Facebook remains one of the best platforms to promote your business online. With an average of 3 billion active users, you can access a huge marketplace that reaches a wide audience. But as more businesses compete for attention, standing out requires a smart advertising strategy tailored to your unique goals.
Thankfully, Facebook’s advertising tools are more advanced than ever, making it easier to create targeted campaigns, reach the right people, and track your results—all from one platform.
In this guide, we’ll break down everything you need to know, from setting up your first ad to managing budgets and avoiding common pitfalls. Let’s get started!
What you need to advertise on Facebook
Before you start there are a few essentials you’ll need to properly set up and you’ll be ready to launch in no time.
A Facebook business page
To advertise on Facebook, you need a Business Page. It acts as your brand’s home on the platform, showing your audience who you are and what you offer. Creating one is free and only takes a few minutes. Make sure it’s updated with your latest business details like contact info. It should also come with a clear call-to-action like with “Shop Now” or “Contact Us.”
A clear advertising objective
Facebook offers several ad objectives based on what you want to achieve. Are you trying to increase brand awareness, drive traffic to your website, or boost sales? Picking the right goal helps Facebook optimize your campaign for better results. Don’t worry—if you’re unsure—Facebook’s Ads Manager offers helpful prompts to guide you.
Key Facebook advertising tools and features in 2025
Facebook’s advertising tools have gotten better and knowing how to use them well can make a big difference in your campaigns.
Facebook Ads Manager
If you’re managing multiple ad accounts, then the Facebook Ads Manager is your campaign command center.
Here’s what makes it awesome:
- Campaign creation. Picking the right campaign objective Facebook gives you is key to getting the results you want. Ads Manager guides you through setting up your campaign structure, selecting ad formats, and crafting your ad creatives.
- Audience segmentation. Utilize detailed targeting options to reach your ideal audience. Filter by demographics, interests, behaviors, and even create custom audiences from your customer data or Lookalike Audiences to find users similar to your existing customers.
- Budget management. Choose between daily or lifetime budgets to control your spending. Set bid strategies that align with your campaign goals and schedule your ads to run at optimal times for your target audience.
Creative tools
Not a design expert? No worries, from simple image ads to interactive carousels and video campaigns, Facebook’s got you covered:
- Image ads. Simple yet effective. These ads use an image to convey your message. Ensure high-quality visuals that resonate with your audience.
- Video ads. Ideal for storytelling, video ads can range from short clips to longer narratives, allowing you to demonstrate products or share customer testimonials.
- Carousel ads. Showcase up to 10 images or videos within a single ad, each with its own link. This format is great for highlighting multiple products or detailing a multi-step process.
- Slideshow ads. Create lightweight video ads using a series of still images, text, or existing video clips. Good for users with slower internet connections.
- Collection ads. Feature a primary video or image with several smaller accompanying images, enabling users to browse products directly from the ad.
Meta Business Suite
If you’re active on both Facebook and Instagram, then Meta Business Suite is your go-to tool. Do everything important in one place, such as:
- Unified management. Schedule posts, respond to messages, and monitor notifications across both platforms from a single dashboard.
- Insights and analytics. Access performance metrics to understand how your content and ads are performing. This allows for informed decisions to optimize your strategy.
- Cross-platform campaigns. Easily create and manage ad campaigns that run simultaneously on Facebook and Instagram. This ensures consistent messaging and broader reach.
AI tools
Artificial Intelligence (AI) is changing the game for ad management and making campaigns much more efficient. Don’t resist AI-driven solutions. Let Facebook’s AI handle the heavy lifting with tools like:
- Automated ads. Facebook’s AI creates multiple versions of your ad, tests them with different audiences, and optimizes for the best-performing combinations.
- Dynamic ads. Automatically promote relevant products from your catalog to users who have expressed interest on your website, app, or elsewhere on the internet.
- Campaign Budget Optimization (CBO). Distribute your budget across ad sets to maximize results, allowing Facebook’s AI to allocate funds to top-performing ads in real-time.
How to set up a Facebook ad campaign
Creating a Facebook ad campaign is simpler than you might think. Follow these step-by-step instructions to get started:
1. Access Meta Ads Manager

Begin by navigating to Meta Ads Manager, your central hub for ad creation and management. If you don’t have an account yet, set one up by following the prompts.
2. Choose your ad campaign settings

Click the Create button to start a new campaign. You’ll be prompted to select an objective that aligns with your business goals:
- Awareness: Get your brand noticed.
- Traffic: Send people to your website or app.
- Engagement: Boost likes, comments, and shares.
- Leads: Collect contact details from potential customers.
- Conversions: Drive actions like purchases or sign-ups.
Choose the one that makes the most sense for what you want to accomplish.
3. Name your campaign and set special ad categories
Give your campaign a clear, descriptive name like “Winter Sale 2025 – Traffic Campaign.” If your ad relates to credit, housing, or job opportunities, enable Special Ad Categories to comply with Meta’s policies.
4. Define your audience
Detailed targeting helps you reach people who are most likely to care about what you’re offering. In the ad set setup, choose who you want to see your ads by setting filters like:
- Location. Target users in specific countries, regions, or cities.
- Age and gender. Define the demographic characteristics of your audience.
- Interests and behaviors. Reach people based on their hobbies, interests, and online behaviors.
- Custom audiences. Use your own customer data to target specific groups.
5. Set your budget and schedule
Determine how much you want to spend and the duration of your campaign. Manage costs and get the best results from your ads:
- Budget. Choose between a daily budget (amount spent per day) or a lifetime budget (total spend for the campaign duration).
- Schedule. Set a start and end date or run your ads continuously.
6. Choose ad placements
Decide where you want your ads to appear. Generally, automatic placements are recommended for the best performance:
- Automatic Placements. Let Facebook optimize placements across its platforms (Facebook, Instagram, Audience Network, Messenger) for the best results.
- Manual Placements. Choose specific locations where you want your ads to be shown.
7. Create your ad
Design your own custom ad to display. Make sure your ad aligns with Facebook’s advertising policies to avoid disapproval:
- Format. Options include single image, video, carousel, slideshow, or collection ads.
- Media. Upload high-quality images or videos that represent your brand.
- Text and links. Craft compelling primary text, headlines, and include a clear call-to-action button.
8.Review and publish
Before launching, double-check all your settings and preview your ad to see how it will appear across different devices. Once satisfied, click Publish. Your ad will undergo a review process to ensure compliance with Facebook’s policies.
Advanced Facebook ad targeting techniques
If you want a more specific coverage of your audience, then Facebook’s advanced targeting tools will help you a lot. Connect with the right people through:
Custom audiences
A Custom Audience is a group of people who’ve already interacted with your business. You can create one by uploading your email list, connecting your CRM, or using Meta Pixel to track visitors on your website.
To set it up, go to Meta Ads Manager, select Audiences, and click Create Audience, then Custom Audience. Choose your data source (email list, website traffic, app activity, etc.), and Facebook will match this data with user profiles, securely and privately. Use Custom Audiences for loyalty campaigns, special promotions, or win-back strategies.
Lookalike audiences
A Lookalike Audience helps you reach people who share similar traits with your best customers. This feature works by analyzing a source audience, like a Custom Audience or your Facebook Page followers, and finding new users who fit the same profile.
To create one, go to Audiences in Ads Manager, choose Create Audience, then Lookalike Audience, and select your source audience. Adjust the similarity range from 1% (most similar) to 10% (broader reach). This is ideal for expanding your customer base while keeping your targeting precise.
Retargeting
Retargeting keeps your brand visible to people who’ve interacted with your business but haven’t converted yet. This can include website visitors, people who abandoned shopping carts, or those who engaged with your Facebook or Instagram posts.
To retarget effectively, set up the Meta Pixel on your website to track visitor behavior. Then, create Custom Audiences from actions like product views or cart abandonment. Use Dynamic Ads to automatically show these users relevant products based on what they browsed, making it easier to convert warm leads into paying customers.
Location-based targeting
Location-based targeting helps you focus on people in specific geographic areas. This is great for promoting local events, physical stores, or services tied to a particular place.
You can set your ad to target users within a specific city, zip code, or even a radius around your business. It’s also handy for reaching tourists, commuters, or anyone on the move near your area.
Optimizing your Facebook ads for better performance
Creating a Facebook ad is just the beginning. To truly connect with your audience and get the most bang for your buck, you’ll need to fine-tune your ads. Here’s how to make your Facebook ads work harder for you:
Experiment with A/B testing
A/B testing, or split testing, is a test launch for your ads. You create two versions of an ad, change one element, and see which one your audience prefers.
- What to test. Try different headlines, images, ad copy, or call-to-action buttons. For example, test a red “Shop Now” button against a blue one to see which gets more clicks.
- How to do it. Use Facebook’s built-in A/B testing tool in Ads Manager. Keep everything the same except for the one element you’re testing. This way, you’ll know exactly what made the difference.
- Why it matters. By testing and learning what your audience likes, you can create ads that perform better and waste less money on ineffective strategies.
Keep your ads fresh
Switching up your ads regularly keeps your audience interested and stops them from getting bored. Here’s how to keep things fresh:
- Rotate your creatives. Change your ad visuals and messages regularly to keep things interesting.
- Use multiple formats. Mix it up with images, videos, carousels, and slideshows to see what your audience responds to.
- Seasonal updates. Align your ads with holidays, seasons, or current events to make them more relevant.
Optimize for mobile
Since most people use Facebook on their phones, making your ads mobile-friendly is a must. Here’s how to make sure your ads look awesome on smaller screens:
- For vertical videos. Utilize a 9:16 aspect ratio for vertical videos, which fill the entire mobile screen and provide an immersive experience. This format is particularly effective for Stories and Reels.
- For square videos. A 1:1 aspect ratio works well across various placements and maintains quality on mobile feeds.
- Have good resolution. Ensure your videos have a minimum resolution of 1080 x 1080 pixels to appear crisp on high-resolution mobile screens.
- Keep text short. Mobile screens can’t display long text well, so be concise.
- Fast loading times. Ensure your landing pages load quickly to prevent users from leaving before they see your content.
Monitor and adjust
Keep an eye on how your ads are doing so you can quickly spot what’s working and fix what’s not. Also, be ready to tweak your campaign as needed:
- Track key metrics. Watch metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
- Be ready to pivot. If something’s not working, don’t be afraid to tweak your ad or try a new approach.
Common mistakes to avoid in Facebook advertising
Navigating Facebook advertising can be tricky, especially with so many potential pitfalls. Here are some common mistakes to watch out for and tips on how to avoid them:
Targeting too broadly
Casting a wide net might seem like a good idea, but it often leads to wasted ad spend. By narrowing your audience based on demographics, interests, and behaviors, you can ensure your ads reach those most likely to engage with your content.
Underestimating creative quality
High-quality visuals and compelling copy are essential for capturing attention. Poorly designed ads can deter potential customers and diminish trust in your brand. Invest time in creating engaging and relevant content.
Mismanaging ads budget
Both overspending and underspending can harm your campaign’s effectiveness. Overspending can drain resources without guaranteeing results, while underspending may limit your campaign’s reach and impact. It’s essential to set a realistic budget that aligns with your campaign goals and monitor your spending closely.
Failing to analyze results
Not regularly reviewing your ad performance can lead to missed opportunities for improvement. Utilize Facebook’s analytics tools to track key metrics and adjust your strategy accordingly. Regular analysis helps in understanding what’s working and what needs change.
Take your Facebook ads to the next level
By now, you have a clear roadmap for creating successful Facebook ad campaigns. From targeting the right audience to optimizing your budget and crafting engaging ads, these strategies will help you reach your goals and grow your business.
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Frequently asked questions about Facebook advertising
Yes! Facebook’s ad platform works well even with a small budget. Start with as little as $5 on your ad account per day to test different campaigns. Use targeted audiences and monitor performance regularly to get the most out of your money.
Use Meta Ads Manager to track important metrics like conversions, cost-per-click (CPC), and return on ad spend (ROAS). Installing the Facebook Pixel on your website allows you to track actions like purchases and sign-ups, giving you a clearer picture of your ad performance.
If you want to run Facebook ads on mobile, keep things simple and eye-catching. Use vertical videos and clear, high-quality images that fit small screens. Keep your text short and straight to the point so people know what to do right away. And don’t forget to check that your landing page loads fast since nobody likes waiting around.