Picking the Right Facebook Ad

The rules on Facebook are causing even the most devout organic marketers to look at paid ads. While the wizard to create an ad is fairly easy to follow, the first decision you need to make is what type of ad you want to create.

Here are some available ad types and what they could do for you.

Lead Generation Ads

Lead generation ads allow interested people to complete a form to show their interest i your brand. Facebook lead ads are designed to increase the completion of forms. Facebook allows you to sync the newly acquired leads with your CRM.

Video Views

There are more than 100 million hours of video watched on Facebook every day. Video Views ads can be very effective to appeal to Facebook users, contributing to brand awareness, engagement and extended reach. If you create a video ad, you must follow Facebook’s design recommendations, from the number of characters to the ratio that the video appears on desktop and mobile. 


One of the most common goals when creating Facebook ads is to gain conversions. Conversion ads on Facebook help people take specific actions on your website, such as signing up for a newsletter, completing a form, or signing up for an event.  With a conversion ad, you set a specific goal and define the particular action that you want to drive and track. 

Conversion ads can be a very powerful means by which to increase page visits, sales, or form submissions, especially when you set your ideal audience parameters. Conversion ads have call-to-action button options that encourage users to learn more about the particular offer or ad. 

This ad type requires that you install a Facebook pixel on your website, a code that allows your ads to track users’ visits and understand the ones that came from the particular ad. It is a quick process and it works with all your conversion ads.

App Installs

Useful if you have an app. These ads are designed to increase number of users who download your app. The available fields are designed to offer an overview of features. App Install ads can reach Facebook’s desktop and mobile users and Instagram users and Instagram Stories. T

Store Visits

Store visit ads bring together online and offline marketing. This type is designed to promote the physical address of your business. Ads can be specific to people in your area, or it can also extend to a distance that would still make people visit your store. 

It is important to create visually appealing ads that help users click on them. The copy should speak to them, inviting them to your store with a compelling offer.