High Converting Facebook Ad Examples to Inspire You

Published on 19.04.2024 by Chizoba T

While Facebook has one of the biggest audiences, connecting with that audience isn't easy. Unlike the past, when it was enough for brands to create a Facebook page and people would follow it organically, nowadays, you have to place ads to reach your target audience.

Even though it's easy to reach your target audience with ads on Facebook, it's not easy to convert them. That's why this article will guide you on steps to follow when creating highly converting ads and show you examples of such ads.

How Effective Are Facebook Ads?

Facebook ads work for several reasons, such as:

  • A large number of users.
  • High targeting options.
  • Lots of analytic insights.

By using experimentation and iterations, brands can see great results with Facebook advertisements.

How Much Does Facebook Advertising Cost?

There is no specific amount that a Facebook ad will cost as this will depend on several factors such as:

Audience Targeting

According to a study by AdEspresso, an ad targeting women may have a higher ad cost than another targeting men. When it comes to age, ads targeting persons aged between 55 and 65 have a higher cost than those targeting 25 to 34 year olds. This can be attributed to the fact that there are only 26 million active Facebook users aged between 55 and 65.

Facebook also enables you to target a specific audience according to their attributes or interests, such as meditation, college football, philanthropy, outdoor recreation, commuters, and more. If your ad targets a broader audience, you are likely to pay less to someone else who is targeting a highly targeted audience. But it's worth noting that such a highly targeted audience is more likely to convert than another targeting a broad audience.

Ad Budget

When you create a Facebook ad, you should set an ad budget. Your budget will also impact the cost of Facebook advertising. Setting a lower budget affects your ad bids, ad performance, and the results you get from your overall advertising campaign.

For instance, if your business has an ad campaign budget of $100, you may be forced to set your maximum bid at $1. With the average CPC for Facebook ads at $0.94, your bid isn't competitive and will result in fewer clicks and impressions. 

Social media experts say you should have a minimum daily budget of $5 for your Facebook ads. However, if your monthly ad budget is $100, you will only be able to run your campaign for 20 days.

Ad Objective

When creating a Facebook ad, you are supposed to choose from several objectives. These are awareness, consideration, and conversion. You are likely to pay more when you have a high-value goal, such as driving traffic to your store. This is because these goals provide more value for your business.

That does not mean brand building in the awareness stage isn't important. By connecting with customers in the awareness stage of the business, you are likely to nurture them in later stages of the sales funnel, turning them into customers. The key difference is the timeframe of the conversion. If you have a conversion-related goal, you can expect an immediate conversion.

Ad Bid

Another factor affecting the cost of your Facebook ad is the ad bid. There are several ad bid strategies offered by Facebook, such as:

  • Lowest cost bid strategy. Also referred to as automatic bidding, the goal of this bidding strategy is for your business to achieve the lowest cost per action or click.
  • Target cost ad strategy. This is also known as manual bidding and aims to reach your desired cost per click. The strategy can only be used for lead generation, conversion, app installation, and product catalog sales.

Manual bidding often has a higher advertising cost than automatic bidding.

Ad Placement

Facebook allows you to post your ad in different spots, such as:

  • Facebook desktop newsfeed
  • The right column on Facebook
  • Messenger
  • Instagram
  • Instagram stories
  • Audience network.

Advertising on Instagram is usually more expensive than advertising on Facebook, with businesses paying $0.8 more for Instagram ads compared to appearing on Facebook. The CPC for Instagram stories is about $0.78.

Other factors affecting your Facebook ad cost include:

  • Campaign duration. As you would guess, if your campaign runs for an extended period, you will likely pay more.
  • Time of the year. Seasonal campaigns, such as during Christmas, usually cost more. This can be attributed to more advertisers angling for the same audience.
  • Location. The cost of advertisement usually varies depending on the geographical location you are targeting.
  • Time of the day. There are certain hours of the day when Facebook traffic is usually high. Lunchtime has the highest traffic, while the lowest traffic is usually between 12 a.m. and 6 a.m. everywhere.

If you are running a conversion-based ad, such as increasing sales, you will be charged per completed action. If the goal of your ad is to gain exposure by increasing views, you are charged per impression. Overall, you can expect to pay an average of the following for Facebook ads:

  • $0.26 to $03 per click
  • $0.00 to $03 per like
  • $1.01 to $3 per 1000 impressions
  • $0.00 to $5 per download

Note that the following numbers are average, and your business may be charged more or less depending on factors such as ad placement, industry, target market, etc. You can read our guide on how to use Facebook stories for marketing.

Foundations of a Good Facebook Ad

Before you begin setting up your Facebook ads, there are several things you need to put in place. These are:

A conversion funnel

The role of a conversion funnel is to identify the different relationships you may have with your customers and then divide these relationships into different tiers. Some people may be hearing about your brand for the first time and need proof that your product is good, while others are ready to buy from you immediately. These two groups are in different stages of the sales funnel.

Therefore, you should know that different types of Facebook ads appeal to the various stages of the sales funnel. For instance, someone who downloads your book and attends your webinar will likely buy your product compared to someone who has seen your ad for the first time.

 A sales funnel has four different stages. These  are:

  • Attract
  • Convert
  • Close
  • Delight

 

When creating a sales funnel, you should:

  • Understand your different Facebook audiences.
  • Have campaigns and offers for the different stages.
  • Do cross-funnel marketing campaigns to take people through your conversion stages.
  • Create different campaign goals depending on how your audience relates to your brand.

A realistic buyer's persona

To determine your unique value proposition, you should understand who your best customer is. Some of the questions you should ask yourself when creating a buyer's persona are:

  1. What do my target customers look like?
  2. How old are they?
  3. Are they single or married?
  4. What are their means of transport?
  5. Do they rent or own homes?
  6. What is their income bracket?
  7. What kind of cars do they drive?

Be sure to understand their location, interests, desires, and pain points. Also, understand how your buyer's persona identifies themselves. Once you understand your target customers, you can create an ad that they can easily resonate with. Not only can you speak their language, but you can also meet their expectations.

Audience segmentation

You need to create different offers in the sales funnel depending on where people are in their buying journey. When you combine your buyer persona with the stage of the conversion funnel, you now get a Facebook target audience. Here is another way to segment your customers when creating offers for the sales funnel journey.

  • Indifferent leads. These are also known as lukewarm. While they visited your site, they didn't show interest in your offers or content.
  • Previous blog reader. These are people who saw your link on Facebook or in the search results and so decided to visit your site. They read a couple of articles and left.
  • Hooked blog readers. These are people who regularly visit your blog for more insight.
  • Visitors to landing pages. They are interested in your products or services and, therefore, take time to visit your landing pages.
  • Shopping cart abandoners. People who considered buying from you but needed to be nudged to do so.
  • Repeat customers. They previously bought from you and keep coming back for more. These can be good brand advocates who can tell others about your great products.

Conversion tracking

After creating some beautiful ads and writing persuasive headlines and copy, you will need to measure the results of your efforts. This is where conversion tracking comes into play. In this regard, we will be using Facebook Pixel.

The tool features a code that you enter into your site to track the results of your Facebook campaign. It will tell you what visitors do when they come to your site. When you understand the action the visitors take, you can now focus on creating more relevant ads for your audience.

How to set up the Facebook Pixel Code

Here are the steps you need to follow:

  1. Go to Events Manager on Facebook.
  2. Under Connect Data Source, click on Web.
  3. Choose Facebook Pixel and then Connect. Remember that you can only add one-pixel code to each Facebook account.
  4. Enter Pixel Name.
  5. Add your website URL to check an easy setup option.
  6. Click on Continue.
  7. Copy Pixel Code.
  8. Paste the pixel code in the CMS header. You can do that manually or use a plugin like Insert Headers and Footers.

With the above steps, you have now set up a pixel code. However, you can also track conversions using a conversion tracking code. This will enable you to track specific conversions, such as lead conversion and purchases. Remember that a single Facebook pixel code can track eight different metrics.

How to Run Highly Converting Facebook Ads

If you want your Facebook ad to convert, you should create one that focuses on:

Interest-based targeting

We noted earlier that Facebook allows you to create highly targeted ads based on audience, age, and interest. One of the best ways of increasing your conversion rate is by targeting users based on interest. This can increase conversions among Facebook fans, customers, email subscribers, and more.

Since these people are already interested in your topic, they are pre-qualified leads. When determining the audience to target, you can start with something as big as their industry.

Determine the right ad placement

The ad placement is one of the factors affecting the reach of your Facebook ad. When creating a Facebook ad, the most obvious place to place your ad is on the standard desktop newsfeed placement. With the priority placement of this ad, you have better chances of conversion. The reason is that this provides you with better resources for creating better ads with longer copy, bigger images, and the ability to include links.

On the other hand, this also means the competition is higher, making it more expensive. The right-column ads play second to the newsfeed ads because they aren't very visible. However, for returning visitors who already know about your brand, you can convert them with right-column ads at a relatively lower cost.

Use a compelling lead magnet

A lead magnet is a key factor affecting the conversion rate of your Facebook ad. You can find a wide range of lead magnets, such as whitepapers, webinars, and ebooks. A lead magnet can be an invaluable tool for getting your prospective customers to give their email addresses.

Generally, the choice of a lead magnet will depend on what you want people to commit to. For instance, people visiting your site for the first time may not be ready to watch a 30-minute webinar. A checklist can probably serve them better. Therefore, a lead magnet is one of the Facebook strategies that can increase your sales.

A highly converting landing page

The main goal of a landing page is to convert the people coming from the ad. The page should have a persuasive copy relevant to the readers. It should continue with the story in the Facebook ad. A good landing page should have the following elements.

  • Headlines
  • Calls to actions
  • Subtitles
  • Giveaways
  • Lengths
  • Color schemes
  • CTA position

Here are a few tips on creating a highly converting landing page:

  • Have a campaign goal: Ensure that you have a goal in mind before you can start building a Facebook landing page. This will guide you on the type of content you need on the page, how to write the copy, and the exact call to action. The goal could be to get more engagement and drive more sales.
  • Add a persuasive copy. The words on a page add value to it. You have already put in a lot of effort to convince people in your ad to visit your landing page. You don't want that effort to go in vain. That's why you should make the copy on your landing page as persuasive as possible. Ensure that you get your headline right and focus on the benefits. Remember that a landing page isn't a website, so keep it simple and to the point.
  • Use a strong call to action. A call to action is a make or break of your landing page. This will tell the visitor what you want them to do after spending time on your page. Ensure that it is very specific and only has one action for them.
  • Use great visual elements. Studies show that the copy is the most important element affecting a landing page's conversion. However, this doesn't mean you should ignore other elements, such as the visual elements. You must ensure the branding on the landing page is consistent with your brand. It should also be mobile-friendly. 
  • Add testimonials. To build credibility on your landing page, you should add testimonials. On average, most Facebook landing pages have at least one customer testimonial, which shows how previous customers have benefited from your product.

Create a compelling ad copy

It's not easy to create a highly converting Facebook ad with the headlines and text space provided by the platform. However, there are some tips you can use to improve your chances of success:

  • Optimize your ad for placement. If you place your ad on the desktop newsfeed, use a longer copy and larger images.
  • Have a strong value proposition. You must give your audience a good reason to click on your ad.
  • Short headline. Ensure that the headline is short and straight to the point.
  • Action spurring CTA. Tell your audience how they will benefit when they click on the ad.
  • Social proof evidence. Use less than five words to send your message.
  • Visceral and communicative language. Use bright and attractive colors that clearly show what the ad is about.

These features will help you stay connected to your Facebook audience.

Top High-Converting Facebook Ad Examples to Inspire You

Now that you understand how to create a highly converting ad copy, here are examples you can copy.

Lume Deodorant

This Lume deodorant ad works for several reasons. The matching blue color of the text and the background complement one another to create a rhyming image. This contrasts nicely with the product's image, which highlights its benefits. The free products are well-labeled in contrasting pink colors to pass the marketing message to the viewers with little effort.

Above the images is a copy of the ad explaining to the user why the product works. This is a good addition for readers ready to learn more about the product. The copy clearly defines the benefits and again highlights the product's uses. It ends with a call to action, giving the reader a link to buy the product. By following their model, you can grow your Facebook page easily.

Monday.com

This is a task management system that caters to both desktop and mobile devices. However, in one of their ads below, the company uses their compatibility with Macs to remix their logo with the original Apple rainbow colors. 

 

As an upcoming brand, monday.com has moved away from all the so-common awareness ads. Instead, they have used the well-known Apple rainbow colors to capture the reader's attention. The ad works for several reasons:

  • The eye-catching colors against a black backdrop are well-known to many Mac users.
  • It is relevant to Mac users and people who need to organize their tasks regularly. The ad is more relevant to their styles than before.
  • Value proposition. The ad clearly shows the compatibility of  monday.com to Mac devices.
  • A clear call to action (CTA). At the bottom of the ad is a clear “Learn More” CTA. This is a clear call to the reader to find out how they can benefit from using the product.

This ad provides you with examples of great strategies to use in your Facebook marketing.

Amazon

E-commerce companies often use event ads to boost sales at certain periods of the year, and Facebook event ads have made this easier. Amazon uses this feature to create a unique and outstanding Black Friday ad that worked for several reasons:

  • Displays the sample product with its honest ratings. This is a good strategy for an event ad such as Black Friday.
  • Enticing value proposition. The ad uses a self-cleaning cat litter box, offering immense value to any cat owner. 
  • Social proof. The ad uses social proof to entice buyers with the customer ratings included.

Project Rabat

A popular belief is that you need a big budget to create a good ad. However, Project Rabat proves that something as simple as a snapshot can be enough to create an outstanding ad.

This ad works because it has a lot going on visually, capturing viewers' attention on their newsfeeds. The ad uses video to showcase several products at the same time. This enables it to reach multiple viewers. These are great strategies for Facebook marketing.

Final Thoughts

While creating a Facebook ad isn't difficult, creating a highly converting ad is. However, learning the steps above and implementing them in your ad is entirely possible. To help you get inspired more, we have included sample high-converting ads that will keep your creative juices flowing.