Facebook ads best practices

Chloy Buff
3 min readJul 13, 2021

Anyone can learn on the Internet how to create and manage a Facebook ads campaign, however on YouTube, few videos explain us the good practices to have for a real strategy. In this short article, I explain the best practices to have for a good strategy that converts. Most of these practices are inspired by this YouTube channel https://www.youtube.com/c/KaiBax.

A boost not a creation

Ads (paid) whether it is Facebook or Google are not the key to the success of a company, many big brands like Tesla do not. However, given the opportunities that advertising brings, it’s hard to do without. However, use Facebook advertising like a boost not like the ultimate way to sell, I mean, your site should be able to make sales without the ad. Ideally, 2% of the traffic arriving on your site should convert. You will then know your product interest’s customers and in this case an advertisement can make your sales jump

The length of the text

It seems counter intuitive, but the longer the text the more the ads convert (without abusing it either). Put yourself in the shoes of the customer who has a problem that you are solving, take the example of a customer who has a speed problem on his website and you, the seller, are selling a plugin that solves this problem, the more you talk to his heart and explain the reasons for having a fast website and that a large percentage of customers will not convert because of slowness etc.. the more likely he will be to buy your plugin. Describe your product well and the problems it solves and your ads will convert much better. You’re not looking to attract just anyone to your ads, you’re looking for the right people.

One interest per audience

When defining your audience, choose one interest per audience, do not create an audience with multiple interests, the reason for this is that if you want to scale you will not know which interest is performing. On the contrary, if you have an audience with one interest that performs, if you want to scale, you know exactly which interest to scale on. You should always think about scaling.

For example, if you sell a sports product and you have a target audience of soccer, swimming, tennis, basketball and handball with a budget of $500 per month. If your ad is doing well and you now want to put $1000 per month you don’t know if all the interests are performing or only swimming in which case, you can really scale exponentially.

Creative not creative

People don’t like to receive advertisements, for this reason your creatives should not look too much like advertisements, tell you that your creatives are supposed to enter the customer’s Facebook news feed without “scaring” them. If in the 2010s, you could attract customers with a message written in capital letters “buy from the best, the cheapest “, in 2021, you have to be a little gentler and delicate

Time is your ally

Facebook’s algorithm feeds on data, so you have to give Facebook time to ingest data. Let your campaigns run at least 3 days before making any decision. Give time to time


To finish here is my advice in terms of number of campaigns and as always simplicity wins. 3 campaigns are enough, you can go up to 5 if you want, but no need to have 20 campaigns. The 1st TOF campaign (top of funnel) you target people who don’t know you. The 2nd campaign MOF (middle of funnel) you target people who had a contact with your brand (on the networks or on the site) but who did not have a purchase intention. And finally BOF (bottom of funnel) you target people who have had a purchase intention (like an addition to the cart). With these 3 campaigns, you cover the entire customer journey.