5 tips for effective facebook ads

Facebook Ads are a cost-effective way of driving customers to your website. However, if you’re just starting out, it can feel overwhelming and even a little terrifying, when you realise this is real money on the line. But with the right strategy, you can turn that spend into effective Facebook ads that drive real results and growth for your business.

Here is the good news. Facebook Ads can be extremely effective.

Remember Billboards? They could be a great investment for the right brand but all the brand could ever hope to achieve with a Billboard was reach. There was no call to action, no way to speak to them directly, and if you billboard was on the side of the highway, you had less then 1s to pass on your message, business name or website. What do you think their conversion rate was? Very. Very. Low.

Now, think about the last time you engaged with an effective Facebook Ad. If the Ad managed to capture your attention, it was because of one of these 5.

Targeting

Facebook Ads can be very targetted and because of this clever little thing called 'Facebook Pixel', Facebook can make sure that your Ad reaches the right people at the right time.

So how does the Pixel work? The Facebook Pixel is a tracking code that can be installed on any website. Once installed, each time a customer views a website, Facebook is storing that information and building up a profile of the consumer's interests and behaviour. Effective Facebook Ads are then able to leverage this information to maximise your conversions by serving up the Ad to those who fit your target profile.

When you set up your Facebook targetting make sure this reflects your target market as accurately as possible. Include demographic information, interests, or explore look-a-like audiences if you have an existing database and want to locate more customers that are similar to your existing database.

The RIGHT image

• • Avoid too much text in your image
    Facebook scans all ad images and flags those with over 20% text—including type-based logos. This doesn’t mean you can’t use text overlays if it works for your audience, but especially when you’re just starting out, less is more.

  • Use high contrast images
    High contrast visuals tend to perform better because they stand out in a busy newsfeed. The more eye-catching your image, the more likely people are to stop scrolling and pay attention.

    The golden question—what is the right image for your Facebook Ad?

    Well, there’s no absolute right or wrong. What matters is your ability to test, monitor, and refine based on performance. That’s how you learn what resonates most with your audience—and how you create effective Facebook ads that actually convert.

    Here are some tried-and-true tips to help you get started: Below are a few examples:

The RIGHT Copy

Your customer is looking to connect with your brand on a personal level. They want to feel like they belong to a community or something bigger then themselves, which is why telling a great story in your Facebook Ad is integral!

So how do you incorporate storytelling in your Facebook Ad? Try Add Sequencing.

Ad #1 could be brand awareness.
Ad #2 could be product information.
Ad #3 could be your primary call to action campaign.

Overall, storytelling Ad campaigns have a higher conversion rate as they build a relationship with the customer. If your Ads have not been performing well, I'd highly recommend giving this a try.

Monitor Performance

Effective Facebook Ads are NOT a set and forget approach to marketing. Quite the opposite.

There are so many variables that can impact your Ads performance, that unless you are prepared to flush money down the drain, you need to monitor your Ads performance and adjust accordingly.

For those just starting out, please know that Facebook Ads will ALWAYS perform better in their first 24 hrs. If you notice a decline in your Ads after the first day, that is normal - don't panic! However, if after two or three days your Ad is not yielding results - results being clicks/reach/likes, whatever the objective you set up is - then either kill the Ad Campaign or dive in and modify the Ad. Modifying the Ad can include updating the copy, image or modifying your targeting.

I also recommend tracking your Ads for future reference so that you can rerun high performing Ads again in the future relatively easily. Facebook stores all past campaign history but creating a snapshot view in a spreadsheet can be a big time saver.

Think long-term for Effective Facebook Ads

With any marketing campaign—and especially with Facebook Ads—it’s important to think about the long-term strategy behind running a paid campaign. Without the right foundation, even the most effective Facebook ads can fall flat if your website isn't set up to capture leads or guide visitors toward a clear action.

There’s no benefit to your business if you’re driving traffic to your site but don’t have mechanisms in place to convert those visitors. Make sure you have easy-to-find opt-in boxes (like newsletter subscriptions or a freebie offer).

Also, ensure that the content you promote in the Facebook Ad is the exact page users land on when they click—consistency matters.

And perhaps the most crucial element to set up before launching any campaign is the Facebook Pixel. This tool allows you to track web traffic, retarget visitors, and build lookalike audiences—key features for running truly effective Facebook ads.

Facebook Advertising is a relatively low-cost platform that can deliver real, valuable results. Take your time, stay consistent, keep testing, and trust the process. Over time, patterns will emerge, and you’ll see what your audience responds to—then do more of that.

Need help mastering your Facebook Ads?

The next round of my Online Course is opening which includes an entire module on Facebook & Instagram Ads.