Facebook Ads tips

9 Tips to Boost Your Small Business Ads on Facebook

What do you need help with?

Select all that apply

What are your goals?

Select all that apply

Please let us know your company website URL

We’re putting your marketing plan & pricing options together. Who can we send them to?

If you’re delving into the world of paid social ads, Facebook is a great place to start.

There are a wide range of ads to choose from, you can target prospective customers with laser precision and best of all… pretty much everyone has a Facebook account!

As PPC and paid social specialists, we know everything there is to know about Facebook Ads, and we want to share our knowledge with you.

With this in mind, here are our nine top tips for running Facebook Ads for small businesses.

Ben Stiller Knowledge GIF - Find & Share on GIPHY

p.s New to Facebook Ads? Check out our ultimate Facebook Ads guide – it’s a great starting point if you want to run Facebook Ads for your small business!

1. Set up the Meta pixel

The Meta pixel (formerly known as Facebook pixel) is a piece of code you can add to your website or mobile app. It helps you capture additional data from customers and means you can show customised ads.

For example, let’s say someone visits your website, puts an item in their shopping cart and leaves your site. The Meta pixel allows you to use this information to show them a Facebook Ad, encouraging them to come back and finish their shopping!

You can access the code from Facebook Events manager. You can then add the code to your site manually, or ask a friendly web developer to do it for you.

Alternatively, if you use a site like WordPress or Squarespace, you can add the pixel to your site without messing around with HTML.

2. Keep an eye on your Facebook Ad relevance diagnostics

One of the benefits of Facebook Ads when you’re a small business is that it gives you some excellent feedback to consider. When your ad gets over 500 impressions, ad relevance diagnostics unlock.

You can see diagnostics in your performance column, and they tell you:

  • The quality of your ad compared to those of your competitors
  • Whether your engagement rate is better or worse than other ads competing for the same audience
  • How your conversion rate compares to similar ads
Facebook ad relevance diagnostics
Facebook ad relevance diagnostics zoomed in

If your ad is performing well… that’s great! If not, you have a good idea of what you need to do to make your Facebook ad better.

3. Spy on your competitor’s ads

In 2016, Facebook got into trouble for sharing users’ personal information with Cambridge Analytica, the company behind Donald Trump’s presidential campaign. 

As a result of this monumental blunder, Facebook pledged to offer advertising transparency to customers. One of the ways it does this is by letting people review advertising campaigns.

This means you can search the Ad Library to see all the ads your competitors have used, not just on Facebook, but Instagram too. 

Just access the Ad Library and search by keyword or advertiser and see what comes up. Inspiration for your next Facebook Ad campaign awaits!

4. Think about the customer journey

Your customer has clicked on your Facebook Ad… that means mission accomplished, right? 

Example of a sponsored Facebook post

Not just yet.

You need to think about the resource that your prospective customer is taken to once they click on your ad, whether that’s your website, Facebook page, or app install page. If it doesn’t encourage them to convert, you might as well start burning five pound notes.

Is it easy to read? Is there a clear call to action? Does it load quickly on mobile? You want your customer to click on your ad and immediately convert.

Facebook ads call to action options

5. Utilise a lookalike audience

Facebook is great for letting you target a specific audience. Want to show your ads to 40 to 50-year-old men in the North West who love football and own cats? Consider it done!

However, one of the handy things that Facebook Ads lets you do is target lookalike audiences. This is when you tell Facebook who your existing customers are, and it serves your ads to similar people. T

his not only saves you time, but helps make sure your ads land right in front of potential customers.

How do you set up a lookalike audience? You upload a list of existing customers, either from your CRM system or website; another great benefit of adding the Meta pixel! 

6. Focus on your headline

While spending time on your Facebook Ad copy is important, we recommend putting the most focus on your headline. This is the first thing your prospective customers will see, and it could make the difference between them clicking on your ad, and scrolling past.

Keep your headline short and catchy. Facebook Ads lets you have 40 characters in your headline, but in our experience, 25-30 characters is the sweet spot.

Here are some of our top tips if you need some help with your headlines:

  • Use numbers to make your headline stand out
  • Focus on the customer – ‘you’ and ‘your’ rather than ‘we’ and ‘us’
  • Fear of missing out can encourage customers to click; try and instil a sense of urgency
  • Emojis can work well and get attention – although they’re not suitable for every type of business
  • If you use a carousel ad, each image gets its own headline. Be sure to use a different headline for each slide

Facebook ad headlines

7. Try different variants of your ads

When it comes to Facebook Ads for small businesses, even little changes can make a big difference. Using a different photo or changing the words you use can massively boost your click-through rate.

Conversion rate optimisation (or CRO) is the science of making changes to your ads to boost the number of clicks you get.

Why not try some A/B testing? Take two nearly identical ads and change one variable. For example, one ad could have a slightly different call-to-action. Then try them both out and see which one gets the most clicks. 

It’s a great way of seeing what your customers like to see when it comes to Facebook Ads!

8. Target your competitor’s fans

Earlier on, we mentioned that you can spy on your rival’s ads to see what they’re doing to pull in customers. Hey, imitation is the sincerest form of flattery, right?

Woman looking at herself in a mirror

You can take this one step further by targeting your competitors’ fans. This can be a great strategy if you want to encourage them to try your brand instead.

How do you do this? It’s easy if your rival has a Facebook company page. Then, when you’re setting up targeting, just say you want to focus on Facebook users that follow your competitors’ pages.

Don’t forget to tweak your ad copy and assets to specifically focus on these customers. What do you do differently from your competitors? 

9. Offer something in exchange for leads

Our final tip when it comes to Facebook Ads for small businesses… did you know the average person sees up to 10,000 ads a day?

This means that if you want prospective customers to pay attention, you have to offer something of interest. What can you give them that adds value to their day-to-day lives?

Customers making transactions at a coffee shop

A ‘lead magnet’ can be a great way to get people to give you their details on Facebook Ads. This can be a webinar, eBook, white paper… anything customers would be happy to trade their contact details for.

Think about your target audience and how you can help them out. Targeting Facebook Ads for small business leads… it’s a great way to find new customers!

Find out more about lead generation and how you can use it in your small business.

Need a little extra help with Facebook Ads for your small business? 

We hope you enjoyed this guide to Facebook Ads for small businesses. Why not try the tips today and see how they help boost your click-through rate?

Using Facebook for your small business doesn’t have to be hard. While there are many things you need to be aware of, Facebook Ads is a fantastic way to find new customers.

If you still need some extra support, don’t panic! Why not take advantage of our Facebook Ads audit?

Our team of PPC experts will tweak your targeting, check your copy, and analyse your assets, giving you lots of valuable information you can use to improve your ads moving forward.

GIF by Pop TV - Find & Share on GIPHY

The best thing of all? It’s completely free! Just grab a large coffee, relax, and let us do the work.

Book your free Facebook Ads audit today.

Subscribe to Our Marketing Blog For SMEs

Receive weekly updates from our team of digital marketing experts. We reveal the exact strategies and tactics we use to successfully grow our clients businesses and provide inbound marketing tips and advice so valuable your face just might melt from the heat! (Its worth the risk!).

Start Increasing Your Organic Traffic Today!