HOW TO ADVERTISE ON FACEBOOK

At Lillian Purge, we specialise in Local SEO Services and have developed comprehensive guidance on How to Advertise on Facebook.

Facebook remains one of the most powerful platforms for reaching customers, building brand awareness, and driving sales. With billions of active users and advanced targeting tools, Facebook Ads allow businesses of all sizes to connect with the right people at the right time. Whether you’re promoting local services or running a national campaign, learning how to advertise effectively on Facebook can transform your marketing results.

This article explains how to create, manage, and optimise Facebook Ads to help your business achieve measurable success.

Why Advertise on Facebook

Facebook advertising gives businesses precise targeting options and measurable performance data. You can reach audiences based on location, interests, behaviour, age, gender, or job title, allowing you to create highly focused campaigns.

Other benefits include:

  • Low entry cost compared to traditional advertising.

  • Real-time performance tracking.

  • Retargeting features that reconnect with past website visitors.

  • Integration with Instagram for wider reach.

Step 1: Set Up a Facebook Business Account

To advertise on Facebook, you need a Business Manager account. Visit business.facebook.com and create an account using your existing Facebook profile. From here, you can manage ad campaigns, pages, and assets in one central location.

Once set up:

  1. Add your business details, such as name and contact information.

  2. Connect your Facebook Page and Instagram account.

  3. Set up a payment method for ad billing.

Step 2: Access Meta Ads Manager

Facebook’s Ads Manager (now part of Meta Business Suite) is where you create and control campaigns. This tool allows you to design ads, target audiences, set budgets, and track performance.

In Ads Manager, you’ll see three levels of campaign structure:

  • Campaign: Defines your overall objective (for example, awareness, traffic, or conversions).

  • Ad Set: Controls your target audience, budget, schedule, and placements.

  • Ad: The actual creative content, including images, videos, headlines, and links.

Step 3: Choose a Campaign Objective

When creating a campaign, Facebook will ask you to select your objective. This determines how your ad will be optimised and delivered. Common objectives include:

  • Awareness: Reach as many people as possible to build recognition.

  • Traffic: Send people to your website or landing page.

  • Engagement: Increase likes, comments, or shares.

  • Leads: Collect customer information through forms.

  • Sales or Conversions: Encourage purchases or sign-ups.

Choose the objective that aligns with your business goals. For example, a local service business might choose “Leads,” while an eCommerce brand might focus on “Sales.”

Step 4: Define Your Target Audience

Facebook’s targeting options are one of its biggest strengths. You can narrow down who sees your ads based on:

  • Location (specific cities, postcodes, or radius).

  • Age and gender.

  • Interests and hobbies.

  • Job titles and industries.

  • Previous interactions with your page or website.

For local businesses, location targeting is key. Use the “People living in or recently in this location” option to focus your ads on nearby potential customers.

You can also create Custom Audiences (from existing contacts or website visitors) and Lookalike Audiences (similar users to your current customers).

Step 5: Set Your Budget and Schedule

Facebook Ads can run on a daily or lifetime budget, depending on your campaign needs.

  • Daily budget: Facebook will spend roughly the same amount each day.

  • Lifetime budget: You set a total amount for the campaign’s duration.

Start small, test different ads, and increase your budget gradually as you identify what works. You can also choose whether your ads run continuously or during specific days and times.

Step 6: Create Your Ad

Now it’s time to design your ad. Choose your format from options like:

  • Image ads: Simple visuals with clear messaging.

  • Video ads: Engaging content that captures attention quickly.

  • Carousel ads: Multiple images or products users can swipe through.

  • Collection ads: Ideal for showcasing multiple products in one view.

Your ad should include:

  • A strong headline that captures attention.

  • A clear image or video that reflects your message.

  • Short, persuasive text focused on benefits.

  • A call to action (such as “Shop Now,” “Learn More,” or “Contact Us”).

Keep visuals consistent with your brand and ensure they display well on both mobile and desktop devices.

Step 7: Place and Launch Your Ad

You can choose automatic placements (recommended by Facebook) or manual placements where you select specific platforms, such as:

  • Facebook News Feed.

  • Instagram Feed or Stories.

  • Messenger.

  • Audience Network.

Once your ad is ready, click “Publish.” Facebook will review it to ensure it meets advertising guidelines before it goes live.

Step 8: Monitor Performance

After your ad goes live, track its performance through Ads Manager. Key metrics to monitor include:

  • Impressions: How many times your ad was displayed.

  • Reach: The number of unique users who saw your ad.

  • Click-through rate (CTR): The percentage of people who clicked your ad.

  • Cost per click (CPC): How much you pay for each click.

  • Conversions: The number of users who completed your desired action (such as filling out a form or making a purchase).

You can adjust targeting, budget, or creative elements based on results.

Step 9: Refine and Test

Successful Facebook advertising requires ongoing testing. Run A/B tests to compare different images, headlines, or audiences to see which performs best.

Refine your campaigns by:

  • Eliminating underperforming ads.

  • Increasing spend on high-performing campaigns.

  • Updating creatives regularly to prevent ad fatigue.

Regular analysis helps you maximise results while keeping costs low.

Best Practices for Facebook Ads

  • Keep copy short and benefit-driven.

  • Use high-quality, authentic images.

  • Include your logo or brand colours for recognition.

  • Make sure your landing page matches the ad message.

  • Respond quickly to comments or messages from potential customers.

Consistency between your ad and landing page builds trust and improves conversion rates.

Common Mistakes to Avoid

  • Targeting too broad an audience, wasting budget on irrelevant clicks.

  • Ignoring ad performance data and continuing with poor campaigns.

  • Using overly promotional language that feels impersonal.

  • Failing to retarget users who visited your website but didn’t convert.

Avoiding these mistakes ensures your ad budget works harder and delivers better results.

Expert Advice from Lillian Purge

  1. Know your audience. Clear targeting produces better engagement.

  2. Focus on creativity. Strong visuals and concise text make ads stand out.

  3. Track results. Use data to guide every decision.

  4. Test often. Experiment with formats and audiences to find what converts best.

  5. Combine SEO and ads. A strong organic presence supports better paid results.

Facebook advertising is one of the most cost-effective and measurable ways to grow your business. By following a clear structure, using data insights, and refining your campaigns regularly, you can reach your ideal customers, generate leads, and increase sales both locally and nationally.

We have also written in depth articles on How Much Does Facebook Advertising Cost and How to Advertise on Facebook for Free as well as our Facebook Advertising Hub to give you further guidance.