Step 1. Set Goals For Facebook Ads

Before diving in and creating a bunch of Facebook Ads, take the time to establish realistic goals. The success of any campaign may then be measured against these desired outcomes.

Goals may include:

  • Generate New Leads
  • Boosted User Engagement
  • Increased Brand Awareness
  • Increased Landing Page Traffic
  • Generate ‘Business Event’ Awareness

The value of outlining a series of campaign objectives not only includes creating a checklist against which future success may be measured, but also allows project leaders to employ and manipulate best-fit strategies that will help towards achieving these goals.

Step 2. Facebook Ads Manager

Facebook Ads Manager provides a means of creating and tracking ads on Facebook. The Ads Manager tool can be accessed directly here: Alternatively, the tool is also available through the drop down options on Facebook.

Facebook Ads Manager

Step 3. Company Objective

Creating a Facebook ad campaign involves selecting objectives from a set list. The way in which ad creators choose to combine these objectives typically leads to an outcome that falls broadly into one of three categories.


Creating awareness begins with outlining strategies that aim to promote brand image with a particular focus on products and services.


’Consideration’ aims to develop the target audience’s understanding of the products and services on offer. Two ways of achieving a greater level of consideration are through increasing Site Traffic (ST) & Lead Generation (LG).

ST involves promoting online interaction through linking to landing pages or blog posts. Conversions may be tracked through Facebook Pixel – which allows users to measure, optimise, and build audiences specific to the advertising campaign.

LG is the ideal method of generating new leads. This allows individuals to download content or ‘sign up’ without leaving the platform – the perfect way to secure contact details.

Marketing Signals Top Tip: Be sure to check the comments and reply to them for an engagement boost.


Conversion objectives aim to encourage the target audience to make a purchase.

Company Objectives

Step 4: Specify Audience & Budget

Customizing the Target Audience

This is the most crucial step in boosting ROI. The target audience can be easily customized based on the following demographics:

  • Age & Gender: Depending on the product or service, the platform allows for different genders and ages to be targeted
  • Languages: When targeting a tailored product or service in a certain country, this can be overlayed with specific languages
  • Location: Make sure to identify the specific areas to target including country, city, postcode, or address. This can then be overlayed with a specific mile radius
  • Interests: Facebook looks at potential customers’ interests, activity, the pages they have liked, as well as other closely related topics.
  • Behaviours: This involves things such as purchase behaviour and intent, as well as device usage.

With the targeting being so flexible, it is essential to refer to the initial plan to specify who it is the company wants to target. In addition to the connection settings, advanced targeting methods can also be selected. This allows for the inclusion or exclusion of people who are connected to certain pages, apps or events.

Marketing Signals Top Tip: A custom audience (a list of emails) can be uploaded and targeted as well as retargeting people who have already interacted with the business.

Audience & Budget

Step 5: Designing the Advert

Creators have the option to play around a little due to the abundance of options. Here, major decisions over the composition of the ad are made, including images, videos, headline, body text, and where the ad is to be shown on Facebook.

If you are interested in creating an advert from scratch, the initial part of the process is to identify the format you would like to use for the advert. Facebook currently offers a variety of formats to use:

  • Carousel: This allows for up to 10 images and/or videos, headlines, links, or call to actions in a single ad
  • Single image: Create up to 6 variations of the advert using 1 image
  • Single video: These are another form of the Site Traffic ads, although instead of an image, a video can be inserted instead
  • Slideshow: Create cost-effective and lightweight ads out of images or an existing video
  • Canvas: An interactive ad option that allows users to swipe through a carousel of images, tilt the picture in different directions, or even zoom in or zoom out by moving their fingertips – currently only on mobile.

Advert Types

For a campaign to be as successful as possible, it is recommended to utilise a few of these variations. This can then be analysed specifically to identify which adverts are outperforming others.

Step 6: Set Live & Optimise

The campaigns are set to go. Make sure to monitor the budget, analyse the campaign’s successful adverts, and make adjustments accordingly.