Facebook Ads For Marketing Your Small Business

Targeting Your Facebook Ads: For business’ that target a more local or regional audience using Facebook ads as a complement to another campaign that you are..

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Facebook Ads What’s The Real Story:

With the Facebook IPO and GM pulling their Facebook ads there has been a lot of talk regarding the effectiveness of running ads on

Image via CrunchBase

Facebook.  We’ve run several ads for clients on Facebook, like with all advertising, the execution, the category and the set goals will have everything to do with how you feel about the platform.

Don’t let GM’s decision have anything to do with whether or not Facebook Ad’s are right for you, Ford is doing wonders with Facebook Ad’s, but that shouldn’t have anything to do with your decision either.

Targeting Your Facebook Ads

For business’ that target a more local or regional audience using Facebook ads as a complement to another campaign that you are running will increase the rate of success tremendously.  For most of our clients we like to run either Facebook or Google AdWords as a secondary layer to a marketing plan.

With Facebook not only gain exposure through impressions, but gain quality ‘likes’.  Facebook gives you have the ability to target, geographically, demographically, psychographically.  Target, target target.  Use the ability to target your Facebook ads who you want to spend your budget on.

There are two basic Facebook Ad’s one is more targeted to people clicking through and landing on your page and one is more geared towards generating likes.   Choose what’s most important.  Is this a campaign to make people aware of an event or sale, or long term and ‘likes’ are the most important goal?

Once you know ‘WHY’ you’re doing this and have some goals and objectives, here is what you do:

  1. Compelling body copy– Keep it short and straight to the point. Facebook now only allowing 90 characters for copy, say what you need and let the destination of the ad speak for itself.
  2. Crisp images– The image is the most important as it is the first part of an ad that a person sees. A clear image- sized to 110×80 pixels on Facebook- will drive a person to then read the copy, and then click on the ad to interact with what you are promoting.
  3. A clear and focused destination –  Where would you like for them to land.  On your timeline, or a specific story or post.  If this is about a specific event or sale then you’ll want to have them land on what you’re specifically trying to promote.
  1.  Segment Your Campaigns — Identify the different audience groups you are targeting and create 3-4 well-targeted ads for each group. You can target by location, age, gender and interests.  Test which audience responds best to each ad. Adjust your budgets to focus on the high-performing ads.


Facebook Ad Campaign Checklist

  1. Run Facebook Ads to build up your fan base.
  2. Once you have around 1000 fans, use Sponsored Stories to interact with friends of fans.
  3. Structure your campaign by segment then test 3-4 ads per campaign.
  4. Use compelling copy and images for each ad, tailoring your message to the right audience.
  5. Track ad performance on Ads Manager every couple of days.
  6. Pause low performers and adjust budget; play around with ad text and images. Remember: Only Sponsored Stories that are doing really well appear in news feeds. So, monitor and optimize your Sponsored Stories, in particular.
Related articles:
  • Facebook ads – focus on growing and engaging your fan base (freshnetworks.com)
  • Do Facebook Ads Work? (optimalweb.biz)
  • Designing Facebook Ads: Which Ads Offer Effective CTR? (social-mediahub.com)

Mike Frey

Prior to co-founding Paradux Media Group Mike spent more than 15 years in the world of marketing and advertising. During that time working with hundreds of locally owned businesses he developed an appreciation for minimizing client’s dollars while maximizing tangible results for those clients.

His unique approach to buying media does not follow convention, but it does yield results that exceed those experienced by the more traditional methods. His goal is to provide only the assistance a client needs – and no more, thus minimizing unnecessary cost to the client

Mike is a talented and prolific script writer, ensuring that the client’s brand position is portrayed in a unique and attention grabbing manner. He specializes in story-arcs which evolve both the understanding of the clients’ brand as well as the capture and engage customers’ attention over time.

Mike learned marketing and advertising the hard way — selling it for a living. He was mentored by some of the brightest media, marketing, and advertising minds in the business and was extraordinarily successful in his endeavors. His clients universally agree that he brings a practicality to the business, appreciating their needs while offering options that will allow them to leverage their marketing investment into the future.

Reader Interactions


  1. Debra Terrell says

    I have never really used the Facebook ads, As I feel when I can market the prodcuts for free, why to inest money.

    I’d like to believe that FB ads are for bigger companies with great budgets. Lets hope I also that book that I can afford the ads :)!

  2. noel says

    for me facebook ads is similar to Google adword and the difference is that facebook can help you show your ads to people that really like this ads. facebook know what we like and dislike. So those who never tried facebook ads can start to advertise there. i can tell you that it’s helped me to get a lot of income.

  3. Jennifer Johnson says

    I have just started a page on Facebook, but know nothing at all! I just know the ‘big guns’ use it and successfully. I feel so small compared to the ones with thousands of likes and fans. I am almost embarrassed to comment, even though I would love to class myself as a small business.

  4. Justine Powell says

    Those are great tips, but I’m having second thoughts on this. They say that the market value of facebook is falling since advertisements doesn’t pay off. And I’m really about these. Do you mind sharing your thought on this?

  5. Matt Evans says

    Facebook marketing is the best! free and easy to use. Add the to fact that facebook is known globally. Small business should take advantage of this opportunity, follow the guidelines above and you’re in the right track.

  6. Alex Thompson says

    Marketing tips seems to be very helpful to small business owners. I consider this is worth reading. I appreciate your posts.

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