5️⃣ steps to take BEFORE you spend money on Facebook ads

Imagine having the ability to place your brand and products directly in front of the people who are most likely to buy from you and at the click of a button?! Amazing right? Well, that is entirely possible with Facebook and Instagram ads.

With over 2.8 billion active users, Facebook ads offer an unparalleled opportunity to tap into a global audience, and with the right ingredients, it offers a brilliant platform for creating meaningful connections and driving remarkable growth for your business.

BUT… Facebook ads are an investment and like all investments, it is important to do your research and ground work first.

So here is how you make sure that you are fully prepared for success with your Facebook ads and minimise the risk of spending £100’s if not £1,000’s without seeing a return!

Facebook ads

1. Your Facebook Pixel

The very first thing you need to do if you are thinking about running Facebook and Instagram ads is to set up your Facebook pixel. This clever bit of code, sits on your website, tracking the actions of your consumers.

If that sounds like double dutch to you – think of it like this:

Imagine the Facebook pixel as a tiny detective that helps websites and Facebook work together.

1. What’s the Facebook Pixel?

  • Think of the Facebook pixel like a secret agent, quietly watching what your customers do when they visit your website.

2. What Does It Do?

  • The Facebook pixel tracks what actions your customers are taking on your website—like what pages they visit, what buttons they press or what products they leave in their basket. This information is then reported back to Facebook and to us as advertisers.

Why is it Important?

  • Using the information from the pixel, we can build very specific (and effective!) audiences to target. For example, if someone has left something in their basket and not purchased (cart abandoners audience), we could send them an ad say ‘Hey, did you see something you like? Buy today and enjoy free delivery on all orders over £40’
  • Now, here’s the cool part. With this information, we can also show our customers very personalised ads. For example, if someone is browsing your ‘New In’ collection on your website and then leaves to browse Facebook / Instagram – we can then show them dynamic ads featuring the exact products they have been eyeing up on your website!
  • This info also helps you to understand what customers like on your website. It’s like getting feedback on which products are popular or what content people enjoy.
  • For you as a business, it’s like having a virtual assistant that learns what customers like. It helps to show them the right products at the right time, helping you to make more sales.
  • For you personally, it means you might see ads that are more relevant to your interests. Ever notice an ad for something you were just looking at online? That’s the Facebook pixel in action!
Facebook ads

So, in a nutshell, the Facebook pixel is a helpful tool that watches what your consumers do on your website, and it helps you to show highly personalised ads to your consumers. It’s like gifting your consumers, their very own online personal shopper! 🕵️‍♂️ 💻

Setting up your Facebook pixel is relatively straight forward – you can learn more here. But there are additional steps that you will need to complete to make sure it is working correctly. And, without trying to scare you, if you get this step wrong, it will directly impact the success of your Facebook ads.

I would advise seeking help with this which is exactly why I created my mini course – ‘5 Steps Before You Spend’ – so you can implement it yourself but with bitesized how-to videos from an expert. And if you run into any issues, I am only an email away to help!

2. Your Website

What a lot of people don’t realise is that the job of your Facebook ad is not to get sales, but to get clicks to your website / landing page. It is then the job of the website, to convert your consumers into paying customers.

So with that in mind, it is crucial to ensure your website is optimised and working as well as it can.

This is a great resource from Shopify to get some inspiration about what makes a website great.

We always want to aim for a conversion rate of between 2-5%, here are just a few things to ensure are working correctly:

  • Website and page load speed is less than 3 seconds (preferably less than 2 seconds)
  • Your website conversion rate is 2% or higher and it is mobile optimised
  • Products should be logically categorised, with the most popular categories listed first – always include a best sellers category
  • Include multiple high quality images and VIDEOS. Make sure to include people as well as lifestyle, flat-lay or product shots
  • Make your checkout process clean, simple and easy to navigate with form fields clearly labelled
  • Make delivery costs & return options crystal clear throughout your website as well as at the beginning of the checkout process

3. Your Audience & Offer

If you want to create and run effective Facebook ads then you need to understand exactly who you are talking to and what you can offer them, so they have no choice but to buy.

And if you are playing with smaller budgets and lower brand awareness, we have to work harder to get the sale with our Facebook advertising.

This is where your offer positioning plays a key role.

Customer Research:

The best way to determine the effectiveness of your product’s positioning is to ask your customers directly.

Collecting customer feedback from all touch-points within the user journey, allows you to gain valuable insights into what the customer is thinking and feeling during their interaction with your product. This will also help you better understand how your users perceive your product.

You can start by asking these questions:

  • Do your customers truly understand your product’s purpose?
  • Is it clear what problems and pain points your product solves?
  • Are your customers aware of the benefits they could get from using your product?
  • Is your product set apart from the competition clearly enough?
  • Why should the users choose your product over competitors?

Competitor Research:

Once you’ve established your product-market fit, it is time to take a closer look at your competitors.

Look at:

  • Their product offering (are there different pricing plans, bundles, etc.)
  • Who their target customers are
  • Which marketing channels they are using (i.e. social media, Google Ads, etc.)
  • How they are running their Facebook ads (next slide)
  • How similar is their offering to yours
  • What their reputation is like (authority, quality, customer service, etc.)

After analysing your competition, identify how your offering differs. Define your unique value proposition (UVP) and tailor it to your target customers. This will become the focus of your Facebook advertising campaigns, so it is important to get right.

I could talk about this for hours, but if you would like to learn more and understand exactly how you can conduct all of this for your own business, I go through it in-depth in my mini course, which you can check out here.

4. Your Copy For Your Facebook Ads

Now that you are clear on who your customers are (and you may have multiple avatars), what solutions they’re looking for, where your product sits in the market, and what your competitors are doing, it’s time to pull this information into your messaging statements for your ad copy.

Your copy can make all the difference between someone scrolling past your ad, and someone stopping and clicking over to your website because the ad really resonated with them.

You can have long copy, short copy, medium length copy – everything is down to the testing but the important part is…

That you know WHO you are talking to and their pain points, so you can write your ad especially for them.

(pssst – if you really struggle with writing ad copy, I have just launched a brand new download, which you can check out here. You can download it as a stand alone resource, or pay half the price when you invest in my ‘5 Steps Before You Spend’.

Facebook ads

5. Your Facebook Ads Creative

Since Apple’s iOS14 update, our access to customer data has been much more difficult – which has meant our audience targeting has been negatively impacted.

Because of this, the creatives (images, photos, videos) that we present in people’s feed have got to work much harder.

Facebook ads

Getting your creatives in order is an important step before you start spending money on ads.

Creative examples to gather include:

  • Benefit call out graphics
  • Customer review testimonial videos
  • Still images of products in situ
  • Flatlays
  • Gifs
  • How to videos
  • UGC (user generated content)
  • Unboxing videos

Don’t forget to create two size variations of each creative. You can learn more about that here.

Facebook ads


Running ads is an investment, and as with most investments, there is an element of risk. But that risk can be minimised by doing the ground work first.

So, if you are seriously considering running Facebook and Instagram ads next year, I would highly recommend doing these 5 steps first and if you would like some help and guidance on how to do these steps successfully, invest in my mini course – so you can sleep easy knowing you have done everything possible to ensure your Facebook ads are successful (while saving you money in the long run!)

If you have any questions or would like to talk about growing your business with Facebook ads, please send me a message on Instagram (I love to hang out there) or book a free call with me here.

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