The Basics of Running Facebook Ads

Although organic social media is great, if you’re looking to increase your success on social media – then it’s time to embrace running ads. By running ads, you’re able to target specific audiences, reach a wider range of people, and see a clear ROI.

You can see exactly how much you’ve spent and how much you’ve made per click, view or conversion.

Boosting vs Ads

Which is better – running ads or boosting? The answer: It depends on your goals. There’s nothing wrong with boosting a post – as long as the objective your boosting for lines up with your goal.

If you’re a beginner with ads, boosting is perfect! The more advanced you are, the more important running ads will become.

Previously Published Posts

One of my favourite hacks is to take a post that is performing really well and turn that into an ad instead of just boosting.

You can create an ad using a previously published post under the “ad” section in ads manager! Just create the Campaign and ad set like you would a normal post and then select “Use Existing Post” from the Page you posted on!

How do you know when you’re ready to run ads?

When you know your audience and targeting, and can commit to spending $5-$20 a day, it might be time to look at ads. Don’t run ads until you know exactly what your message is and whom you’re trying to reach. You should already have a strong social media presence. If you’re not selling organically – it’s likely not time to run ads.


There are three umbrellas of objectives: Awareness, Consideration, and Conversion.

If you’re just starting out, Awareness and Consideration are where you want to begin. If your goal is to reach a wide range of people to raise brand awareness, start with the Awareness objectives. If you’re running campaigns to increase traffic, engagement, app installs, video views, lead generation, and/or messages, then Consideration is what you want to use. Under conversion, you can run ads for catalog sales, store traffic, or conversions using Facebook pixel.

Common Mistakes

Some of the biggest mistakes marketers see when running ads is when people don’t have clear objectives or audience targeting and start running ads. They use the wrong Facebook ad types. Setting and forgetting ads is a huge mistake – the number of clients that accidentally spent hundreds of dollars in ad spend is outstanding. If you don’t have a clear sales funnel in place, you shouldn’t be running ads. 

Before You Run Ads

  • Know who your target audience is.
  • Have a clear goal in mind.
  • Do your research so you use the right objective.
  • Make sure you have a clear and converting sales funnel.
  • Have a strategy – don’t dive in blind!

Running ads doesn’t have to be complicated. But you need to do the work before hitting that green confirm button!

Check out this case study where we talk about the Facebook Ad strategy we use for our clients!

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