Facebook Ads That Actually Convert
Facebook Ads That Actually Convert
Most small businesses have tried Facebook Ads — and most have been disappointed.
You set a budget, boost a few posts, and watch as your “engagement” grows… but not your sales.
Let’s change that.
In this post, we’ll break down how to run Facebook Ads that actually convert, without wasting money on vanity metrics or random clicks.
1. Start With Strategy, Not Spend
Before you touch Ads Manager, answer three simple questions:
- Who is your ideal customer?
- What problem do they want solved right now?
- What would make them stop scrolling and take action?
The more specific your audience, the lower your cost per conversion.
Broad targeting might get more impressions — but specific targeting gets more results.
Pro Tip: Use Facebook’s “Custom Audiences” from your email list or website visitors. These warm audiences convert 2x to 3x better than cold traffic.
2. Craft a Scroll-Stopping Offer
People don’t log onto Facebook to buy things — they log on to connect and be entertained.
Your ad must earn attention before it earns a click.
Strong offers do three things:
- Create urgency (limited-time, exclusive bonus, early-bird access)
- Remove friction (simple signup, no risk, clear next step)
- Show value clearly (what they get and why it matters)
If your ad sounds like a billboard, it’ll be ignored.
If it sounds like a solution, it’ll convert.
3. Match the Message to the Audience
One of the biggest mistakes advertisers make is showing the same message to everyone.
Instead:
- Use awareness ads (video, carousel, or story) for cold audiences
- Use consideration ads (case studies, reviews, social proof) for warm audiences
- Use conversion ads (discounts, demos, or trials) for hot audiences
Your audience should feel like the ad was written just for them — because it was.
4. Optimize for Conversions, Not Clicks
When setting up your campaign, choose “Conversions” as your objective — not “Traffic” or “Engagement.”
Facebook’s algorithm learns from the action you optimize for.
If you optimize for clicks, you’ll get click-happy users.
If you optimize for conversions, you’ll get buyers.
Pro Tip: Install the Facebook Pixel (and Conversions API if possible) to track real purchase or lead data. Without this, Facebook is flying blind.
5. Test Creatives Like a Scientist
Winning Facebook ads are rarely born perfect — they’re refined through testing.
Here’s the simple formula we use at Some Luck Marketing:
- Test 3 audiences
- Test 3 creatives per audience
- Let it run for 3 to 5 days
- Kill what’s not performing
- Scale what is
That’s it. Keep what works, drop what doesn’t.
Over time, you’ll build a system that consistently finds your next winning ad.
6. Analyze, Iterate, Repeat
Facebook Ads are not “set it and forget it.”
The best campaigns are living systems — learning, adapting, and improving weekly.
- Check your ROAS (Return on Ad Spend) and CPA (Cost per Acquisition) regularly
- Look for patterns in headlines, visuals, and offers
- Use those insights to guide your next campaign
When your creative and targeting evolve together, you’ll never stop improving.
Final Thoughts
Running Facebook Ads that convert isn’t about hacks — it’s about alignment:
- Right message
- Right audience
- Right offer
When those three click, your campaigns stop being a cost center and start becoming a predictable growth engine.
Need help getting there?
👉 Work with Some Luck Marketing — we build and manage high-converting campaigns for small businesses that want real results.
Written by Andrew Luxem, Founder of Some Luck Marketing and CRM strategist helping small businesses grow smarter.