How to make an ad on Facebook effectively

Every month, over 3 billion people use Facebook, which shows that this is a huge potential market for any business. However, just running ads isn’t enough, because without the right strategy, it’s difficult to achieve the desired results. In this article, Optimal will analyze the latest strategies and methods for succeeding with Facebook advertising this year. You will get a clear roadmap for creating, launching, and optimizing your campaigns to bring real profit. Furthermore, we will also share how to make an ad on Facebook effective, even with a limited budget.

List of free resources for running Facebook ads

For new advertisers or those optimizing their costs, to launch effective campaigns without spending too much, we’ve compiled a list of the most important free resources. These are tools, learning hubs, and support platforms that help you design content, analyze data, research customers, and manage your campaigns more professionally.

Content design and creation tools

We believe that images and videos are the first “touchpoint” that grabs a customer’s attention. Therefore, having free content creation tools at your fingertips will help you save money while maintaining a professional look.

• Canva: With just a few simple steps, you can create eye-catching visuals without needing any deep design skills.
• Pexels & Unsplash: A library of free, royalty-free stock photos that are easy to integrate directly into Canva for quick designs.
• CapCut: An incredibly convenient short video editing tool, perfect for creating content for Facebook, Instagram, or TikTok.

Our advice for advertisers: experiment with different design styles and videos to discover what type of content customers respond to best.

Learning from an ad experience

Facebook advertising is constantly changing, so staying up-to-date is absolutely essential. We encourage you to combine learning with practical experimentation.

• Meta Blueprint: The official, free training platform from basic to advanced.
• Google Skillshop: Expand your knowledge to Google Ads and other tools.
• YouTube: A place with countless guides from marketing experts, but be cautious and choose reputable sources.

The secret here is to start small, set clear goals (e.g., increase website traffic or collect emails), and then gradually expand when you see results.

Analytics tools

To us, data analysis is the “compass” for ad optimization. Without the numbers, every strategy is just a guess.

• Meta Ads Manager: Track important metrics in detail, like CTR, CPC, or demographics.
• Google Analytics: Analyze how users from your ads interact on your website.
• Hotjar: Visualize customer behavior, which helps you find drop-off points in the sales funnel.

A specific example: if the CTR is high but the conversion rate is low, the problem isn’t the ad; it’s the landing page.

Market and customer research

For an ad to be truly effective, we always emphasize the importance of understanding your customer.

• Facebook Audience Insights: Deeply analyze interests, behaviors, and demographics.
• Answer the Public: Find out what questions customers in your industry are asking.
• Google Trends: Stay up-to-date on trends and popular keywords over time.

When you have research data, you can easily create ad messages that speak directly to your customers’ “pain points” and actual needs.

Planning and project management

A successful ad campaign always starts with a clear plan. This is also a factor that we and other professional advertisers always prioritize.

• Meta Ad Library: Refer to competitors’ ads for creative inspiration.
• Google Keyword Planner: Choose the right keywords and save money.
• Asana or Trello: Manage progress and clearly assign tasks to the team.

A good plan will save you a lot of time, prevent problems during launch, and ensure final effectiveness.

How to make an ad on Facebook effective in 2025

Facebook is one of the most powerful advertising channels today, where our businesses can reach millions of potential customers with just a few clicks. However, to create effective campaigns, we need to follow a systematic approach. Below is a detailed guide that advertisers, especially those who are just starting, can apply right away.

Step 1: Create a Meta Business Suite

Go ahead and open your laptop and log in to your personal Facebook account. Please note, Facebook only allows one personal account per person, and this account is what you’ll use to manage your business. If you don’t have one yet, be sure to sign up first.

Next, navigate to business.facebook.com. This is where we’ll start creating your first business in Meta Business Suite.

• Name your business: This can be your brand name, individual business, or any name you’re using; it doesn’t have to be a legal LLC.
• Connect to your personal account, and you’ll be taken to the Business Suite admin interface—your central hub for managing all your ad activities and business assets on Meta.

Step 2: Set up Ads Manager

Once you have Business Suite, the next step is to go to adsmanager.facebook.com to set up Ads Manager, which is where we will actually manage ad campaigns. In Facebook Ads Manager, you’ll see a basic three-tiered structure:

• Campaign: The top-level, used to define the ad objective.
• Ad Set: Where you choose your audience, budget, and placements.
• Ad: The final level, where you test your creative content like images, videos, captions, and headlines.

We always emphasize to advertisers that the key to success is to continuously iterate & test. Facebook has a huge user base, so with a moderate budget, you can quickly collect data to see which ads are truly effective.

Step 3: Install the Pixel (Meta Pixel)

To track effectiveness, advertisers need to install the Meta Pixel—a small piece of code placed on your website. The Pixel will record visitor behavior, such as:

• They just visited the page and left.
• They added products to their cart.
• They completed a purchase.

This data is extremely important for Facebook to determine which ads are generating real conversions and to report the ROAS (Return On Ad Spend) metric back to us. Here’s how to install it:

• Go to Events Manager.
• Integrate the Pixel through partners like Shopify, WooCommerce, or WordPress… → This is the fastest and easiest way.
• If you use Shopify, just install the Facebook & Instagram app in the “Apps” section, connect your account, choose your data sharing level, and the Pixel will automatically work.

After that, you can test it by running some traffic, adding products to the cart, and checking out to make sure the Pixel is recording the data correctly.

Step 4: Create your first ad campaign

In Ads Manager, start by:

• Choosing the Sales objective.
• Prioritizing a Manual setup to have more control, rather than relying completely on Advantage+.
• Naming the campaign clearly, for example: “Perfect Putt Kit – Campaign 1“.
• Activating Campaign Budget Optimization (CBO) if you want Facebook to automatically allocate the budget based on performance.

Regarding the budget: We advise you to view your initial budget as a “data purchase” for the first 20–30 days. This isn’t a loss but a necessary investment to find the most profitable ads.

Step 5: Set up the Ad Set

In each campaign, name your ad set specifically, for example: “US Audience – Interest Golf”. Important settings include:

• Conversion Location: Website → Event = Purchase.
• Audience: You can choose Advantage+ Audience to let Meta find it automatically, or manually adjust age, gender, and interests based on your research.
• Placement: You can leave it on automatic or choose specific placements like Facebook Feed, Instagram Feed, Stories, etc.

Step 6: Create the Ad

This is where we get truly creative with the content.

• Select the linked Fanpage & Instagram account.
• Manually upload media (images, videos).
• Prepare 3–5 different ad versions to test (change videos, images, headlines, copywriting).
• Add the Primary text, Headline, and product link (should have UTM tracking).
• Choose an appropriate CTA (Call To Action) like “Shop Now”, “Learn More”, or “Order Now”.

After a thorough check, click Publish to start running the ad.

Step 7: Optimize to duplicate ads

After about 3–5 days, you’ll have enough data to evaluate.

• Turn off underperforming ads with high costs and low ROAS.
• Duplicate the good ads to test more new angles.
• Always maintain 1–2 “best performers” alongside 2–3 new experimental ads.

This is the cycle of testing-learning-optimizing in Facebook advertising, and it’s also the secret that professional advertisers use to maintain long-term effectiveness.

The elements you need to optimize to increase Facebook Ads campaign effectiveness

To run effective Facebook ads, you should optimize the following areas:

Optimize the attractiveness of your offer

The first and most important thing we want to emphasize before you start any Facebook Ads campaign is your offer. If your offer is strong enough, Meta’s algorithm will automatically help you find the right potential customers. But if your offer is weak, your CPM will surely skyrocket while your CTR plummets.

Remember: everyone is running Facebook ads—including your direct competitors. So what makes you different? It’s not just your ad techniques or beautiful creatives, but the attractiveness of your offer. A strong offer must solve an urgent problem, focus on results rather than just describing features, and have a clear difference (Unique Value Proposition).

A great offer will not only help you reduce ad costs but also speed up optimization, because it gives Meta’s AI a compelling reason to “hunt” for the right potential customers.

Leverage the Meta Ad Library to research competitors

We often advise advertisers: don’t guess, learn from what has been proven to be effective. The Meta Ad Library is a great tool for you to analyze your competitors’ strategies.

• See which ads have been running for a long time (a sign of positive ROI).
• Analyze the hook, angle, and main message.
• Compare at least 3 competitors to discover common trends in the industry.

When you have the data in hand, you can mix and match effective formats, saving you thousands of dollars in testing fees while maintaining your brand’s unique identity.

Use the 3-part ad formula

To prevent “stale” ads that cause viewers to get fatigued and lead to a high CPM, we always recommend you use the three-part formula:

• Hook: Film 3–5 versions to grab attention from the very first second.
• Value (main content): 2–3 versions that focus strongly on customer benefits.
• CTA (Call to Action): Try several different wordings to increase the conversion rate.

Meta will automatically A/B test to find the most effective version, allowing advertisers to optimize without much extra effort.

Use trending ad formats

Today’s users tend to trust and enjoy content that is more natural than “polished” ads. Therefore, you should prioritize UGC (User-Generated Content), selfies, behind-the-scenes, or TikTok-style clips. These content formats often feel authentic, relatable, and trustworthy. We recommend you combine UGC, carousels, mini-stories, and emotionally rich designs to stand out on the newsfeed without making your ad look like a dry, “traditional advertisement.”

Run Pixel + Conversion API for AI Data Optimization

After Apple rolled out iOS 14+, the traditional Pixel has lost a lot of important data, making tracking inaccurate. Therefore, we and many professional advertisers advise you to install both the Pixel and the Conversion API (CAPI) in parallel.

This method allows for direct data tracking from the server, which helps Meta’s AI receive accurate signals about important actions like purchases or leads. This is the foundation of “Pixel Conditioning”—a strategy that helps AI optimize better, faster, and cheaper because it knows exactly what similar customers it needs to find.

Some advanced tips

• Sometimes, “out-of-the-box” creative video ads like the Squatty Potty ad or the Mario & Luigi video by GreatMarketing.ai can create a huge hit. But remember, this type of content is expensive and high-risk, so it’s not always suitable.
• If you or your personal brand appears directly in the ad, the CTA is often stronger, and it helps reduce the cost per customer (CAC). This is especially effective in fields that require building trust and personal connection.

How to make an ad on Facebook effective is not just about the right technical setup, but more importantly, a harmonious combination of strategy, creative content, and continuous optimization. When you have a compelling message, target the right audience, and know how to leverage Meta’s tools, your campaign will bring better-than-expected results. Start with small steps, monitor your metrics regularly, and constantly improve—this is the key to making your Facebook ads truly profitable.

Frequently Asked Questions