5-day challenge promotion

How to Prepare for a 5-Day Challenge Promotion

How to prepare for a 5-day challenge promotion


Should you prepare for a 5-day challenge promotion using Facebook ads, or just whack them up there and hope for the best? Well you know the saying ‘Rome wasn’t built in a day’? The same goes for your launch.

You’ll be surprised just what goes into the preparation of Facebook advertising for a 5-day challenge promotion.

In this blog, I’ll guide you through the preparation stages crucial for a successful campaign.

Five-day challenge promotion

The ‘five-day challenges’ that many of us have taken part in, or seen on our social media feeds, are a fantastic way of gaining skills in a bite-size, simple to understand, fun way. It’s no wonder they’re so popular.

They are also an effective way to build your email list with prospective clients or customers keen to learn what you have to teach.

I know that a lot of time and effort is put into compiling the content for the challenge so PLEASE don’t forget to dedicate as much time into the preparation of the Facebook ads.

Let’s face it, alongside your organic promotion, the Facebook ads are a crucial part of getting members to sign up to the challenge in the first place.

The 5-day challenge launch timeline for Facebook ads

I’m delighted by the results my clients have had with their five-day challenges. Part of this success is the planning and preparation that I undertake before we set the ads live.

But don’t be fooled – the preparation time for any launch is not something you can do quickly. Including the 5-day challenge promotion period, I ask for 8 weeks total to prepare and set up everything ready to launch.

Yes, you read that right – the preparation work takes around two months!

I have been asked to do it in less time than this, which I can do of course, however it incurs a double-time fee as I end up working out of hours to fit all the preparation work in to the time.

Here’s what is involved:

  • The client has to be set up in business manager for Facebook. Just this pretty simple task alone can take up to a week if there are problems to overcome like forgotten passwords etc!
  • The Facebook pixel must be set up correctly and tested. This is the code placed on your website to collect data needed for some of the ads.
  • The landing page or the thank you page to be linked to the ads must be created correctly and tested for a smooth customer journey.
  • If integration is necessary, I need to ensure that all of the partner sites are set up properly. This can take up to two weeks.
  • The content for the Facebook ads must be written. But, before this can be done, time is spent researching the audience, target market and the client personas must be mapped out. Time is also needed for me to understand the product/service being advertised.
  • Relevant and eye-catching images or videos must be created.
  • Once the content and images have been created, sign off is required by the client.
  • If needed, edits are actioned.
  • Following approval, the ad itself needs to be set up in ads manager.

And, that’s not all. Facebook Ads Manager can be really slow to work with, which can be infuriating!

Don’t forget time to promote the launch

I like to advise at least three weeks for a 5-day challenge promotion. This gives us a week to test and optimise the audiences plus identify which ads are performing better than others.

The final two weeks of the live campaign is when we really maximize the budget to focus on getting as many leads as possible.

Upselling after the 5-day challenge promotion

Fantastic news! Your 5-day challenge promotion was a success, you ran the challenge without any glitches and you’re now in a great position to promote your amazing offer.

This is when retargeting ads can be a great chance to power up your promotion. Targeting people who were interested in the challenge, but didn’t sign up, plus all those names who signed up too, to get them over to the landing page for your paid program.

Lessons learned and how to apply them

Included in my service is an online report that you have access to throughout the launch which shows the main data you need to know (amount spent, amount of registrations) plus more detailed data including who is signing up (broken down into age, gender, location), best performing audiences, best performing ads and my lessons learned that I have noticed. All the data generated can help prepare for Facebook ads for the next campaign you may want to do.

Contact me to talk about your 5-day challenge promotion

if you’re planning a five-day challenge yourself, get in touch and see how I can help you make the most of it and upsell your service to the max! If you’ve been using organic promotion up until now and have a good conversion rate at the end your challenge, now is the time to super power your launch to get even more targeted leads into your challenge so that your return is greater. Check out the package here. 

Does your Facebook Ad Offer what your audience wants? Alex Platt Facebook Ads Management

Does your Facebook Ad Offer What Your Audience Wants?

Does your Facebook Ad Offer what your audience wants?

Ensuring that your Facebook ads offer is right for your audience is key to getting results through your advertising. Simply explained, there’s no point offering dog products to cat lovers and so with all other markets, it’s imperative that you are reaching the right people with the right offer.

Before advertising, there are a number of things that we need to consider and plan and, in this blog, I will show you the first steps to identifying if your Facebook ad offer is really what your audience wants.

Know your customer journey

Before I set about creating Facebook ads for my clients a lot of time is spent mapping out the customer journey. It’s key to identify that the Facebook ads offer and the strategy behind the ads will work well with audience that we are hoping to reach.

If I was to ignore this crucial part of the process the money spent on the ad could be wasted and the paying customer could end up with no quality leads. No-one wants that, especially me.

The sales funnel

You’ve probably heard this term used many times before, but if you’re unsure as to what a sales funnel is, and what its purpose is, allow me to explain.

Imagine first an actual funnel in your head (like the one you use to decant juice into a bottle) …

Here are the three main parts of a funnel that we can cover with Facebook Ads.

1. The first point of sale is the ‘top of the funnel’.

This is the ‘awareness stage’ where your potential customers first enter the funnel. This is the largest audience that you target (the most people who come into your funnel).

At this point your audience may be aware that they have a problem, but they have no clue as to what the solution is – they haven’t considered solving the problem yet. So, it’s no use having a Facebook ad offer that is too much for them – they want a simple quick win at this point.

Someone who's never heard of you and isn't even really aware that they need a solution to this problem are not going to want to read a 50-page eBook. They're going to be interested in a checklist or a short PDF that gives them something actionable that they can do in the next half an hour that's going to start to help them with this problem.

Your goal to start the sales funnel process is to make your target audience aware of the problem. To get your ad noticed, demonstrate empathy, and show your target audience a quick solution to their problem, usually in the form of a lead magnet, or freebie.

2. The second stage is the ‘middle of the funnel’ sometimes called the ‘consideration zone’.

Here we are segmenting that large audience we started with into people who are more interested.

At this stage your audience have realised that they've got a problem and are ‘solution aware’; they’re looking for potential solutions.

Your goal is to showcase the benefits of your solution, share your secrets and claims to success, and explain clearly why your solution is the best.

At this stage I would recommend using testimonials as the Facebook ad offer as people are keen to hear positive reviews and social proof from other people.

3. The third stage is at the ‘bottom of the funnel’, the all-important ‘conversion zone’.

These are your hot leads – the ones who are now aware of you/your brand, know they have a problem that they want to solve and they know that you have a potential solution. Now it's a matter of making them aware of your product and why your product is better than anybody else's.

Here, your Facebook ad offer could be ‘hooks’: offers, limited stock, only 24 hours left, free shipping, 10% off and the like. Use hooks that are going to influence a positive action i.e. a sale!

Targeting the right audience with the right Facebook ad offer 

I like to work through all of these steps in the strategy together and slot them into the right places, to make sure your ads will work that little bit better. Not only will you be you're the right audience, but you’ll also be offering them something that they really want at the stage of their journey with you.

My aim is always to get the best results for my clients, so if you’re still unsure that you are making the most out of Facebook Ads please book in a free call with me. Or, feel free, to read through my other blogs which have been created to provide you with answers to the most common questions.

When working with me, not only will I take some of the stress away, I will:

  • Drill down into who your target audience is on Facebook and/or Instagram. Remember, this is slightly different to knowing who your ideal customer is.
  • Make sure that your offer is correct for the audience.
  • Ensure your sales funnel and lead magnets are spot on.
  • Check your landing page fits perfectly with the campaign.
  • Cross reference with Facebook’s lengthy policies to avoid rejection.

Good luck with your Facebook Ad campaigns!

Effective Facebook Ads For Small Businesses

Effective Facebook Ads For Small Businesses

Many business owners ask me what are effective Facebook ads for small businesses?

It’s a great question. To help me answer that question, here are a few examples of how well Facebook Ads have worked for some of my clients.

A client who wanted to promote their series of local training events.

(Please note that this was pre-pandemic and the events were ‘in person’.)We did an ad campaign targeting very specific areas of the country near to the training venues and to a very specific profession. We asked for a lead form to be completed - a type of ad where the customer submits their information to request more information. This information was directed to the client’s sales team who then followed up with the enquiry. They were so effective we had to stop the ads in the testing phase as they couldn’t cope with the amount of replies.

A client who wanted to build their email list using a competition.

We sent an ad out with the competition to cold audiences that were their target audience. Interested people simply clicked on a link to submit their information, importantly their email address, to receive a discount code as a thank you and entered the competition. We increased their email list by 188 people in one week for 76p per lead.

A client who wanted to carry out conversion campaigns to optimise for purchases.

To do a conversion campaign we take an event code from your website. This could be a purchase, or an add to cart, for example. We use the information that Facebook already has on the type of customers who are visiting your website and are taking that action to find new customers in a cold audience who will take the same action. We spent £1199.42 and made £23,609.92 – 19.68 times what they invested (ROAS or Return on Ad Spend). We were pretty happy with this campaign!

For this particular Facebook ad for a small business client, we created Lookalike Audiences, who are people who are similar to the people who are already taking action with you (purchasing) – these are a really good way of increasing sales on your website.

You can also use an audience saved from creating a conversion like complete registration or lead on your website. For instance if someone's inputting information into a form, again like a lead magnet, or clicking on a ‘contact us’ button, you can set it up to record these conversions.  These audiences can lead to higher conversion rates as they have already shown an interest – they are not a completely cold audience.

A client who is a coach with a five-day challenge.

Ads that bring in leads for a five-day challenge work well when when combine them with a Manychat account. We sent ads out with a ‘send message’ button on them encouraging people to click it. They don't have to leave Facebook to do this as the message instantly goes into Facebook messenger and corresponds with the messenger bot through Manychat. It asks them to subscribe to the challenge, adds them to the five-day challenge list, and does a lot of work that otherwise would take the customer to a few different pages. A great example of providing good customer experience. For this customer, we added 183 new contacts into their challenge.

A client who wanted to target customers who had left items in their online shopping cart.

Facebook ads are a fab and effective way of encouraging customers to actually go to the next level and buy! For this particular client who owned a product-based company we retargeted people who were adding to their basket but not checking out and achieved a 24 times return on their ad spend, by reminding people to buy the products they had left in their basket.

If you’d like to chat about effective Facebook Ads for small businesses, to get you more leads, more sales or more inquiries – get in touch today.

How to Use Dynamic Creative for a Winning Ad

How to Use Dynamic Creative for a Winning Ad

In this blog I’m going to tell you how to use Dynamic Creative in Facebook ads.


It’s a relatively new feature that Facebook has rolled out in their Ads Manager and it's a really quick and easy way to test out which of your ads are performing the best.

To give the best possible service to my clients I like to run a testing phase which involves going through lots of different elements of their sales funnel to find a best performing ad or audience. But that can take time, and it can take a portion of extra budget too which some of my clients don’t always have.

For my clients who have a shorter time frame, and want to get things up and running quickly, I can now use this Dynamic Creative function to essentially run a fast test to find out what's working best.

How to use Dynamic Creative

  • Set up your ad as normal.
  • In the ad set level - the section where you do all of your targeting – you’ll see a switch saying, ‘do you want to use dynamic creative?’
  • Toggle it on.

Once it’s on and you go into your ad section (where you build your ad) you have the functionality to add everything in.

  • Go into your ad section.
  • Instead of uploading one image, it allows you to upload up to 10 images.
  • You can upload videos as well.
  • You also get five versions of your copy and five different headlines that you can upload too (the section underneath your image or video).
  • You can test up to five call-to-action buttons as well.

Once you've created one ad with one ad set, you can duplicate that into as many ad sets as you need to for your different audiences. Make sure the button is ticked to copy over any likes, comments and shares from the original ad.

Measuring success

You’ll want to know which ads are working better than the others. You don’t have to wait until the end of the campaign to check performance, you can do this while the ads are running and if you like remove those which just aren’t working for you.

  • Go into your ads manager view to see the metrics
  • Go to Breakdown (you’ll see this top right-ish of all the metrics)
  • In Breakdown it will say ‘by dynamic creative asset’
  • Here you can look up your image, your text and your headline, and quickly see which ads are getting the best click-throughs, the best landing page views, and spending the most budget. Facebook will work out which one is performing well and allocate a lot of the budget to this one.

So, once you add them all together, or, what I do is run through each ad and work out which combination is the best, you can leave an ad running, or you could build yourself a new ad set with that one winning ad formula and go out and try and get conversions for it.

I've been using Dynamic Creative for a couple of my clients and I’ve seen great results. One client who normally converts at about a £3 a lead, is getting it down to a pound, often less, with this feature. They’re really getting good value and maximizing their budget.

I suppose the moral of this story is that Facebook is rolling out a lot of things which allows you to put your trust into Facebook to find the right audience and the right mix of creatives. So now you know how to use Dynamic Creative, I recommend you give it a try and see if it makes a positive difference to your budget.

I hope that's helped, and if you have any questions about how to use it some more, please do get in contact.

Kick Start Your Facebook Ads Strategy Call

Kick Start Your Facebook Ads Strategy Call

I offer a Kick Start Your Facebook Ads strategy call package and I’m excited to tell you what that entails.


It's a brand new introductory level package. And as it's a one-off call there's no monthly retainer fee.  On the 1.5 – 2 hour deep dive call we’ll get clear on who your ideal client is on Facebook or Instagram, who you should be targeting, how to align your business goals with the ads and what your Facebook ads goals are.

The call is a good way of dipping your toe in the water of Facebook ads, but with the feeling like you've got a bit of professional support and expertise so you're not completely on your own.

Before the ‘Kick Start Your Facebook Ads Strategy Call

  • To save time on the call itself I will send you a questionnaire to complete which focuses on your ideal client.
  • I will undertake some client research so that when we talk, we can get really clear on who your ideal buying customer is on Facebook.
  • I will complete a website audit and look through your landing pages as if I was one of your customers. I’ll see how easy is it for me to find everything, if the call to actions are clear enough and more.
  • I'll write a short report on my findings highlighting the things that stand out to me, the things that maybe aren’t as clear as they could be. Tidying up your website and landing pages will help your Facebook ads convert as you’ll be attracting your ideal customers to your website.
  • If you have been running Facebook ads already yourself, or had someone else running them, but weren't happy with the results, I'll do a Facebook ads manager audit. To do this you will need to add me as an advertiser so I can go in and look around the ads that you were running, who you were targeting, and what the results were. I’ll maybe have a look at the journey, at the ad creative, things like that. And, again, I'll write up a few hints and tips about what you should change in the future that might help them convert a little bit better. It might even be as simple as changing the campaign that you were running.

What to expect on the Facebook ads strategy call 

  • The call will last from 1.5 – 2 hours, so make sure you have the time. We may get too excited in our strategic thinking and I’d hate to cut the call short just as our creativity kicks in.
  • From the responses to the questionnaire we can discuss your ideal customer. I’ll tell you how you should be targeting your Facebook ads to the customers you want to talk to. This is something that a lot of people struggle with because it's a different way of thinking, but it can be fun and you’ll get lot of ideas.
  • We’ll look at what it is that you want to sell on Facebook ads or promote and some ways to do that.
  • We’ll discuss your ideal client's journey: where they're coming from, and where you want to get them too. I’ll translate this into a Facebook ads strategy (funnel). The word funnel can scare people off, but it literally is like a funnel. You've got to imagine all of your audience pouring in the top, and funnelling down. The people who convert are the ones that end up at the bottom of the funnel. This really isn't that hard or scary.
  • We'll run through how much ideally you should spend or want to spend on Facebook ads, and what sort of results you could potentially look to get. The way that I calculate that is based on my experience with how much things are costing to convert at the moment. I’ll give you an idea of the investment you should be making, this will help you determine if Facebook ads are something you want to be spending your money on.
  • Everything that we discuss, even if you don’t use Facebook ads, will help you to create an effective organic marketing plan, so it won’t be a wasted call.

What happens after the call?

  • After the call I will write all my findings up into a concise report that you will have to refer back to in the future with all out findings from the call.
  • If necessary, I will map out your funnel for you on a diagram and send it to you so you can move forwards with it.
  • I will also send you a recording of the call for you to listen back to whenever you need to.

What if I just need a bit of Facebook ads training?

That’s Ok, I am here to help my clients no matter what stage they are at.

  • If we find we don’t need to do a lot of what I have talked about and instead you would like to learn more about how to set up Facebook or Instagram ads, we can spend time with you asking me lots of questions about Facebook ads.
  • We could do a screen share call where I can offer a bit of training.
  • I could show you how to set a Facebook ad up.
  • Or if you're a little bit more experienced, again, we could go into the ads manager so that I can show you things in a bit more detail.

The call is quite a comprehensive strategy call, you will have a plan to take forward yourself to run Facebook ads.

The work that we do is exactly what I do with my Facebook ads management clients to begin with. It’s incredibly valuable and I know that a lot of my clients find this initial call really motivating and inspiring because it really gets you pumping. By the end of it you just want to go and sell your product or service!

If you are interested in this ‘Kick Start Your Facebook Ads Strategy Call, then please either go to the page to book a call, or contact me for some more information.

Hopefully I’ll speak to you soon.

Facebook Ad or Boost Your Post?

Facebook Ad or Boost Your Post?

Do you ever get those messages from Facebook and Instagram telling you that your post is doing 95% better than your other posts?

Does this make you think that you probably should be boosting it? So what’s the answer? Facebook ads or boost post?

My advice is a Facebook ad and here’s why.

When you boost a post by clicking that Boost button, what you are doing is creating a Facebook ad. This ad will be optimised and will be looking for high engagement levels. And that's the only objective of a boosted post.

What that means is that you’ll get lots of likes and comments, and maybe even a few shares, but if you're looking to sell something, you're probably not going to get many sales.

So, what's the alternative to boosting a Facebook post?

You can still promote the post that's doing really well to your organic audiences to other warm audiences like email list subscribers, or to your Facebook page engaged audience.

Or you could send it out to a cold audience to try and get a bit more brand awareness from inside Ads Manager.

Here’s how:

  • Create a new campaign based on which objective you would like.
  • Set up your ad for the audience you want to target.
  • Go into your create ad part, head to the section that says Select Post to choose the posts that are on your Facebook page.
  • If you're not sure which post it is, check the URL of the post - the last set of digits is your post ID (you can always put that in to find the post that is working well).

You won't be able to edit anything on that post, but if you need to edit it, you can do so in the post on your page, and then select it again to refresh the content. Once the ad is running you can't edit it.

Creating a Facebook ad gives you more control over what action you want people to take.

Unlike Boosts that have one objective – to get engagement, you can set up a Facebook ad to get the results you want. Here’s some examples.

Traffic Ad objective: A great way to raise awareness of your brand and to drive traffic to your website. Great when you are boosting blog posts.

Messenger objective: Choose this when you want the reader to message you. In the post the ‘send me a message’ button is already there for you to use.

Video Views: If you want more people to watch more of the video you are sharing, choose this option as Facebook will send it to people who are more likely to watch it through.

I hope this has made you think when wondering again about Facebook ads or boosting a post. Just remember – if you want something other than likes and comments, choose a Facebook ad instead!

If you have any questions, or would like to discuss about how Facebook or Instagram ads could work for your business, please get in contact today. 


Are Facebook ads worth it in 2020?

Are Facebook ads worth it in 2020?

It appears that many people are concerned are Facebook ads worth it in 2020? Whether promoting their products is the right thing to do during the pandemic.


Yes – it definitely is the right time. If you have the solution to someone’s problem, or have a product that will bring joy, these are the things that are needed now more than ever.

There are so many people online at the moment and social media is buzzing with activity. And when there are more people online, what that means for Facebook ads is that there is more space for the ads, which means you get lower ad costs.

I don’t know about you, but my online shopping has increased over the past few months. I think you've got to say to yourself, if you're an online service or if you're an online shop, then more people are online and they are wanting to buy.

What proof do I have that Facebook ads are worth it in 2020?

Two of my clients have run five-day challenges recently. One got more sign-ups than she thought she would. The other client, over the last few months including the lockdown period, had one of her biggest launches ever.

This shows that even though we are not necessarily feeling as positive as we have been, and things are a little bit odd, it doesn't stop us from selling, and our businesses do need to continue.

The one thing that I have been saying to people though is that the difference between now and before is how we write ads, so the copy that we use must be relevant. Instead of maybe going for the direct sale, we should use content that empathises. Talk to people's emotions and mention the current pandemic situation – demonstrate that you understand how they are feeling and why your product or service can help.

If Facebook ads have been one of the things you've been thinking about for your business, but you're not really too sure about whether Facebook ads are worth it in 2020, then I'm always here to have a free half an hour chat with you. In this time, we can discuss how Facebook ads can work for you and if there's a potential for your business.

I hope that helps bring you some positivity!

If you'd like to discuss how to use Facebook ads for your business, please take a look at my Facebook ads packages and book your discovery call today.

How to make scroll stopping Facebook ads creative

How To Make Scroll-Stopping Facebook Ads Creative

Has your ad got scroll-stopping Facebook ads creative?


Great, you've got your ad up and running. You know what you're selling and who you're selling to. The stumbling block makes an appearance when you're in Ads Manager wondering “how can I make this ad look different to all the other ones, make it really stand out so that it sells my services or product?”

I’ve written this blog to prevent that stumbling block; here are my top tips to help your Facebook ads creative really stand out and stop people from scrolling past.

1. Think about doing a video.

Videos are a really engaging type of Facebook ads creative. A lot of people will stop and watch a video so try to make them short – ideally under a minute if you can. You can talk about so much, including things like:

  • Your product or service, or whatever it is that you're advertising.
  • An event you are holding.
  • The benefits that you're giving to other people (if you’re unsure about what are benefits, check out my other blog The Difference Between Features and Benefits).
  • Why your customers and potential customers should care about what it is you're selling.
  • What's the eventual outcome of the product or service you're promoting.
  • How is it going to make their life different.

If you can fit that into under a minute, then that's brilliant. Don't forget to put captions on the video too.

2. Be creative with your Facebook ads creative: think outside of the box.

One ad that we did which worked really well and got fantastic results had an embedded video into a Canva image. Around the video we put text, sparkles and flashing stickers - it attracted a lot of attention and engagement. It also saves as a video, so you don't have the problem of having too much text on an image (something social media platforms don’t favour!).

3. Ask for video testimonials.

If you have clients or customers who are really happy with what it is that you're advertising, ask them to record a very short video on their phone for you to use. Be helpful and give them a few lines of what you want them to say: how they felt before using your product or service, why they chose your product or service and how it made them feel afterwards.

You can edit their video recording and shorten it if necessary – even make a few small clips from the original, but remember to put some captions to it.

Think about how you can make the video jump out – use bold, bright colours for example. Think about what is going to stop someone from scrolling through their feed?

4. Think about the colours which will stand out on the platform you have chosen for your ad.

Avoid blue on Facebook. Facebook is predominantly blue, and your ad will just blend in and not stand out. Consider using really bright, punchy images. Red and black work well on Facebook, as do other bright colours like yellow.

 5. Use stand out images.

As Instagram is very image-focused, you really need to think about how the image is going to stand out. Use a nice, clear, bright, bold image.

Try and use an image with a face in it too. Use an image of you, or maybe take one from a stock image, looking at the camera. Images where someone is wearing sunglasses or they're facing away from the camera don’t tend to get so much engagement.

You must also think carefully about where you're putting the ad – the placement. If you're going to focus on Instagram stories for example, create your images in the right size. There's no point creating an Instagram story size or a portrait video, and then trying to squeeze it into a Facebook landscape image size – it’s just not going to work!

6. Stay on brand: keep the ad's ‘scent’.

When someone is clicking to your website directly from your ad, your aim should be to integrate the transition seamlessly so your customers or potential customers are ‘following the same scent’.

Don't go too crazy with the design - try and keep it very simple and consistent. Make sure that it links in with the rest of your business. There's no point having a super-trendy ad image clearly aimed at younger people, only for a potential customer to head to your website and see that it's targeted for the older generations. It would look odd and be off-putting.

Take a good look on your website. Are there some images on there, particularly on the landing page, that you could also use in the ad? Test these out.

So those are my main tips for how to create scroll-stopping Facebook ads creative. But of course, I’m going to say it again – you need to test different things and look at the results and see which ones work the best with your audience. You will notice a trend, so once you do, rinse and repeat! Good luck with your designing.

Do Facebook ads work for a small business

Do Facebook ads work for a small business?

If you’re wondering do Facebook ads work for a small business, you’re not alone.

Is this something that your small business can do, or is it just for big corporate brands? Maybe you’ve always thought that Facebook Ads is about spending big budgets and you don't feel that's something that your business can do?

So how do Facebook ads work for a small business successfully?

Well the good news is that you can use it the same as any other business.

The only real difference is that often for a smaller business, the budget is smaller, which means it takes longer to build your results.

However, there are some very quick and simple ways that you can use Facebook and Instagram ads on a small budget that will steadily build your audiences and help you create leads, quicker than using organic promotion.

Build your custom audiences.

Custom audiences are segments of people who are already engaging with your business. People who already engage with your Facebook page or Instagram profile, watch your videos, visit your website and read the content that you're putting out there.

These audiences are really valuable as they're already ‘warm’ (meaning they have had an interaction with you already), and often they're more likely to be interested in your offers when you do share them.

You can build these custom audiences in Facebook ads manager, send out your valuable content - your videos, your blog posts – and track who is engaging with them. Basically, saving them for later.

Hit that 'boost' button!

If you use the boost button correctly, you use it to get more engagement and reach on your posts, which is the purpose of it. It sends an engagement objective ad.

Boost your best performing posts. Facebook already tell you which posts you should boost, normally these are the ones that have already got a good organic engagement on them, so you can tell that people like it. Send these posts out to your custom audiences for more engagement and social proof on the post, or even to a wider ‘cold’ audience (people who haven’t yet interacted with you) and get some more engagement on it.

Now, if you do send the post out to people who have never heard of you and you get engagement from them, these are the people that will then go into those custom ‘warm’ audiences we spoke about before. So, they become your warm leads - people that we know are interested in what you've got to say.

For a bricks and mortar business, you could create a saved audience of people (within Facebook ads manager) who live locally near to your business. Again, when you have got a post with good organic engagement and you want to boost it, you could send that out to this saved audience. For instance, if you have a hairdressers you could send out posts showing people around your hairdressers and then you could track people who are viewing that video in a custom audience, and you know that they're interested in your hairdressers and that they live locally to you.

Show your 'warm' leads another offer!

The next thing that I would recommend you do once you are tracking who is engaging with your content in a custom audience, is to then re-target those people with another offer.

For example, you could send the people who have engaged with your ad or watched your video, another ad that promotes your free lead magnet. Or if you are a local business, it might be a discount offer to encourage them to come to your shop and also to sign up to your email list. To get that lead off Facebook where you can nurture them a bit more.

So, you can see that there's a strategy here with our ads. That we're finding people who are interested, then we're retargeting them with another offer, and finally asking them to step off Facebook where we can continue that relationship with them.

In terms of budget, you can do this for a small as a pound a day, if you wanted. As I said before, you're not going to get a ton of subscribers every day with this budget, but over time, you would consistently build your list this way.

The easiest ad for eCommerce businesses.

The other thing that a small business can do with Facebook ads (and again, you don't have to spend a lot of budget on this) - especially if you have an eCommerce shop - is to re-target people who have added to basket, but have not purchased.

So, with my previous clients, we have had up to 20 times return on ad spend just from this one particular ad campaign. You're hoovering up all those people who are looking at your online shop, and adding items to their basket, but forgetting to check out. How many times have you been on Facebook and seen ads from clothes shops that you've looked at?

It's a really simple ad to remind people that they have looked at your shop items and you are encouraging them to complete the sale. You can do this with a catalogue sales objective, which will show them the products from your catalogue that they've already viewed. You can get quite creative with these and a bit cheeky with the copy. Some businesses offer another code to encourage them to check out. You could try that with a 10% off or free shipping code.

So that's some quick, easy ways that I would recommend for Facebook ads to work for a small business. As you can see if you use it with some of these strategy ideas, then it can be a very effective tool to build your audiences online, especially if you can get them off Facebook into your email list to continue nurturing those leads with emails.

If you want any more help with how to build custom audiences, then you can get my mini Facebook/Instagram ads course 'Stop Boosting, Start Advertising' for 21% off for the whole of July, with the code BIRTHDAY where I teach you how to build custom audiences, lookalike audiences and how to set up ads.

How much do Facebook ads cost?

How much do Facebook ads cost?

I get asked a lot from prospective clients and people I meet networking the question, “How much do Facebook ads cost before you see results?”


It’s a common question. And a very important one.

Now obviously we can't predict results until we get going with ads – we need to see where the audience is, what the level of interest is in the product and what kind of ad attracts the most attention.

For most people, I would recommend that you start with just one campaign at £10 a day. Anything less than that and you're not going to get much of a reach. You need to reach as many of your potential customers as you can to get any return for your investment.

Once you start seeing some results, you can then scale your campaign up by adding a budget to it. This prevents you from wasting money. £10 a day for 31 days is £310 – although not a massive amount, this is a big enough investment that you obviously need to keep an eye on how it's working.

For example, if your campaign is to sell a product, ideally you want to do retargeting as well. This is when you have another ad which follows up on the people who are visiting your website, looking at your products, or adding them to their basket. If you've got a small audience, under 1,000 people, I would say a Facebook ads budget of £5 a day is enough to be delivering the ad to them without them seeing it 20 times a day.

The more budget you put in, the more your ad will go out, but if you've only got a small audience, the more it will go out (higher the frequency) to that small audience.

So, at £5 a day, that’s a Facebook ads cost of £155 pounds for a 31 day month. With a retargeting ad running alongside, that doubles the investment to £465 pounds a month minimum that you need to spend on ads.

As well as adding a budget when you see results, you can add more campaigns, or perhaps test new audiences.

I hope that brings some clarity as to how much Facebook ads cost to really make a difference.

If you're interested in running Facebook Ads for your business, I offer a deep dive Kick Start Your Ads Strategy Session where I will take you through your audience targeting, customer journey ads funnel, website and a whole host of other strategy factors to help make your ads perform as best they can.

Take a look at all my Facebook ads packages here and book your discovery call.