Date of Publication: 7 Feb 2023

Facebook Ad Sales Funnel: How to create an effective campaign

A sales funnel is an essential part of any business that wants to grow. Facebook is one of the best platforms to drive traffic and sales for your business. But, it can also be a difficult place to navigate. This blog will help you identify the best strategies for implementing a Facebook Ad Sales Funnel for your online business.

Anirban Guha

Anirban Guha

Digital Marketing Expert | Media Strategist | Entrepreneur

Table of Contents


What is a Sales Funnel - Facebook Ad Sales Funnel?



A sales funnel is an essential part of any business that wants to grow. It’s a process through which you guide your customers from the moment they enter your website, up until the point where they make a purchase. 

There are many different types of sales funnels, but one of the most important is the Facebook Ad Sales funnel. The reason why it’s so important is that it allows you to target your ideal customer directly on Facebook through different formats of personalized advertising, without having to spend money on any other platform.

We all know that Facebook is the number one social media platform in the world. It is also the biggest marketing channel for businesses and brands to reach their audience. However, most people don’t realize just how powerful it can be when used correctly. There are many different ways to use Facebook for business, but today we’ll focus on sales funnels because they work so well!

Essential Steps Involved in Creating a Successful Ad Sales Funnel using Facebook

Most businesses today recognize the importance of having a strong online presence, and many are willing to invest in paid advertising to reach their target audience. While there are many different platforms and strategies for driving traffic to your website or landing page, using Facebook Ads can be an effective way to funnel potential customers towards your product or service.

When creating a Facebook Ad Sales Funnel, there are a few essential steps you should take in order to make it successful:

1. Define your target audience: 

Who do you want to reach with your ads? Knowing your target audience is key to creating effective ads that will resonated with them and prompt them to take action.

2. Create compelling ad copy: 

Your ad copy should be clear, concise, and persuasive. It should grab attention and give people a reason to click through to your website or landing page.

3. Use eye-catching visuals: 

Along with great copy, your ad should also have attention-grabbing visuals that help it stand out in the newsfeed.

4. Use an attractive offer: 

In order to get people to conversion, you need to give them an incentive. This could be a discount, free shipping, or something else that will make them more likely to buy from you.

5. Send traffic to a relevant landing page: 

Once people click on your ad, they should be taken to a landing page that is relevant to the ad content and offer. If not, you risk

Simple Steps to Create Facebook Ad Sales Funnel

Structure your Facebook Ads - an elementary when it comes of creating Facebook Ad Sales Funnel

Let’s discuss an account structure that matches your marketing funnel when you look to target prospects across your Facebook Ad Sales Funnel. To accomplish this, I recommend building out your campaigns according to each stage of your marketing funnel. In terms of how many campaigns you should run, it depends on your marketing funnel and how detailed you want to get. Here’s an example of what this would look like:

  • Campaign 1: Top of the Funnel (TOF)
  • Campaign 2: Middle of the Funnel (MOF)
  • Campaign 3: Bottom of the Funnel (BOF)

This structure allows you to see what you are investing and how your relative KPIs are tracking across each stage of the funnel from the very first view in ads manager. The next step is to test your offers and audiences within your ad sets. Here’s an example:

  • Ad set 1: Offer 1 & Audience 1
  • Ad set 2: Offer 1 & Audience 2
  • Ad set 3: Offer 2 & Audience 3
  • Ad set 4: Offer 3 & Audience 4

Now you can compare performance in your ad set view to understand how you should adjust your budget allocation or test new offers and audiences within this funnel stage.

Finally, within each ad set, you’ll find your ads. This is the perfect place to test different creative elements, ad formats, and messaging within your ad set. For example:

  • Ad 1: Offer > Creative Variant 1 > Text Variant 1
  • Ad 2: Offer > Creative Variant 1 > Text Variant 2
  • Ad 3: Offer > Creative variation 2 > Text variation 1
  • Ad 4: Offer > Creative variation 2 > Text variation 2

As evident in the examples above, your naming convention is also key to transparent reporting and effective account management. If you clearly name your campaigns, ad sets, and ads, you can easily identify the components and make decisions without having to break down each ad set or ad individually.

Setting Objectives based on the stage in Facebook Ad Sales Funnel


With your campaign mapped out by the funnel stage, you will now need to match them with the objectives offered by Facebook.

Facebook classifies the  campaign objectives into 3 stages:


Brand Awareness:

Choose brand awareness if your goal is to increase brand awareness for your business or organization. If you’re looking to introduce your brand to new audiences, this can be a great option. That’s because Facebook will show these ads to members of your target audience who are more likely to pay attention to and recall the ads. Facebook predicts recall ability by polling users on whether they remember seeing an ad and analyzing their past behavior and interactions with ads. Keep in mind the sole focus of these ads is to make people aware of your brand, so you shouldn’t expect significant engagement or click-throughs. However, they will help you establish brand familiarity and pique the interest of your target audience.


Choose reach if your goal is to increase reach. Facebook reach ads are shown to as many people in your target audience as possible while staying within your budget constraints. You can even specify the specific location you would like your audience to be in, so the ad only reaches people near your business. An added bonus is the ability to choose the frequency of these ads, meaning how many times someone will see the ad. Choose this ad to send your business message to as many of your target audience members as possible, even if it means attempting to reach those who typically ignore ads.



The traffic objective aims to send people from Facebook to any URL of your choosing, such as your website’s homepage, online storefront, app, event page, etc. Facebook does this by showing your ads to users who are likely to click based on their past behavior on the platform (Reminder: Facebook knows a lot about its users). By bringing more visitors to your featured destination, you’ll increase the likelihood of a user taking favorable actions on your landing page.


Also based on past behavior, the platform shows engagement ads to those who they predict will engage with your ads in the form of likes, reactions, comments, and shares. The are 3 types of engagement ads: post engagement, page likes, and event responses. Engagement ads use social proof to determine where users are more likely to pay attention to, and be interested in, an ad after seeing how others interact with it. Take yourself for example — would you spend more time considering an ad with 4.7K likes or an ad with 37 likes? I’ll take the former, please. When others engage with your ads, their activity will also be shared with their Facebook friends, reaching even more people. Their validation will help your.

App Installs:

This objective helps drive mobile app installs by taking users directly to the App Store or Google Play store to download your app. Facebook shows these ads to members of your target audience who have previously downloaded apps from ads to increase chances of your app installations.

Video Views:

Facebook will push video views ads to your target audience with the objective of getting as many views as possible. These ads can be a powerful way to tell your brand story or show your service in an engaging and consumable. After all, a HubSpot report found that over 50% of consumers want to see video content from brands. The really valuable thing about video view ads is their ability to retarget those who have seen your video. You can retarget people who have seen your video to remind them of your brand and product/service, increasing brand awareness and conversion rates.

Lead Generation:

Lead generation ads are a great way to include lead magnets and collect leads while allowing users to stay on Facebook. Users enter their personal information and in return receive an offer from your company, such as an email newsletter or workbook. The ability to stay on Facebook is a great advantage of this type of advertising. It makes it easy for the user to fill out the ad form without leaving the page or straying too far from what they were originally looking for on the platform – resulting in a seamless UX and can increase the chances of conversion. Facebook can even auto-fill these forms by pulling contact information from the user’s account data, so all they have to do is click “submit.” Choose this ad to collect leads for your business with an enticing offer.


The “Messages” objective allows viewers to send your business a message directly through Facebook Messenger via the ad. This is an effective way to personally engage with users and generate more interest in your business. Connecting with your audience through Messenger allows you to engage with your audience rather than address them. Use your conversations as an opportunity to answer questions, offer customer service, build a relationship with your audience, collect leads, and drive sales. Messenger is a great way to show your customers that there’s a human on the other end ready to help them. With these ads, it’s important that you’re ready to respond quickly and effectively when the messages come in. Otherwise, potential customers may lose interest if you don’t respond to their inquiries. Choose this ad to encourage users to contact your business through Facebook Messenger if you’re ready to respond in a timely manner.



The goal of conversion ads is to get people to take valuable actions on your website or app, such as registering for an event, adding an item to their cart, or making a purchase. These ads are most successful when placed with people who are already familiar with your product – those who have already gone through the attention and consideration phase and need an additional push to purchase. Installing the Facebook Pixel on your website is required for these ads so that Facebook can optimize your campaigns. The pixel is a piece of code on your website that tracks every action and conversion a user makes through a Facebook ad. With each conversion, Facebook learns who to target in the ads to maximize conversions.

Catalog Sales:

The catalog sale ad is geared toward a holistic view of e-commerce businesses. Instead of promoting a single product or service, ads with this goal show relevant products from your store to those who have already shown interest in them. Facebook is able to detect this behavior based on its understanding of your offers and users through its pixel. For these ads, you need to embed your product catalog in Facebook so that the platform can pull a selection from your store and customize it as needed for the audience, for example, based on your latest products. Catalog sale ads are also more specific than conversion ads because the goal is to generate sales, while the goal of conversion ads can be to increase registration or add payment information. 

In-store traffic

The “in-store traffic” goal is perfect for businesses with physical locations, as the goal is to break the digital barrier and drive in-person visitors to your store.

(Reminder: Never jump guns for quick results. You will lose money in the long run, without having a good show when you evaluate you return on investment)

Now that you have understood the basic elements, here you can find a guide to reference when making your objective decisions based on your marketing funnel. 


Select your targeting types

To achieve your campaign’s goal, you need to know which targeting types and audiences are best for each ad set. Fortunately, Facebook offers a variety of targeting options for advertisers. With these options, you can create audiences that range from broad to specific.

These audiences can be pulled directly from Facebook’s core targeting options (demographics, interests, behaviors) or from your own data (website visitors, custom audiences, Lookalike Audiences or LAL, etc.). As your potential customer moves further down the funnel, your targeting should become more segmented as you target more qualified users.


To help you decide which audiences to use at each stage of the funnel, here are a few recommendations:


As you can see in the graphic above, there is overlap between the funnel stages. The important thing is to narrow down your target audience. Take the lookalike recommendations, for example. In the TOF stage, you should expand your target audience so that the algorithm can target a larger number of potential customers. Then, when you get to the MOF ad sets, you should narrow your target audience to make sure you have a narrower group of qualified potential customers.

You should also consider using exclusionary audiences for your ad sets. This way, as the prospect moves through the funnel, they won’t see ads from the previous stage. This way you can cut down on wasted ad dollars and improve the prospect’s experience.

Optimize settings & conversion events

As I explained earlier, you won’t be able to achieve your marketing goals, if you don’t follow the funnel stage objective chronology, fail to make the right settings, which includes conversion event settings and d placement optimization.

The conversion event only applies to your ad sets that are part of a conversion campaign. This is because a conversion goal depends on external signals (via your pixel) to drive optimization. So for your TOF campaign, you don’t need to set a conversion event because the algorithm is able to deliver based on internal signals.

However, for your MOF and BOF campaigns that are set to conversion, you’ll be prompted to select a conversion event. You should make sure that you select the appropriate conversion event for your goal and offer. If you’re promoting a whitepaper in your MOF campaign, you should select a conversion event that registers a successful download. On the other hand, in your BOF campaign, you’re probably promoting a higher value offer, which means your conversion event should reflect that goal. It’s not always easy for advertisers to generate a large number of BOF leads. So if you’re struggling to meet your goals, consider choosing a leading signal for your conversion event so that the algorithm gets enough signals during its learning phase.

In the Ad Display Optimization setting, you tell the algorithm what you consider a success for your ad set. As we discussed earlier in this post, your goals vary depending on the funnel, so it’s important that you communicate this when optimizing for ad placement. Here’s an example of the right settings depending on the stage of Facebook Ad Sales Funnel:


Facebook offers advertisers a great way to attract new prospects and move existing leads through the marketing funnel. If you follow the six steps in this post, you’ll have an advertising strategy that excites your prospects and maximizes your advertising results.

Once you have your cross-funnel strategy in place, be sure to test new audiences, offers, and ads to optimize and grow your account. Before you get started, take a look at our Facebook Grader today and find out how you can improve your Facebook ads today!

Some Essentials Elements to Create a Successful Facenook Ad Sales Funnel

Developing Your Ad Copy and Creative Content

our ad copy and creative content are essential elements of your Facebook sales funnel. Ad copy is the text that appears in your ad, while creative content includes the images or videos you use in your ad. Both Ad copy and creative content should be carefully crafted to appeal to your target audience and convince them to take action.

Here are some tips for developing effective ad copy and creative content:

1. Know your audience: Who are you trying to reach with your ad? What are their needs and wants? What will appeal to them? Your ad copy and creative content should be tailored to your target audience.

2. Keep it simple: Don’t try to cram too much information into your ad. Keep your message clear and concise so that people will actually read it.

3. Use strong calls to action: Your call to action should be clear and persuasive. It should tell people what you want them to do, such as “click here” or “learn more.”

4. Test different versions: Try out different versions of your ad copy and creative content to see what works best. A/B testing is a great way to do this. Split your audience into two groups and show each group a different version of your ad. Then, see which version performs better in terms of clicks, conversions, or other desired actions.

Strategies for Testing Different Variations of Ads

If you’re still uncomfortable starting with your Facebook ad sales funnel, or into circumspection about how to optimize your existing funnel, testing different variations of your ads is a great place to start.

By testing different versions of your ads, you can figure out what works best for your target audience and what doesn’t. This will help you fine-tune your funnel and create an even more effective sales process.

Not sure how to go about testing different variations of your ads? Here are a few tips:

1. A/B Testing

One of the simplest and most effective ways to test different variations of your ads is through A/B testing. This involves creating two (or more) versions of an ad and then showing each version to a portion of your target audience. The version that performs better is the one that you should use moving forward.

2. Try Different Ad Formats

Another way to test different variations of your ads is by trying out different ad formats. For example, if you typically run text-based ads, try using video or image-based ads instead. Or, if you typically use static images, try using animated GIFs or videos. By experimenting with different formats, you can figure out which ones work best for your business and your target audience.

3. Test Different Messages and Calls to Action

 Create Different variation of your ad using different copies and call to actions. There are many CTA button available in Meta Ads Manager. See what best works for you.


Creating an effective Facebook Ad Sales Funnel takes a lot of trial and error. But if you take the time to understand your target audience, craft engaging content for them, set up your funnel properly, optimize it regularly and use analytics to spot opportunities for further improvement, then you can create a highly successful sales funnel that will help you cultivate long-term customers who are eager to invest in your product or service. With the right strategy and approach in place, there is no limit to what kind of success your Facebook Ad Sales Funnel can achieve.

Below are few Facebook Ads. What do you think about them?

Facebook Ad Sales Funnel: How to create an effective campaign 1
Facebook Ad Sales Funnel: How to create an effective campaign 2

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