How to Advertise on Facebook: Facebook Ads

Facebook advertising has become an essential part of any digital marketing strategy. With over 2 billion monthly active users, Facebook and Instagram provide unparalleled opportunities to reach specific target audiences. This comprehensive guide will teach you how to create effective Facebook ads to achieve your business goals.

Table of Contents

Why Should You Advertise on Facebook?

There are many compelling reasons why businesses of all sizes should consider Facebook advertising:

Massive Audience Reach

With over 2.3 billion monthly active users, Facebook provides access to the largest audience of any digital platform. You can target very specific demographics, interests, behaviors, and more to ensure your ads reach the people most likely to be interested in your product, service or cause.

According to Facebook, over 90 million businesses use Facebook to connect with customers and grow. The massive audience reach makes it possible to connect with niche audiences as well as huge numbers of potential customers.

Social Context That Builds Trust

Facebook ads appear in-stream alongside organic News Feed posts from friends, families and Pages users already follow and trust. This social context means users see your ads in an environment where they feel comfortable, making them more likely to engage.

Displaying your message amidst content from connections builds familiarity and trust for your brand. Facebook notes that people are 40% more likely to remember ads seen on Facebook compared to other sites.

Highly Targeted Ad Options

Facebook offers extensive ad targeting options to zero in on your ideal audience. You can target by location, demographics like age and gender, interests like hobbies and pages liked, behaviors like past purchases and website visits, and much more.

Advanced features like lookalike audiences allow you to find new customers who resemble your existing customer base. With so many targeting options, you can ensure your ads reach the people most likely to care about and engage with your brand.

Measurable Results and Reporting

Facebook ads provide highly measurable results across multiple metrics. You can track impressions, reach, clicks, website conversions, video views, lead generation form submissions, sales, and much more.

Detailed analytics and reporting allow you to constantly refine your targeting and creative to improve performance. You can see exactly how well your ads are performing and calculate valuable metrics like return on ad spend (ROAS).

Cost Effective Ad Pricing

Facebook advertising is extremely cost-efficient, with the average cost-per-click across industries being $1.72 according to Wordstream. The auction-based pricing model means you only pay when people click or view your ads.

You set your own daily and total budget caps to control spend. With such low average CPCs, Facebook ads provide a very affordable way to get your message out compared to other traditional and digital ad platforms.

In summary, the massive audience, social context, detailed targeting, measurable results and cost-effective pricing make Facebook advertising an essential platform for reaching your marketing goals.

Types of Facebook Ad Formats

Facebook offers a variety of ad formats to match different campaign goals and verticals:

Image and Video Ads

The most common Facebook ad formats are simple image and video ads ideal for brand awareness and video views. Image ads can showcase your product, service, content offer or special promotion. Video ads work well for brand storytelling and behind-the-scenes content.

Image/video ads appear in the Facebook News Feed and Instagram Feed. They can also appear on the Facebook Audience Network and Messenger.

According to Facebook, video ads see135% greater reach compared to image ads. Video is also becoming a more engaging format, with users spending 3x more time watching video ads compared to image ads.

Carousel Ads

Carousel ads allow you to include multiple images or videos in one ad unit, with swipe functionality on mobile. You can showcase up to 10 images or videos.

Carousel ads are ideal for:

  • Promoting multiple products
  • Showcasing portfolio examples
  • Featuring testimonials
  • Displaying services offered
  • Offering tiered pricing options
  • Promoting downloadable catalogues

Carousels have a strong performance, with 65% lower cost-per-click compared to single image ads according to Facebook.

Stories Ads

Stories ads appear between stories within Instagram Stories. They are full screen vertical video ads up to 15 seconds long.

Stories ads work well for attention-grabbing, succinct brand storytelling given high view rates. Over 500 million Instagram users view Stories every day.

Collection Ads

Collection ads allow you to showcase multiple products in a mobile-friendly, catalog-style ad format. Users can browse products and tap to learn more or purchase.

Collection ads are ideal for:

  • Retailers promoting seasonal collections
  • B2B marketplaces showcasing equipment ranges
  • Real estate agents featuring property listings

Collection ads integrate directly with your product catalogs, allowing for efficient ongoing updating as inventory changes.

Slideshow Ads

Slideshow ads allow you to combine 2-10 images into a video ad. You add motion graphic transitions between images. Text overlay and music are also options.

Slideshow ads are a dynamic video option for highlighting:

  • Product features or usage
  • Before/after imagery
  • Testimonials
  • Brand storytelling
  • Event promotions

Slideshows combine the power of video with the flexibility of incorporating multiple images.

Instant Experience Ads

Instant Experience ads feature interactive, multi-page displays within the Facebook News Feed. Pages feature markups like buttons, images and comments.

Instant Experiences are commonly used to promote:

  • Apps – Provide preview and install buttons
  • Events – Show venue map, schedules, ticketing
  • Businesses – Highlight services, bookings/appointments
  • Products – Display catalogs, shoppable product pages

Pages load instantly within Facebook, providing a seamless user experience.

Lead Ads

Lead ads make it easy to collect lead information like name, email and phone number with customizable Lead Gen forms. When users submit their details, this generates qualified leads for your sales team.

Lead ads are ideal for:

  • Professional services looking for prospect leads
  • Schools and bootcamps offering programs
  • B2B companies seeking sales qualified leads
  • Event promoters selling tickets

Lead ads provide the benefit of generating new sales and marketing prospects at the top of the funnel.

Messenger Ads

Messenger ads drive engagement by sending users directly into a conversation with your business within Messenger. Ads display a “Send Message” button which opens Messenger when clicked.

Messenger ads enable:

  • Automated conversations to qualify leads
  • Live support conversations
  • Appointment booking assistance
  • Personalized sales consultations
  • Interactive brand engagement

With over 1 billion users, Messenger provides a powerful channel for personalized engagement at scale.

As you can see, Facebook offers numerous ad formats tailored to different objectives you may have including driving awareness, video views, conversions, lead generation and sales.

Step-by-Step Guide to Setting Up Your Facebook Ad Account

To begin running Facebook ads, the first step is setting up your Facebook ad account. Here is a step-by-step guide:

Step 1: Create a Facebook Page

If you don’t already have one, create a free Facebook Business Page. This serves as your presence on Facebook that users can follow. You will promote this Page with your ads.

Choose a Page category that best represents your business, brand or organization. Add essential info like location, contact info, description, profile and cover images.

Facebook Pages build familiarity and trust which makes users more likely to click your ads.

Step 2: Create a Facebook Ad Account

Visit Facebook Business Manager at This is where you will manage your ad accounts.

Click Create Account, choose the Account Type (ex. advertising agency), and add the essential business information. You can always edit these details later.

Business Manager allows you to organize different ad accounts via Business Assets like Pages, ad accounts, Instagram accounts, etc.

Step 3: Access Ads Manager

Within Business Manager, click “+ Create” and select “Create Ad Account”. Choose your currency, time zone and account name.

This grants you access to Ads Manager where you will actually create, manage and optimize your Facebook ad campaigns.

Note each ad account must be associated with a Facebook Page for that business. You can use the same ad account to run ads across multiple Pages you manage.

Step 4: Add Payment Method

You can add a credit card directly within Ads Manager under the “Billing” section. Alternatively, you can link your Facebook ad account to your PayPal account.

Once your payment method is enabled, your account will begin accruing costs as soon as campaigns start running. Make sure billing details are kept current to prevent disruptions.

And that’s it! With your Facebook Page, ad account, and payment set up, you are ready to start creating effective ad campaigns.

Step-by-Step Guide to Creating Your First Ad Campaign

Running your first Facebook ad campaign is simple by following these steps:

Step 1: Choose Your Campaign Objective

First, be clear about your goal with this campaign.

  • Brand awareness – Get your name/message in front of new audiences
  • Reach – Show your ads to the maximum number of people
  • Traffic – Drive clicks to your website, offer or app
  • Engagement – Get more post reactions, comments, shares
  • Conversions – Get people to take a specific action
  • Catalog sales – Promote specific products and drive sales

Your objective will determine other choices like budget, targeting and ad format.

Step 2: Set Your Ad Budget and Schedule

Determine your daily budget and lifetime spend cap for this campaign. Recommended starting budgets vary based on objectives:

  • Awareness/reach campaigns: $50-100 per day
  • Traffic campaigns: $100-200 per day
  • Conversion campaigns: $200-300+ per day

You can start lower and scale up. Set campaign start and end dates or leave open ended.

Budgets and schedules are adjustable anytime. Facebook will only spend up to your daily cap.

Step 3: Choose Your Target Audience

Facebook’s detailed targeting options let you zero in on your ideal audience:

  • Location – Countries, regions, cities, postal codes
  • Demographics – Age, gender, language, education, relationship status, job title
  • Interests – Pages liked, groups joined, hobbies and purchases
  • Behaviors – Website visitors, previous customers, app activity

Leverage Facebook’s audience insights tool to see audience size estimates for different targeting options.

Step 4: Create Your Ad Content

Focus on creating attention-grabbing, relevant ad creative:

  • Images and video – Use high-quality, eye-catching visuals. Ensure proper sizing.
  • Text – Clear headline, description and call-to-action button. Keep text concise.
  • Links – Send users to relevant pages on your website. Use UTMs for tracking.

You can make different versions of your ad to test what resonates most.

Step 5: Choose Ad Placements

Select where you want your ads to appear – Facebook, Instagram, Messenger or Audience Network. Placement should align with where your target audience is most active.

Recommended starting placements for most advertisers are the Facebook News Feed and Instagram Feed. You can refine placements later.

Step 6: Add Tracking Pixels

Install the Facebook pixel on your website to track website visits, conversions and retargeting. Activate conversion tracking for specific on-site actions.

Tracking ensures you can attribute results back to your Facebook ads and optimize accordingly.

Step 7: Submit for Review

Submit your ad for review. Facebook will check for policy compliance and approve your ad for display. This usually takes under an hour.

Step 8: Monitor and Optimize

Once live, check campaign reporting and analytics regularly within Ads Manager. Look at reach, clicks, conversions, relevance score and CPC.

Make data-driven optimizations like adjusting targeting, changing creative, raising/lowering bids to improve performance. A/B test variables.

Congratulations, your first Facebook ad campaign is now live! Follow this simple step-by-step process for any future campaigns as well.

Facebook Ad Bidding and Pricing Models Explained

Understanding how Facebook ad bidding works is key to running campaigns efficiently. Here’s an overview of Facebook’s pricing models:

Auction-Based Ad Display

Facebook uses an auction-based system to determine which ads to show and in what placement. It works as follows:

  1. When a user visits Facebook, an auction begins for their ad slot.
  2. Advertisers bid for the slot based on their daily budget and max bid.
  3. The ad with the highest max bid wins and is displayed to the user.
  4. The advertiser only pays the second highest bid price, not their own max.

This auction method means advertisers are only charged the minimum amount needed to win the placement.

Cost Per Click (CPC) Bidding

With CPC bidding, you pay each time a user clicks your ad. The amount paid is determined by the auction described above.

CPC bidding aims to get the most clicks within your target CPC. Great for maximizing traffic to your site, offers or promoting brand awareness.

Average CPC varies significantly by industry and competition level, ranging from $0.50 up to $5+. Set a max CPC appropriate for your goals.

Cost Per Impression (CPM) Bidding

With CPM bidding, you pay each time your ad is displayed on Facebook regardless of whether it’s clicked.

CPM bidding focuses on maximizing reach and impressions. Ideal for view-based video campaign goals.

Average CPM rates on Facebook tend to range between $7-$10 per thousand impressions depending on targeting.

Conversion Bidding

With conversion bidding, you pay for an optimized rate of conversions like adds to cart, sign ups or purchases, rather than clicks.

Conversion bidding automatically sets bids to target the conversion action you specify at the lowest possible cost per result. Your only input is the target return on ad spend (ROAS).

This takes the guesswork out of bidding, making optimization effortless. Ideal for advanced ecommerce advertisers.

Minimum Bid Strategies

You can also set a minimum CPC or CPM you’re willing to pay to help control costs. For example, setting a $0.20 CPC minimum bid means you would not win auctions below $0.20.

Use minimum bids cautiously as they can limit reach and increase costs. Start higher and adjust down if needed.

In summary, understanding Facebook’s auction model, bid strategies and pricing models allows you to make informed optimization decisions and keep ad spend efficient. Monitor metrics like CPC and CPM closely.

Facebook Ad Placements: Where Your Ads Can Appear

When creating Facebook ad campaigns, you have various placement options where your ads can be shown. Choosing appropriate placements is key to sucess.

Facebook News Feed Ads

The Facebook News Feed is the primary placement for most advertisers. News Feed ads appear in the main content feeds across Facebook on desktop and mobile.

Benefits of Facebook News Feed ads include:

  • High reach – News Feed has the largest Facebook placement volume.
  • Good engagement – News Feed visitors actively scroll and interact with content.
  • Refined targeting – Can target interests, behaviors, connections and more.
  • Social context – Ads blend seamlessly into the user’s story.

Ideal for brand awareness, traffic, conversions or catalog sales objectives. Use News Feed to put your brand in front of a relevant audience as they actively browse content.

Facebook Right Column Ads

Right column ads appear on the right side of Facebook on desktop. These are visible while browsing the News Feed.

Benefits of right column ads:

  • Branding format – The right column supports display formats ideal for brand-building.
  • Viewable impressions – These placements drive significant impressions.
  • Audience expanding – Helps extend your reach beyond existing followers.

Right column is ideal for awareness and reach campaigns to broaden your audience. Pair right column with News Feed for a “surround sound” approach.

Instagram Feed Ads

Instagram Feed ads appear in user Instagram Feeds mixed with organic content, much like Facebook News Feed ads.

Benefits of Instagram Feed ads include:

  • Engaged audience – Very active browsing and liking content in the Feed.
  • Visual-first creative – Images and video perform extremely well.
  • Younger demographics – 72% of Instagram users are under 35. Ideal for younger targets.
  • Browse behaviors – Users actively discover and interact with content and brands.

Use Instagram Feed ads alongside Facebook for incremental reach and engagement, especially with Millennial and Gen Z audiences.

Instagram Stories Ads

Instagram Stories ads appear between stories from accounts the user follows. They are vertical, full-screen video ads up to 15 seconds long.

Benefits of Stories ads:

  • High attention – Stories have very high view rates and undivided attention.
  • Video format – Take advantage of the engaging video content consumption behaviors.
  • Engagement options – Can include links, poll stickers and hashtags to boost engagement.

If your audience actively uses Instagram Stories, Stories ads are a great way to grab attention and boost video views.

Facebook Messenger Ads

Messenger ads drive engagement by sending users directly into a Messenger conversation with your business when clicked.

Benefits of Messenger ads include:

  • Personalized conversations – Enable automated or 1-on-1 conversations at scale.
  • Lead generation – Gather contacts and qualify leads with customized forms.
  • Appointment booking – Set up seamless appointment scheduling flows.
  • Product demos – Provide interactive product education within Messenger.

With over 1 billion users, Messenger ads unlock personalized engagement opportunities your audience is already comfortable with.

Audience Network Ads

Facebook sites and apps. There are over 3 billion monthly active users of Audience Network publishers.

Benefits of Audience Network include:

  • Extended reach – Expand reach beyond just Facebook properties to thousands of partner sites and apps.
  • Video inventory – Access to premium in-stream and in-article video inventory.
  • Enhanced targeting – Combine your own customer data with Facebook’s data for extra signal.
  • Cross-device delivery – Possibility to reach users across devices.

If trying to maximize awareness and impressions beyond Facebook’s owned properties, incorporating Audience Network makes sense.

Optimal Placement Strategies

The ideal ad placements depend on your campaign objectives and target audience behaviors. Here are some best practices:

  • Awareness campaigns – Facebook News Feed, Instagram Feed, Audience Network
  • Video views – Facebook/Instagram video feeds, Instagram Stories
  • Website conversions – Facebook News Feed, Instagram Feed
  • Lead gen – Facebook News Feed, Messenger
  • Catalog sales – Facebook News Feed, Instagram Shopping
  • Mobile app installs – Facebook News Feed, Audience Network

Test different placements and check the analytics to see what works. You can optimize placements and allocate budget accordingly over time.

Advanced Facebook Ad Targeting Options and Techniques

Beyond just demographics and interests, Facebook offers advanced techniques to further target your ideal audience:

Location Targeting

Target by country, region, city, postal code and more. Can geo-fence around points of interest. Helpful for location-based businesses.

Custom Audiences

Create audiences from your own customer email lists and website traffic to target existing site visitors or customers.

Lookalike Audiences

Have Facebook identify new users who share qualities with your existing Custom Audiences to find more potential customers. Choose 1% to 10% similarity.

Engagement Targeting

Target users who have previously engaged with your Facebook page or ads by liking, commenting, clicking, etc.

Behaviour Targeting

Target users based on purchase behaviors, business types, job titles, mobile device usage and other signals.


Exclude specific users or groups that are irrelevant or have already been targeted to avoid wasted spend.

Interest Targeting

Target users based on broad interest categories that indicate product/service fit like home ownership for contractors, entrepreneurship for B2B tools, etc.

Connection Targeting

Target friends of people connected to your Page or who have used your app.

Leveraging these advanced techniques in addition to core demographic, interest and geographic targeting allows you to hone in on tightly matched audiences for your campaign. Test and combine different targeting approaches for ideal reach and relevance.

How to Create Effective Facebook Ad Creatives

The ad creative – the image, video and text that users see – has a big impact on the performance of your Facebook ads. Follow these best practices when designing your creatives:

Use High-Quality, Eye-Catching Visuals

Have vivid, crisp images and videos that immediately grab attention and convey your brand. Avoid small text or cluttered imagery.

Make sure to follow Facebook’s ad policies and proper image sizing guidelines.

Focus on One Clear Message

The ad should communicate one compelling headline and value proposition relevant to your audience. Don’t try to cram too much in.

Highlight Benefits and Value

Explain how your product or service will improve people’s lives. Focus on emotional benefits and value. Features come second.

Use Active Call-to-Actions

“Sign Up Now”, “Start Free Trial”, “Book Today” etc. Clearly tell people the next step you want them to take.

Keep Text Short, Scannable and Impactful

You have limited text space. Get to the point quickly with short sentences and paragraphs. Use formatting for emphasis.

Direct Response VS Branding Approaches

Use direct response ads with strong CTAs for conversions or more branded storytelling approaches for awareness.

Design for Mobile

Over 90% of Facebook usage is mobile. Ensure your ads and landing pages are mobile-optimized.

Split Test Ad Variations

A/B test different images, copy, offers to see what resonates most with your audience and optimizes your results.

Investing in compelling ad creative significantly boosts results. Always test and refine based on performance data.

Step-by-Step Guide to Setting Up Conversion Tracking with Facebook Pixel

To attribute website conversions to your Facebook ads and optimize campaigns, you need to implement Facebook pixel tracking. Here is how:

Step 1 – Install the Facebook Pixel

Add the pixel tracking code provided in Facebook ads manager before the closing </head> tag on every page of your website. Use Google Tag Manager if possible.

Step 2 – Set Up Conversion Tracking

In Facebook Ads Manager, go to the Events Manager and click “Add Data Source”. Choose “Website” to track your website actions.

Step 3 – Tag On-Site Conversion Events

Tag key pages like landing pages, signup flows and checkout with Standard Events like Purchase or Lead.

You can also create Custom Events like “Added to Cart” or “Signed Up for Newsletter” to track specific goals.

Step 4 – Test Pixel Tracking

Test pixel firing by performing conversions yourself before going live. You should start seeing conversion data within Ads Manager in 24-48 hours.

Step 5 – Analyze Conversion Performance

In Ads Manager, view conversion metrics like cost-per-conversion and conversion rates to understand performance for optimizing.

Step 6 – Build Audiences from Conversions

Use your high-value converting audiences for Lookalike Audiences to find more people like them.

Following these steps ensures you can accurately attribute business results to your Facebook ads and see your true return on ad spend.

How to Optimize Your Facebook Ad Campaigns for Impressive Results

Optimizing your Facebook ad campaigns based on performance data is crucial for improving results over time. Here are key optimization techniques:

Analyze Relevance Scores

Relevance score in Ads Manager (1-10) indicates how well your ads match the audience’s interests. Aim for 8+. Lower? Adjust targeting.

Kill Low Performing Ads

Cut any ad variants that aren’t working quickly to avoid wasting budget on them.

Increase Budget on Winners

Scale up budget for your top performing ads with high engagement and conversions.

Change Targeting

Narrow or expand demographics, interests and behaviors based on who’s engaging most.

Improve Weak Ad Creatives

If an ad has imagery, copy or an offer that isn’t working, create new better-optimzed variations.

Lower Costs Per Conversion

Try raising bids or adjusting targeting to reduce your average cost per conversion.

Remarket to Engaged Users

Create engaged custom audiences to re-target people who’ve already shown interest.

Watch Cost Per Results

Monitor cost-per-click and cost-per-conversion closely. Reduce bids if they rise too high.

Automate Campaign Rules

Set rules to automatically raise/lower budgets and bids based on performance.

Maintain Close Oversight

Check analytics regularly and make data-driven decisions to maximize results. Be proactive.

Optimizing based on clear metrics moves the needle. Continually test variables and scale what works.

The Complete Guide to Successful Facebook Advertising Strategies

Here is an overview of proven Facebook advertising strategies to maximize your results:

Identify and Understand Your Audience

Leverage Facebook Analytics and Audience Insights tools to assess your followers’ demographics, interests, behaviors and needs. Current customers and engagers make ideal targeting starting points. Look for behavioral and motivational patterns and insights you can leverage in your messaging and offers.

Set Concrete Goals and KPIs

Be specific about what success looks like and what Key Performance Indicators you will track for each campaign – impressions, clicks, cost per conversion, return on ad spend, etc. Tracking quantifiable KPIs makes optimizing campaigns clearer.

Focus on the Full Customer Journey

Map out the typical customer journey from initial discovery to purchase and loyalty. Develop campaigns that attract audiences at each stage – awareness, consideration, conversion – with messaging and offers tailored to that goal. Existing customers require retention messaging.

Balance Paid and Organic Reach

Invest in organic content and community building on your Page as that establishes trust and intent over time. Paid advertising complements this by showing your content to new, relevant audiences. Work paid and organic in tandem.

Leverage Video and Visual Storytelling

Videos and visual ads demonstrated significantly higher engagement across all placements compared to text-only content. Develop interesting video and imagery that tells your brand’s story creatively.

Structure Campaigns Based on Buying Stages

Create campaign groups with the themes of:

  • Awareness – Broad reach to cold audiences
  • Consideration – Engagement from those showing initial interest
  • Conversion – Lead gen and sales-focused
  • Retention – Loyalty building among existing purchasers

This ensures you have structured paths that move audiences through the customer journey over time when sequenced properly.

Automate Campaign Management

Use rules-based automation to optimize daily based on performance. For example, rules can automatically pause poorly performing placements, raise bids on high converters, change budgets as conversion goals are reached, or stop ads that exceed target cost per conversion.

Analyze, Test and Iterate

Continually measure results and dig into the data, ab test campaign variables, try new strategies, leverage what works, and eliminate what doesn’t. Don’t “set and forget” campaigns. Make optimizations a priority for improving cost efficiency and results.

Watch Trends

Stay up to date on Facebook’s latest advertising updates, placements, formats and best practices. Social media marketing is constantly evolving. Monitor industry trends and leverage that knowledge.

By following an audience-focused, results-driven approach you can develop highly effective Facebook advertising programs that deliver impressive ROI. Use these strategies for success.

Frequently Asked Questions and Answers About Facebook Advertising

Here are some common Facebook advertising questions and answers:

How Do I Get Started With Facebook Ads?

  • Create a Business Manager account
  • Make a Facebook page
  • Set up an Ads account
  • Add payment method
  • Choose objective and audience
  • Create attention-grabbing ad content
  • Start with a small daily budget
  • Analyze data and optimize

What Are Some Best Practices for Facebook Advertising?

  • Strong visuals and concise copy
  • Clear call-to-action
  • Target engaged custom audiences
  • Video ads for higher engagement
  • Split test ad variants
  • Mobile-optimized design
  • Measure results and optimize

How Do You Target Users Effectively on Facebook?

  • Leverage detailed targeting options
  • Use lookalike audiences
  • Custom audiences from emails and site visitors
  • Target by demographics, interests, behaviors
  • Placements based on goal and audience usage
  • Monitor relevance score

How Can I Make My Facebook Ads More Successful?

  • Compelling creative optimized for platform
  • Messaging relevant to audience needs
  • Sequenced campaigns for sales funnel
  • Advertise where your audience is active
  • Lower cost per conversion with bidding
  • Automate optimization rules
  • Continually test and refine approach

What KPIs Should I Track for Facebook Ads?

  • Reach and impressions
  • Clicks, clickthrough rate
  • Cost per click (CPC)
  • Relevance score
  • Conversions and cost per conversion
  • Return on ad spend (ROAS)

How Much Do Facebook Ads Cost?

  • Cost per click usually $1 or less
  • Cost per 1,000 impressions around $7-$10
  • Overall spends vary based on audience size, competition, targeting and industry

Should I Use Facebook or Instagram Ads?

  • Use both for optimal reach and incremental results
  • Instagram ideal for image/video ads given engagement behaviors
  • Instagram skews younger demographic under 35

How Soon Will I See Results from Facebook Ads?

  • Most ad formats start showing impressions immediately
  • Clicks and conversions can begin within hours/days
  • Full impact takes consistent months-long campaign execution

Consistently measure and optimize campaigns based on these KPIs and best practices for improving Facebook advertising success over time.


As this comprehensive guide demonstrates, Facebook advertising provides unmatched targeting capabilities, detailed analytics and cost-efficient results making it an essential platform for reaching marketing objectives.

Whether launching awareness campaigns, generating leads or acquiring new customers, following Facebook best practices enables you to tap into the world’s largest audience and see clearly measurable business impact.

We covered how to set up a Facebook ad account, execute different campaign types across placements, develop effective ad creative, leverage advanced targeting and install conversion tracking. Most importantly, continuously optimize efforts based on data.

With a strategic, metrics-driven approach over time, Facebook advertising can help grow any business or organization cost-efficiently. The targeting options give you precision reach while the proven tactics and formats maximize results.

Now that you know how to successfully advertise on Facebook, it’s time to start putting these lessons into action to engage your ideal audiences. We wish you the greatest success! Please reach out if you need any further Facebook advertising guidance.


Kevin is a seasoned tech enthusiast with a passion for diving deep into the intricacies of the tech world. With a background in computer science, he guides readers through the latest trends, software developments, and everything tech-related.

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