How to Run Facebook Ads that Convert

The aim of any advertiser is to get his adverts to reach as many people as possible, create leads, and convert these leads to paying customers. The three important words here are ‘reach’ lead’ and ‘convert.’

In recent years, Facebook has become the go-to medium for advertisers, and this is because it has the potential to reach so many people. The platform is reported to have an active monthly user base of about 2.74 billion people. Making it the largest singular assemblage of people globally.

With this huge user base, Facebook already solves one problem for advertisers, reaching out to people but potentially solves the problem of creating leads and converting the leads. We use the word potentially because although you can leverage Facebook’s huge user base, the Facebook advertising mechanism would not automatically create leads or convert these leads into paying customers. That will be dependent on the quality of your ad, the irresistibility of your offer, and the efficiency of your ad set up.

And while many people make use of Facebook to create ads, not so many are successful, experiencing little to no returns. A survey has buttressed this by publishing that 62 percent of small business owners say they are not successful with Facebook ads. 

It’s no fault of Facebook that your ads are not converting, neither is your niche so bad because someone somewhere and in your niche is making good bucks through Facebook ads. You most likely are not reaching out to the right people or creating the right leads and, as such, not converting. But don’t worry, we got your back. We have created these guides to give you definitive steps that will help you scale your Facebook ads and convert.

But first

Why Facebook Ads (here is why you shouldn't give up just yet)

With over 1.8 billion daily users, no doubt Facebook is the largest and one of the most diverse virtual communities on the globe. Making it a lethal marketing tool for any business, whether small and home-based business or large, big corporations. Little wonder more and more ads keep popping up whenever you surf the Facebook interface. If it wasn’t good enough, the ads should have stopped coming in.

A recent report asserts that Facebook has an advertising audience of about 2.14 billion people. This represents the number of people capable of reacting to an ad. Also, an average Facebook user clicks on 12 ads every month. I don’t think there Is any other platform with a better reach.

We could go on and on with the statistics, but one thing is absolutely clear; Facebook remains a good vehicle for effective ads, notwithstanding your previous experiences. 

Definitive Tips for Creating Ads That Convert

We had earlier stated three vital expectations that every advertiser has;

  • Reach
  • Lead
  • Convert

We would categorize the tips under these expectations for easy understanding.


The first thing you would want to get right while advertising on Facebook is the ability to reach out to as many people as possible. We already told you that an average of 1.8 billion people visits Facebook every day. Now imagine if you can reach out to just a tiny fraction of that number; then you’re on your way to success. 

However, these people will not always be online 24 hours of a day, and it may not be cost-effective to leave the ad running all through the day. You would want to run ads at specific times when more people would be online, and you could reach them. This brings us to the subject of the Ad Schedule.


Ad Scheduling/ Timing

There are lots of suggestions all over the internet as to when you should run a Facebook ad, but then, what works for Jack, may not work for Jill. And what works for a tech ad may not work for an apparel and accessories ad. Don’t forget time zones and cultural differences also influence the time people come online.

In a report, an eBay expert stated that they had their best time for mobile shopping between 11 am and 1 pm. At the same time, an unreported interview with a realtor revealed that real estate ads had the best engagements during weekends. These are contradictory but, of course, understandably different industries. 

Ad timing should be subjective, but research-informed. Don’t choose a time based on what you feel but after a good research. To find out the best time to run your ad, you must first have proper knowledge of your business and your potential customers. For instance, running an ad for stay-at-home mums would be more effective at the times of the day when they are most likely to be free and online, which should be late mornings to midday when the kids are at school. This is averse to the popular notion that ads are best in the early hours of the day or late evenings.

You, however, need more informed statistics to guide you. If you have done similar ads before, all you need to do is go back to the statistics and report. Facebook always has some information on your previous ads, so you need to head to the ads manager, and then you’re good. Take note of the following points

  • What time and days you had the most engagements.
  • What time or days you had the most sales or inquiries.

This could be a veritable guide for scheduling your future ads. 

If you have not done a previous ad in the past, you could research to find out if others in your niche have published such information. Or use indirect research to get what you need; for instance, you ask, “when are stay-at-home mums more likely to surf the internet or login Facebook.”

Reaching out is not the ultimate rather, it should be among the first things you have in mind. It gives you an insight into the massive possibilities in Facebook advertising. 



Now you know the potential reach with advertising on Facebook and how best to maximize it, now we would talk about generating quality leads from those reached.

When you generate leads, you have not converted, but you are almost there. If you can generate leads and handle these leads determines if the ad would convert and become successful. Before we go ahead, let us quickly differentiate reach from lead.

Reaching out means that you have successfully published your ad to a large audience on Facebook, and many people can see it at a good time. Leads mean that your ads have caught the attention of these audiences (those reached), and they are now interested in what you are offering. All of these, including the third phase, which we would discuss shortly, make up the process of creating Facebook ads that convert.

Here are tips to help you generate quality leads.


The huge user base on Facebook presents huge diversity. You will find people of different ethnic backgrounds, cultures, professions, religions, interests, and many more. It would be unproductive to run ads spontaneously without any targeting. That would mean relying on luck to generate leads and have paying customers.

Facebook targeting Is created so that you can tweak your ads to display only for a selected audience tied by the same interest, profession, age, gender, or those more likely to respond to your ad. For instance, if you sell children’s toys, you will want to target young parents; if you sell medical equipment, you would want to target those in the medical profession. It is common sense that a vegetarian would not be interested in non-vegetarian cuisines and delicacies. Thus a restaurant looking to create ads may want to exclude certain interests from seeing the ad, leaving room for more quality leads and potentially more conversion.

Good Facebook ad is not a function of luck or magic. Why do you think most times you see ads of things you have an interest in; it’s simply because of targeting, not a coincidence. For instance, you can have detailed targeting like; men who are over 35 years that live in Ontario, Canada, single, and interested in a relationship.

Facebook targeting works so well that it enables you to streamline your ad to your chosen audience based on certain demographics. Here are some;

  • Gender: with this, you can decide to target only males or just females or both.
  • Age: targeting based on age enables you to set people of a certain age range as your preferred audience. Maybe 18-35.
  • Location: it would be inefficient to select a very broad location for an event or service offered around a particular place. With location targeting, you can limit those who see your ad to a certain city, state, country, or wider.
  • Marital status: Yes, this also applies. You may target people based on their marital status.
  • Interests: Setting up a Facebook profile entails adding your interests. Facebook uses these interests for ad targeting; hence an advertiser can take advantage of these features to target ads based on interest.

Other demographics and factors that can be used for detailed targeting include:

  • Life EventsProfession
  • Education level etc.

The timing of your ad will become inconsequential if you target the wrong audience.

Focus on your Message

In advertising, content is king. With the right content, you would be able to achieve more success than you can imagine. Content in this context refers to your message and how you deliver it. If your ad copies or message is not captivating and convincing enough, then your targeting may not yield any results.

Your ad message should be able to communicate to your audience and keep them interested. People only react to what they find interesting or useful. Most times, language and choice of words determine what is of interest to people. 

In a social experiment, two ads of the same products but different ad copies were displayed to the same audience at different times. The result showed that the audience who claimed not to have been interested in the product with the first ad suddenly became interested and bought the same product when the second ad started running. This happened because the second ad had a more captivating message. This experiment emphasized the importance of an ad copy.

Here are tips to help you write better and converting Facebook ads messages

Captivating Caption: this could be in the form of a question, rhetoric, a fact, or something simply catchy. But it has to be short and concise. You can draft a few options and seek the opinion of colleagues and friends to help you decide on which is best captivating.

In the example above, we can agree that the caption used is quite catchy: “this just made going keto so much easier” imagine if the caption were “a very good keto cereal” boring, I know. Messages should be short, simple, but descriptive: Short and descriptive sounds contradictory, but you have to put every vital information that would attract your audience in a few lines of messages. Keep your message simple, short but informative. It should address the need, want, or at best arouse your audience’s curiosity to want to know more. In our example of Magic Spoon Cereal, we can see the brief but informative description enough to make a buying decision. 

  • 11g of protein per bowl
  • 3g of Net Carbs
  • Tastes like Magic.




This is short, direct, simple, and informative.

A Fitting Media: Visuals appeal to the mind and emphasize a message an ad is trying to pass. 

  • Never create an ad without accompanying media but, more importantly, a relative media. The media can either be a picture. Group of pictures or a video. Do not just add a picture or video for the sake of adding; it should be relative to the message or describe the content of the ad.
  • A Definitive Call to Action: using definitive phrases as your call to action button is usually effective. Please don’t leave them with a choice of words that would imply thinking. Use words like “shop now,” “Book Now,” “Learn More,orSend a Messagethis should be dependent on what action you would want your audience to take.


After creating a good lead, the final step is to ensure that your lead converts. Without a good lead and a definitive call to action, your audience won’t be convinced to make a buying decision. Here is how you can enhance the conversion process

  • A detailed Landing Page: If your ad is captivating enough, your audience will click to connect to your landing page. This would mean that you’ve done a good job thus far and just a step away from converting. A landing page should contain more detailed information or description about your ad: enough information to answer any question your leads may have. Your landing page should also have a contact form that will enable you to retarget interested leads.
  • An Irresistible Offer: Always have a realistic but catching offer. It could be a discount, a gift, a bonus, a return policy or a warranty, there could be more, but certainly, you seldom go wrong with a good offer. Your offer is the hook; it makes your lead convinced. Imagine that you are selling a weight loss supplement, and you need to convince your audience that your product is efficacious. You could simply add a money-back guarantee something like, if you don’t get results in 3 months, call us and we would refund you with an extra for the stress.” This may be your magic wand, with more people feeling convinced to try out your supplement. Importantly you must be sincere and ready to see through whatever offer you throw out.
  • Retargeting: This implies using available or former data and information to run subsequent ads. You can do this by using Facebook ads analytics or google analytics on your landing page or website to retarget people who had shown interest in your ads in the past. So please don’t joke with your analytics and always consult them. It could be your goldmine.


Running a successful ad that converts is not a stroke of luck but an intentional process. All you have to do is have the right knowledge and apply it; you’ll be glad you did. Importantly every point in this guide is interdependent of each other, so to get good results, you must apply to follow through and not partly. 

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Author avatar
Eugenia Kuzmenko