Facebook Ads continue to be one of the most effective digital marketing tools for reaching a large audience with high precision. With over three billion active users across Facebook and Instagram, the platform allows businesses to drive traffic, generate leads, build brand awareness and increase conversions.
However, the key to success lies not just in placing ads but in how you use them. Facebook offers a wide range of targeting options, formats and campaign objectives that can be combined in creative ways. In this guide we will explore ten proven methods for using Facebook Ads to grow your business and drive measurable results.
1. Promote Your Products or Services Directly
One of the most common uses for Facebook Ads is direct promotion. You can use dynamic product ads to display specific items based on browsing behaviour or create single image and carousel ads that showcase your top offers. Be sure to match the tone of your visuals with your brand identity.
If you are selling online, install the Meta Pixel to track conversions and optimise delivery. For high ticket services, use ads to drive visitors to an optimised landing page. For more guidance on structuring those pages, read How Website Copy Guides Visitors to Action.
2. Build Brand Awareness with Engaging Storytelling
Not every Facebook campaign needs to be focused on sales. You can also use the platform to build your brand over time. Create campaigns with the objective of Reach or Brand Awareness and tell stories through video, reels or slideshows.
Share your mission, behind the scenes content or customer stories. These campaigns work well when you want to introduce your brand to new audiences and remain top of mind. Over time, this builds trust and opens the door to future conversion campaigns.
3. Generate Leads with Facebook Lead Ads
Facebook’s built in lead form ads are designed to collect user details without needing to send them to an external website. This makes it easy for users to register interest, download a guide or book a consultation.
You can customise your form with questions and even integrate it with platforms like Mailchimp or ActiveCampaign for automated follow ups. Lead ads are ideal for service based businesses, webinars, newsletter opt ins and free consultations.
For more help crafting persuasive CTAs and form headlines, read our guide to Psychologically Driven Copy.
4. Retarget Website Visitors with Custom Audiences
Retargeting is one of the most powerful features of Facebook Ads. Using the Meta Pixel, you can create custom audiences of people who have visited your website, viewed a product or added an item to their basket without buying.
You can then create specific ads that encourage them to return and complete the action. This includes a reminder, a limited time offer or social proof like a review. Retargeting usually delivers a much lower cost per result because the audience is already warm.
5. Drive Traffic to Content and Landing Pages
Facebook Ads can be used to drive traffic to your blog posts, landing pages, service pages or digital resources. This is especially useful for top of funnel content that introduces your brand and provides value before asking for a sale.
If you want to use blog content to support your ad campaigns, make sure it is structured to convert. You can explore our article on The Anatomy of an SEO Friendly Blog Post for more tips.
6. Build Lookalike Audiences for Cold Outreach
Facebook allows you to build lookalike audiences from your most valuable customer data. This includes email lists, website visitors, purchasers and engaged users. The platform then finds new users who share similar traits and behaviours.
Lookalike audiences are especially useful for scaling campaigns and reaching high quality cold traffic. You can choose to base these on high value customers to increase your return on ad spend.
7. Boost Social Proof with Engagement Campaigns
You can run ad campaigns specifically to generate social engagement such as likes, comments, shares or follows. These campaigns are often inexpensive and help build credibility when new users see your future ads.
Posts with high engagement appear more trustworthy and can boost click through rates. Use this approach on key announcements, customer reviews or product launches. Later, you can retarget the engaged users with conversion based campaigns.
8. Promote Events, Webinars and Limited Offers
If you are running an online event, launching a product or offering a time limited deal, Facebook Ads are a quick way to spread the word. You can target past attendees, email subscribers or people interested in similar topics.
Choose objectives such as Event Responses or Conversions depending on where the action takes place. Make sure the creative highlights urgency, value and next steps. If you are using Facebook Events, connect it with Events Manager to track results.
9. Split-Test Campaigns for Higher ROI
Facebook offers a range of tools for A and B testing. You can test headlines, images, audiences and placements to see which combination works best. This approach helps you refine your messaging and increase ROI over time.
Start with small variations and let the platform optimise for performance. Keep an eye on metrics like cost per result, click through rate and return on ad spend. Testing allows you to scale what works and pause what does not.
For full messaging consistency, consider aligning your ad copy with your brand’s tone. See our post on Building a High Converting Brand Message.
10. Track and Optimise Performance Continuously
Finally, ongoing tracking is essential to long term success. Use Facebook Ads Manager to monitor performance across campaigns. Focus on key metrics like reach, impressions, CTR, conversions and ROAS.
Use heatmaps and external tools like Hotjar or Google Analytics to understand user behaviour beyond the ad. Refresh your creative every two to four weeks to prevent ad fatigue and keep testing new audiences as trends evolve.
To streamline your internal optimisation efforts, we recommend installing Internal Link Juicer on your site to connect related content automatically and improve SEO signals.
Final Thoughts
Facebook Ads remain a versatile and scalable solution for businesses of all sizes. Whether you are just starting out or already running active campaigns, these ten strategies will help you maximise your results. From lead generation and retargeting to content promotion and lookalike expansion, each method serves a specific goal within the customer journey.
The most successful campaigns begin with a clear objective and are built on continuous testing, strategic messaging and thoughtful targeting. Match your ad goals with your audience’s needs, and always track performance to adapt in real time.
With the right mix of creative, data and follow up, Facebook Ads can go from a simple tool to a long term growth engine for your business.
