.
Before hitting “Publish,” confirm that your images or videos meet Facebook’s specs. Nothing ruins momentum like having an ad disapproved because of mismatched image size or too much text overlay.
Launch your paid campaign
Once you’ve nailed your objective, audience, placements, format, and budget, you are ready to launch. Double-check:
Visuals: Are your images and videos sized correctly?
Text: Is your messaging clear, without over-the-top sales hype?
Payment Method: Make sure your card or PayPal is valid.
Campaign End Date: If you are using lifetime budgets, note when you want to wrap things up.
Facebook usually reviews ads within 24 hours. If approved, you are officially in the game!
Once you’ve nailed your objective, audience, placements, format, and budget, you are ready to launch. Double-check:
Visuals: Are your images and videos sized correctly?
Text: Is your messaging clear, without over-the-top sales hype?
Payment Method: Make sure your card or PayPal is valid.
Campaign End Date: If you are using lifetime budgets, note when you want to wrap things up.
Facebook usually reviews ads within 24 hours. If approved, you are officially in the game!
A/B test your ads
No one has a magic recipe for perfect ads. The only way to figure it out is by testing. Facebook makes it easy to run A/B tests, where you vary one element at a time (headline, image, call-to-action, or even audience segment). Watch which version draws the best engagement or conversions.
Also, keep an eye out for ad fatigue. Sometimes, an ad performs brilliantly for a week or two, then fizzles. Freshen up the creative, test a new audience group, or shift placements. Small tweaks can keep results from sliding downhill too soon.
Heads Up: We often run parallel experiments to find that sweet spot for each client. That might mean different visuals, alternate headlines, or even changing the offer itself. The data rarely lies—and it can be surprisingly fun to see which test outperforms the rest.
No one has a magic recipe for perfect ads. The only way to figure it out is by testing. Facebook makes it easy to run A/B tests, where you vary one element at a time (headline, image, call-to-action, or even audience segment). Watch which version draws the best engagement or conversions.
Also, keep an eye out for ad fatigue. Sometimes, an ad performs brilliantly for a week or two, then fizzles. Freshen up the creative, test a new audience group, or shift placements. Small tweaks can keep results from sliding downhill too soon.
Heads Up: We often run parallel experiments to find that sweet spot for each client. That might mean different visuals, alternate headlines, or even changing the offer itself. The data rarely lies—and it can be surprisingly fun to see which test outperforms the rest.
Track campaign performance
All those analytics in Ads Manager aren’t just there for decoration. Keep tabs on impressions, clicks, cost per click (CPC), click-through rate (CTR), and return on ad spend (ROAS). If you notice something off—like spending goes up but conversions stay flat—pause and adjust.
Integration tip: Link your campaigns with email lists or other paid channels for a fuller view.
Watch for trends: Perhaps you are seeing more leads from a certain placement or a certain time of day. Run with it.
Apply insights: If a particular ad angle works well on Facebook, consider mirroring that language or vibe on your other channels.
The best way is to weave your Facebook data into your broader brand approach. That might mean adjusting your creative direction, refining your overall brand voice, or even shifting your product offerings based on what resonates online.
All those analytics in Ads Manager aren’t just there for decoration. Keep tabs on impressions, clicks, cost per click (CPC), click-through rate (CTR), and return on ad spend (ROAS). If you notice something off—like spending goes up but conversions stay flat—pause and adjust.
Integration tip: Link your campaigns with email lists or other paid channels for a fuller view.
Watch for trends: Perhaps you are seeing more leads from a certain placement or a certain time of day. Run with it.
Apply insights: If a particular ad angle works well on Facebook, consider mirroring that language or vibe on your other channels.
The best way is to weave your Facebook data into your broader brand approach. That might mean adjusting your creative direction, refining your overall brand voice, or even shifting your product offerings based on what resonates online.
Frequently Asked Questions
How effective are paid Facebook ads?
They can be highly effective if you set them up wisely. According to Wordstream’s Facebook Ad benchmarks, the average conversion rate across industries hovers around 9%. Some brands exceed this once they fine-tune their targeting and creative approach.
How much does it cost to campaign on Facebook?
It varies widely. Depending on your target audience, objectives, and bidding strategy, you might spend anywhere from $1 to a few hundred dollars (or more) per day. The key is starting small, measuring, and adjusting as you gather data.
What types of Facebook ads are most effective?
The most effective types of Facebook ads include:
Video Ads: Ideal for capturing attention.
Collection Ads: Good for catalogues or retail.
Carousel Ads: Perfect for showing multiple products or features.
Instant Experience Ads: Offers a quick, immersive view of your offerings without leaving the app.
Final Thoughts
At first glance, setting up a Facebook paid ad campaign can feel like taking the stage in front of half the globe. But with a well-planned approach—and a capable team—you can reach the right people without torching your budget or your nerves. Every step you take, from defining your audience to deciding on placements, should circle back to your core goals. If something doesn’t fit your broader vision, rethink it. The result? A campaign that stands out in the never-ending stream of memes and cat videos, nudging your audience to take action rather than simply scrolling past. Keep refining, keep learning, and watch your brand’s story grab the attention it deserves
Frequently Asked Questions
How effective are paid Facebook ads?
They can be highly effective if you set them up wisely. According to Wordstream’s Facebook Ad benchmarks, the average conversion rate across industries hovers around 9%. Some brands exceed this once they fine-tune their targeting and creative approach.
How much does it cost to campaign on Facebook?
It varies widely. Depending on your target audience, objectives, and bidding strategy, you might spend anywhere from $1 to a few hundred dollars (or more) per day. The key is starting small, measuring, and adjusting as you gather data.
What types of Facebook ads are most effective?
The most effective types of Facebook ads include:
Video Ads: Ideal for capturing attention.
Collection Ads: Good for catalogues or retail.
Carousel Ads: Perfect for showing multiple products or features.
Instant Experience Ads: Offers a quick, immersive view of your offerings without leaving the app.
Final Thoughts
At first glance, setting up a Facebook paid ad campaign can feel like taking the stage in front of half the globe. But with a well-planned approach—and a capable team—you can reach the right people without torching your budget or your nerves. Every step you take, from defining your audience to deciding on placements, should circle back to your core goals. If something doesn’t fit your broader vision, rethink it. The result? A campaign that stands out in the never-ending stream of memes and cat videos, nudging your audience to take action rather than simply scrolling past. Keep refining, keep learning, and watch your brand’s story grab the attention it deserves
Frequently Asked Questions
How effective are paid Facebook ads?
They can be highly effective if you set them up wisely. According to Wordstream’s Facebook Ad benchmarks, the average conversion rate across industries hovers around 9%. Some brands exceed this once they fine-tune their targeting and creative approach.
How much does it cost to campaign on Facebook?
It varies widely. Depending on your target audience, objectives, and bidding strategy, you might spend anywhere from $1 to a few hundred dollars (or more) per day. The key is starting small, measuring, and adjusting as you gather data.
What types of Facebook ads are most effective?
The most effective types of Facebook ads include:
Video Ads: Ideal for capturing attention.
Collection Ads: Good for catalogues or retail.
Carousel Ads: Perfect for showing multiple products or features.
Instant Experience Ads: Offers a quick, immersive view of your offerings without leaving the app.
Final Thoughts
At first glance, setting up a Facebook paid ad campaign can feel like taking the stage in front of half the globe. But with a well-planned approach—and a capable team—you can reach the right people without torching your budget or your nerves. Every step you take, from defining your audience to deciding on placements, should circle back to your core goals. If something doesn’t fit your broader vision, rethink it. The result? A campaign that stands out in the never-ending stream of memes and cat videos, nudging your audience to take action rather than simply scrolling past. Keep refining, keep learning, and watch your brand’s story grab the attention it deserves
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®