Getting started with Facebook advertising can feel confusing and overwhelming at first. With more than 2.9 billion monthly active users, the site provides amazing reach for businesses of any size. But how to run Facebook ads? How do you build ads that actually work? And most importantly, how do you prevent wasting your ad budget?

This in-depth guide takes you through everything you require to know about promoting Facebook ads as a beginner. From the creation of your first campaign to defining success, you’ll discover the key steps to start profitable Facebook advertising campaigns.

What are Facebook Ads?

Facebook ads are paid posts that show up on Facebook and other platforms it owns, like Instagram, Messenger, and the Audience Network. These ads fit naturally into users feeds, stories, and other placements, helping businesses reach their target audience with accuracy.

Unlike regular posts, which depend on followers and engagement, Facebook ads guarantee that your content is seen by the people you choose. The platform lets you target users based on demographics, interests, behaviors, and even custom audiences created from your existing customer lists.

Facebook offers a wide range of ad types, from simple images to engaging videos, carousel ads, and collection ads. Each format is designed for specific goals, whether it’s increasing brand awareness, driving traffic to your website, or boosting sales.

Benefits of Running a Facebook Ad Campaign

Facebook ads offer more than just a way to reach people, they help businesses connect with the right audience and get measurable results. Here are some of the main advantages:

Reach the Right People

Facebook allows you to show your ads to exactly who matters most. You can target by age, gender, location, interests, or online behavior. You can also reach people who already know your brand or find new potential customers similar to your best ones.

Affordable for Any Budget

Facebook works for both small and large budgets. You can start with just a few dollars a day and increase spending as your ads show good results, making it a cost-effective way to grow your business.

Track and Measure Results

Facebook gives detailed reports on how your ads perform. You can see clicks, sales, cost per result, and overall return on investment, helping you understand which campaigns work best.

Variety of Ad Types

You can use images, videos, carousels, or collections to showcase products, services, or offers. This variety allows you to create engaging ads that grab attention in different ways.

Reach Users on Mobile Devices

Most Facebook users are on phones, so your ads appear where people spend the most time online. This increases the chance your audience will notice and engage with your message.

How to Run Facebook Ads?

Setting Up Your Facebook Business Manager

Facebook Business Manager is a central platform that helps you manage your business presence on Facebook and Instagram. It keeps your personal profile separate from your business activities, making it easier to handle ads, pages, and team permissions in one place.

Here’s how to set it up:

• Visit business.facebook.com and select “Create Account.”

• Enter your business name and your full name.

• Provide a business email that you regularly check.

• Add your existing Facebook page or create a new page for your business.

• Link your Instagram profile if you use it for your business.

• Invite team members and assign them roles based on what they need to access.

Business Manager also allows you to manage billing, ad accounts, and permissions, making it essential for running professional, organized advertising campaigns.

Defining Your Goal (Choosing the Right Objective)

Pick a campaign goal that fits your business priorities. Facebook organizes campaign objectives into three main categories: Awareness, Consideration, and Conversion. 

Awareness objectives, like Brand Awareness and Reach, help more people recognize your business and show your ads to a wider audience. 

Consideration objectives, such as Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages, are designed to encourage people to interact with your brand, visit your website, or connect with you directly. 

Conversion objectives, including Conversions, Catalog Sales, and Store Traffic, focus on driving valuable actions like purchases, sign-ups, or visits to your physical location. 

Choose a campaign goal that matches what you want your business to achieve. For new businesses, starting with awareness or traffic-focused campaigns is usually a smart approach, while more established businesses may prioritize conversion-driven campaigns to boost sales and measurable outcomes.

Knowing Your Audience (Targeting Basics)

To run successful Facebook ads, you first need to understand who your ideal customers are and how Facebook allows you to reach them.

Core Audiences

• Reach people by their age, gender, or where they live.

• Reach people according to their interests, such as hobbies, favorite brands, or lifestyle preferences.

• Consider behaviors, including shopping habits, device usage, and online activity patterns.

Custom Audiences

• Upload your existing customer lists to reconnect with people who already know your business.

• Use Facebook Pixel to reach visitors who have interacted with your website.

• Engage users who have interacted with your Facebook or Instagram content before.

Lookalike Audiences

• Expand your reach by finding new people similar to your current customers, bringing in high-quality prospects more likely to engage with your brand.

• When starting, it’s best to use broader targeting. As you gather data on what works, you can gradually refine your audience to improve results.

Setting Your Budget and Bidding

To keep your campaigns cost-effective, choose the budget and bidding strategy carefully. Facebook allows you to set either a daily budget, which limits your spend per day, or a lifetime budget, which covers the total amount spent over the campaign duration. For beginners, daily budgets are easier to manage and prevent overspending. Starting with a modest daily budget, such as $10–$20, helps you test different ads before investing more.

For bidding, there are three main strategies:

Lowest Cap: Limit the amount you’ll pay for each result.

Cost Cap: Set the top bid you’re ready to offer in an ad auction.

Bid Cap: Decide the maximum amount to spend for winning each auction.

For most new advertisers, Lowest Cost bidding is recommended because it allows you to learn which approaches deliver the best outcomes without overcomplicating the process.

Creating Your Ad (Ad Formats & Design Tips)

When creating Facebook ads, choosing the right format and designing them effectively is crucial for grabbing attention and engaging your audience. Facebook offers a variety of ad formats to suit different goals: a single image is simple and effective for most campaigns, while a single video can be more engaging and drive higher interaction. 

A carousel ad allows you to showcase multiple images or videos in one ad, which is ideal for highlighting several products or features. Collection ads combine a main image or video with smaller product visuals, making them perfect for shopping-focused campaigns. For mobile users, Instant Experience ads offer a full-screen, fast-loading experience that immerses viewers in your content.

Publishing Your Ad (Step-by-Step in Ads Manager)

Once your campaign is ready, publishing is straightforward. First, double-check all settings and confirm your Facebook Pixel is working. Review your audience size and estimated reach, and preview your ad to see how it appears on different placements. Finally, submit it for Facebook’s review. Ads are usually approved within 24 hours, but they must follow all of Facebook’s rules for content, targeting, and landing pages.

Tracking and Measuring Results

Keeping track of your ads helps you see what works. Focus on key metrics like reach, impressions, click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS). A healthy CTR is usually around 0.9–1.5%, showing how engaging your ads are. Use Facebook Pixel to track conversions accurately and make changes that improve real business outcomes rather than just clicks.

Conclusion

Facebook ads can help your business grow, but it takes time to get it right. Start with simple campaigns that focus on one clear goal, and expand as you learn what works best.

Set up your Business Manager account and try your first awareness or traffic campaign. Use clear, attractive images and write messages that your audience can relate to. Keep an eye on the results, test different ideas, manage your budget carefully, and always think about what your audience needs. With patience and practice, you can run ads that bring real results and help your business grow.