Facebook Advertising Strategy
Awareness, Consideration, and Conversion
Why Facebook Advertising?
Facebook is one of the most powerful platforms for businesses to connect with their target audience. Whether you are looking to build brand recognition, engage potential customers, or drive sales, Facebook ads provide the tools to achieve your goals. The Facebook advertising funnel is divided into three stages: Awareness, Consideration, and Conversion.
1. Awareness Stage: Expanding Your Reach
Objective: Increase brand recognition and introduce your business to potential customers who may not know about you yet.
- Brand Awareness Ads – Designed to reach people most likely to remember your brand.
- Reach Ads – Maximizes the number of people who see your ad.
How It Works:
Target a broad audience based on interests, demographics, and behaviors.
Use eye-catching visuals and engaging content to make an impression.
Focus on brand storytelling rather than direct sales.
"Real-Life Facebook Ad Examples of Brand Awareness Ads & Reach Ads"
Local Epoxy Flooring Company
Ad: Timelapse of a garage floor transformation with clean visuals and upbeat music.
🚗 “Is your garage floor cracked, stained, or just outdated?”
✨ “See the magic of professional epoxy flooring in just 30 seconds!”
🏠 Serving homes across [City Name] – trusted by locals.
A local contractor runs a Brand Awareness Ad that showcases a time-lapse video of a driveway resurfacing project, helping homeowners understand the value of professional concrete work.
- A concrete resurfacing business runs a Brand Awareness Ad that showcases a time-lapse video of a driveway resurfacing project. The ad targets homeowners aged 30-50, helping the business gain recognition for its specialized services.
A general contracting company uses a Reach Ad to advertise a free consultation service. The ad targets homeowners looking for remodeling or renovation services, reaching a wide audience in the local area
Local Concrete Resurfacing Business:
- Simple graphic showing “20% Off Driveway Resurfacing – This Month Only”
Targeting: Homeowners aged 30–60 within a 25 km radius.
🚨 [CITY] Homeowners: Need a fresh driveway before winter hits?
📅 Book this month and get 20% off all resurfacing jobs!
📞 Call now for a fast quote – limited slots.
New Café Opening:
- Eye-catching photo of coffee and interior aesthetics.
Targeting: All users within 10 km radius.
☕ [NEW OPENING!] Sip & Chill at BrewLab Café
📍 Now open on 5th Avenue – Free pastry with your first coffee!
🕒 Come visit us this week – walk-ins welcome.
Agency Special Offer
Static image with bold text: “FREE Facebook Ad Audit – This Week Only!”
Targeting: Business owners across Canada.
🎯 Business owners, are your Facebook Ads underperforming?
✅ Get a FREE ad audit by DigitalOverseer – no strings attached.
📆 Book your spot now – offer ends Friday.
E-Commerce Clothing Brand (Seasonal Sale):
A stylish carousel ad showcasing the latest winter collection.
Targeting: Women aged 18–35 interested in fashion.
❄️ Winter Styles You’ll Love – Up to 50% Off!
🛍️ Shop cozy jackets, stylish boots & more.
📦 Free shipping on orders over $50!
2. Consideration Stage: Engaging Potential Customers
Objective: Drive engagement, educate potential customers, and encourage them to learn more about your products or services.
How It Works:
- Target people who have engaged with your brand but haven’t converted yet.
- Provide value through guides, testimonials, or case studies.
- Encourage potential customers to visit your website, sign up for a newsletter, or watch a webinar.
Types of Consideration Ads:
- Traffic Ads – Drive users to a website or landing page.
- Engagement Ads – Increase likes, comments, shares, and event responses.
- Lead Generation Ads – Collect contact details for further marketing.
- Messages Ads – Encourage users to start a conversation with your business via Messenger or WhatsApp.
"Real-Life Facebook Ad Examples for Consideration Campaigns (Traffic, Engagement, Leads & Messages)"
Traffic Ads : eCommerce (Online Shoe Store)
Ad Format: Carousel Ad featuring different shoe styles.
Targeting: Women aged 18-35 interested in fashion & online shopping.
👟 Step into Style – New Sneakers Just Landed!
🎁 Get 10% OFF your first order – shop now!
🛒 Browse here → [Website Link]
Traffic Ads: Local Roofing Business
Ad Format: Video showing a recent roofing job with a CTA to learn more.
Targeting: Homeowners in a 30-mile radius.
🔨 Is Your Roof Ready for Storm Season?
🏠 Get a FREE roof inspection – schedule yours today!
📅 Book online → [Landing Page Link]
Engagement Ads: Restaurant Promotion
Ad Format: High-quality food image.
Targeting: Local food lovers, people who dine out often.
🍕 Who LOVES pizza? Comment "YES" below & win a FREE pizza!
🍽️ Tag a friend who owes you dinner!
🎉 Winner announced Friday!
Engagement Ad : Fitness Trainer - Community Building
Ad Format: A poll asking “What’s your biggest fitness struggle?”
Targeting: People interested in weight loss and gym workouts.
💪 What’s YOUR biggest fitness challenge?
A) Losing weight
B) Building muscle
C) Staying consistent
✅ Vote below & get a FREE workout plan in your inbox!
Lead Generation Ad: Mortgage Broker - Free Home Loan Guide
Ad Format: Lead Form Ad (no website needed).
Targeting: First-time homebuyers.
Copy:
🏡 Thinking About Buying a Home?
✅ Get our FREE Home Loan Guide – everything you need to know about getting approved!
📩 Enter your details & get it instantly!
Lead Generation Ad: E-commerce Brand - Exclusive Discount Signu
Ad Format: Static Image with an email signup form.
Targeting: Women 18-35 who browse online fashion stores.
Copy:
🎁 Want 20% OFF Your First Order?
🛍️ Sign up now & get an exclusive discount + VIP access to new arrivals!
💌 Enter your email & claim your discount now!
Messages Ad: Local Auto Repair Shop
Ad Format: Messenger Ad
Targeting: Car owners in a 10-mile radius.
Copy:
🚗 Car Making Weird Noises?
🛠️ Chat with our expert mechanics & get an instant diagnosis!
💬 Click below to message us now!
Messages Ad: E-commerce (Skincare Brand)
Ad Format: Messenger Ad offering personalized recommendations.
Targeting: Women 20-45 interested in skincare.
Copy:
✨ Find Your Perfect Skincare Routine!
💖 Chat with our beauty experts & get personalized product recommendations.
📩 Tap below to start your FREE skincare consultation!
3. Conversion Stage: Driving Sales & Leads
Objective: Encourage potential customers to take action—whether it’s making a purchase, signing up, or scheduling a call.
How It Works:
- Target users who have visited your website, engaged with previous ads, or added products to their cart.
- Use retargeting ads to remind them of your offer.
- Highlight exclusive deals, limited-time offers, and strong calls-to-action (CTAs).
Types of Conversion Ads:
- Conversions Ads – Encourage actions like purchases, sign-ups, or form submissions.
- Catalog Sales Ads – Automatically show relevant products to potential buyers.
- Store Traffic Ads – Drive foot traffic to physical store locations.
- Dynamic Product Ads – Automatically show personalized products to users based on previous interactions.
"Real-Life Facebook Ad Examples for Conversion ads"
Service-Based Business
💼 Example 1 – Service-Based Business: A concrete resurfacing company runs a Facebook ad targeting users who visited their “Driveway Services” page but didn’t fill out the quote form.
“🏡 Ready for a driveway makeover? Book now & get 10% off your first project! Limited spots available – act fast!”
Digital Marketing Agency: DigitalOverseer runs a retargeting ad offering a free strategy call to businesses that visited their Facebook Ads page but didn’t schedule.
“🚀 Want to scale with Facebook Ads? Let’s build your winning strategy – book your FREE session today!”
Catalog Sales Ads
E-commerce Store: An online fashion store uses Catalog Sales Ads to automatically show users the exact dresses and shoes they viewed on the website, with a “20% off” banner.
“👗 Your style picks are still waiting! Shop now & enjoy 20% off for a limited time.”
Tech E-commerce Brand: A laptop retailer uses catalog sales ads to retarget users who browsed MacBooks and accessories. Each ad shows the relevant product with pricing and availability.
Store Traffic Ads
Local Coffee Shop Chain: A coffee shop runs store traffic ads with a “Buy 1 Get 1 Free” offer on iced lattes, targeting people within a 5 km radius.
“☕ Craving something cool? Stop by your nearest FreshBrew and get 1 Iced Latte FREE when you buy one – this week only!”
Hardware Store: A construction supply store promotes a “Tool Sale Weekend”, encouraging foot traffic from nearby neighborhoods.
“🔧 BIG SAVINGS in-store only! Visit us this weekend for 15% off all power tools. Don’t miss it!”
Dynamic Product Ads
Furniture E-commerce: A customer visits a furniture site and looks at a velvet sofa, a coffee table, and a rug. Facebook later shows them a carousel ad with all 3 items, complete with pricing and an “Add to Cart” button.
“🛋️ Still thinking about that perfect living room setup? Grab it before it’s gone – click to complete your look!”
Sneaker Store: A sneaker shop runs dynamic ads showing users their recently viewed Nike and Adidas shoes, complete with a “Free Shipping” badge and “Buy Now” CTA.