How to run Facebook Ads for Any Niche, Detailed Step by Step Guide 2020

Are you ready to get more customers through Facebook Ads?

Let’s get started!

First thing is First, Always remember to install Facebook Pixel on your website. Do this when the word Facebook ads is even mentioned, every visitor to your site is valuable information we will use later on.

  • What is a Facebook Pixel: A pixel is a tracking code placed on the website that allows us to track actions done on the website by the users, such as Users who made purchases or users or who reached the checkout page but didn’t purchase etc…

So let’s get straight to the point we all know the benefits of ads and what they are by now. Since this is a long detailed guide ill be keeping the steps in the bulletin points so you can just do them step by step instead of going through filler content, Your Welcome!

Getting started with ads is free and pretty easy, you can run an ad with as low as $5 if you want. The same process outlined below works for all kinds of ads clients, your own business, e-commerce, SAAS you name it.

Head to Facebook Business Manager and if you don’t have one already create an account it’s pretty straightforward just follow the steps. This is where you can run and do very detailed targeted ads. If you have a client you can also gain access to both their campaign’s dashboard and their Ad Accounts so you can spend money they have allocated specifically for you to advertise. Before this was a big mess sorting this out with clients.

Speaking of clients let say we have a client come to over to us at Geek Labs looking to run ads and use this as an example, here is exactly what we would do! There are 2 Scenarios you would run into, either the business never advertised before and doesn’t have data, or not enough of it. Or the business has run ads before, has Data, and is looking to scale or maybe just outsource.

How to run your First Facebook Ad i.e. Account with no Data

Start Here when:

This is a new account that never ran any kind of ads before or ran ads before but they weren’t successful or doesn’t have enough data on the pixel yet for us to create a lookalike audience

How to create ads:

While you can start with whatever budget you like as low a fiver even, it’s recommended you start with a minimum of $1000, as we will be testing a lot in the beginning until we have solid data So the First Step is Finding our Audience/Targeting

  1. Go Audience insights and select the location we are targeting from the top of the left-hand column
  2. Under “Interest” find a big brand competitor in our niche and type their name in, once they appear in the dropdown box select them
  3. Click on the Page Likes tab and scroll down to the bottom of the page, pick 2-3 interests with high affinity, here you have to use common sense to pick pages that are related and have around 1m likes

Now lets run the ads

  1. Now go to Ads Manager and create a new campaign, let’s name it ‘’[Client name] Test Geek Labs 1’’ No reason for the naming except for us to be able easily to locate it later, you can name it whatever you like.
  2. Choose the objective of the campaign as Engagement, and turn on Budget optimization, set it to $100, and click next. Since we don’t have enough data we need to start building our own, hence we are picking this objective.
  3. You will now be on the Adset level of the campaign, name the Adset ‘’Interest x’’  – where is the name of the interest is what you collected above
  4. For the location, age, and gender, choose whatever applies in this case. This part is common sense for the most part
  5. For Interests use what we got above
  6. Next, Choose ‘’Mobile devices Only’’ for Devices, desktop ads usually perform poorly as almost %77 of Facebook traffic comes from mobile. 
  7. For Placements select “Feed” Only, again this is usually the best performing, feel free to experiment with other placements, and we do run other types exclusively depending on the client, but when just starting its best to keep the variables to a minimum
  8. And for daily budget keep it as 20$/day and you should be done with this Ad Set click next
  9. Now you are at the Ad Level, select the Page of the Client we are creating Ads for.
  10. For the Ad Type, Create 3 variations 1 Video, 1 Image, and 1 gallery, I will soon write a step by step guide on how to craft the perfect ad, I don’t want this guide to be bloated as we have a lot to cover, till then the key is to keep it simple
  11. And that’s it ad done click confirm and wait for the Ad to go live
  12. Repeat for the 2-3 interest that you collected keep one interest per ad set

How to scale Facebook ads 2020 i.e. Account with Data

Start Here when:

The account has run successful ads before or has a pixel installed on the website that has tracked around 100 Sales

How to create ads:

There are 2 scenarios we might run into here, either its an account with data to use but there are no ads running or are there ads running we need to scale them.

If there are NO existing ads running on the account

  1. Login to the Ad account and go to the Audiences Tab
  2. Click the Create audience drop-down and choose Lookalike Audience
  3. Choose Website Traffic and click next
  4. Make sure the pixel selected is the Client’s pixel choose from and then click create audience. Select whichever one of those that best fit the data you have, feel free to experiment with them all, and see what works for you:
    1. 95% Video Viewers – Last 30 Days
    2. Buyers – Last 30 Days
    3. Add To Cart – Last 30 Days
    4. Initiate Checkout – Last 30 Days
    5. Website Visitors – Last 30 Days
    6. Visitors by Time Spent, Top 25% – Last 30 Days
  5. Wait for the audience to populate and then click on create audience then lookalike audiences
  6. For source click on the custom audience, you just created
  7. For location choose the country that we will target for that campaign
  8. Click on show advanced under Audiences and set the number to 5
  9. Move the slider so its 0-1, 1-2, etc … like the picture below


  10. Repeat Steps 2 through 4 and this time choose 1-2% for the Audience Size, keep repeating this until you have 3 Audiences with Audience Size 1%, 1-2%, 2-5%, (NOTE if the country is UK, AU, CA then go for 2%, 2-5%, 5-10% as they have smaller populations)
  11. Now go to Ads Manager and create a new campaign and name it ‘’[Client name] Lookalike Geek Labs Campaign 1’’
  12. Choose the objective of the campaign as Website Conversions, and turn on Budget optimization, set it to $100 and click next
  13. You will now be on the Adset level of the campaign, name the Adset ‘’Lookalike Audience 1%’’ 
  14. Go to saved Audiences and choose your 1% Audience Size, this will autofill most of the adset
  15. Next, Choose ‘’Mobile devices Only’’ for Devices 
  16. For Placements select “Feed” Only
  17. And for daily budget keep it as 20$/day and you should be done with this Ad Set click next
  18. Now you are at the Ad Level, select the Page of the Client we are creating Ads for.
  19. For the Ad Type, Create 3 variations 1 Video, 1 Image, and 1 gallery, I will soon write a step by step guide on how to craft the perfect ad, I don’t want this guide to be bloated as we have a lot to cover, till then the key is to keep it simple
  20. And that’s it ad done click confirm and wait for the Ad to go live
  21. Now go the Ad Manager open up your campaign and go the Ad Set level and create a new Adset, repeat steps 9 through 16, this time choosing the next audience size you have created previously, repeat till you have 3 Adsets 
  22. Now monitor the ads for the next 48 hours and immediately kill off all the poor performers, leaving with only the winning ads, Once we have a winner now it’s time to scale them.

If there are existing ads running on the account (Scaling)

  1. Go the campaign and then to the Adset level 
  2. Find the successfully running adset and click duplicate
  3. Rename the adset and at the Optimization & Delivery Section, under ”bid strategy”, set the bid cap to 3 times the “cost per conversion”
  4. After 48 hours if the ad is still doing well, increase the budget by 50% if the and keep repeating that as much as your budget allows it

Now its time for some advanced tricks!

How to get social proof on Facebook ads

This is a handy trick you can use to boost your ad results. Social proof is activity on the account that shows other people are also interested in your ad, increasing the chances of your target audience to click on your ad. Think about it are you more likely to click on an ad that has 1000 likes or 10. If you’re doing this you need to run first before running any ads.

  • Go to Ads Manager and create a new campaign, lets name it ‘’[Client name] – Warmup Geek Labs Campaign 1’’
  • Choose the objective of the campaign as Engagement and click next
  • You will now be on the Adset level of the campaign, name the Adset ‘’Variation 1’’ 
  • For Location choose Worldwide, excluding the US, UK, AU, CA we just want cheap genuine engagement, these countries tend to have higher CPC
  • For Gender and Age keep the defaults (exclude obvious people who wouldn’t be interested like Men for women’s shoes)
  • Next, Choose ‘’Mobile devices Only’’ for Devices 
  • For Placements select “Feed” Only
  • And for daily budget keep it as 20$/day and you should be done with this Ad Set click next
  • Now you are at the Ad Level, select the Page of the Client we are creating Ads for.
  • For the Ad Type, Create 3 variations 1 Video, 1 Image, and 1 gallery, I will soon write a step by step guide on how to craft the perfect ad, I don’t want this guide to be bloated as we have a lot to cover, till then the key is to keep it simple
  • And that’s it ad done click confirm and wait for the Ad to go live

How to Retarget Facebook Audiences who have HIGH ROI

Even if you don’t know what Retargeting, you have seen it. You visit a site and then suddenly you are seeing ads all over Facebook for that site. Lots of people do it for a reason it works. Think about it this way do sales people usually close on the first call? or even the second. Its the same people you have people tracked with your pixel you have already showed interest, running ads that target them again is a no brainer, your simply following up with them, reminding them to make that purchase.

How to run Facebook Retargeting Ads?

There is nothing special to it really you run exactly as you would an account with data as outlined above. The only difference is the audience and the Ad Copy and Creative which we will cover in its own guide. But before we get into that here are 2 things I noticed when running these ads.

  • Retargeting works best with multiple creatives per ad set. I usually have 3+ creatives per ad set so that people are retargeted with different ads instead of seeing the same ad
  • Automatic placements to remove delivery constraints. Works best when you have content for every type of placement i.e. video, photo, carousel
  1. VC last 7 days (excluding ATC in the last 7 days)
  2. ATC last 7 days (excluding IC in the last 7 days)
  3. IC last 7 days (excluding PUR in the last 7 days)
  4. VC last 30 days (excluding VC in the last 7 days)
  5. 75% video viewers in the last 30 days
  6. All the past website visitors: People who have previously visited your website are familiar with your products, so your goal is to remind them now. To create this Custom Audience, visit your Audience Manager, select “Custom Audience” and then select “Website Traffic.” And set the time at the time frame of 1-180 days.
  7. People who have visited the Pricing page: People who have visited your pricing page have some interest in your offer. To create a Custom Audience for tracking the people who have visited your pricing page. To do this repeat whats we did above but this time just replace the“website traffic” field with a pricing page link.
  8. The blog readers: People who read your blogs are your fans and they like to keep a track of what you’re uploading from time to time. So what you can do is, not to ask them to buy right away, but to nurture these leads with low threat offers. If you want your fans to read the blogs then you have to go for paid promotions. To create this system, follow point 6 and just change the “website traffic” field and add your blog’s URL.
  9. The specific landing page visitors: Not every visitor of your landing page turns into a customer during their first visit, this process happens gradually. To create this do as no. 6, but here you will target specific URLs and remember to exclude those who been to the landing page but converted already.
  10. People who have abandoned their shopping cart: Sometimes, you are close to the finish line but the buyer changes his mind at the last minute happens all the time. I know it feels awful but still what if you can bring those customers back by offering a juicy discount? To create a Custom Audience here you have to include Check out pages URL and exclude the Thank You page’s URL.
  11. People who have purchased from you previously: Repeat customers bring a very good amount of revenue, so it important to target them. So head towards Facebook Audience Manager and target the “Thank-You” page’s URL.
  12. Free Trial users: Share benefits of the premium use, share stories, promote a free product, promote premium features, etc. Use the free trial registration confirmation page’s URL to create this custom audience.

Aaaaannnnd thats it! This was a huge write up, but covers everything you need from the basics to the advanced aspects of creating ads. The best thing you can is experiment, Creating Ads is an art form once you understand the science the more you run ads the easier it gets.

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