However, depending on your offer, you can also use product shots, a carousel of many images, a video, or even a slideshow. An important tip is that Facebook does not recommend using image files that have text in them. In fact, frequently your ad might be declined for this reason. 

Step 4: Define some criteria for the audience you’re trying to reach with your campaign. During the ad set up process, Facebook will help you determine the right level of targeting by indicating if your audience is either too defined – or not defined enough for the campaign to be successful by displaying this on a barometer in your ads manager dashboard (see below). 

To define your audience, first start by thinking about who your best customers are. If you could multiply those people, what would define them? Consider age range, location, interests, etc.

Then, ask yourself – what’s a requirement of my target audience, and what’s an assumption, that might need to be challenged? For instance, this could be the age range that you believe is most interested in your products.  

Let’s look at a few examples: 

Do you want to target people looking for a yoga studio? Then create a target audience of people who meet any of the following criteria: 

Alternatively, if you want to reach people who are parents of toddlers, build a Facebook audience based on people who meet all of these criteria: 

If you do already have some ‘perfect customers’, Facebook will allow you to create a ‘custom audience’ by uploading your CRM list, and then building a ‘look alike’ audience to find more people who meet the same criteria. 

Facebook has superb targeting capabilities, including geo-targeting, which is an awesome feature for small businesses looking to target people locally. However, one advantage of this type of campaign is that by setting a broader audience, you may gather insights that prove your interested leads meet slightly different criteria than you think. As you get more comfortable with running ad campaigns, you can develop many combinations of ads for different audiences, and even test ads against each other to determine which variables perform best for your business. 

Want help to kick-off your first lead generation campaign? Set up a free consultation call with our team to get started.