Content is king – but in the realm of Facebook, ads are a battle for the crown. Only brands with a sharp Facebook advertising strategy rise to the top.
With algorithms always adjusting and competition growing, hope is not a Facebook strategy. You need creative that captivates Facebook users, data that guides you to the right target audience, and a marketing strategy that is solid yet prepared to pivot.
Whether you're looking to up the ante or just getting started in the world of Facebook ad strategy, we're here to help you rule this social kingdom.
Let's get started.
What is a Facebook advertising strategy?
Simply put, a Facebook ad strategy involves getting the right ads in front of the right Facebook users. It's about knowing your different audience segments, creating relevant ad content, and fine-tuning your ad strategy using real-time data.
The five main elements of any good Facebook advertising strategy include:
- Set a goal. Know what you want — more clicks, sales, leads, or awareness. Clear objectives guide the marketing funnel.
- Define your target audience segments. Use Meta's tools to target people by interest, demographic, or intent. Whether that means attracting new customers, getting more website visitors, or remarketing ads encouraging existing customers to see something new, you'll define custom audiences for each step of the marketing funnel.
- Create relevant content. You need to grab attention fast. From keyword-rich Facebook ad copy to dynamic visuals to clear calls-to-action, whether in video ads, images, or carousel ads, match the content targeting options by creating ads that fit best with your goals.
- Choose ad placements and budget. Decide where you want your ads to appear (Facebook feed, Stories, or Reels) and set a daily or lifetime budget.
- Monitor, optimize, and restrategize. Your Facebook ad campaigns will evolve based on return on ad spend (ROAS), cost per click (CPC), click-through rate (CTR), or return on investment (ROI).
Starting a Facebook ad account
Facebook Ads Manager is another tier of the Meta Business Suite. From your business suite dashboard, look for the Meta Ads Manager option to create a new account. One of the first things you'll need to do is put in a payment method for the ad account.
From there, the system guides you through the options from the objective to the final post.
Understanding the terms of your Facebook ad account
It helps to know some of the terminology for Facebook Ads Manager, which slightly differs for those of you used to Google ads.
An ad is a single piece of ad creatives, like videos, images, or carousel ads. Multiple ads can be put in an ad set, which would be part of a larger Facebook ad campaign.
For example, suppose you run a popular makeup company and are creating an ad campaign to raise awareness for a new product line.
- Your first campaign-level ad set might have a target audience of women 18-35 interested in beauty influencers and skincare trends. Placement is focused on Facebook posts and stories. One ad in the set could be a carousel of the new product line, another could be a quick video teaser of the product coming off the production line, and a third might be an influencer collab static image with a powerful tagline.
- Your second ad set target demo is women 35-50 who prefer premium or clean beauty brands. Here, you're aiming for Facebook feed ads. Potential ads could be a testimonial of an influencer explaining the benefits of the new line, another one showing the attractive packaging with a "Coming Soon" tagline, and a third might be a carousel ad with products and ingredients detailed in each scroll.
- A third ad set could go to what's called a custom audience. These ads get served to existing customers. Consider adding Messenger ads to this ad set, since you can make it feel like a personal connection, with a call to action like "As one of our favorite customers, you're getting first access to our new collection."
Once you finish the awareness campaign, your Facebook ad strategy evolves to a sales objective with more dynamic ad copy that offers discounts or bundled options. Awareness is at the top of the marketing funnel, while sales are at the bottom of the funnel.
Benefits of using Facebook ads for your business
It's simple enough to say that the benefit of using Facebook ads is that three billion users are there each month, with two billion of those active daily. However, when you think of your specific Facebook ad strategy and the sheer volume of potential customers, how do you hunt and peck through three billion users?
It's the precise targeting where the platform's ad platform really shines. You can zero in on potential customers by age, gender, location, interests, behavior, and life events. This helps sort through the crowd and shine a light on the perfect crowd for your brand.
Then there's the flexible content type, which opens possibilities for video and images mixed between the feed, Reels, or Stories. Traditional and other digital ads don't always have that flexibility.
Adding to that, flexible budgeting and Facebook ads are cost-efficient when your marketing strategy is on point. Plus, an ad spend still allows you to adjust throughout campaign objectives to maximize profit or reach by using real-time insights.
Managing your Facebook ad budget
Organic reach isn't always going to cut it in the competitive digital world, so it's time to budget your Facebook ad strategy. Let's take a look at how to manage your budget effectively in 2025 and beyond.
Budget factors
It's smart to start small with any Facebook ad strategy, but it also helps to know what drives the costs up.
One of those is audience segments. If you're targeting a large, competitive demographic — like 20-somethings into tech — expect ad costs to be higher than, for example, targeting those over 60 who want baking recipes.
Try to find the smaller, niche audience segments for your business or brand. You'll spend less but also be speaking directly to people more likely to be interested in your industry.
Cost-effective ads
We'll do a deep dive into the bidding types for Facebook ads later in this article, but Facebook offers different ways that ad budgets are spent. These can be tailored to your campaign objectives.
The cost-effectiveness goes beyond being able to spend as little as you want. With that hyper-focus on your preferred audience segments and the immediate insights, you'll be able to strategically budget better as you see results.
Plus, ad campaigns come with insights broken down into CPC, ROAS, or other KPIs. That makes it less about cost and more about the value of your ad.
Budget allocation
You already know not to put all your eggs in one basket, and how you allocate your budget depends again on your campaign objectives.
To build awareness, you might want a new lead ad campaign, but don't ignore the ads that are already doing well. If you're trying to convert to sales, sign-ups, or app downloads, consider adding more money behind high-performing ads. That keeps the momentum going and doesn't force the algorithm back into learning mode.
Since Facebook and Instagram are both Meta platforms, you can also target ads to each platform at a lower cost than if you did an ad campaign on each one separately. Instagram ads could reach a separate tier of your target demo.
Ad spend tracking
Spending money on a Facebook ad strategy isn't like the Claw game, where you put cash in and win the prize or get nothing. You'll be able to see the insights as you go for how far your dollar (or $10 or $100, etc.) is going toward your goals.
At the end of an ad run, check out the campaign performance. It's normal to have a few big misses, but your Facebook ad strategy will be better for it in the long run.
A/B testing
If you're not running A/B testing, you're missing out on an easy way to optimize your budget. The idea is simple — run two versions of an ad with a slight difference, so you can see which works. For example, try different copy with the same visual.
Another option would be to adjust the audience targeting on the same ad, perhaps going for the 18-35 demo on one side and 25-54 on the other. Facebook's insights will tell you which one has the secret sauce.
How to identify your target audience for your Facebook ads
One of the most important yet potentially time-consuming parts of content marketing comes before you even brainstorm ad campaigns. It's determining the specific group of people most likely to engage with your brand.
If you cast a net too wide, you'll dilute your brand potential, as specific groups have different needs and motivations. By narrowing your audience in any of the following categories, you'll create more effective and tailored ad campaigns.
Demographics targeting
First things first — define the core traits of your ideal audience to help personalize ads. Think of census information, like age, location, salary, education levels, etc.
If you're selling organic baby products, one target audience could be moms 18-35. However, you might also want to select a target crowd in the "grandparents" age range of 45-60.
As another example, if you sell ski boots, it won't make much sense to target Florida, Texas, or Louisiana.
Behavioral targeting
You learn a lot about your potential audience based on Facebook's tracking of users, such as recent purchases, travel bookings, or which devices they use.
If you sell travel insurance, look for those who like travel or have recently booked travel. If you make custom jewelry, look for recently engaged couples or upcoming anniversaries. If you offer cute dog collars and leashes, find those who have recently purchased dog products.
On the flip side, if your app is only on iOS, you can weed out Android users from your target audience and personalize ads to the right crowd.
Interest targeting
Focusing on the interests of your target audience gives you a great chance to find a new group of followers or customers.
Let's say you're opening a boxing franchise in your community. You'll want people interested in fitness activities like boxing, MMA, and CrossFit. If you offer B2B services, personalize ads for those with interests in small business ownership or startups.
Custom audiences
To a certain extent, you control the target audience. However, any Facebook ad strategy needs to include custom audiences. That's a group of people who are already engaged with your brand.
Whether you want to turn a browser into a buyer or get a visitor to sign up for a newsletter, custom audiences are already defined based on their history with you.
For more oomph out of custom audiences, add Meta (Facebook) Pixel to your website, and that conversion information will show up in your insights. It's another important way to maximize your campaign performance.
How long does a person need to be part of a custom audience to qualify? You get to decide when you create the audience.
Lookalike audiences
Another potential group to target is your lookalike audience. Remember the Spot the Difference images where two pictures looked nearly the same but with slight tweaks? That's just what a lookalike audience is.
Once you have a target group set, Facebook crunches data behind the scenes and finds new users that are similar but not exact. Using lookalike audiences offers a quick, easy way to find new customers without doing a lot of extra leg work.
If this sounds like a lot of work, don't worry. Facebook also offers the option of funding an Advantage campaign budget. Instead of selecting even minute details, you give some basic guidance, and then the algorithm finds the users for you.
How to choose the right ad format on Facebook
If there's one thing that Meta, Facebook, and Instagram have made clear in the past year, it's that relevant, engaging content reigns. Picking the right format for a Facebook ad strategy can make all the difference in how your content marketing resonates.
Image ads
Simple and to the point, image ads work well when you want to grab attention fast without worrying about watch time or view views. Use bold, high-quality images with a strong call to action.
Video ads
When you have a little more to say and want to maximize view time, choose a video ad format. These can appear in a Facebook page feed, in stories, or as reels. While images can make an impact by showing information or a product to the crowd, video ads can make an emotional connection.
Plus, measure the length of engagement or view time to see how well your video performed.
Carousel ads
Facebook feed ads can appear as a carousel, with separate cards rotating horizontally. Mix images and video, or splice in some infographics with a maximum of 10 cards per ad. Each card includes separate pieces of content, caption, and CTA.
If you create ads in a carousel for stories, the top three will show up.
One bonus of a carousel is the built-in engagement that comes from users having to swipe through the catalog, step-by-step guide, or other narrative.
Slideshow ads
Somewhere between video Facebook ads and carousel ads is the slideshow ad. Slideshows give the look of a video project without a product budget. Images seamlessly edited together tell the story through movement. It looks just like a video.
If you know your followers live in areas with poor internet connection, these also load faster than their video counterparts.
Collection ads
For e-commerce brands, collection ads are a game changer. The initial Facebook page ad shows a series of products. From there, shoppers can open into a full-screen browsing experience without ever leaving the Facebook platform.
Lead ads
A lead ad is designed to capture user information through Instant Forms. While still staying on the Facebook page, users enter the information you requested, such as name, email, or phone number. You can use any ad creative you'd like, be it images, video, or carousel.
Lead ads are perfect for newsletter sign-ups, event registrations, giveaways, or job applications. Plus, by opting for Instant Forms, users never leave the Meta platform.
Landing page optimization for Facebook ads
Before diving into landing page optimization, let's talk about the big picture of Facebook ads optimization. In short, it's about making every part of your ad campaign objectives — from targeting to creative to your landing page — work together to get better results.
Landing page optimization should be used when you want to increase conversion rates to your website or a landing page, like a blog article. Before you make this choice, check that your digital house is in order.
This goes far beyond aesthetics or design choices.
Mobile-friendly Facebook pages
It's not just Meta that encourages a mobile-first mentality. Even Google (and Google Ads, for that matter) tout the importance of a website being designed for mobile users. On Facebook, more than 98% aren't on a desktop or laptop when they see your mobile ads.
You also need your website to load quickly and have a responsive design for mobile ads and landing pages.
Clear CTA
Don't leave your potential customers guessing. If your mobile ad promises a discount code, confirm that the link provided takes them to where they see that information right away.
If the goal is to sign up for a newsletter, put a bold SIGN UP NOW button front and center. Stay focused, and don't dilute the message with too many flowery words. If a page confuses or overwhelms visitors, conversion will be hard, much less getting them to come back.
Landing page testing
Think of this like the old analogy, "You can lead a horse to water, but you can't make it drink." When you've gone through the trouble to create ads and curate the perfect target demo, it's pointless if the website doesn't get them to convert.
Work with your digital team or developer to run A/B tests on your landing page, seeing which headline, image, button, etc., gets more results.
At the same time, click through all of the links for your lead ads or remarketing campaigns to confirm the link is valid and the entire process is flawless from first visit to checkout.
Conversion tracking
To connect the analytical dots between your Facebook ad strategy and your website visitors, you need Meta Pixel. This tracking tool is a small piece of code added to your website.
Think of it this way: it's helpful to know if your Facebook ad strategy got people to your landing page. It's imperative to know what they do when they get there, and that's what Meta/Facebook Pixel provides.
Retargeting strategies for Facebook ads
Once you have success with Facebook lead ads, there comes a time when you need to re-engage with the folks who have been there before.
Retargeting is a powerful way to stay top-of-mind with those who have already shown interest and perhaps get them to make a purchase or otherwise engage with your brand.
Examples of retargeting strategies include people who visited your site from an optimized ad but didn't make a purchase, those who started to shop but never checked out, or even focusing on people who engaged with a single ad on Facebook but didn't click through to your site.
Dynamic Facebook ad strategy
Taking retargeting to the next level is dynamic Facebook ads. These are a way to personalize ads for specific users. Maybe customer A has looked at the same pair of running shoes on your site three times but hasn't made a purchase. You can choose a dynamic Facebook ad strategy that will offer them a discount code to follow through.
One of the best parts about dynamic ads is that you only have to set up the catalog and ad template with fill-in-the-blank options for ad copy. Facebook runs the ball to the right corner of interested customers through your ad account.
Conversion tracking for Facebook ads
Understanding conversion tracking for your Facebook ad strategy means knowing what the word "event" means. An event is not a party or a grand opening; it happens when a visitor takes an action, like clicking a link, leaving the page, or watching a video.
This goes back to having Meta/Facebook Pixel installed on your site. Facebook then watches and reports back what users did when they got to your website.
Here are the three main types of events:
- Standard events are predefined actions Facebook recognizes. Examples include lead, add to cart, and purchase.
- Custom events, as the name suggests, are unique to your business. These could be things like visitors seeing the paywall screen on a newspaper website or watching a video embedded on your site.
- Custom conversions track high-value actions by customers, like purchases or app downloads. While the custom event will let you know how many people make it to the paywall, custom conversions show you how many people saw the paywall and paid to remove it.
Keep in mind that the Meta/Facebook Pixel connection works even if you're using a third-party ads system like Advertise from Brandwatch.
Frequently asked questions
How do you set a realistic budget for Facebook ads?
To set a realistic Facebook ad strategy budget, start by reviewing your goals and then researching average costs for your industry, such as CPC or CTR. A couple of great (free!) ways to find that information are through the Meta Ad Library and Meta Audience Insights.
From there, start small — maybe $10 to $20 a day. Once you see what's working or tweak the strategy to see improved results, up the ante. Rinse, repeat, under the end of the ad campaign. Just remember, Meta will spend all the money in your ad budget.
MORE: Social Media Competitor Analysis: 3 Easy Steps to Improve Your Performance.
What if you have multiple Facebook user target audiences?
Meta ads manager and third-party Facebook ad strategy tools like Brandwatch's Advertise offer easy-to-manage ad sets. You'll stay focused with tailored messaging, ad creatives, and offers to match each demographic's interests and behaviors.
Don't forget to add the custom audiences you know have already shown interest in your business. Bonus — you won't overspend on users who aren't likely to engage with your brand.
What are the different bidding strategies for Facebook ads?
Long gone are the days when you pick an ad placement, and it shows up right where you want it. Facebook ads are placed based on bidding options. The five choices, with ideal campaign objectives, are:
- Lowest Cost – (Awareness, Traffic, Engagement, App Promotion) Let Facebook handle the bidding to get as many results as possible for your budget. This is a great choice if you're doing your first Facebook ad or have a really tight budget.
- Cost Cap – (Leads, Sales, App Promotion) Need to stay within your Facebook ad budget but still want some flexibility? Cost cap bidding lets Facebook aim for results close to your target cost without going overboard.
- Bid Cap – (Leads, Sales) For those who have no wiggle room on a Facebook ad strategy budget, bid cap allows you to set a hard limit on how much you're willing to spend. It's helpful when competition for ad placements is high.
- Minimum ROAS – (Sales) You tell Facebook the lowest return you're willing to accept, and it optimizes for higher-value conversions that meet or exceed the threshold. The focus here is profitability, focused on the return on ad spend.
- Highest Value – (Sales) This is for the "Show me the money!" crowd. Facebook prioritizes conversions with higher purchase values. It's a good option for businesses looking to squeeze more sales value from each click.
When should you consider making changes to your Facebook ad strategy?
Give your Facebook ad campaigns at least 7 to 10 days to run before making major changes, but two weeks is ideal. This gives Facebook's algorithm time to learn, optimize, and deliver based on existing audiences, visitor searches, and your Facebook target audience. Even minor tweaks can start the learning phase of the Facebook algorithm.
Have you ever been strolling and seen the same ad over and over again, almost to the point of annoyance? That's called ad fatigue. If you're seeing low engagement and high frequency, it's time to re-think your Facebook advertising.
