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Facebook has over 2 billion monthly active users and is the most popular social network on the planet by far. Your brand will have many potential customers on their right now!

The key is to narrow down the right audience at the perfect time with engaging copy. That then allows you to convert them into paying customers.

  • You can get started quickly
  • Doesn’t require a huge budget
  • Allows Highly targeted campaigns
  • You can get results really fast
  • Easily scalable campaigns
Facebook Ads Hull


You need to decide what sort of structure suits your business as it will affect what strategy you pursue.

Day Zero – Profitable

This is the structure you’ll most likely use if Facebook is your main channel for finding new customers – If this is the case, then your Ads need to be profitable from the very beginning.

Scenario: If your product costs £100 and has a profitable margin of £50, then your Ads will need to have a Cost Per Website Purchase (CPWP) of under £50 to make any profit and ideally, you’d want to aim for somewhere between £10-30 CPWP.

Example: You want to start selling candles that cost you £1 and you sell them for £3 – You would then aim for a CPWP of £1.

Day Zero – Break Even

This option is ideal if you want to use Facebook as a channel to grow your customer base. It means your Ads will be self-funding, as they will generate the exact amount of money they cost. Allowing you to drive lots of customers to your product

Scenario: If you have £50 NET profit margin on your product, your goal is to have CPWP of £50. This means that for every sale you make, you break-even.

Example: A discount ecommerce store wants to grow its email list, as it knows the Life Time Value (LTV) of a customer is well over £50, so it can take the hit of the lack of profit on the initial acquisition.

Day 30 – JUST Break-even

This is a highly aggressive option that an established company may use for huge growth. You are relying on the fact that the LTV of your customers is accurate and that you can bear the lack of profit initially for the potential long-term gain.

Scenario: So if you have £50 NET profit margin on the first sale, and you know that on average, after 30 days, a customer will make you £100 in profit, you aim to break even 30 days down the line by using other channels such as Email Marketing.

Example: You run a well-being product store that has very good loyalty and referral schemes in place (Harry’s are a great example) and you’re confident that you can keep a customer coming back time and time again.


You need to find an angle that works for your business on Facebook – There has to be something unique about what you are promoting so you can build a narrative.

If you have a brand new and unique product that is better than anything else on the market, then your ads will be pretty straightforward. Otherwise, you need to emphasise one of the following:

  • Brand
  • Cause
  • Personality
  • Humour
  • Story

Prospecting (Cold Traffic)

This is all about targeting people who have never heard of your branda good place to start is doing some competitor research to see what audiences they’re targeting and then brainstorm to come up with suitable audiences to test.

It will be a trial and error process until you find a profitable setup that works for your business.

Your Audiences will make or break whether or not you make any sales with your ads.

Bad Example: Your product is Eczema Cream and you decide to target a broad audience of anyone who lives in the UK.

Good Example: You target people who like relevant pages such as an Eczema association, and you know that your ideal customer is a woman aged between 35-50 so you narrow down the targeting further.

Your Ads will be doing the bulk of the heavy lifting in converting visitors for cold traffic so your creative needs to be outstanding!

Retargeting (Warm & Hot Traffic)

This sort of traffic is someone who already knows your brand but may not have purchased just yet.

The best audiences to target are past website visitors, added to cart but not purchased, past purchasers & using your email list,

Retargeting works very well with other channels that drive traffic i.e. content marketing, as it will work to convert someone who has entered your Sales funnel through other means but not converted yet.

Dynamic Product Ads – people will be shown Ads that are relevant to their behaviour on your website, these are very straightforward to set up and are very simple to optimise as you can only really change the Ad copy.

As targeting audiences already know your brand, these Ads have one primary job – To show the product off, use customer reviews to try to resolve any objections.


Now you have some audiences in mind, it’s time to run some ads. Here’s an example of a supplement store whose ideal customer is a middle-aged woman that you can use as a foundation.

Brand Awareness Campaign

To drive awareness to your brand – using the following audiences in their own ad set:


  • Women over 35
  • Women interested in fitness
  • Women interested in healthy eating
  • A Lookalike of Past Website visitors
  • Women who like similar competitor pages

In each ad set, you want 1-4 ads with different images/copy to see which performs well- You want to kill non-performers as soon as possible.

Metrics to monitor: Clicks, Cost Per Click, Engagement

Sales Campaign

For these campaigns to want the following audiences:

  • Added a product to cart or viewed a product (Dynamic Ad)
  • Added a product to cart or viewed a product (Offer Ad)
  • Added a product to cart or viewed a product (Single image Ad)
  • Lookalike of Website Purchasers (Dynamic Ad)
  • Lookalike of Website Purchasers (Offer Ad)
  • Lookalike of Website Purchasers (Single Image Ad)

Again, each in their own ad sets and Dynamic Ads will need to be in their own campaigns.

KPIs to monitor: Cost Per Website Purchase, ROAS, Website Purchases


Brand Awareness Campaign

Your Ads in these campaigns should be make the user aware of your brand and list the benefits of using it or why they should buy it. Some example ads are as follows:

  • Customer testimonials as the Ad copy
  • Benefit orientated Ad copy
  • Informational Ad copy

Sales Campaign

Your Ads in these campaigns should make the user really want to buy your product:

  • Customer testimonials as the Ad copy
  • Benefit orientated Ad copy
  • Special Offer Ad copy

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