The Facebook advertising tool has become one of the most used online advertising methods in recent years. It allows you to invest in advertising by targeting an audience and pinpointing the ones that will be more interested in your product or service.

The form of advertising used on Facebook makes it possible to maximize investment and, above all, have the ability to convert your target audience into possible future clients.


There are several advantages of making a campaign using Facebook Ads, especially for a small company, because with a small budget you can achieve great results.

Facebook has more than 1 billion active users (growing month by month!), and among them, you’re sure to find potential customers who might be interested in your brand.

You can choose who to display your ads to. Facebook has all kinds of information about users, thus allowing us to segment them according to certain criteria like age, sex, city, and more.

You can also create as many campaigns as you want, implement the budget you consider, stop the campaign without prior notice, and above all, you can include the images, messages, and descriptions you want.

Facebook Ads gives you information about the performance of your ads.  You get to know which message resonates well with your audience. In addition, you get to see how effective the different changes in the ad are in helping you achieve your goal.

This form of testing allows you to know what to use and what not to use. For instance, one of the things you can do is increase traffic at a low price and watch the results of this change in real time.


Before starting to create a campaign on Facebook, it is important that we know two key terms to familiarize with them: CPC and CPM.

COST-PER-CLICK (CPC): It is the cost that you are going to pay per click, that is, for every time a person clicks on your Facebook ad.

If you are looking for easy conversions, bringing traffic to an external page, or increasing sales and you have a small budget, CPC campaigns are the best solution. They allow you to evaluate the performance and conversion of your campaign and only pay when a user clicks on your ad.

COST-PER-MILLE (CPM): This is the cost per every 1,000 impressions of your ad.

If your goal is to get more fans and increase awareness about your brand, CPM is the best option. This works best for large campaigns as it requires a larger budget compared to CPC.

It’s always best to have multiple CPM campaigns. It helps in knowing which ad style works best for your target audience.

Keep in mind that a good campaign on Facebook Ads can give you very good results if done right. Measuring and above all optimizing the campaigns is crucial to success. A poorly ran facebook ad can do more damage than good for your brand.

If you have no idea on how to run Facebook ads, feel free to contact a professional.


Once we know the main advantages of making a campaign on Facebook Ads and the two fundamental concepts when it comes to creating it, let’s get to work.

Where should I start? How do I create a campaign?

In a simple and visual way with examples, I will try to explain step by step how to create a personalized campaign on Facebook Ads.


Identify what you want to promote. Here are several options:

1- Promote your publications, with the aim of getting greater visibility and more interactions.

2- Promote your page, to get a greater number of fans in it.

3- Attract people to your website.

4- Increase conversions on your website. The conversion goals might be different depending on the business.

5- Reach people who are interested in your business and take them to your point of sale.

6- Increase the number of attendees to an event.

7- Get people to request an offer. To promote a particular offer on your fan page.

8- Increase video playback. To grow the number of views of a video on your fan page.

Choose your objective through facebook ads platform


Let me give you a real example. We worked with Samakisamaki on a campaign. The primary goal of that campaign was to bring awareness of their new Heineken Bucket Lounge. In addition, they also wanted to build up a database of customers by giving away a Free Heineken Bucket every week.

In order to do that we created an advertising campaign linked to their landing page.  On this page, people would get information about what the new Lounge was all about. They also had the chance to participate in a draw to win a free bucket of beer.

Our market objective at the time was to build brand awareness. This might be different for you, so select the one that meets your business needs/objectives.


Once you have decided on the text to use, the campaign deadlines, and the image to promote your offer, create your ad.

The title must not exceed 25 characters. Once you have input the title, It’s time for the description. Best practice is for the description to be short, concise and straight to the point.

In our case, the goal was clear: “Get a Free Bucket,” so the text will also be with that tone. We have a total of 90 characters to write a message that engages our users, so make it count.

Let’s not forget the image, the visual aspect of the ad. It’s also just as important as it can help catch the attention of the reader and thus lead to an ad click.

In addition, there is a text to image ratio for the ad. The text cannot exceed 20% of the image. Keep this in mind when creating an ad. There is a way to check the ratio. It’s a via a tool called Text Overlay, don’t worry it’s free to use.

We can create as many ads as we want. Ideally, make different texts, titles, and images to see which type of ad works best and gets more conversion.

Create your ad through facebook ads manager


Before we continue, there is a preview. It helps you see how the ad will look before being published. You can also make last-minute edits in this section. Preview allows you to check the format of the ad that is how it will appear and also check the text for typos.


Target your audience. Once you have created the ad, it’s time to decide who we want our campaign to reach. In our case, we have done a quick segmentation according to age range, country, and interests.

Facebook allows you to segment it according to other traits like tastes or interests. You can also target your fans and their friends. Why stop there, you could even expand the field with the help of more specific filters that Facebook Ads offers.


The next step is to start the campaign, choose the daily expenses you want to have (depending on your budget of course), and review the campaign. After this, you’ll want to schedule it and set the start and end date.

You do not need to invest a minimum amount, and you only pay for clicks or impressions, it’s your choice. If at any point you want to make some changes just pause the ad and make changes. You can reactivate it as many times as you want. In the statistics provided by Facebook Ads, you can see the ads that you have active and those that are rejected.

Facebook also has a manager called “Ads Manager“, with which you can follow up on how your campaign is performing and what needs to be done to make it better.


Keep in mind that it is useless to obsess over a campaign to get more “Likes”,

To get a positive result from a campaign like we did, there are some few things you need to do. You need to know the audience you want to talk to, their likes and your goals. Based on all this, you’ll know what Added value you can offer. You will also know how to manage the opportunities and above all to define the actions you need to do for success in the future.

Get in touch with us  if you’re looking to create an effective Facebook ad campaign for your business. A good campaign can do wonders for your business, don’t wait. Do it Now!