Creating effective Facebook ads for ROI


It’s no secret that Facebook is a powerhouse for social media PPC ads. As of last June, Facebook had over 2 billion monthly active users. And that’s compared to YouTube, at 1.5 billion users, and Twitter, at just 328 million users.

Facebook’s ad platform is easy once you get the hang of it, but it can be challenging to know how to optimize your campaigns. How can you make the most bang for your buck on this popular platform?

Here are our favorite ways to create effective Facebook Ads to get maximum return on your investment.

Split tests

A split test, or A/B test, is essentially conducting an experiment with different components of your ad. For example, you might run two different ads, each with a different call to action, to see which performs better.

The key to successful split testing is changing only one variable at a time. After all, if you run two wildly different ads, how can you know what variable your audience preferred?

When it comes to split testing, keep everything identical except for one variable to know what really works. As an added bonus, over time your split tests will tell you what your audience prefers, helping you design more relevant, conversion-friendly ads.


Have you heard the saying “Make new friends, and keep the old?” That applies perfectly to Facebook Ads. The Facebook Retargeting function lets you send ads only to people who have visited your website in the past. This is perfect for people who abandon shopping carts or who need a touch more convincing to buy from you.

It’s much easier to convert someone who already knows you. Fortunately, that’s a possibility with retargeted ads, which tend to have a higher conversion rate and lower ad spend.

Scale your budget

Do you have an ad that’s performing exceptionally well? Congratulations!

Try scaling your budget towards better-performing ads to make the most bang for your buck. You’ll see more conversions by putting your money toward successful ads instead of spending time and money trying to make unsuccessful ads work.

Pick a schedule

Facebook Ads gives you the power to deliver ads on a schedule. This setting lets you optimize when Facebook users are able to see your ads. Use this feature to serve ads when your audience is most likely to be online.

Do you want to spend money targeting people at midnight on Tuesdays if your audience is online Saturdays at 10 am? Of course not! Use this feature to keep a tight rein on your budget.

Mobile versus desktop

Are you sending the same ad to both mobile and desktop users? Tsk, tsk. To get the most out of your campaign, create different ads for mobile and desktop users.

Ad layout, copy, and creative may need to be adjusted to better appeal to users on different devices. For example, you might want to use larger text and mobile-specific landing pages for your mobile campaigns. You can customize your customers’ experience by the device to give them a consistent experience, which means more leads for you.

The bottom line

Facebook Ads are a great way to introduce your business to thousands of people. Get the most bang for your buck by following these simple tips to get the most of your ads. Spry Cricket is always here to help your business grow with Facebook Ads. Give us a shout and let’s grow your business together.