How to Improve Your Facebook Ads: A Practical Guide for ROI-Focused Marketers

Facebook Ads can be a goldmine, or a money pit. If you’re tired of wasting budget and seeing little return, it’s time to shift gears. In this guide, you’ll learn how to improve your Facebook ad results using five practical rules grounded in ROI-focused strategy.

These aren’t theoretical tactics. They’re proven Facebook ad optimisation tips used by top-performing marketers to lower costs and drive conversions. Whether you're managing your own campaigns or overseeing a team, these tips will help you apply the best Facebook ads strategy to your business.

Rule #1: Audience First – Don’t Target “Everyone”

Stop Casting a Wide Net

One of the biggest mistakes marketers make is targeting too broadly. Facebook’s targeting options are incredibly powerful, but only if you use them well.

Instead of targeting “everyone,” get laser-focused on your ideal customer. Define their:

• Demographics (age, gender, location)

• Interests (hobbies, pages they follow)

• Behaviours (purchase activity, device usage)

• Stage in the buyer’s journey

For example, if you're selling high-end fitness equipment, don’t target general “fitness enthusiasts.” Narrow it to people aged 30–50 who follow premium fitness brands, shop online, and live in posh areas.

Pro tip: Create custom audiences using your website visitors, email lists, or past customers. Then build lookalike audiences based on your best customers.

Rule #2: Creative = Scroll Stopper

Your Ad Creative Should Stop Thumbs

If your ad doesn’t stop the scroll, it won’t convert. It’s that simple.

Your creative, image or video, needs to be:

• Visually bold

• On-brand

• Easy to understand without sound (for videos)

And your copy? Keep it simple, clear, and benefit-driven. Avoid jargon. Highlight what your product or service does for the user.

Best Facebook Ads Strategy Tip: Test creatives with strong contrast, human faces, or motion. These tend to perform best in noisy feeds.

Pro tip: Always add a clear call-to-action (CTA) like “Shop Now”, “Get a Free Demo”, or “Learn More”.

Rule #3: Test Everything

Data > Guesswork

Running just one version of your ad is a rookie mistake. The best marketers constantly A/B test:

• Headlines

• Primary text

• Images/videos

• CTA buttons

• Landing pages

Use Facebook’s built-in A/B testing tools (formerly called "Experiments") to isolate variables and identify what’s actually driving results.

Start small: Test 2–3 variations per campaign. Once you find a winner, scale it. Then test again.

Pro tip: Let tests run for at least 3–5 days to gather enough data. Avoid turning off ads too early based on gut feeling.

Rule #4: Track What Counts

Measure Sales, Not Likes

Vanity metrics won’t pay the bills. To improve your Facebook ad results, you need to track what matters: conversions, ROAS (Return on Ad Spend), and customer acquisition cost (CAC).

Set up:

• The Facebook Pixel on your site

• Standard events like “Add to Cart,” “Purchase,” or “Lead”

• Custom conversions to track specific funnel actions

When your tracking is added in, you’ll know exactly which ads are driving revenue, and which ones to turn off.

Pro tip: Connect Facebook Ads Manager to tools like Google Analytics, or HubSpot for deeper insights.

Rule #5: Match the Funnel

Align Ads to the Buyer’s Journey

Your cold audience isn’t ready to buy yet, and your warm audience doesn’t need awareness content.

Here’s the best Facebook ads strategy for funnel alignment:

• Top of Funnel (Awareness):
  Use video or educational content to introduce your brand.

• Middle of Funnel (Engagement):
  Retarget viewers or website visitors with testimonials, case studies, or product demos.

• Bottom of Funnel (Conversions):
  Push for action, discount offers, urgency, free trials.

Pro tip: Use retargeting campaigns to bring back abandoned carts or non-converters.

Bonus: Running Facebook Ads for Squarespace?

If you're using Squarespace and struggling with paid ads (PPC), you're not alone. Facebook Ads can be especially tricky when paired with builder platforms. That’s why we offer Squarespace PPC services, tailored specifically for professionals, small business owners, and e-Commerce brands using Squarespace.

We can handle everything for you, from the ad setup and tracking to creative and funnel optimisation, so you can focus on running your business while we focus on ROI.

Final Thoughts: Systems Over Guesswork

If you're wondering how to improve Facebook ad results, the answer isn’t in a secret hack, it’s in having a systematic approach. When you:

• Define your ideal audience,

• Build scroll-stopping creatives,

• Run continuous A/B tests,

• Track revenue-driven KPIs,

• And align your messaging to the funnel...

You're not just running ads, you’re building a predictable, scalable growth engine.

Need Help With Facebook Ads?

Struggling to optimise campaigns, track conversions, or build winning funnels?
👉 Book a Free Call with our Facebook ads team and get personalised advice on how we will be able to unlock better performance.