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Home Blog PPC Facebook: Definition, Best Practices & Examples

PPC Facebook: Definition, Best Practices & Examples

PPC Facebook strategies can dramatically enhance your marketing efforts by leveraging the platform’s vast user base. Learn what makes Facebook ads so effective, uncover best practices for crafting high-performing campaigns, and get insights into the costs involved. Check out real-life examples and select the optimal ad format to promote your product or service, boosting your ROI.
facebook ppc

PPC advertising on Facebook is a versatile and effective strategy for reaching a vast and targeted audience, driving engagement, and achieving marketing goals. In the dynamic digital marketing landscape, advertising on Facebook has emerged as a powerful tool for businesses to reach targeted audiences and achieve measurable results.

Did you know that of the 3.065 billion users who are active each month, 2.1 billion engage with the platform daily? This means that 68.6% of users log in and spend time on the platform every day, as presented in Sprout Social statistics. With over 3 billion monthly active users, Facebook offers unparalleled reach and advanced targeting capabilities, making it a preferred platform for marketers worldwide.

Still, to achieve high ROI, the ad must direct users to a well-optimized landing page where they can convert into customers or leads. For those looking to optimize their Facebook PPC campaigns with high-converting landing pages, Landingi stands out as the best tool, offering powerful features, ease of use, and advanced customization options to help create compelling landing pages that drive conversions and enhance overall campaign performance.

Read this article to understand the basics of Facebook ads and the PPC meaning in today’s digital world. Learn the best practices and discover real-life examples of highly effective Facebook ad campaigns. Uncover the potential of social media advertising and learn how to turn theoretical knowledge into successful campaigns.

In the beginning, grab a handful of PPC Facebook best practices:

  1. Know your goals to adjust the campaign and drive higher conversions.
  2. Keep your perfect customer in mind while targeting the ad – use Facebook’s advanced targeting to achieve the best results.
  3. Use immersive pictures and engaging videos to grab users’ attention.
  4. Regularly monitor your campaign performance and optimize it for better ROI.

What actually stops users from conversion? No need for guesswork!
Uncover patterns of user interactions and identify their painpoints.
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Ground your design decisions in data to convert more.

What is PPC on Facebook?

PPC on Facebook is an advertising model where advertisers pay for each click on their ad. This model is a subset of Facebook Ads, allowing businesses to promote their products or services through targeted campaigns on the platform. These ads can appear in various formats, including image ads, video ads, carousel ads, and more, and they can be placed in different locations, such as the news feed, stories, the right-hand column, or others.

This dynamic platform offers businesses an exceptional, customizable solution for connecting with their ideal audience. Leveraging Facebook’s advanced targeting capabilities, you can precisely pinpoint your audience using detailed demographics, interests, behaviors, and even lookalike audiences that mirror your best customers. This ensures your ads reach the most relevant users, boosting engagement and driving conversions like never before.

The flexibility of Facebook ads in PPC marketing extends to the various ad formats available. Advertisers can choose from image ads to capture attention quickly, video ads to engage users with dynamic content, carousel ads to showcase multiple products or features, and more. Each ad format serves different marketing objectives, from driving traffic to a website, generating leads, and increasing sales to building brand awareness and engagement.

How Does PPC Advertising on Facebook Work?

Facebook’s PPC model operates on an auction-based system where advertisers bid for ad placements. Advertisers gain full control over their budgets and can optimize bids to secure the best possible outcomes. Facebook’s Ads Manager provides advanced analytics and performance tracking, allowing advertisers to closely monitor click-through rate (CTR), cost per click (CPC), and conversion rates. This data-driven approach empowers businesses to continuously refine their campaigns, making informed adjustments to enhance performance and maximize return on investment (ROI).

Facebook PPC advertising involves a few steps, as follows:

  • Ad creation and targeting – you create ads and set specific targeting parameters. You choose your audience based on demographics, interests, behaviors, or even similar audiences that resemble your existing customers.
  • Budget and schedule: you set a daily or lifetime budget and choose the duration you want your ads to run. Facebook ensures the ads are delivered within the set budget, spreading the cost over the specified period.
  • Bidding system – the bid can be set manually, which gives you more control, or automatically, where Facebook optimizes for the best results within the previously set budget.
  • Performance and analytics – once the ads are live, you can monitor their performance through Meta Ads Manager. Key metrics such as click-through rate (CTR), cost per click (CPC), and conversions help assess the campaign’s effectiveness and make necessary adjustments.

5 Facebook PPC Best Practices

Learn the 5 best Facebook advertising practices and create perfect campaigns to achieve more clicks, likes, and conversions. Use the following guide as your checklist for launching an ad campaign:

#1 Leverage precise audience targeting

The first Facebook PPC ads’ best practice is to leverage precise audience targeting. Social media, including Facebook, are a huge user data source, so audience targeting for ad campaigns on these platforms is highly effective. Utilize Facebook’s detailed targeting options to reach the most relevant audience. Define your audience based on the following factors:

  • age,
  • gender,
  • demographics,
  • hobbies and interests,
  • location,
  • behaviors,

or custom audiences from your existing customer data. Additionally, create lookalike audiences to find new potential customers who share characteristics similar to your current ones. This ensures your ads are seen by users who are more likely to engage and convert.

#2 Craft immersive ad creatives

The second Facebook PPC campaign’s best practice is to craft immersive ad creatives. Invest time in creating visually appealing and engaging ad creatives, as social media users can easily engage with your content if it is captivating. Use high-quality images or videos that capture attention quickly. Ensure your ad copy is clear, concise, and includes a strong CTA that prompts users to take the desired action. Additionally, it’s a good practice to run A/B tests on different ad variations to see which ones resonate best with your audience and optimize accordingly.

When crafting short-form videos, it’s crucial to keep them brief. 83% of marketers say these videos should ideally be under 60 seconds in length, according to HubSpot statistics.

#3 Build and optimize a landing page

The third Facebook PPC best practice is to build and optimize a landing page linked to your ad. Even the most immersive video ad can’t drive great results without a related landing page that directs visitors to the action. Use the best landing page builder, Landingi – choose one of over 400 templates to customize, or build the page yourself in a user-friendly editor. The platform provides an AI-powered content generator that supports 27 languages, allowing you to build a high-converting page in minutes. The AI landing page features support SEO optimization and image edition, thanks to which your page is well-optimized and prepared for demanding audiences.

Ensure that the landing page users are directed to after clicking your ad is relevant and provides a seamless experience. The landing page should match the ad’s message and visuals, making it easy for users to find the information or product they are interested in. Optimize the landing page for fast loading times and mobile responsiveness to enhance the user experience.

#4 Setting a budget

The fourth Facebook PPC best practice is to set a budget and manage it properly. On the Facebook social media platform, your ad account can be funded for each ad with a previously established budget. This ensures you don’t spend more than you want on your campaign. Set a realistic budget that aligns with your campaign goals and continuously monitor your spending.

Use Facebook’s automatic bidding strategy to let the platform optimize for the best results within your budget, or set manual bids if you have specific cost goals. Regularly review and adjust your bids based on the performance data to ensure you get the best return on investment.

#5 Implement data-based optimization

The fifth Facebook PPC ads’ best practice is to implement data-based optimization. Utilize Meta Ads Manager to track the performance of your campaigns. Monitor key metrics such as click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS). Use this data to identify what’s working and what’s not. Additionally, leverage tools like EventTracker from Landingi and Google Analytics to gather details on user behavior, which can help adjust your ads and related landing pages to users’ expectations.

Continuously optimize your campaigns by making data-driven adjustments to your targeting, ad creatives, and bidding strategy. Regularly test new ad variations and audience segments to keep your campaigns fresh and effective. Lastly, considering gathered data, optimize your landing pages to increase conversions and boost ROI.

How to Start a PPC Campaign on Facebook?

To start a PPC campaign on Facebook, start by defining your goals and understanding your audience, then set up your Facebook Business Account, create a campaign by designing your ad creatives, and link it to a welloptimized landing page. Then, define your audience, set up a budget and schedule, and launch the advertisement. Don’t forget about regular monitoring and optimization.

Take a look at the detailed guidelines below to ensure you haven’t missed any step:

1. Define goals

Defining your goals is the first step to starting a PPC campaign on Facebook. Identify what you want to achieve with your PPC campaign. Whether driving traffic to your website, generating leads, increasing sales, or building brand awareness, having clear goals will guide your campaign strategy and help measure success.

2. Set up a Facebook Business Account

Setting up an FB Business Account is the obvious step to starting an ad campaign. Once you have it, enter your Facebook Business Manager account – this platform will help you manage your ads, pages, and billing information in one place.

3. Create an ad campaign

The third step is to create an ad campaign. Navigate to Meta Ads Manager and click “Create” to start a new campaign. Choose your campaign objective based on your goals (e.g., traffic, conversions, lead generation). Each objective aligns with different ad formats and placements.

4. Define your audience

Defining your audience is the fourth step to launching the Facebook ad campaign. Once you know who your perfect customer is, utilize Facebook’s targeting options to define your audience. Specify demographics, interests, behaviors, and location. Utilize custom audiences to target individuals who have previously engaged with your business or create lookalike audiences to attract new potential customers who share similarities with your current clientele.

5. Set your budget and schedule

The fifth step is setting a budget and scheduling your campaign. You can choose a daily or lifetime budget for the entire campaign duration. Then, you have to set your campaign’s start and end dates. Unless you specify otherwise, Facebook will distribute your ad spend evenly over this period.

6. Design the ad creative

The sixth step in starting a Facebook campaign is to design ad creative. Depending on your objective, choose from various ad formats such as single image, video, carousel, slideshow, or collection ads. Write clear and concise ad copy with a strong call to action to guide users toward your desired action. Use a short, immersive video or high-quality pictures to attract users immediately. Link your ad to the landing page with a single focus, related to the ad.

7. Set up ad placement

The seventh step in launching your campaign on Facebook is to set up the ad placement. Decide where you want your ads to appear. You can choose automatic placements to let Facebook optimize where your ads will perform best or manually select placements like the news feed, stories, right column, and more.

8. Optimize for delivery

The eighth step is to optimize your ad for delivery. Available options include optimizing for clicks, impressions, conversions, or daily unique reach, depending on your campaign goal. Facebook will show your ads to users most likely to take the desired action.

9. Launch your campaign

The last step in starting a new FB campaign is launching it. Review all the details of your campaign, including audience settings, budget, schedule, ad creative, and placements. Once everything is set, click the “Confirm” button to launch your campaign. Your ads will go through a review process before running, which usually takes minutes, up to 24 hours. During this time, Facebook checks your ad to ensure it complies with their advertising policies and community standards

Once your campaign is live, remember to monitor its performance through Meta Ads Manager regularly. Track key metrics such as click-through rate, cost per click or impressions, and conversion rates. Leverage this data to refine your targeting, enhance your ad creatives, and adjust your budget to optimize your campaign and achieve better results.

What Is the Cost of a PPC Facebook Campaign?

The cost of a PPC Facebook campaign can start from $0.26 (cost per click) or $1.01 (cost per thousand impressions), but the advertising costs can vary widely based on several factors, including your industry, target audience, competition, and campaign objectives. The average costs of Facebook PPC campaigns in 2024, based on WebFX statistics, are the following:

  • Avg. CPC (cost per click): from $0.26 to $0.50
  • Avg. CPM (cost per 1000 impressions): from $1.01 to $3.0

You can set your budget in daily or ad lifetime aspects before launching Facebook advertising, and then you can choose Facebook’s automatic bidding function to make the platform distribute your budget for the best results. For those who want to make it manually, there is another option where users set bids on their own.

Take into account the key aspects affecting the Facebook advertising costs, as follows:

  1. Bidding strategy – Facebook ads operate on an auction system where you compete with other advertisers for ad placements. You can choose between manual bidding, setting your maximum bid, or automatic bidding, where Facebook optimizes your bid to get the best results within your budget.
  2. Target audience – the cost per click (CPC) or cost per thousand impressions (CPM) can vary depending on how specific and competitive your target audience is. Narrow, highly competitive audiences tend to have higher costs.
  3. Ad quality and relevance – Facebook uses a relevance score to measure how well your ad is performing with your target audience. Ads with higher relevance scores generally cost less because they are more engaging and relevant to users.
  4. Ad placement – different ad placements (e.g., news feed, stories, right-hand column) have different costs. Typically, placements in the news feed are more expensive than in the right-hand column or on Instagram.
  5. Campaign objectives – the objective of your campaign (e.g., traffic, conversions, lead generation) can also affect costs. Conversion-focused campaigns might have higher costs but also higher value per action.
  6. Budget and duration – your total spending will depend on your daily or lifetime budget and the duration of your campaign. If you don’t specify bids manually, Facebook will distribute your budget to maximize results over the specified time period.

If you are considering hiring professionals to run your Facebook PPC campaigns, expect to pay an average of $500 to $2000 per month for freelance PPC management. Engaging a PPC management agency, however, can cost anywhere from $1500 to $25,000 per month, depending on the extent and range of services provided.

4 Examples of PPC Facebook Advertising

Find out how to transform theoretical knowledge into a powerful PPC Facebook campaign and meet the 4 real-life examples that illustrate the best practices on various ad formats. Each brand in these examples utilizes different types of advertisements that appear to their target audiences, encouraging them to see more offer details and take the desired action.


The first example is one of the most popular forms of Facebook PPC – video ad, launched by Manscaped. The short video is placed in the news feed of Facebook, making it hard to miss for potential customers that each day scroll their favourite social media platform. This type of ad is highly effective, thanks to the engaging video format, short description, and a clear CTA.

The total length of this video is slightly over 30 seconds, making it attractive for social media users used to short video formats. The video itself showcases the product, its usage in real life, and its benefits. The CTA button “Shop now,” when clicked, directs users to a related landing page.

The page itself is well-optimized, also for mobile users, ensuring fast loading time. The hero section includes compelling headlines consistent with the Facebook campaign, an attractive background picture, and an outstanding CTA button enabling conversions. The whole campaign is consistent with the brand’s style and message, engaging users to take the desired action and, more importantly, building the brand’s awareness among those who don’t convert.

Use the Spa Discount template to craft a high-converting landing page related to your Facebook ad, or check Landingi’s template gallery, which has over 400 designs perfect for Facebook advertising in every industry.

facebook ads landing page

2. ClickUp

The second example showcases another type of Facebook ad leveraged by ClickUp, displayed in the right column. This minimal ad includes a thumbnail picture – even though its size isn’t big, it’s a high-quality graphic with bold headlines and app screenshots presenting the product.

The right column ads on Facebook can’t be extensive, so the ClickUp minimized copy to the persuasive call to action. The ad also includes a link directing to the advertiser’s homepage, where interested visitors can find more details about the offer.

3. Byrokko

The third example is a classical image-based Facebook ad of Byrokko displayed in the news feed. Its bigger size allows for including more information – the copy includes a new product announcement and a special offer, engaging their target audience groups to discover more info and use the offer code to purchase the product.

The ad is based on an intensive, high-quality product picture showcasing its characteristics. Such attention-grabbing visuals are highly effective on social media, immediately grabbing the users’ attention. This ad includes a CTA button placed next to the special offer, directing interested users to the product page where they can buy it with a special discount. The consistency between their Facebook ad and product landing page makes the campaign powerful, ensuring users are in the right digital space after clicking the CTA.

4. Raw Decor

The last example showcases another popular Facebook ad format, a carousel, which Raw Decor leverages to promote its products. Its efficiency lies in the possibility of presenting many products within only one ad – it’s especially great for e-commerce companies. Each tile can include images and brief descriptions of a different product and a clear call to action directing users to a related landing page.

As with other Facebook ads, carousels also display for specifically targeted audience groups, making it powerful in building brand awareness and driving sales. Users can switch tiles with an arrow or by sliding them on mobile devices. By clicking the chosen tile, they are directed to a specific landing page focused on the particular product they have chosen in the ad.

Raw Decor created a great carousel ad that guides users to purchase. The landing page related to one of the ad’s files showcases product details, price, and delivery options. It includes high-quality product images and a well-optimized CTA button with an icon indicating purchasing. The distinctive consistency between Facebook ads and landing pages increases conversion rates, making this campaign successful.

Make your Facebook PPC advertising consistent with the right landing page – promote your services or products with Landingi. Choose the Gardening Company template or search for other patterns in the Landingi template gallery, with over 400 propositions for every industry.

landing page for facebook ads

Can PPC be Used on Facebook?

Yes, PPC can be used on Facebook through its advertising platform, Meta Ads. You can leverage targeted PPC campaigns, where you pay each time a user clicks your ads. This allows for precise audience targeting based on demographics, hobbies, and behaviors. You can choose various ad formats like image, video, or carousel ads and place them in different Facebook locations. With FB PPC campaigns, you can reach potential customers effectively and measure campaign performance through detailed analytics.

What Distinguishes PPC on Facebook?

PPC on Facebook is an advertising model in which you launch a visual-based campaign, charged for clicks or impressions. One of FB ads’ benefits is a huge user database, which enables targeting specific audience groups based on demographics, interests, and behaviors, ensuring ads reach the most relevant audience. FB ads involve various formats, including image, video, and carousel ads, and companies can decide about their placement: whether the news feed, stories, or the right-hand column. This model allows each advertiser to drive traffic, generate leads, and increase sales while monitoring performance through Meta Ads Manager.

What Is the Difference Between Facebook Ads and PPC?

Facebook Ads and PPC are related but distinct concepts. PPC, or Pay-Per-Click, is a digital advertising model in which advertisers pay a fee each time their ad is clicked. It’s a strategy used across various websites and platforms on the Internet, including search engines like Google, to reach qualified traffic.

While Facebook Ads can include PPC campaigns, they also offer other payment models, such as CPM (Cost Per Thousand Impressions), where advertisers pay for views rather than clicks. Facebook Ads provide advanced targeting options, allowing advertisers to reach specific audiences. Additionally, Facebook Ads offers various ad formats and placements unique to the Facebook social media ecosystem. In summary, while PPC is a broad advertising method, Facebook Ads is a specific advertising platform that can utilize PPC, among other strategies, to achieve advertising goals.

Which Is Better, PPC or Facebook Ads?

Choosing between PPC and Facebook Ads depends on your goals and audience – both traditional and Facebook PPC strategies are great, but social media has the advantage of a broad user database, which helps brands reach their target audiences immediately based on users’ demographics, professions, hobbies, etc.

PPC is a broad term that includes advertising on platforms like Google, while Facebook Ads are a specific tool within the Facebook social media ecosystem. While traditional PPC is based mostly on users’ direct browsing or geotargeting methods, social media ads can appear to users who share specific interests by participating in social media platforms.

Facebook ads’ main advantages include the following:

  • Advanced targeting – you can reach users based on demographics, interests, and behaviors.
  • Varied ad formats – you can utilize images, videos, carousel ads, and more.
  • Engagement opportunities – you can promote interactions such as likes, shares, and comments.
  • Cost-effectiveness – FB ads offer options for both PPC and CPM models, catering to different budgets.
  • Detailed analytics – you can easily track performance and optimize campaigns with Meta Ads Manager.

What Is the Best PPC Facebook Tool for Landing Pages?

The best PPC Facebook tool for landing pages is Landingi a versatile digital marketing platform designed to streamline creating, testing, and optimizing landing pages specifically for marketing initiatives, including PPC and Facebook advertising.

As one of the best PPC tools for crafting high-converting landing pages, Landingi offers professional features that cater to the unique demands of Facebook advertising. Over 400 professionally designed templates created for various industries and objectives allow users to build pages swiftly and efficiently. Its advanced AI landing page builder generates and regenerates content for the entire landing page (or selected sections), supporting 27 languages. The platform’s AI capabilities help in SEO optimization and enable image edition, making your pages attractive for users and valuable for search engines. Landingi also offers a form builder and popup creator to optimize your landing pages for maximum conversion. Landingi is a great choice for Facebook PPC campaigns as every page crafted within its builder is automatically optimized for mobile devices, with automated adjustments to dimensions and layout ensuring seamless viewing across all mobile screens.

Once the landing page is created and linked to the Facebook ad campaign, users can further leverage Landingi to run A/B testing and experiment with various page versions to identify the most effective design – this method is highly effective in combination with Facebook ads, as the high traffic gives more data on optimization. With the EventTracker solution, advertisers can monitor user behavior and gather valuable performance data essential for ongoing optimization efforts. Additionally, Landingi’s extensive library of over 170 integrations enables marketers to incorporate it seamlessly into their broader digital marketing toolkit, solidifying its position as the best choice for running Facebook PPC campaigns.

Landingi’s combination of ease of use and powerful customization options makes it exceptionally effective for Facebook PPC campaigns. The intuitive builder simplifies the creation process, making it accessible to users without technical expertise, while its advanced customization capabilities cater to experienced marketers looking to create sophisticated, highly tailored landing pages. This flexibility empowers businesses of all sizes to develop visually stunning, responsive designs that align with their brand’s unique style, ultimately maximizing engagement and conversion rates on Facebook.

Start Your Facebook Campaign with the Best Landing Page

PPC advertising on Facebook has become a crucial strategy for businesses aiming to expand their reach and enhance their ROI. Mastering the fundamentals of PPC and applying proven best practices enables companies to precisely target their audience, fine-tune their campaigns, and meet their marketing goals.

Setting well-defined objectives, understanding your audience, and crafting visually appealing and persuasive ad copy is paramount in social media advertising. Regular performance monitoring and data-driven optimizations are essential for sustaining and improving PPC campaign effectiveness. The examples discussed in this article demonstrate the power of strategic audience targeting, innovative content, and timely promotions in boosting user engagement and driving conversions. However, even the most captivating ads require optimized landing pages for maximum efficiency.

Experience the benefits of high-converting landing pages with Landingi – design landing pages that seamlessly align with your ads and witness how an optimized page can substantially elevate the success of your PPC campaigns on Facebook.

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Martyna Targosz

Content Writer

Martyna Targosz is a marketing content expert with over 3 years of experience in digital marketing. She specializes in landing page creation and conversion optimization. She is currently being mentored by Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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