The Social Collective's Guide to Facebook Ads

One of the most common questions we get asked is, “What type of social media ads should we be running?” Businesses not only want their ads to perform well, but they also want to know why and where their ad budget should be going for Social Media advertisements. While there are many different social platforms available, we decided to start by focusing on Facebook.  

Facebook ads are a great way to see a strong ROI for your ad spend. You can see fantastic results with very little budget. In addition, Facebook ads can also run on your business Instagram account.


On Facebook, ad types are grouped into three categories: Awareness, Consideration & Conversion. These are the top three sections of what is known as the “Marketing Funnel.” 

Once you’re able to identify where your audience is in the “funnel,” you can better pinpoint the right ad for you. Below is a breakdown of the purpose of each type of ad:


  • Brand Awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.

  • Reach: Show your ad to the maximum number of people.


  • Traffic: Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.

  • Engagement: Get more post engagements, page likes, event responses or offer claims.

  • App Installs: Get more people to install your app.

  • Video Views: Get more people to view your video content.

  • Lead Generation: Drive more sales leads, such as email addresses or phone numbers, from people interested in your brand or business.

  • Messages: Get more people to send messages to your business in Messenger or WhatsApp.


  • Conversions: Drive valuable actions on your website, app, or in Messenger.

  • Catalog Sales: Create ads that automatically show items from your catalog based on your target audience.

  • Store Visits: Get more people nearby to visit your brick-and-mortar locations.

For more information on how to master Facebook Ads, you can visit Facebook’s website HERE or give us a call! We are always happy to answer any of your Social Media advertising questions.

Download our Guide to Facebook Ads below for quick, at a glance information on Facebook ads! Stay tuned for Part 2 of this blog to learn the differences between a Facebook Ad and Boosted Posts.