Does Facebook PPC Really Work?

Today, marketers have more options than ever before when it comes to digital marketing channels. But if you only choose to use one social media platform, it's likely Facebook. The platform has 2.13 billion monthly users, meaning that any business can benefit from having a presence on it. Unfortunately, considering that the organic reach of Facebook posts continues to decline, you’ll likely need to pay if you want to engage potential customers.

That said, many business owners are skeptical about paying for ads on social media, and social teams are often asked if PPC ads on Facebook work. The answer to that question ultimately depends on the quality of your campaigns, so on this page, we’ll discuss how to create effective PPC ads that will help you use Facebook to grow your business.

Call 888-601-5359 to speak with a strategist about social media marketing services from WebFX, or keep reading to learn more about running paid ads on Facebook.

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How to do Facebook PPC well

If you’ve ever run PPC ads on any platform, like Google AdWords, advertising with Facebook will likely come naturally. And even if you’re new to paid ads, the platform makes it easy to create, target, budget, and analyze your campaigns.

The process breaks down into four basic steps:

1. Develop your ad content

Facebook ads should include engaging visuals and copy that users can easily scan. You’re trying to compel Facebook users to take action (e.g., click on the ad), so think about what will grab their attention. You may even want to conduct A/B split tests on ads, testing different content to see which performs better.

Facebook Ads Manager will take you through the process of actually putting the ads together, but it’s best if you already know what you want before you get to that point. However, it’s important that your ads also adhere to their advertising guidelines—most notably, that text on images should be minimal to none.

2. Target your ads

You have tons of options when it comes to targeting your Facebook PPC advertising to the right people. After all, you wouldn’t want to waste money marketing denture adhesives to teens and college students!

Facebook enables you to drill down and target by geography, gender, interests, and more. You can also select your audience based on factors like whether or not they already like your page, which can help you either engage those who are already familiar with you, or reach entirely new prospects.

You may find that you go back and forth between Step #1 and Step #2 a couple of times, especially if this is your first Facebook PPC campaign. Take your time and use what you already know about your customers to develop solid ads.

3. Set a budget

Paying per click sounds good, until someone asks you what you want to pay each time your ad is clicked by a prospect. Obviously, you want to spend the least amount, but here’s the problem: The lower you price your ad, the less likely it will be to show up.

Think of it from Facebook’s perspective: If they have a Facebook PPC customer who only wants to spend 35 cents per click, as opposed to one who is willing to pay 75 cents per click, which ad do you think Facebook will show more frequently?

It’s pure economics, and you have to make sure you don’t price yourself out of success. For your first PPC campaign on Facebook, you may even want to consider hiring a social media expert. Even though you’ll pay for their time, learning to set budgets will benefit your PPC campaigns in the long term.

4. Analyze your results

Going live is exciting, but the process doesn’t end there. Analyzing your ads allows you to see how they are performing, and how you can improve in the future. If you’re conducting A/B split testing on two ads with similar content, you can quickly see which one is the stronger performer and adjust your Facebook PPC budget accordingly.

One note: Don’t fall into the trap of checking your PPC campaign every hour! You’ll only get frustrated and waste time. It’s better to check performance weekly. This will give you a more holistic understanding of how the campaign is working for you.

How to tailor your PPC ads to Facebook users

Running Facebook PPC ads is relatively straightforward in terms of the platform, but creating effective ads can be difficult in any context. However, if you consider why people log into Facebook in the first place, you can tailor your ads in a way that will interest them more.

For example, when someone logs into Facebook, they’re probably not looking for overly serious or “salesy” content—they want to relax! Here’s what you can play to instead get their attention:


Facebook’s users don’t typically log on with the intent of accomplishing a specific goal or completing a task. They’re looking for entertainment.

If your ad can pique their interest enough to get them curious about what your business has to offer, it will likely perform well on the platform. This is especially useful if the goal of your campaigns is raising brand awareness.


One of the biggest advantages of social media for businesses is that it allows them to show a more human side. Instead of putting up a serious, corporate image, you can have a little fun and engage with your customers.

Carry this sense of openness over into your ads, and you’ll have the chance to reach customers on a more personal level. You’ll stand out against other companies who are just there to sell, and can use Facebook to start building relationships.

The bottom line: Yes, Facebook PPC works!

Facebook PPC works well for companies in many industries, and if you haven’t tried it, you could be missing out on a significant source of traffic and revenue. You don’t have to be an online marketing guru to get started, either.

By following the steps above, you’ll be well on your way to creating successful Facebook PPC campaigns. And if you don’t have the time to do it yourself, feel free to contact us! Our talented social team is more than happy to help you start creating and managing both free and paid content on all of your company’s social platforms.