6 Facebook Ad Tips That Drive Clicks and Conversions
Facebook isn’t just where you scroll past your second cousin’s new baby or see someone trying to sell a half-used candle on Marketplace for £20 (no time wasters!).
Behind the chaos is one of the most powerful advertising platforms on the planet, with the largest audience base of all social media platforms. According to Statista, the market leader had 3 billion users as of February 2025.
Looking to get the most out of your Facebook advertising? In this guide, we’ll walk you through some simple Facebook ads tips to help you create campaigns that actually convert.
Why Facebook Ads?
So, apart from a (very) large user base, what else does Facebook have to offer as an advertising platform? Let’s get right into it:
Advanced targeting features enable you to target a specific audience based on demographics, behaviour, location, and more.
Customisable ad formats in the form of single ad images, videos, carousels, and more. Plus full control over placement and duration.
The emphasis on visual elements allows you to get creative, build a strong brand identity, and engage your audience.
Powerful remarketing capabilities allow you to re-engage users who have previously interacted with your brand.
Still unsure if Facebook Ads are right for your business? Take our quick 5-question quiz to find the best-suited advertising platforms for your strategy.
Strategies for the Best Facebook Ads
So, although Facebook ads can be a highly profitable ad platform, they can also be painfully expensive if not set up right.
According to market research company Varos, as of April 2025, the average ROAS (Return on ad spend) to expect is 2.19:1. This means, on average, companies are making £2.19 for every £1 they spend. However, this also highly depends on your industry and customer life cycle.
If you’re not getting the meaningful results from your Facebook advertising strategy, these ad tips may help you level up your Facebook advertising game:
1. Leveraging Objectives
Using Facebook ad objectives enables you to direct your campaigns toward specific goals that align with your broader business objectives. For instance, a newer business may want to focus on increasing brand awareness. You can also use ad objectives to target people based on where they are in your customer journey.
Facebook allows you to choose from 6 objectives: awareness, traffic, engagement, leads, app promotion, and sales.
Let’s take a look at how you can use campaign objectives to guide users through the buying journey:
Awareness
Ads that include eye-catching, high-quality images or videos to grab attention and help people get to know your brand. The focus should be on highlighting your brand values and product benefits.
A short video ad highlighting your best-selling product with a “Learn More” CTA.
Consideration
Retarget by highlighting offers previously viewed, or offer additional incentives such as limited-time offers, sales, and strong calls to action. Ensure the ad links to a landing page tailored to the offer.
A carousel ad showing product benefits, with a free trial or lead magnet offer, such as a discount code.
Conversion
Retarget by highlighting offers previously viewed, or offer additional incentives such as limited-time offers, sales, and strong calls to action.
A retargeting ad offering people who abandoned their cart a 30% off discount, with a CTA messaging like ‘Ends today!‘.
2. Grab Attention with Scroll-Stopping Creative
There are two types of Facebook ads: right column ads, which are only visible on the desktop version, and in-feed ads, which are visible in the user’s newsfeed, both on desktop and mobile! According to Statista, 81.8 % of users only access Facebook via mobile phone, which means in-feed ads can allow much more visibility.
Feed ads come in 4 formats: Image ads, video ads, carousels and collection ads. They must stand out quickly, as Facebook users tend to scroll and scan quickly.
Here’s how you can make the most out of those precious seconds:
High Impact Facebook Ad Copy
As Facebook is a visual platform, try to avoid long copy, keep your text short and punchy.
Encourage users to take the next step, experiment with the CTA buttons available for various ad objectives, such as ‘Learn More’ or ‘Sign Up’.
User social proof, by incorporating testimonials and reviews, builds trust.
Brand-Building Imagery
Choose quality images or videos that highlight the benefits of your offerings.
Use collection or carousel formats to showcase multiple products.
As most people hold their phones vertically, a square aspect ratio is most user-friendly.
Refine Your Target Audience
The Facebook ad platform offers several targeting options that allow you to narrow down your advertising to show ads based on demographics, such as age and gender, interests, and location. You can then use these segments to create custom audiences and lookalike audiences.
Here’s a more detailed breakdown:
Use analytics to understand behaviour: Use Facebook Audience Insights or Ads Manager to understand the behaviours of your ideal customer, such as previous website or Facebook page visits, interests, and pages they engage with. As well as demographics such as age, gender, and location.
Create lookalike audiences: Analyse existing audiences to attract new customers with similar interests and behaviours. For instance, if you were selling sports apparel, you could use a list of current customers who recently bought running gear. By uploading that list to Facebook, you can create a Lookalike Audience of people with similar interests, such as fitness or gym enthusiasts.
Tailor messaging according to segments: Segmentation also allows you to tailor your messaging according to the stage of the buying journey for awareness, consideration, or conversion.
Install Facebook Pixel to Optimise
Now known as Meta Pixel, it is a piece of JavaScript code used for optimising Facebook ads. With digital advertising constantly evolving, understanding user behaviour is more crucial than ever. This tool can help your business track website actions, measure conversions and optimise accordingly.
Let’s take a closer look at the benefits:
Meta Pixel Events
The pixel provides in-depth performance data, with event tracking. You can analyse standard events such as page views, sign-ups and registration leads, as well as purchases. Custom events, which are interactions unique to your business, for example, ‘viewed blog post’, ‘downloaded e-book’ or ‘signed up for demo’. All these events tell you how well an individual ad is performing.
Retarget Website Visitors
Allows you to retarget potential customers who viewed specific products or pages on your website, and to encourage them to complete a purchase if they’ve abandoned their cart or browsed without buying.
5. Reduce ad fatigue
Ad fatigue is the silent leak in your campaign budget. Fatigue occurs when the same audience has seen the same ad too many times and is less likely to engage and convert, resulting in a lower ROAS.
There are two key metrics to determine ad fatigue: frequency, which reveals how many times your audience has seen your ad. If your frequency is high but your click-through rate is low, your audience is likely experiencing ad fatigue.
Recommendations to Reduce Fatigue:
Refresh your ad creative by changing up the visuals, ad copy or calls to action.
Have multiple versions of your ads and rotate them to keep things fresh.
You could increase your audience size or adjust your audience segments to reach new audiences who have not seen your ad yet.
Keep a close eye on performance and take action before ad fatigue sets in.
Hiring an agency to guide on creative that resonates, whilst keeping competitor analysis, market research in mind.
6. A/B Testing
A/B split testing involves comparing two versions of an ad or a creative variable such as a visual, headline, description or call to action. This helps you determine which one resonated with your audience most and can save you money in the long run.
Facebook Ads Manager allows you to test different variations, such as:
Audience: This variable allows you to compare segments of the audience. For example, you might compare your lookalike audience and interest-based audience to test which one contributes more to a higher ROAS.
Ad copy and visuals: Compare two creative variables, such as visuals and ad copy. For example, you may want to test two different formats of visuals, such as image vs video.
Placements: This variable allows you to test ad placements, such as infeed placements vs story placements.
Strategic Takeaways for Your Next Launch
Whether you’re just getting started with Facebook ads or you’re a seasoned veteran, the right strategy can save you from the costly trap of a wasted ad spend.
If your results aren’t living up to expectations, or if the endless stream of advice online is more confusing than helpful, hiring a paid ads agency can help you cut through the noise. We’d love to chat about your next Facebook ad campaign. Get in touch with us via webform or email company@snowballcreations.com
