14 FAQs about getting started with Facebook ads

Are you looking to unlock the power of Facebook and Instagram advertising for your business but don’t know where to start?

In this FAQ guide, I will address 14 of the most common questions asked by businesses like you, looking to get started with Facebook and Instagram ads. From setting up your Facebook ad account to how much you should budget, I’ve got you covered.

Let’s dive in…

1. What do I need to do to get ready to advertise on Facebook?

Before you even think about starting Facebook ads, there are a few things you need to get in order.

Firstly, you need to create your Business Manager, which you can do here.

Once you have done that, you need to install the Facebook pixel onto your website. The Facebook pixel is crucial for effective advertising and tracking, because it allows you to gather data on people who visit and move around your website – eventually we can use that data to build powerful Facebook advertising audiences.

If your website is built on Shopify, WordPress and Wix, the set up is super straightforward. I have linked each one to a help doc to assist you. If you are on a custom built website, you will need to speak with your developer.

As part of the set up steps, you will also need to create your Event Actions and implement the CAPI.

Once you have your foundations in place, I want you to think about your goal for the ads. If it is sales, is your website set up correctly and converting above 3% organically or does it need some improvements? If you would like to build your email list, have you created a dedicated landing page to gather those new email subscriber leads? Is there a lovely nurture sequence in place? Do you have an irresistible offer for people to join your email list?

Another thing you need to do is to create a folder of creative to use in your ads. You will need a variety of creative to test – from still images and product shots to unboxing videos, user generated videos, and lifestyle content.

Finally, you need to think about your copy hooks – what transformation can people hope to achieve by using or having your product in their life?

Get all of this sorted before you start spending money on your advertising.

2. Do I need a personal Facebook account to run Facebook ads?

Yes. While you won’t be running ads from your personal page, Facebook uses your personal account to confirm your identity and this helps keep everything related to your business secure. In addition, you’ll need to set up a Facebook page for your business if you haven’t done so already. If you would like to advertise across Instagram as well (which I recommend), you will also need to have an Instagram business account.

3. How do I set up a Facebook ad account for my business?

Once you have set up your Business Manager, navigate to the ‘Business Settings’ section, and on the left hand side, click ‘Ad Account’. Under that tab on the right hand side, you will have the option to create a new ad account.

4. Should I boost instead?

A boosted post means putting spend behind a post that you have already posted on your Facebook page / Instagram account. This is the simplest way to advertise on Facebook but not the most effective. When you boost a post, it will show up in your audience’s Facebook or Instagram feed as an advertisement.

When you boost a post, you’ll tell Mets three things:

  1. Who you want to reach: you’ll pick a target audience using interests
  2. Your max budget: how much you want to spend over your chosen timeline
  3. How long you want to run your ad

But, here’s the problem…

While boosting is still considered an ad, Facebook ads that are created through ads manager pack a bigger punch. There are many more advertising objectives to choose from that will help you reach your specific business goals and the audiences you care about most.

Where a boosted post may initially optimise for page likes, comments, and shares or overall brand awareness, Facebook ads can optimise for app installs, website conversions, video views, shop orders and so much more.

If your goal is brand awareness, then you could boost a post that has performed really well for you. But if your goal is sales, you need to be creating your ads in ads manager. I explain it in this short video here.

5. What types of campaigns can I run on Facebook?

Facebook offers various campaign types and the one you chose, should be the one that most aligns to your business goal. Your options are awareness, traffic, engagement, leads, app installs and sales. More information can be found here.

6. How much should I spend on Facebook ads?

The budget for your Facebook advertising efforts varies based on your business goals and financial resources. What are you able to spend? My advice here is to start with a budget you’re comfortable with and adjust as you gather data and analyse your campaign performance.

When it comes to your Facebook ads budget, you also need to think about the audience you’re trying to reach and what you’re trying to get them to do (e.g buy). If you are selling high ticket items (£100+) then you will need to invest in a longer funnel with more ads, which means more budget.

As a guide, if you are running a sales campaign, you will need to spend around £10 per day per audience. You can spend a little less for lead generation campaigns – as low as £5 per day per audience.

For a more in-depth explanation, please read this.

7. Can I run ads on Instagram through Facebook ads manager?

Absolutely! Facebook owns Instagram under the Meta brand, so you can manage ads for both platforms from a single interface through the Facebook ads manager. If you are wondering whether to run ads across one or both platforms, regardless of your Facebook page size or Instagram account following, my advice is to run ads across both to begin with.

8. How do I create compelling ad creative that drives engagement?

To create compelling Facebook ad creative, use eye-catching visuals with clear and concise messaging and a strong call-to-action.

Your creative doesn’t have to be anything fancy – in fact, creative that looks more native and like something your friend would post, usually performs better. You could do unboxing videos, lifestyle shots of your product in action or a customer review video.

Make sure you have enough creative to play with so you can test what resonates the most with your audience.

9. Should I focus on reach, engagement or sales for my ads?

The campaign objective you choose should align with your business goals. If you want to drive sales, focus on sales. If you want to build brand awareness, focus on reach or engagement. Always think about your end goal. If your end goal is sales but you would like brand awareness in the process – then the objective you should choose is sales.

10. Can I integrate Facebook ads with my email marketing platform?

Yes, you can integrate Facebook ads with email marketing platforms.

Syncing your email lists with Facebook allows you to target your subscribers with personalised ads, increasing your chances of sales. My recommendation here is to use Klaviyo – the integration is seamless and the analytics are brilliant which means you can make data driven decisions when it comes to your email marketing

11. How long should I run my Facebook ads for?

This depends. If you are running a flash sale, then you will likely be running your ads for that flash sale period.

But if we are talking about evergreen, e.g ads for all year round, the run time of those ads is guided by the size of your audience and your budget with close consideration of the ‘frequency’ metric.

If your audience is small in comparison to your budget, the number of times people will see your ads will likely be quite high (the more you spend, the more your ads get pushed out to your audience). We see this quite a lot with retargeting ads when the audience size is usually quite small. The metric you need to be looking at here is ‘Frequency’. With cold audiences, if that creeps over 3, your audience will start getting fatigued by your ads so you will need to add in fresh creative.

As long as you have enough creative / copy options and your audience is working (e.g converting) you can continue to run ads for as long as they continue to convert for you! I am currently running the same ads I started running 4 months ago!

12. How long will it take for my Facebook ads to work?

Ahhhh that is the question! Facebook ads are rarely an overnight success, especially if you are new to advertising. Because with little data on your pixel, Facebook needs time to understand what your business is about in order to find people who will buy from you. When I work with management clients, I work on a minimum three month contract, because that is usually how long it takes me to find what audiences work with what creative / copy hook.

If you are serious about investing in Facebook ads, you need to look at it as a 12 month investment, spending at the very minimum £500 per month (you could spend less, but you need to be doing lots of testing at first to find out what works so the more budget, the better).

13. What’s better – Google ads or Facebook ads?

If you have the budget, you should be investing both! For your marketing and advertising, you should always be taking a 360 approach – utilising all tools that you have to hand rather than putting all of your eggs in one basket. But if I had to choose one, my very biased opinion is to start with Facebook ads before moving onto Google.

14. Can I see my competitors’ ads?

Absolutely and I urge you to go look! Right now! As part of Facebook’s pledge towards transparency, you can now see exactly what ads your competitors are running and it is a gold mine of information!

Go to Facebook and search your competitors Facebook page. From there, go to Page Transparency, click See More, and then go to Ad Library. And boom! You can see exactly what ads they are running. Sadly you can’t see how effective those ads are, but you can infer that if their ads have been running for longer than 2 or 3 months, they are likely performing well. Go find some inspiration and make their ads, better!


So there you have it! Your Facebook ad FAQs answered. But, if I haven’t answered your question in this article, please send me a message on Instagram (I love to hang out there) or book a free call with me here, and let’s crack the confusion together.

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