Facebook Ads: How to ace your game [Updated for 2021]

When it comes to Facebook ads, I have always believed in one thing;

The best advertising isn’t advertising – Ajaz Ahmed

Sure, there are many tips on publishing good quality Facebook ads for coaches out there.

Do market research. Know your audience as much as you can. What do they like? How do they behave? What are the common factors between them? You can use Google Analytics and Facebook’s Audience Insights to get better at social media advertising. Learn lessons from your competitor’s ads on Facebook, etc.

While these tips work, I will be focusing only on some aspects that will help you ace your Facebook ads game.

  1. Firstly, you must have a strong Call To Action.
  2. Next, your ad description must be compelling enough for online viewers to engage in your ads.
  3. You must create a sales funnel for your Facebook ad strategy.
  4. Each category of an audience in your sales funnel behaves and responds to ads differently.
  5. If you don’t already use Facebook Pixels, you are missing out on a lot!
  6. You cannot win at Facebook ads without split testing.
  7. Re-targeting your audience is your best bet for effectively using your ad campaign budget.

For each of these points, I have written at length here. Let’s begin!

Related: How Do I Market My Coaching Business?

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Call to Action (CTA) for Effective Facebook Ads

A call to action (CTA) is a fairly common marketing term that indicates a statement or piece of content that is intended to get an immediate response. It works as a prompt or an encouragement for your target audience to do something.

Some varieties of CTA include

  • Sign up (for webinars, early-bird offers)
  • subscribe (for regular newsletters)
  • Get a free trial or consultation
  • join online group or community of like-minded people
  • download (infographics or handy guide)

How to write a killer CTA for Facebook Ads

The secret to writing a compelling CTA is using words that resonate with your audience.

Apart from the value you can provide them with, audiences respond better either to urgency or exclusivity.

Create a sense of urgency by using words such as;







Create a feeling of exclusivity through words such as;








How to write a killer ad post description

  • Focus on your audience, not on yourself
  • Focus on the value that your audience will receive if they engage with your Call To Action
  • Promote your coaching business as a benefit to them
  • Does it inspire hope and a promise of a better future for them?
  • Does it address their problem and how your offer is solving their problem?
  • Know your audience and what makes them tick
  • Keep it short, simple and easy to understand

Use power-words such as;









Related: Hook, Line, and Sinker: 7 Tips for a Killer Call-to-Action

How to write a Facebook ad copy that sells like hotcakes

Ray Edwards, the author of How To Write A Copy That Sells, has some excellent insight into writing post descriptions that instantly connects with your target audience

I have talked about including positive messages in your communication. We must provide value to our target audience and be a part of a solution they seek. We usually do so by including positive messaging into our post descriptions.

The first lesson that Edwards gives us is that we need to focus on the ‘negatives’ too. To effectively communicate that you are the solution your audience seeks, you must let them know that you understand their problem.

To give your audience hope, you must know their fears. To provide goals in their lives, you must understand what problems are bothering your target audience.

Every good story has a hero, and every hero needs a villain.

What People Really Do On Facebook
Image from unsplash.com

Thankfully, Ray Edwards has given some ways to talk about people’s pain points.

  1. If-Then…
    The primary intention of using such a phrase is to create a clear difference between the problem and its solution.
    If you wonder whether you can create successful ads for Facebook, then this guide is for you!
  2. If you don’t do anything, it just gets worse…
    We have at one point of time indulged in this behaviour; ignore a problem hoping it would go away. Well, that doesn’t work at all! In this type of phrase, you are establishing the consequences of ignoring the problem that your target audience is experiencing
    If you don’t invest in Facebook ads, then it will be expensive to wait for clients to come to you
  3. What most people do…
    Here, you are establishing a difference between the most common way to deal with a problem (which isn’t working) and the best way to deal with a problem
    Most people believe that Facebook ads work like a hit or miss. They are wrong. Here’s why
  4. Imagine this…
    The best part about storytelling on Facebook ads is making your target audience believe that they would be in a better place once they benefit from your services as a coach. Making your target audience visualise a goal is a difficult task, but it is not impossible either
    Imagine if you can get new leads every day? Sounds like a fantasy? Not at all, if you follow this (solution)
  5. If the only thing you get it…
    Here, you’re stacking all the options that your target audience can receive.
    If the only thing you can get is an in-depth understanding of why social media marketing isn’t working for you…
  6. Don’t let this happen to you…
    This is an easy way to create compelling descriptions. If you can show the worst option that can happen to your target audience, you can then easily show how to avoid it altogether.
    Many coaches give up on Facebook ads within first week of trying because of these 3 mistakes. Don’t let this happen to you…

Lead Magnets for Click-Friendly Facebook Ads

The name gives away the meaning! Lead magnets are those means and methods that work as a ‘magnet’ for your online audience. Once they participate or engage with the ‘magnet’, your online viewers are now ‘leads’ that you can then convert into high-paying clients.

In simple terms, lead magnets are incentives or offers that provide value to the audience, usually in exchange for email addresses or such other contact information.

To know if your lead magnet is providing value for online viewers, ask yourself, ‘what’s the meat of the deal?’

MacBook Air on table

Lead magnets must provide real value for your target audience so that they opt-in and become leads. Magnets should be easy to digest and give a solution to a specific need for which your audience is seeking answers. Magnets are an excellent way to showcase your expertise in your niche’

I have compiled a handy list for you to use as a lead magnet in your coaching business. I have benefited from some of them immensely, and I know you will too!

  1. Ebook download
  2. Regular newsletters
  3. Checklist (to solve their specific problem)
  4. Infographic
  5. Cheat-sheet
  6. Quiz to assess their current situation into their problem, or evaluate their readiness into solving their problem
  7. Complete guide to (solution)
  8. Industry report or white paper
  9. Case study
  10. Toolkits or a complete package of (solution)
  11. Templates of coaching models and methods (think along the lines of a SWOT analysis)
  12. Access to an online community or an inner circle where they can get higher benefits
  13. Free consultations!
  14. Access to premium content
  15. Limited access to membership plan or a free trial
  16. A planner or pre-filled calendar
  17. Webinar
  18. Video or audio file of a previously held event/webinar
  19. Podcasts or an audiobook
  20. Offers and discounts

Read: 16 Free Tools to Create a Lead Magnet Your Audience Loves

Sales Funnel for Optimized Facebook Ads

A sales funnel is a way to categorize and visualize your audience’s journey, from being unaware about your business to being high-paying and fulfilling clients

Typical stages in your client’s journey include;

Awareness ⇒ Interest ⇒ Consideration ⇒ Decision ⇒ Action ⇒ Conversion ⇒ Continued Engagement

Such a progression is mostly real for every kind of client you have. Every potential client goes through the stage of consideration before they decide to participate in your business and become clients. Most descriptions of sales funnel that you get online stop short at the stage of Conversion. I strongly believe that conversion must not be the last stage. You must engage with your clients even after the process of conversion!

notebook, desk, work
Image taken from pixabay.com

To succeed at any marketing efforts, not just on online marketing channels such as Facebook, you need to know which stage your client is in at any given moment. This insight will allow you to target your audience appropriately and in a cost-efficient manner.

Facebook Ads has already divided its options into a basic sales funnel of three stages; Awareness, Consideration and Conversion


The focus of this stage is to create brand awareness and reach out to as many people as possible


Once people know your brand, you can focus on getting this audience to your website and increasing traffic towards higher online viewership.

For this audience to progress and move on to the next stage, you must provide them value, ideally through options such as participating in your events or claiming offers and discounts.

You can also share your brand’s story and build a stronger connection with your audience through video ads.

Pro Tip: Client testimonials as video ads works best for those who are still considering your business and deciding if they want to hire you as a coach for them.

For this stage, Facebook gives you an interesting opportunity for your audience to talk to you directly. This is done through the Messenger app once they click on your ad post.


The ultimate stage! Here, your audiences have become ‘converted’ when they get involved in your business and hire you as a coach.

Read: 10 Tools to Help You Map out Your Sales Funnels

4 Types of Facebook Ad audience and how to talk to them

social media, connections, networking

Cold Audience

This set of audience has never come in contact with your business. They don’t know who you are and how you can play a role in making their life better and more fulfilling than what it is right now.

To engage with cold audiences, you must first create awareness about you, your brand and your business. Your main objective can also be to have them visit your website.

The easiest way to create a target group for cold audience is based on factors such as location, age or gender, recent life events or people who follow your competitor’s pages!

To connect with cold audiences, you can provide them value through options such as a blog post or an upcoming webinar

Warm Audience (but not converted into leads yet)

Once your audience has shown interest in your business by visiting your website, the next stage usually is where they purchase your products and services. Often, they leave your site without taking any action. Such audiences can be categorized as ‘warm audience’ (from the phrase ‘warming up to you’), yet not on your list.

The main objective for such an audience is to get them on your list as soon as possible!

The best way to reach and engage with such category of audience is through Facebook Pixel, which is a code that links your website with Facebook. Pixel records how online viewers interact with your website and provides you with a custom list that you can upload to target them through ads on Facebook

Here, you have the option to remind them about your offer and encourage them to sign up for your services

It is said that a typical consumer must come in contact with your business for an average of 7 times before they make a purchase!

Warm Audience On Your List

This is where it gets interesting! Warm audience on your list is the most engaged audience till this stage. They are aware of your brand and business, they are interested in the service you are offering, and they have signed up for it already!

Here, you can shamelessly promote your business because you already know what interests them!

In this stage, you can engage with them further by providing them with value additional to the one they have signed up for. You can keep them engaged by promoting your blog posts.

Remember, the goal here is not conversion, but continuous engagement until they purchase your products and services

Converted Audience

This is the best list! This set of audience is those who have purchased your products and services. Though you can use this audience group to continue engaging with and providing a good recall value, you can also indulge them in;

  • A higher-end/premium service than the one they currently enjoy
  • Giving a testimonial for the benefits they have received from your business

For converted audiences, you don’t need to publish ads with links that will redirect them to your website. They have already done that, unless they are being redirected into a newer product.

Facebook Pixels

If you want to excel at Facebook ads, then you MUST have Pixels set up on your website.

Pixels is a tracking code that you place on your site. Once set up, it tracks the behaviour of all visitors and online viewers on your website. These viewers may or may not be part of your mailing list or clients who have signed up for your webinar. Once the tracking code is active you start receiving insights about the behaviour of those who visit your website.

These insights include what pages they visit and demographic details about them.

Gold iphone 6 with note pads

Now, this insight can be translated into a custom list that you can upload on Facebook for publishing ads that only these custom audience can see. This method is called Retargeting. Another advantage of having a custom list through pixels is that once you upload that, Facebook can provide you with a further customised list of lookalike audiences!

Why must you target viewers on Facebook who have already seen your content on your website? Because people take their time to make a decision. Through Pixels, we are reminding them of things that they were interested enough to visit and engage on your website.

In my opinion, Pixels is a power tool that you can’t afford to ignore. It’s easy, effective and utterly brilliant!

Read: Facebok’s Guide to Pixel

Setting up pixels is easy if you follow these simple steps.

First, go to Setting in your business account, through business.facebook.com

<insert screenshot with steps circled in red>

Under the section ‘Measure & Report’, click on ‘Events Manager’. You will find Pixels there.

Now, click on Pixels, give it a name and add your website’s URL. Finally, click on Create.

Once your pixel code is created, you now need to add it on your website. This creates a link between your site and Facebook.

If you are using WordPress for your website, then you can easily set up Pixels on your site by using the Official Facebook Pixel plugin. In this plugin, paste the code you copied on Facebook, and you’re done!

Using Pixels to create a custom list is easy too. You might feel overwhelmed, because there are so many options to track audience behaviour!

Keep it simple by deciding which a specific page or action you want to track. Through this, Facebook will now show ads to the right audience, making your budget spending on ads highly optimized.

There’s a secret to winning at Facebook ads. Split testing and Retargeting. I cannot stress this enough, and I swear by both these methods!

Split Testing For Cost-Effective Facebook Ads

To understand split testing, let’s first consider an aspect of where to place your ad post on Facebook.

Placement and Split Testing

A good strategy for ad placement to audiences who are being redirected to your website is to focus on the right-hand column on Facebook’s home page view. The other option, to display your ad post in the news feed option can produce better results for those who are viewing your ad for the first time. If your online viewers have already come in contact with your brand once, they really don’t need a big reminder. A small ‘nudge’ on the right-hand corner can be a good idea instead.

Pro tip: Use this feature to re-target audiences that have visited your website but not participated in your call to action (CTA). Let’s call this group of people ‘engaged but not yet participated group’

Though this strategy has produced fantastic results for many coaches, it might not work for your target group.

Women typing on the notebook
Image from pexels.com

How do we find out whether this strategy of right-hand placement of ads

works for your group? You test this out by splitting your audience into two groups. This method, called Split Testing, is a feature that guarantees better utilisation of your ad money. In Split Testing, you can take your ‘engaged but not yet participated group’ and split it into two. One group will view your ad post in their news feed, and the other group will see the same ad post on the right-hand corner. At the end of your ad duration, you can see the results and check with option performed better. Now, you can spend the rest of the campaign budget efficiently!

Just like ad placements, you can split-test your target audience for variations in content and a call to action as well.

Content Customisation and Split Testing

Use pictures that are positive in their messages and emotions. You can split-test based on the kind of images used.

Depending upon your niche, you can try using emoji, though I recommend you test it out thoroughly through Split Testing.

Should you keep your ad description short, simple and unto three sentences? Or can you write a bit more than five sentences about your service and how your target audience can benefit from hiring you as a coach? Split testing!

Call to Action (CTA) and Split Testing

Using the same principle of split testing, you can determine what variations of your call to action work best for your audience

Retargeting for Budget-Friendly Facebook Ads

Retargeting, as the name suggests, is a method of targeting a set of audiences that have already engaged with your ads or your business in one way or the other.

To get the best out of your retargeting strategy, you can set up Facebook Pixel on your website. Pixel creates a code that links your website and your Facebook page. The actions that a person takes on your website can be utilized to re-target them on your Facebook page. For example, if someone has visited your website page about your upcoming webinar but hasn’t signed up for it, Pixels will give you this custom data that you can use to publish ads that will remind them about this webinar and prompt them to finish signing up.

You can re-target;

  • Those who visit your website or specific pages within your website
  • Those who have visited your website more than a particular number of times
  • Those who have visited your website on specific dates
  • Those who have commented or shared your page posts
  • Those who have saved your page posts
  • Those who have watched your video posts, either partially or fully
  • Those who have received your email newsletter but haven’t opened it yet
  • Those who have opened your emails, however they have not taken any action such as clicking on a link
  • Those who have interacted with you through chats

Remember, don’t overdo such ads for your audiences or they might get bored with your ads. No one likes ads that pop up everywhere!

Bonus Tips

Start by publishing ads for your existing Facebook audience. This way, you can get used to the nuts and bolts of Facebook ads while keeping your current audiences engaged at the same time! Test and hone your ad-making skills by ‘boosting’ a post that is already performing well on your page.

When it comes to Facebook ads, all successful coaches are continuously learning on the job, and most importantly, having fun at the same time!

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