Paid Social
8 mins read

The Ultimate Guide to Effective Facebook Ad Design

Eveline Smet

Founder & Growth Strategist

Effective digital marketing campaigns lead to business growth

Consumers spend 40 to 60 minutes on Facebook every day. It offers detailed targeting options for marketers. It’s the place to be when it comes to advertising.

Are you ready to design your Facebook ad? Not so fast!

There’s a difference between a Facebook ad and an effective Facebook ad.

A successful Facebook campaign requires a careful strategy. You must target the right audience using appropriate graphics. This is how you get your desired results from Facebook ads.

Follow these steps for an effective Facebook ad design.

Advertising on Facebook

With 79% of American adults using Facebook, the platform is a powerful marketing tool. In 2018, there were 2.27 billion monthly active users on Facebook. Six profiles were made every second.

Paid advertisements are the fastest way to reach a large number of people in a short amount of time. Facebook ads target consumers so your brand is recognized by your desired demographic.

Facebook eliminated most of its third-party targeting after the Cambridge Analytica scandal. However, the platform still offers comprehensive targeting data for marketers.

Facebook advertising is cheap, fast, and effective. If you’re a business owner, take advantage of the platform’s advanced marketing tools.

Step 1: Choose Your Facebook AD

First things first, choose the appropriate Facebook advertisement for your campaign.

Facebook ads appear in a user’s News Feed. They can be as simple or as complex as you want. As long as they adhere to Facebook’s advertising policies, your ad’s design is up to you.

There are different types of Facebook ads, each delivering a unique purpose.

Brand Awareness and Reach 

Brand awareness Facebook ads get your message in front of as many people as your budget allows. These campaigns deliver a high number of impressions to your target audience. 

Brand awareness ads are ideal for marketers looking to spread a message. They increase a company’s recognition among a target demographic.

An ice cream shop may use a brand awareness ad to advertise its summer hours. It sends ads to as many local ice cream lovers as possible.

Website Traffic

Website traffic ads encourage users to click on a link to the business’s website. Your budget is based on the number of clicks your ad receives.

Your ad may link to any website page. However, a well-designed Facebook ad sends users to a landing page. This leads to higher sales conversions.

landing page allows you to gain a visitor’s contact information through a form. It converts website clicks into sales leads.

Landing pages are designed for the person clicking on your ad. They are brief, yet offer all the information your customer might be looking for.

The landing page should include call-to-action buttons. These encourage users to submit a form. The form should forward the contact information to your sales team.

Website traffic ads can send a person to any page of your website. But, if you want to convert clicks into leads, use a landing page.

Lead Generation

A Facebook lead generation ad collects a user’s information. It doesn’t link to a website. Instead, the call-to-action button prompts a user for their contact information.

For a lead generation ad, you can design the information you obtain. Marketers may ask open-ended questions or have users select answers from a list. You can gather phone numbers, email addresses, home addresses, and more. 

Once a user submits their information, your sales team can contact the lead and turn the inquiry into a sale. 

Messenger Ads

Facebook Messenger hosts over 1.3 billion people daily. Messenger ads give users the chance to interact directly with businesses.

Instead of linking to your landing page, a messenger ad opens a chat between a business and a customer. It allows customers to engage with businesses privately.

If you deploy messenger ads, you must have a team ready to send quick responses to customers. Slow response time lowers conversion rates. 

Video Views

If you want your video to be viewed as many times as possible, create a Facebook video ad. This allows you to upload your video into the ad. For this type of ad, you pay per video view.


Engagement ads encourage users to interact with your advertisement. They seek to obtain:

  • Comments
  • Reactions (likes, dislikes, laughs)
  • Shares
  • Claim offers
  • Respond to events

If you’re looking to drive engagement with your company, these are the ads to use. They can increase page likes, get people to claim special offers, and boost event responses.


Conversion ads drive action on your website. In order to implement this ad, you must add a Facebook pixel to your website. This allows you to track how many leads converted to sales from your advertisement.

Store Trafic

Facebook’s store traffic ads increase the number of people in your physical location. They are designed to bridge the gap between online and offline shopping.

These ads are ideal for retailers. They allow marketers to drive store visits and actions at their shop. 

The ads localize your message. They help people find your business. Store traffic ads encourage offline action and sales.

Catalog Sales

These ads drive product sales. It advertises items in your inventory to your designated audience.

Catalog sales ads offer different catalogs for businesses like:

  • E-commerce
  • Travel
  • Real estate
  • Automotive

Catalog sales match images with inventory information. This allows business owners to remarket their products on social media. They also help people discover new or similar products that may fit their needs.

Step 2: Determine Your Target Audience

Next, design the perfect Facebook ad by creating the right audience. The beauty in digital marketing is that you can get specific about who sees your ad.

Facebook targeting allows marketers to choose their viewers. Targeting is based off:

  • Demographics
  • Interests
  • Behaviors
  • Location
  • Age
  • Gender

As you can see, there are many options when designing your ad’s audience.

Lookalike Audiences

If you want to get really specific, Facebook can create a lookalike audience.

This requires you to upload a list of customers from your CRM into Facebook Business Manager. Facebook then matches similar Facebook profiles based on your list.

Lookalike audiences allow marketers to reach users who share similarities with their customers.

Facebook Retargeting

If someone visits your website, retargeting campaign remarkets to them on Facebook. You must implement a Facebook pixel onto the website pages you want to be remarketed.

Once your pixel is set up, your ads will show to people who looked at your website. This encourages them to revisit your site, complete a transaction, or take a visit to your store.

Step 3: Create an Eye-Catching Facebook AD Design

Now it’s time for the Facebook ad design.

Creating an eye-catching Facebook ad takes time. You must pick the right image and use the right techniques to draw attention to your ad.

Picking the Right Colors and Image

People make up their minds about an ad or product within the first 90 seconds of looking at it. Between 62% and 90% of people base their opinion on color.

Use your branding colors or choose colors that fit your ad. If you’re advertising a springtime sale, use light blues, yellows, and pinks. 

You should use contrasting colors to increase your ad’s click-through-rate. For example, try white text on a dark blue background.

Blue, green, purple, black, and orange are some of the most effective colors in a Facebook ad.

If you’re choosing a single image, make sure it’s not too busy. Chaotic designs can distract a user from your actual advertisement. Simple stock imagery with an effective headline can produce successful campaign results.

Carousel Ads vs Single Image Ads

If you’re using one image for your Facebook ad, you’ll create a single image ad. If you have multiple photos, Facebook features carousel ads. This allows marketers to insert different images into one ad.

Businesses use carousel ads to:

  • Give users a tour of their mobile app
  • Tell a product’s or customer’s story
  • Share multiple products or images from an event
  • Create a product catalog
  • Demonstrate how to use a product

Marketers communicate multiple messages through carousel ads. They can include different headlines and ad copy. Carousel ads stand out on a user’s timeline.

But more isn’t necessarily better.

Carousel ads sometimes overload users with too much information. If your content can be delivered through one single image, then stick with that.

Single image ads blend in better with newsfeeds. When a user spots a carousel ad, it’s obvious it’s an advertisement. 

Single image ads are faster and easier to create since. They require fewer photographs and less graphic design work.

However, with only one single image you risk creating an advertisement that doesn’t resonate with your target market. If it’s not the right image, your ad could miss out on opportunities.

Facebook’s Image Text Rule

Facebook reports images with under 20% text in them perform better. Therefore, all Facebook and Instagram ads must contain less than 20% text. 

When you’re ready to post your Facebook ad, it gets submitted for review. Facebook evaluates the ad to ensure it complies with its image text guidelines. This applies to single image ads, carousel ads, and video ads.

To prevent your ad from being denied, Facebook has a text overlay tool. Upload your image into this tool to ensure it meets Facebook’s 20% text guidelines.

Step 4: Write Effective Ad Copy

Now, your Facebook ad design doesn’t end with images. Your ad’s copy is just as important as its graphic design.

Effective ad copy persuades, excites, and encourages a user to take action. The right sentence connects you with a user and makes your ad stand out in their cluttered newsfeed.

When developing your ad’s copy, think like your target market. By this point, you should know exactly who will be seeing your Facebook ad. Appeal to your demographic’s interest to draw them in.

Make sure your text matches your visual. Your Facebook ad’s design should pique a user’s interest. The text provides them with the information they’re looking for.

Implement an effective headline and call-to-action. As Michael Scott would say, Keep It Simple, Stupid! Brief and concise writing is more effective than long paragraphs. Use language that’s easy to read and understand.

Step 5: Analyze Your Results

Finally, you must analyze your ad’s performance.

When it comes to digital marketing, measure everything. This is how you create a successful advertising campaign. Thanks to Facebook’s extensive data, you can maximize your ad’s performance.

Once you have designed your ad, track it. Is it reaching your target market? Is those users taking your desired actions?

Use Facebook Business Manager to evaluate your ad’s performance. There are a variety of metrics used to calculate your ad’s success. They include:

Reach: the number of people who saw your ad

  • Impressions: the number of times an individual person viewed your ad
  • Frequency: the average number of times each person saw your ad
  • CTR: percentage of times your ad was clicked 
  • Results: number of actions based on your ad

Take into your budget and ad placements while reviewing your campaign’s success. 

If you’re unhappy with your results, make adjustments to your Facebook ad design. Try different headline text, call-to-action buttons, or swap out a different image. 

Build Your Brand on Facebook

Designing a successful Facebook advertisement takes time. 

If you want results, you need to implement an effective Facebook ad design. This starts with creating the right target audience and ends with making adjustments as you view your ad’s results.

Be aware of common errors. This includes using too much text or implementing distracting graphic designs.

A successful Facebook ad campaign appeals directly to your target market. It needs concise text that encourages the desired action.

Facebook is the best social media platform to grow your brand.

Don’t believe us? Complete this form and one of our social media experts will be in touch. We’ll give you more information on Facebook advertising and how it can help your company grow.

Questions? Comments? Ideas! We’d love to hear from you! do not hesitate to drop us a note 😊

Eveline Smet

Founder & Growth Strategist

Eveline is our founder and the one who eats strategy for breakfast. She is in charge of budgets, KPI’s and growth plans. During her high school years, Eveline was wearing baggy pants and listening to 2PAC & Biggy. We have proof. Just ask. If you ever catch her looking off into the distance, it’s either because she wants to order sushi or she’s hungry thinking of ways to increase your profit. She’s also the biggest victim of marketing. But the biggest office sweetheart.

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