How to Choose the Right Facebook Ad for a Campaign?

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Americans spend 20% of their mobile time on either Facebook or Instagram. Plus, the average monthly users of people has reached 2.6 billion.

It’s a no brainer that if you are looking forward to reaching a new audience, Facebook is the best platform to begin your journey with. Their business platform has become sophisticated over the years. Advertisers now have new options to reach newer audiences and retarget the previous ones. If you are new to Facebook’s advertising platform, you must be having a hard time figuring out which Facebook ad is best for a particular objective. No worries, we are here to help you sort it out.

Let’s dig into this guide together to choose the right type of ad per your campaign.

Also, read about how to get organic Facebook traffic

Some Friendly Advice Before We Start

At first, determining which type to go for seems confusing. In order to make it easier, choose the type of ad you that matches your goals. The best thing about Facebook ads is there’s no one-size-fits-all. You can easily accomplish the same game with multiple ads. Let’s keep things simple. Facebook ads fall into 3 categories:

  • Awareness
  • Consideration
  • Conversion

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Types of Facebook Ads and Their Purpose

To choose the right type of ad for your campaign, you must know your options. Here are the options Facebook offers.                                                                                                                                                                                     

Lead Generation

These ads are meant to get people to claim your offer such as download something or sign up for an offer. You can customize lead generation ads using offer-specific CTAs. This type of ad works best for business owners wanting to encourage their audience to visit their store.

Online business owners can also use lead generation ads. For instance, you may offer a discount code to a user who clicks on the ad. Depending on your goal, lead generation ads can work for a marketing staffing agency too.

Also, read about how to measure social media marketing


This ad works best for businesses as well as brands with lots of content on their Facebook pages. The idea behind this ad is to boost engagement on posts and increase the reach.

The posts that receive most engagement bring more likes, comments, and shares on the post. Ultimately, this increases your follower count.

Page Likes

As the name implies, page like ads is meant for increasing likes on a page.

Before you tap into this to increase the number of likes on your page, know that likes without engagement and conversion won’t do any good. So don’t invest all your budget in getting page likes.

Focus on driving followers who actually engage with your posts because ultimately, that’s what matters.

App Install

Launched a new mobile app or perhaps introduced new features in your existing app? Great, use the app installs ads to encourage more users to download and install your app.

When using this type of ad, Facebook shows a range of targeting options. This means you have the freedom to customize your audience. It’s a wonderful opportunity to reach the audience that’s actually interested in your app. This will increase the percentage of app installs.

Clicks of Website

Clicks to website ads are for those who want to bring traffic to their website and complete an action.

You can choose where you are sending the user. The destination page must pair with the ad. With this type of ad, you can send your users to product offers, landing pages, as well as blog posts.

Avoid these social media marketing mistakes


Lead ads are different from lead generation ads. These ads are ideal for bringing new leads. Such an ad also allows people to download your content.

The best thing about this type of ad is that people can sign up for the offer without leading Facebook. Lead ads also work wonders if you want to build an email list. All you have to do is make a valuable offer.


Event ads let you increase awareness around a major event. If you want to boost the reach of the event, this ad will bring a massive impact. Be careful about how to use the targeting option to bring the best results.


This ad allows you to show up to 10 images/videos in the ad. It works well if you want to highlight the best-selling products or even highlight your services. The user just swipes those the Carousel and views your message.

Some brands are using Carousel ads for telling a brand story as well. It all depends on how creatively you use this type of ad.


This ad is optimized for mobile users. It separates the feed for the one who clicks on the ad. The user is cable to view carousels, photos, videos, and pan images by rotating their phone.


This ad lets you add multiple images for creating a slideshow for the ad. Use bestselling products or core services in the slideshow ad. Facebook also lets you get creative with the ad by adding music to the slideshow.


This type of ad lets you highlight your product/service. When a user taps on this ad, he can browse your products as well as learn more information on certain products. A collection ad also encourages the user to explore your brand.

Which Ad to Choose for Your Campaign?

Now that you are well aware of all types of Facebook ads, the next step is to choose the right for your campaign. Each campaign has its own objective. For instance, if your campaign’s objective is to bring more leads to your website, then go for the leads ad.

At this point, it shouldn’t be a problem for you to pick the ad. Now, you should be focusing on the target audience of your campaign.


When you are first starting, Facebook ads can be confusing. But don’t worry, as you get familiar with each type of ad, you will develop smarter marketing campaigns. Just like the HR department in a firm keeps on talent acquisition strategies, test the results of each campaign to figure out which one works best in achieving your goals.

Tap into Facebook marketing to drive more leads, increase engagement on your posts, build your email list, and more.

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