Career & Business

How to Generate Sales Leads for Your Product Using Facebook Paid Ads?

Steps to Improve Ad Campaign Performance and Brand Awareness

Reading time: 10 minutes.


  • To achieve a high-quality result of an advertising campaign, it’s important to implement a strategy and carefully study the mistakes that most managers
  • Only by defining the specific goal of the advertising campaign will you be able to create an effective strategy for your Facebook ad
  • To launch an advertisement on Facebook, outline the stages of preparation and identify the tools that will help you implement the

By reading this article to the end, you will identify the potential mistakes in setting up an advertising campaign that you may face. You will also learn how to create an ad launch strategy based on the main goal of your campaign, which you can determine by the examples provided in this article.

How to Not Waste Your Advertising Budget

In this article, we’ll talk about creating advertising campaigns for small to medium-sized businesses. However, you can also use these tools to customize ads for larger brands.

You will learn how to:

  • Determine why Facebook ads do not always bring
  • Create Facebook ad campaigns from
  • Define an advertising

Why are Facebook Ads Not Always Effective?

There are several reasons why Facebook ads might not work the way you expect them to. Here, we will discuss the most common errors people make.

You haven’t defined your target audience

Don’t expect good results from your ad campaign if you haven’t worked out this essential step. The first thing you should find out when narrowing down your audience is who exactly needs your product. Leaving the audience’s choice to the will of Facebook is a huge mistake that won’t yield successful results.

You didn’t consider the showtime

We recommend using Google Analytics to see the peak sales activity and when there is the largest flow of visits to your website. Understand this time before launching your ad campaign, so that Facebook will show your advertised post before or during your peak. It is important to note that all of these indicators are individual and depend on your niche and the specifics of your project, so it is important to dive into your company’s analytics!

You miscalculated your budget

By setting too low of a budget for your ad campaign, you probably won’t be able to get full feedback from Facebook. It will take more time for the automatic algorithms to identify your target audience more accurately and customize your ad more effectively.

On the other hand, it’s also a mistake to believe that the larger the budget, the better the ad will perform. If your budget is too big, then you will simply overpay for the audience that you could get for cheaper. For some businesses, this may be an option but is generally a misconception. In such a case, you won’t be able to recognize your competitors and further understand how to optimize your advertising campaign for future projects.

Experiments with rates

When launching a campaign for the first time, you shouldn’t raise or lower your rates. For small and medium-sized businesses, the best solution is to use an automatic algorithm. In the future, you can test all of your main points and optimize the rate itself from there. But, by lowering your rates right off the bat, you won’t be offered the most suitable audience for your project.

You’re not focused on the desired target action

First of all, you need to figure out exactly why you’re creating an advertising campaign. For example, let’s say your goals might be to get traffic to your website, increase your reach, etc. However, this is an important point that many people miss because if you initially chose the goal incorrectly, you won’t get your desired results, which can be confusing. We will provide you with examples below in the article. Keep reading, and it will help you determine your correct goal for an advertising campaign!

You are using the wrong ad format

Not all formats that Facebook offers may be suitable for your ad campaign. If you choose the wrong format, targeted ads simply won’t work.

You haven’t run enough tests

You need sufficient time to test to determine the effectiveness of your ad as unhappy clients often complain about the lack of budget and time.

You ignore the analysis of the results obtained

It’s a mistake that small companies often make: they don’t take the time to check all of their feedback and do little to analyze it. Analytics should be installed by default, and you should have at least a basic understanding of how to use them.

You think the product is bad

If you’re ashamed of your product and embarrassed to show it off to someone, you need to understand that this product or service will not be relevant to your target audience. In this case, waiting for a sale from Facebook is silly.

You have problems with your reputation

There are often problems with a lack of reaction to a product, even if it is high-quality. In this case, it’s worth working on your reputation, brand design, and reviews.

You have chosen an inconvenient website

One of the most common problems people face with their ad campaign is the lack of a strategy. As a result, even the best advertising loses its meaning if the most critical points are missed.

An inoperative website can also become a huge problem, for example, if it’s not displayed on mobile devices because approximately 40% of consumers primarily use the mobile version of sites.

For small to medium businesses, you can use the tools available to help you reach and interact with your target audience as efficiently as possible.

How to Start Creating a Targeted Advertising Strategy for Facebook

With the right strategy, Facebook will attract people at different stages of the funnel and help sell a product in a wide variety of niches. In this section, we will analyze which steps you should definitely pay attention to during the planning and implementation of your marketing strategy.

Work with a “hot” audience

Your “hot” audience is composed of people who have already bought something from you. We recommend that you pay more attention to them since these people already know you, trust your business, and are likely to recommend your product to others.

Existing customer base

Be sure to collect information about your customer base such as their email addresses and phone numbers to use in future projects.

Website visitors

Bring back people who visit your website regularly to show off your product, even if they aren’t ready to purchase it. Facebook will help you filter your audience’s buying habits.

Dialogue with interested people

The next tip is devoted to people who have interacted with your content. We recommend starting with Facebook content. If there is some activity, likes, discussions, or other reactions on your page, it’s quite possible to create audiences from that alone.

Working with the fans of your page

Fans represent a wider audience. These people follow you and regularly check your content, but may not respond in any way. Regardless, they further expand your engagement funnel and are worth campaigning to.

Interests of your audience

If you’re just starting your business and don’t have a ready base of clients and subscribers, instead work with the interests and behavior of your target audience. We recommend combining behavior and basic interests for the best results.

What You Need to Launch an Advertising Campaign Successfully

  1. Start with an understanding of what you are selling and its target Create an advertising strategy and consider all of the tools needed to implement it.
  2. Install Facebook Pixel as it will help you analyze your audience to set up effective
  3. Collect information about your target audience from other sources such as your engagement, website traffic, and consumer buying

How to Choose the Right Advertising Goal

The goals of an advertising campaign on Facebook can be divided into three groups:

  • Sales/leads
  • Conversions
  • Reach/brand awareness Leads

This goal will suit you if you want to get:

  • Traffic to your website
  • Engagement on publications
  • New subscribers to your page
  • Replies to invitations
  • Video views
  • Generation of sales

Website Traffic

Don’t miss out on the opportunity to launch such an advertisement if you have a separate platform for selling goods or services.

You should divide your audience by platforms and type of device. There is a big difference between these audiences, so you will have to adapt your content as much as possible for different channels. For example, on Instagram, you should pay more attention to the visual component. On the other hand, you should focus on informational posts for Facebook.

Analytics, adaptability, and loading speed are essential for a website. Before launching your campaign, go through your website as a potential client and analyze its readiness to receive traffic from Facebook.

Experiment with titles, fonts, colors, sizes, etc. Be sure to check how your call to action is displayed in different languages on your account. In general, be sure that the reader receives a correct and understandable call to action.

When testing an advertising campaign, we initially recommend focusing on the goal you are striving for. If your goal is increased traffic, then it’s worth optimizing an advertising campaign for clicks. In the future, you can base your campaigns on these results. If you do everything right at the preparation stage, optimization for impressions will save a significant part of your budget and maintain the effectiveness of advertising.

You should increase an advertising campaign gradually. It’s impossible to immediately increase your advertising budget and proportionally preserve all the results as Facebook takes time to adapt to new demands. If you expanded your budget but didn’t extend your campaign time frame, you essentially will be competing with yourself. Also, the cost of the targeted action will increase. For example, relative to traffic, the cost of going to your website will increase per click.

Engagement for Publications

Here, we’re talking about promoting posts. Launching from an advertising account will allow you to better work with the settings and achieve the initial optimization of your advertising.

When preparing a post to get sales and leads, we recommend sharpening it for the target audience. For example, if you plan to advertise products for drivers, then prepare a post for them. If you aim your post at everyone, you won’t interest anyone.

You should separate your audiences. Try showing posts to friends of your subscribers, then set aside a small budget to test that audience’s reaction to your content. With positive feedback, you can expand the advertising campaign to interests, behavior, and custom audiences.

If you give a link in an advertising post, be sure to place it as high as possible. If you want to get an additional transition from your publication, write a call to action to follow the link, indicate the link itself, and describe what the person will receive after visiting the page.

Based on the analytics indicators of a particular page, plan the optimal time to post. This is usually about an hour and a half before peak activity. Typically, these are periods from 8:00 to 10:00 and after 18:00. Thus, it’s best to schedule publications in the early morning, 30 minutes during lunchtime, and, of course, when the audience is resting after a workday.

New page Subscribers

This format is best if you want to increase your page’s audience or get more “likes” on Facebook. In this case, it’s important to prepare carefully before launching an advertising campaign. After you have filled out your Facebook page and published several posts, analyze what a user will first see when they visit your page. For posts, especially creative ones, always include calls to action. Without them, ad adaptation will drop by at least 30%. The clearer the information is, the more results you will get. Focus on the subject matter of your account and remove any unnecessary items.

Replies to the Invitation

Most suitable for those who organize events, seminars, concerts, etc.

It’s important to choose a concise title with the specified format. For example, “Lecture,” “Seminar,” or “Training.” Members of your target audience should understand what this format is about and how long it will take.

We recommend replacing your custom cover with several types of banners. After the advertisement launch, don’t forget to add new posts and involve the audience in discussions of future events!

Video Views

Video content is very trendy now. You can confidently use this in your marketing strategy, but remember that it does little to drive traffic to your website. It is better to use video for promotional posts, for example.

Work on a video splash screen for the best engagement! It should be intriguing and as engaging as possible.

Also, we advise you to add subtitles for informational or promotional videos.

Lead Generation

This tool is suitable for those who don’t have a website to collect a database of information as it allows you to gather an audience inside Facebook before an event or pre-sale.

Important! Do not forget about a privacy policy. You should prepare it in advance since, without it, this advertisement will not work. Be sure to indicate that the person is deliberately leaving you their contact information.

Sales by Catalog

Catalog sales are used for dynamic remarketing and are especially effective for online stores, although preparation and implementation are pretty tricky.

Don’t feel limited to standard goals and feed fields. A feed can contain many interesting criteria such as color, brand, availability, price, etc.

Visiting Points

This strategy is most suitable for local businesses.

Be sure to test the radius and time of the display and consider the specifics of this format since the audience hasn’t mastered this advertisement yet.


In order for your Facebook ad campaign to bring you the desired results, create a detailed strategy and choose the right advertising goal. Only then should you launch the campaign. Do your best to avoid the mistakes we mentioned above. Also, don’t be afraid to experiment with promotion tools. However, focus on your project, its scale, niche, and target audience.

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