Facebook is the largest and most influential social media platform, boasting more than 2.85 billion users globally.  A whopping 7M+ million active advertisers leverage Facebook ads to drive conversions.

Considering the platform’s massive reach, you can’t miss advertising on Facebook. The average conversion rate of Facebook ads is 9.21%, which makes it one of the sought-after platforms for marketers. If you want to hit the target demographics effectively, start working on your Facebook marketing strategy today. 

Your goal should be to have a strong conversion rate on each campaign, whether it is for video views, email list generation, or selling service/product. In other words, almost 9/100 people will convert into a sale or take the desired action. This is not bad compared to Google Ads, which have a much lower average conversion rate of 3.75%. 

A Higher Conversion Rate Translates To A Successful Campaign 

A higher conversion rate is the key metric for optimizing downloads, sales, or subscriptions. Some of the top companies maintain a conversion rate of 11.45%. Therefore, if your Facebook conversion rate is lower than 10%, it’s time to start focusing on improving it. After all, increased conversions can lead to a high ROI and increased profits. 

A conversion rate tells how relevant, effective and profitable your campaign was. Conversion optimization helps you to find the sweet spot that will entice your target audience to take action. 

Without further ado, let’s explain five tips that will help you improve your conversion rate using a Facebook campaign. 

1- Pick A Suitable Conversion Event

Before you create an ad for your Facebook campaign, make sure you know what to expect from it. Are you trying to drive people to a landing page or website? Or spreading brand awareness is your primary objective? At the end of the day, knowing what you want to accomplish with your ad can help you create better ads.

Firstly, you will need to create multiple ads with distinct goals to achieve the best results on Facebook. Secondly, you need to define what type of conversion event you want to choose. Facebook offers a variety of standard conversion events as well as the option to create custom ones.  

For example, the following are the conversion events predefined by Facebook: 


2- Optimize Landing Page For The Customer

Prioritize the user experience, and your ad will work. 

A well-optimized landing page should offer a seamless and customized user experience. 

Tips For A High Converting Landing Page:

  • When it comes to a great landing page, every syllable counts. For an effective landing page, use elements like headlines, subheads, bullet points, or calls to action (CTAs) that entices the reader to take action (value-driven content followed by an engaging CTA can do magic). 
  • Create and embed Facebook Pixel on your landing page because it allows you to track conversions, retarget users, and gain valuable insights into their ad campaign success. In addition, it helps to track both standard and custom events.
  • Create separate landing pages for each product because each product has a different audience. By doing this, you’ll be able to enhance tracking and conversions for each product.
  • Make your landing page engaging by adding charts and infographics that are visually appealing. Use Vismes’ comprehensive tool to produce powerful visuals with ease.
  •  Showcase on-site badges, detailed testimonials, and social proof.

3- Write Compelling, Concise Ad Copy

Create engaging and to-the-point ad copy that captures the audience’s attention. Here’s what you should keep in mind in creating your ad copy: 

  • Personalize your ad copy to better target customers. When writing them, show empathy by using the word “you” in the copy. For example, “You want to learn how to code but don’t know where to start?” This example combines empathy and authority, laying out all the obstacles and solutions in the way of someone learning how to code.
  • Keep it simple. You don’t need to use huge, long technical words to make your message sound important — it’s distracting and boring. Instead, your copy should be as clear and straightforward as possible.
  • Use apps like Grammarly and Hemingway to improve your ad descriptions and make them short and easy to understand.

4- Create Attractive Images

Make your ads stand out using high-quality visuals. Good visuals can make or break your ad; it takes less than three seconds for users to form first impressions based on the design.

If you take a little extra time to create compelling and meaningful images, you will engage Facebook users better. Remember, your images and photos should complement your ad copy; otherwise, you will confuse your target audience rather than convincing them.

Tips for Better Ad Images:

  • It is important to keep your Facebook ads’ text-light. It has been found that copy-heavy ads are less effective at driving ad engagement. Facebook has an Image Check Text tool to help you improve your images.
  • Make sure you’re using high-quality photos and graphics. They make your ad more appealing and capture your customers’ attention.
  • A GIF or a short video can be used in Facebook ads to grab users’ attention more effectively than just a static image.

5- Focus on Targeting and Retargeting your audience

Facebook advertising has a ton of targeting options. For example, its demographics section allows advertisers to narrow down and select the exact audience they want to reach based on age, location, education, relationship, work, life events, and other parameters.

In addition to this, don’t forget to leverage the targeting expansion feature! It helps improve your ads campaign performance by reaching a broader audience. This option allows Facebook to showcase your ads to more people it deems fit according to the choices you made in the detailed targeting part of your ad set up. For example, if you were selling suits, the system might show your ads to men aged 25-40 who enjoy fine dining.

There is an option to create a custom audience too. Facebook lets you upload an email list and then it finds the accounts belonging to the people on your list. It’s a great way to target your customers, subscribers, and leads on the platform.


Facebook Ads are tricky. You will have to master the art of creativity and the science of marketing. Get yourself familiar with Facebook ad manager, targeting, and retargeting options, and advanced parameters. Make sure you stay up to date with the Facebook marketing trends to stay ahead of the competition. Have you been incorporating Facebook ads to improve conversions?