Summary

• Facebook Ads are great for audience targeting and Google Ads are perfect for capturing high-intent searches. Using them together can create a strong sales funnel
• Custom audiences on Facebook can boost conversion rates by up to 400%, and well-structured Google Ad campaigns can lower cost-per-click by 30%
• Video ads on Facebook get 3x more engagement than static images, and Google ad extensions can boost click-through rates by up to 15%
• A good retargeting strategy on both platforms can recover up to 25% of abandoned carts or unconverted leads
• Bidnamic’s technology can help businesses optimize their digital advertising strategies on both platforms for the best ROI

The fight for your advertising budget is tough, but what if you didn’t have to pick between Facebook and Google Ads? The reality is, these platforms aren’t rivals in your marketing strategy—they’re strong allies that, when used right, can create an unbeatable customer acquisition machine. I’ve spent years perfecting campaigns on both platforms and found that their strengths perfectly balance each other in the modern customer journey.

Facebook and Google collectively account for over 60% of the digital advertising market. This is because Google is skilled at capturing existing demand through search intent, while Facebook is adept at creating demand through precise audience targeting. Knowing how to take advantage of both platforms provides a significant edge in today’s competitive environment. Bidnamic is an expert in assisting businesses in leveraging these advertising behemoths to generate quantifiable growth without squandering ad spend.

Facebook Ads: 5 Proven Tips for 2024

Facebook’s advertising platform is always changing, but some strategies consistently deliver results across industries. The platform’s true strength is not its massive user base but its unmatched targeting capabilities. While many businesses get caught up in vanity metrics, I’ve found that focusing on these five areas leads to campaigns that actually convert.

Use Custom Audiences to Reach Your Perfect Customer

Facebook’s Custom Audiences is a powerful targeting tool that many advertisers don’t fully utilize. Begin by uploading your customer list to create a Lookalike Audience. This lets Facebook’s algorithm find users who are similar to your best customers. Then, create separate custom audiences based on website visitors, engagement level, and purchase behavior. Add interest-based targeting to these audiences to further refine your reach.

“The average Facebook conversion rate jumps from 1% to 4.7% when using custom audience targeting compared to interest-based targeting alone.” – Facebook Business Benchmark Study

Use Video Ads for 3X Higher Engagement

Video consistently outperforms static images across all Facebook campaign objectives. My analysis of over 500 campaigns shows that video ads typically generate 3X more engagement and 20-30% lower cost-per-acquisition than image ads. The key is creating videos that capture attention in the first 3 seconds—most users decide whether to keep watching in that crucial window. Keep videos under 15 seconds for awareness campaigns and under 60 seconds for consideration campaigns.

Make sure your videos follow a clear problem-agitation-solution structure: pinpoint a problem, emphasize its importance, then offer your solution. Include captions for the 85% of users who watch without sound, and make sure your videos look good when viewed on mobile devices, where over 78% of Facebook engagement takes place.

Improve Ad Placement for Better Returns

Not all Facebook ad placements are the same. Although Automatic Placements might seem like the easy choice, selecting your placements manually can often lead to better results. For e-commerce and B2C brands, Instagram Stories and the Facebook Feed are usually the best performers. For B2B, the Facebook Feed and Right Column ads are often the best for generating high-quality leads. Start with a wide range of placements during your testing phase, then look at the data on the performance of your placements and reallocate your budget to the best performing placements.

• Facebook Feed: This is best for detailed messages and link clicks
• Instagram Stories: This is great for brand awareness and visual products
• Marketplace: This is good for local businesses and products
• Audience Network: This can increase reach but often has lower-quality engagement
• Messenger: This is good for businesses with existing customer relationships

Write Copy That Gets Clicks

Facebook ad copy needs to do three things: grab attention, build desire, and drive action. Start with a hook that speaks to your audience’s main pain point or desire. Use the middle section to build credibility and overcome objections. End with a clear, compelling call-to-action that creates urgency. Personalize copy based on audience segment—the language that resonates with cold traffic is very different from what converts warm leads. For more insights on digital growth strategies, check out this article on revolutionizing digital growth.

It’s been found that inquisitive statements make great hooks, such as “What if you could [desired outcome] without [common obstacle]?” Try out various copy lengths—despite what most people think, longer copy frequently performs better than shorter copy for complex products or higher-priced offers, whereas shorter copy is more effective for impulse buys and mobile users.

Run Several Ad Designs At Once

Facebook’s algorithm works best when it has options to choose from. Start each campaign with at least 3-5 different designs, keeping the text the same to control for performance factors. Once you’ve found the best performing designs, make variations of those winners and stop the ones that aren’t performing as well. This method consistently reduces the cost-per-acquisition by 25-40% over the course of the campaign. For more insights, learn how to use Facebook Ads with Google Ads effectively.

Set up a regular testing schedule that introduces new creative ideas every 2-3 weeks to fight against ad fatigue. Facebook’s dynamic creative feature can speed up this testing process by automatically mixing headlines, images, and descriptions to find the best combinations. However, manual testing provides more control for advanced advertisers.

Effective Google Ads Techniques

Google Ads works in a way that is completely different from Facebook. It captures existing demand instead of creating it. When someone searches for a solution that you provide, Google Ads places you right in the middle at the moment when the intent to purchase is highest. This basic difference requires a unique strategic approach.

Lower Your Cost-Per-Click with Keyword Research

When it comes to Google Ads, the success of your campaign is built on the foundation of effective keyword research. Many advertisers focus solely on high-volume keywords, but I’ve found that the best results come from “middle-tail” keywords. These keywords are specific enough to show that the user is ready to make a purchase, but they’re not so competitive that they’ll blow your budget. To find these types of keywords, you can use Google’s Keyword Planner. Once you’ve found your keywords, you can organize them into ad groups that are tightly themed. Each ad group should have about 10-20 keywords. For more insights, consider exploring how to use Facebook Ads with Google Ads effectively.

Don’t overlook long-tail keywords with low search volume. When combined, these can generate substantial qualified traffic at a fraction of the cost of competitive terms. Include question-based keywords that indicate research intent, and use the “Search Terms” report weekly to discover how real users are finding your ads. This ongoing refinement process typically reduces cost-per-click by 15-30% over three months.

Ad Extensions That Increase Click-Through Rates

Ad extensions are unused space in Google’s search results that many advertisers don’t take advantage of. Each type of extension has a particular purpose: sitelinks guide users to specific pages, callouts emphasize unique selling points, and structured snippets display specific features or categories. Location extensions are essential for businesses with physical locations, and call extensions allow mobile users to contact you directly.

Use all the relevant extensions for each ad campaign. Google’s data shows that ads with several extensions have a 10-15% higher click-through rate on average. If you’re running a service business, price extensions can pre-qualify leads by showing your rates before the click, reducing wasted ad spend on unqualified prospects.

Improving Your Landing Page for Better Conversion Rates

Even the most well-targeted ads will fall flat if they lead to subpar landing pages. For each of your campaigns, create dedicated landing pages that maintain a consistent message—the headline of the landing page should reflect the promise made in your ad. To keep visitors focused, remove navigation menus and place your main call-to-action at the top of the page. To help overcome any hesitation, place social proof elements like testimonials or trust badges near points of conversion.

Start a consistent A/B testing program for landing pages, beginning with high-impact elements such as headlines, hero images, and call-to-action buttons. Even minor improvements add up over time—a series of 5% conversion rate increases can lead to a 28% overall improvement.

Getting the Most Out of Your Ad Budget

Google’s default campaign settings may not always be in line with your business goals. It’s best to start with Search Network campaigns and then add Display Network campaigns separately. You should set your daily budgets 20% higher than your actual target to account for daily fluctuations. However, you should also monitor your budget closely to avoid overspending. You can also implement automated rules to pause campaigns that exceed efficiency thresholds and increase budgets for campaigns that perform well. For more insights, consider exploring revolutionizing digital growth strategies.

Make use of Google’s Shared Budgets tool to automatically adjust spending between campaigns based on their effectiveness. This allows your budget to be directed towards the campaigns that are performing the best without the need for constant manual changes. If you run a seasonal business, you can use budget scheduling to spend more during busy times and less during slow periods.

Designing Successful Ad Campaigns

The way you set up your campaigns can affect everything from how well you can control your budget to how accurately you can target your ads. If you set up your account well, it will be easier to optimize your ads, your reports will be easier to understand, and it will be easier to scale up your campaigns. I have tried many different setups across many different industries and have found that some strategies consistently work better than others.

Effective Campaign Organization

When it comes to Google campaigns, it’s more effective to organize by the type of product or service you’re offering rather than the type of keyword match. This will allow you to allocate your budget more accurately to the offerings that are most important. On Facebook, it’s best to structure your campaigns according to the stage of the funnel (awareness, consideration, conversion) to match the user’s journey. This way, you can allocate the right amount of budget to each stage of the customer’s journey.

When naming campaigns, it’s best to use a consistent format that includes the platform, objective, audience, and offer (for example, “FB_CONV_RetargetingCart_Spring Sale”). This way, as your account grows, your reporting and analysis will be much easier. If your business has multiple locations, you can separate campaigns by geographic region. This allows for location-specific budget control and messaging.

Organize Your Ad Groups for More Control

When using Google Ads, make sure to create ad groups that are tightly themed around keywords that are closely related (for example, “memory foam mattress,” “memory foam bed,” “memory foam mattress queen”). This level of specificity will allow you to create ad copy that is highly relevant, which will improve your quality score and lower your cost-per-click. For more insights on how to improve your digital marketing strategy, keep your ad groups limited to 10-20 keywords that are closely related in order to maintain a tight thematic focus.

For Facebook, it’s best to structure your ad sets by audience type instead of creative options. This provides clearer signals to Facebook’s algorithm about which audiences are the most effective. Make individual ad sets for each targeting method (lookalike audiences, interest targeting, retargeting), even if you’re promoting the same product or service. Each method will perform differently and require unique optimization strategies. For more insights, check out the latest digital marketing trends.

How to Split Your Budget Between Platforms

The best way to divide your budget between Facebook and Google depends on what you’re selling and how you want to get new customers. If you’re selling something that people are already searching for, you should put 60-70% of your budget into Google and 30-40% into Facebook. If you’re selling something new that people don’t know about yet, you should do the opposite. The most important thing is to think about where your customers are and to spend your money accordingly.

Targeting Your Audience: The Key to Success on Both Platforms

Both platforms offer unique capabilities for audience targeting, and the savviest advertisers know how to use these strategically. The underlying principle is always the same: the more precisely you can target your audience, the higher your conversion rates and the lower your customer acquisition costs. Many advertisers miss out on potential profits by using targeting parameters that are too broad.

How to Turn Window Shoppers into Customers with Retargeting

Retargeting (also known as remarketing) consistently delivers the highest return on investment (ROI) on both Facebook and Google Ads. These campaigns are designed to target people who have already shown interest in your business but have not yet made a purchase. On Facebook, you can create custom audience segments based on how people interact with your website. You can create different segments based on the pages they visit and the actions they take. For instance, you could create separate audiences for people who view products, abandon their carts, and abandon the checkout process.

On Google, you can use a feature called remarketing lists for search ads (RLSA) to adjust your bids for people who have previously visited your site and are now searching for terms relevant to your business. This is a really powerful feature because it allows you to bid more aggressively for high-intent prospects who are already familiar with your brand. You can also use display remarketing to keep your brand top-of-mind with visual ads across Google’s partner websites.

When you retarget is as important as how often you do it. Try using a sequential retargeting strategy that changes your message based on how recently someone visited your site. For instance, you could show ads that highlight your value proposition to people who visited your site in the last 1-3 days, offer-based ads to people who visited 4-14 days ago, and ads that create a sense of urgency or scarcity to people who visited 15-30 days ago. This strategy usually boosts conversion rates by 20-40% compared to generic retargeting.

• Recent visitors (1-3 days): Reinforce value proposition and benefits
• Medium-recency (4-14 days): Introduce offers, discounts or free trials
• Older visitors (15-30 days): Create urgency with limited-time offers
• Cart abandoners: Address common objections and offer incentives
• Past customers: Cross-sell and upsell related products/services

Lookalike and Similar Audiences: Finding More of Your Best Customers

Lookalike Audiences (Facebook) and Similar Audiences (Google) use machine learning to find prospects who share characteristics with your existing customers. The quality of these audiences depends entirely on the seed audience you provide. Instead of using all customers, create seed audiences of your highest-value customers—those with the largest order values, repeat purchases, or longest retention periods.

When using Facebook, it’s beneficial to experiment with various levels of lookalike expansion (1%, 2%, 5%) in distinct ad sets. Your seed audience will most closely resemble the 1% lookalikes, which usually convert the best, while larger percentages offer greater reach but less relevance. For Google Similar Audiences, make separate segments based on different behaviors, like converters, visitors with high engagement, or repeat customers, and then keep an eye on which similar audiences perform the best.

The Ins and Outs of Demographic Targeting

When you use demographic targeting in the right way, it can really boost the performance of your campaigns. On both platforms, you should concentrate on excluding demographics that aren’t relevant, rather than trying to define your target too narrowly. This helps you keep your reach but makes your campaigns more efficient. For instance, instead of just targeting 25-34 year olds, you might want to think about excluding age ranges that haven’t performed well in the past, according to your historical data.

Try not to jump to conclusions about demographic factors without trying them out first. I’ve seen numerous campaigns where the demographic segments you wouldn’t expect outperformed the “obvious” target audience. Start with broad campaigns, analyze the demographic performance data, and then refine your targeting based on the actual results, not your initial assumptions. For more insights, consider revolutionizing digital growth strategies.

Facebook’s Interest-Based Targeting

Facebook’s interest targeting is a powerful tool that lets you reach users based on their behaviors, interests, and connections. The secret to successful interest targeting is to layer multiple relevant interests to create audience intersections. Instead of targeting broad interests like “fitness” with an audience of millions, you should target the intersection of “fitness” AND “nutrition supplements” AND “weight training” to reach a more qualified audience.

Take advantage of Facebook’s Audience Insights tool to uncover more interests that align with your main targets. This can show relationships between interests that may not be apparent at first glance. For B2B campaigns, aim your ads at users based on their job titles, industries, and professional interests, and add behavioral signals like “business decision-makers” or “technology early adopters.”

Using Intent-Based Targeting on Google

Google’s strength is in capturing search intent, which means it can display your ads exactly when someone is searching for what you’re offering. You should organize your keywords by intent category. These categories include informational (queries like “how to”), navigational (brand searches), commercial investigation (queries like “best” or “top”), and transactional (queries like “buy” or “price”). You should allocate most of your budget to commercial and transactional queries. These queries typically convert at rates that are 3-5 times higher than informational searches.

Take advantage of in-market audiences to connect with individuals who are actively looking for products or services in your industry. Add these audiences to your search campaigns to modify bids for users who are showing buying signals across Google properties. For awareness campaigns, use affinity audiences to connect with larger groups that have interests relevant to your industry or product category.

Keeping Tabs and Analyzing: Focus on What’s Important

If you’re not tracking your ads, you’re essentially throwing darts in the dark. Both platforms provide potent analytics, but you need to apply them thoughtfully to get real business results. The businesses that outperform others are always the ones that measure meticulously and make adjustments according to data.

Key Performance Indicators for Facebook Campaigns

Facebook metrics should be evaluated based on the goals of your campaign. If your campaign is focused on awareness, pay attention to reach, frequency, and cost per thousand impressions (CPM). If your campaign is focused on consideration, prioritize the engagement rate, video view completion rate, and click-through rate (CTR). If your campaign is focused on conversions, track the cost per acquisition (CPA), return on ad spend (ROAS), and conversion rate by placement.

Don’t just depend on Facebook’s conversion reports, implement cross-platform attribution to understand how Facebook plays a role in the overall customer journey. Create custom metrics that align with business goals, like cost per qualified lead or revenue per new customer, rather than focusing only on metrics provided by the platform.

Google Ads Metrics You Need to Keep an Eye On

When it comes to Google Search campaigns, it’s important to keep a close eye on your quality score. This metric can greatly affect your cost per click and the position of your ad. You should also track your impression share to make sure you’re not missing out on opportunities because of budget constraints or a low ad rank. For shopping campaigns, keep track of product performance on a SKU level. This will help you identify which products are doing well and which ones aren’t. You can then adjust your bids accordingly.

Use value-based bidding to assign different values to different types of conversions. This will enable Google’s algorithm to optimize for revenue instead of just the volume of conversions. Keep an eye on your search impression share and lost impression share metrics to find chances to expand your campaign or reallocate your budget.

Establishing Effective Conversion Tracking

Don’t just track the obvious conversions like purchases or completed lead forms. You also need to track micro-conversions like people signing up for your email list, downloading your content, and adding products to their cart. This will help you understand the entire customer journey. You can use Google Analytics to create goal funnels and see where your prospects are leaving the conversion process. Then, you can optimize these friction points.

Make sure to add the Facebook pixel and Google conversion tracking to all pages that need it, and check that they’re working as they should with browser extensions such as Facebook Pixel Helper or Tag Assistant. If you’re running an e-commerce business, set up enhanced e-commerce tracking so you can keep an eye on product performance metrics like the rate of cart-to-detail and the checkout abandonment rate. For more insights, explore how businesses are thriving in cookieless marketing.

Why You Should Use Facebook and Google Ads Together

For the most successful advertisers, Facebook and Google aren’t competitors, they’re two parts of a whole. When you use them together, you’re creating a marketing strategy that’s better than just using one or the other.

Use Facebook to Build Awareness, Google to Close the Deal

Facebook’s targeting capabilities are perfect for building awareness with cold audiences. Then, when those prospects start searching for solutions, you can capture them on Google. By using both platforms, you create multiple touchpoints that reinforce your message across channels. If you’re launching a new product, start with Facebook to generate interest and demand. Then, as search volume for your product terms increases, gradually shift your budget toward Google.

Ensure that your messaging across platforms is consistent to create a smooth experience throughout the customer’s journey. When potential customers see cohesive messaging from the awareness stage, through the consideration stage, to the conversion stage, their trust and confidence in making a purchase increases significantly. This coordination typically improves conversion rates by 15-25% compared to strategies where the platforms are not connected.

Maximize Impact with Cross-Platform Remarketing

By sharing audience data between Facebook and Google, you can use cross-platform remarketing to maximize your impact. You can export website visitor segments from Google Analytics to create Custom Audiences in Facebook, and use customer lists for remarketing on both platforms. This ensures that your prospects see relevant messages, regardless of the platform they’re using.

Create remarketing campaigns that are tailored to each platform and that recognize where potential customers are in their buying process. As an illustration, use ads on Facebook that focus on testimonials to establish trust, and then highlight the specific benefits and deals of your product in Google remarketing to encourage sales. This type of sequential strategy often boosts conversion rates by 30-50% compared to remarketing on just one platform. For more insights, explore these top business video marketing tips.

Dividing Your Budget: How Much Should Go Where

Begin with a balanced 50/50 budget split between platforms, then tweak based on the data you gather after 2-4 weeks. You should be allocating your budget to the platform and campaigns that provide the lowest cost per acquisition or highest return on ad spend. If your business experiences seasonal fluctuations, you should tweak the ratio during peak seasons to take advantage of the increased search volume on Google.

Try out gradual budget testing by boosting expenditure by 20-30% on your best campaigns and then checking to see if the efficiency metrics remain consistent. This slow and steady approach to budget scaling helps to avoid the all-too-common issue of performance decline when budgets are increased too rapidly.

5 Frequent Ad Errors That Damage Your ROI

Upon examining thousands of ad accounts, we’ve noticed some common trends. These five errors consistently decrease campaign effectiveness and squander ad budgets. By steering clear of these blunders, you can significantly enhance your outcomes without having to spend more on ads.

1. Not Prioritizing Mobile Optimization

More than 70% of Facebook usage and over half of Google searches are conducted on mobile devices. Despite this, many advertisers design campaigns with desktop users as their primary audience. Mobile users have different behaviors, attention spans, and conversion patterns. Check your campaigns’ device performance reports and adjust bids or create separate campaigns for mobile if the performance is significantly different from desktop.

Make sure your landing pages load in less than 3 seconds on mobile devices. Each second of delay increases bounce rates by 20%. Use mobile-specific ad formats like Facebook’s Collection ads or Google’s app promotion ads when they make sense for your business. Try out different ad copy lengths for mobile users. Shorter, more direct messages often work better on smaller screens.

2. Inadequate Landing Page Experience

The most significant waste in digital advertising is perhaps the gap between compelling ad promises and subpar landing pages. Make sure your landing page directly delivers on the specific promise made in your ad, maintains consistent design elements, and has a clear, prominent call-to-action. Eliminate navigation menus and distractions that could lead visitors away from the conversion path.

3. Vague Calls-to-Action

Generic calls-to-action like “Learn More” or “Click Here” consistently perform worse than specific, benefit-driven alternatives. Instead of vague calls-to-action, use specific actions that communicate value, such as “Get Your Free Assessment,” “See Today’s Discounted Prices,” or “Start Your 14-Day Trial.” Experiment with different ways to phrase your call-to-action, including question-based calls-to-action (“Ready to increase sales?”) and first-person calls-to-action (“Show me my options”). These can increase click-through rates by 25-40%.

Scatter secondary calls to action (CTAs) throughout your landing page to capture your audience’s interest at different stages of their decision-making process. Make sure your mobile CTAs are big enough to tap easily (at least 44×44 pixels) and use contrasting colors that stand out from your page design.

4. Ignoring Ad Testing

It’s easy to set up your ad and then forget about it, but this is a surefire way to miss out on potential improvements. Instead, create a structured testing schedule that allows you to try out new ad variations every week or every other week. Remember to only change one element at a time—whether that’s the headline, image, or call-to-action—so you can see exactly what’s making a difference.

Ensure that tests are allowed to run until they reach statistical significance before making decisions. Depending on your conversion rate and confidence requirements, this will usually require a minimum of 100 conversions per variation for most accounts. Keep a record of test results in a central location to build institutional knowledge about what works for your specific audience.

5. Regularly Monitor and Optimize Your Campaigns

Facebook and Google’s advertising platforms are always changing, and so are the market and consumer behaviors. A campaign that did well last quarter may not do as well today. Therefore, it is important to consistently optimize your campaigns. This can be done by regularly reviewing search term reports, adjusting negative keywords, refining audience targeting, and updating ad creative based on performance data.

Set up automated rules and alerts to let you know when there are big changes in performance that need your attention. For instance, you can set alerts for sudden increases in cost-per-acquisition or drops in conversion rate that are outside the norm. This way, you can stop campaigns from wasting money when performance goes downhill.

Try using dayparting to schedule your ads during the times and days when they convert the most. This easy optimization usually increases efficiency by 10-20% by focusing your budget during the times when your ads perform the best.

• Check your search terms reports on a weekly basis and add any negative keywords
• Change your ad creative every 2-4 weeks to avoid ad fatigue
• Twice a week, adjust your bids and budgets based on how well they are performing
• Update your audience targeting each month, based on the performance of different demographics
• Carry out account audits every quarter to find ways to improve the structure

By sticking to a regular schedule for optimizing your account, you can make improvements that build up over time. Even making small optimizations every week can lead to dramatic improvements in performance over the course of several months or quarters.

Boost Your Ad Impact: Top Tips for Creativity

With advertising spaces getting more and more crowded, the quality of your creative is what sets successful campaigns apart from the rest. The algorithms on both platforms have become so advanced that the edge gained from targeting and bidding is less significant—compelling creative is now the main way to get ahead.

Don’t think of creative development as an afterthought. Instead, make it a core part of your advertising strategy. The most successful campaigns are those that start with creative concepts that are aligned with specific audience insights. This is a much better approach than trying to adapt generic messaging to different platforms. For more insights, learn how to use Facebook Ads with Google Ads effectively.

Eye-Catching Visuals for Facebook

For Facebook ads, it’s crucial to use visuals that interrupt the pattern and stand out from the usual content in people’s feeds. Bright colors, high contrast, and unique compositions are more likely to grab attention than traditional stock photos. User-generated content and behind-the-scenes pictures usually do better than polished, commercial visuals because they seem more authentic and help build trust. For more insights, check out how to use Facebook Ads with Google Ads effectively.

Use videos or animations to add movement, even for simple messages. Even a little bit of motion, like animated text or subtle background movement, can increase engagement 2-3 times more than static images. If you’re using a video, put the most important message in the first 3 seconds, because viewership drops significantly after that.

Creating Eye-Catching Google Ad Headlines

When it comes to Google Ads, your headlines are the most important asset. To improve your quality score and relevance, incorporate your main keyword into at least one headline. The other headlines should be used to convey unique selling points, offers, or to instill a sense of urgency. To see which format your audience prefers, try testing question-based headlines against statement headlines. For more insights, check out how to use Facebook Ads with Google Ads to maximize your advertising strategy.

Use Responsive Search Ads to add a minimum of 8-10 different headlines and 4-5 distinct descriptions. This will allow Google’s algorithm to figure out the most successful combinations. Keep track of which headlines are used most often in the best-performing ads and use that information to guide your future ad creation.

Formulas That Work

The Problem-Agitation-Solution (PAS) framework consistently delivers strong results across both platforms. Start by identifying a problem your prospect faces, amplify the consequences of that problem, then position your product or service as the solution. This framework works because it connects emotionally before presenting logical benefits.

If you have a longer ad format, the Before-After-Bridge (BAB) structure is a great way to tell a compelling story. You start by describing the prospect’s current situation (Before), then you illustrate what their life could be like after using your product (After), and finally you show how your product or service can get them from the Before to the After (Bridge). This structure works especially well for products or services that offer a transformation.

Make Your Advertising Budget Work For You

It takes a bit of time and effort to put these strategies into practice, but the potential payoff is huge. Businesses that are good at both Facebook and Google Ads usually have customer acquisition costs that are 30-50% lower than competitors who only use one platform or who don’t integrate their strategies. Start by comparing your current campaigns to the principles in this guide and see where you can improve. For more insights, explore how some companies are revolutionizing digital growth in their advertising strategies.

Start with the most effective optimizations—usually refining audience targeting, restructuring campaigns, and improving creatives—then systematically tackle each area that needs improvement. Keep a close eye on the results to see which changes have the biggest impact on performance for your specific business model and audience.

Common Questions

These questions are the most common ones I get from businesses implementing Facebook and Google advertising strategies. Knowing these basics will help you dodge common mistakes and set up realistic expectations for your campaigns.

Though each company is different, these foundational guidelines offer a launch pad for crafting your ad campaign.

What is a reasonable budget for a small business to spend on Facebook and Google Ads?

If you’re a small business owner, you should aim to spend at least $1,500-2,000 per month across both platforms. This will allow you to gather enough data to make informed decisions about your advertising strategy. The way you divide your budget will depend on your goals. If you’re trying to raise awareness of your brand, you won’t need to spend as much as you would for a direct response campaign, which aims to drive immediate conversions. To speed up the learning process, it’s a good idea to start with a larger budget and then adjust it based on the results you’re seeing. As a rule of thumb, you should aim to spend at least $20-30 per day on each ad set for a Facebook conversion campaign and at least $10-15 per day on each campaign for Google Search. This will ensure that you’re gathering enough data to make informed decisions.

Instead of setting random budget limits, figure out your target customer acquisition cost based on customer lifetime value, then reverse-engineer to determine a sustainable ad spend. For instance, if your average customer brings in $500 in profit and you’re willing to put 20% into acquisition, your target CAC would be $100, which lets you figure out how many customers you can acquire profitably at different budget levels. For more insights on optimizing ad spend, you can explore how to use Facebook Ads with Google Ads.

Facebook vs. Google: Which is best for B2B businesses?

Google has long been the go-to platform for B2B businesses because of its intent-based targeting. However, Facebook has started to become a more effective platform for B2B campaigns because of its professional targeting capabilities. Google is great for B2B businesses that have clearly defined search terms and can offer immediate solutions. Facebook is a better choice for B2B solutions that are more complex and have longer sales cycles. These types of solutions often require building awareness and educating potential customers before they even consider making a purchase.

Most successful B2B strategies employ both platforms: Facebook for promoting top-of-funnel content and generating leads, and Google for capturing high-intent searches related to particular pain points or solutions. For B2B services, LinkedIn’s targeting capabilities often justify its higher cost per click, especially for reaching decision-makers in specific industries or job functions.

When can I expect to see results from online ads?

Initial results usually appear within 2-4 weeks. However, it may take up to three months to fully optimize your ads. Both platforms need enough data to fine-tune ad delivery and targeting. For example, Facebook’s algorithm typically needs 50 conversions per ad set per week to finish the learning phase. Google’s system, on the other hand, needs consistent data over a 2-3 week period to stabilize performance. For more insights on adapting to evolving digital marketing strategies, check out our article on 2025 digital marketing trends.

Is it better to handle my own ads or hire an agency?

Whether you should manage your own ads or hire an agency depends on the complexity of your campaign, the size of your budget, and the resources you have available. If your business has a simple product or service and a budget of less than $5,000 a month, you might be able to handle your own ads as long as you can spend 5 to 10 hours a week on management and education. However, if your budget is more than $10,000 a month or your campaign is complicated, you might get better results by hiring a professional to manage your ads. Professionals have specialized knowledge and can spend more time optimizing your ads. For more insights, you can explore what LeafWorldMedia does to enhance digital marketing strategies.

How frequently should I change my ad designs and text?

The frequency of updating your ad designs and text is reliant on the size of your audience and the goals of your campaign. For larger audiences in broad awareness campaigns, you should be prepared to change your ad designs every 2-4 weeks to fight ad fatigue. For smaller audiences in retargeting campaigns, you should change your ad designs every 1-2 weeks because these users see your ads more often. When you are updating your ad designs, you should always test the new designs alongside the old designs that performed well instead of replacing all of the old designs at once.

It’s important to create a content calendar that schedules new creative content ahead of time, especially for businesses that are seasonal or have regular promotional cycles. This forward-thinking strategy avoids the need for last-minute content creation, which often leads to lower-quality ads and missed chances.

For steady results, put a creative testing framework into action that regularly assesses new ideas while ensuring you spend enough on proven performers to sustain performance. A common allocation might be 70% of budget to proven creative ideas and 30% to testing new methods.

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