The No Waste Approach to Facebook Ads

How to Run Facebook Ads for Clients: Step-by-Step Guide


Want to learn how to run Facebook Ads for clients? Facebook Ads are one of the most potent ways to reach your ideal clients while they are scrolling through the world’s most popular social media platform.

If you are about to run Facebook Ads for clients or manage them with little success, don’t rush to give up the idea. Follow this guide on how to run Facebook Ads for clients and use upRive to significantly increase your ROI, find potential clients faster, and get the results you want.

How to Run Facebook Ads for Clients in 8 Simple Steps

If you plan to run pay-per-click ads on Facebook, you need to remember that it isn’t a platform like Bing or Google. Why? When people are scrolling through Facebook, they aren’t usually trying to solve a problem or find products to buy.

Social media marketing and advertising like Facebook Ads and Boosted Posts are for socialization: people mostly want to be entertained, distracted, and educated – not pitched. 

That said, if this prospect has been interacting with your brand on other platforms or is a repeated website visitor, then they’re likely warm enough for promotional ads, like discounts or deals ad campaigns.

Whether your client has an e-commerce platform, a SaaS tool, a coach, or any business using Facebook Ads, you need to follow highly-specific guidelines on how to run effective Facebook Ads for clients that convert.

#1 Get Permissions and Create Ad Accounts for Clients

The first step to running a Facebook Ad campaign for clients is to get all the technical stuff in order, including permissions and ad accounts. The chances are, your client already has an ad account. In that case, all you need to do is get several permissions: 

  • Be added as an admin or partner to your client’s business manager.
  • Request access to their business fan page through URL
  • Request access to their Facebook Ads account through Ad Account ID
  • Implement Facebook pixel to the domain 

You can do all of that through the “business settings” menu in the Facebook Business Manager.

However, if you are working with a brand-new business, you might have to set up the ads account from scratch. If your client does not have an ad account yet, you would have to visit business.facebook.com and follow the instructions. You would need to add necessary business information, as well as your client’s credit card info.

#2 Define The Goals for Your Facebook Ads

The first step to run Facebook Ads for clients is to determine what a lead means for your client’s business. 

This could be an email sign up, website clicks, or an app download. You need to define your post engagement goals for Facebook to optimize it toward that.

After you’ve defined your goals, you can determine how much you are willing to pay for them. For example, if it takes 10 leads to produce a $100 net profit, then each lead is valued at $10. 

This means that you can afford to spend no more than $9.99 for a lead to be profitable. Always calculate the conversion rates to relay to your clients.

#3 Set a Budget

If not used effectively, Facebook Ads can considerably drain your budget. That is why you need to set a specific limit to your budget before running the ads.

Answer the following questions to determine the cost per lead before creating a budget:

  • How many leads are expected to turn into sales?
  • How many sales will be needed to meet the revenue goal?

#4 Choose Target Audience

The next important step is to think about who you are trying to reach with your ads. Consider the following questions:

  • Where do they live?
  • What is their economic status?
  • How old are they?
  • Where do they work? 
  • Do they rent or own? Eat out or cook at home? Etc.

With Facebook Ads, you have 3 main options for creating audiences:

  • People near you. This option will target people located nearby the physical location of the business.
  • Lookalike audiences. You can find users similar to the ideal customers within your existing customer base. Use Lookalikes from email addresses of your subscription list or website traffic analyzed by your Facebook pixel.
  • Custom audiences. You can create custom audiences, such as people who have signed up for your newsletter, your recent website visitors, and more.

And you only have around 25 interests to pick from. With upRive, you can choose between around 213 interests that have low competition! Low competition means higher returns on your ads.

#5 Split Test Your Ads

Split testing is a great way to find out what aspects of your ads are most successful. This allows you to create multiple ads that can be mixed and matched with different images, headlines, and copy, to test the most effective one.

However, split testing on Facebook can get expensive and complicated when done without proper training. Luckily, you can use additional tools like upRive to make your split-testing easier and more cost-efficient. For example, using upRive helps you eliminate the audience overlap and create more specific target audiences to get more leads out of the same budget.

#6 Check Relevance Diagnostics of Your Ads

Once your ads are running, you can check your Ad Relevance Diagnostics to see how “relevant” your ads are. More relevant ads mean lower cost per post engagement. You can find the relevance rankings in the Ads section within the Facebook Ad Manager.

Facebook’s grading system is based on three factors:

  • Post engagement rate ranking. This describes how your ad’s expected engagement rate compares to other ads running for the same audience.
  • Quality ranking. This metric describes your ad’s perceived quality compared to other ads running for the same audience.
  • Conversion rate ranking. This ranking measures your ad’s expected conversion rate compared to other ads running for the same audience.

#7 Track Results

To make sure your Facebook Ads are successful, you’ll want to ensure that you regularly track your results. You can do so through an external platform that allows you to view your website’s overall traffic, as well as where the users come from.

While Facebook Insights provides some of that information, it isn’t always the most accurate. Instead, you can use other external resources like Google Analytics, Facebook pixel, or UTM Codes. If you want an all-in-one solution for tracking results, upRive does this for all Facebook Ads.

#8 Automate sending weekly updates

Send regular reports to clients. This is a crucial trust-building exercise, but it can cost you a lot of time. To counter this, create templates of your Facebook Ad reports for clients. For this, you can:

  • upRive offers an analysis section with exportable PDFs for clients.
  • Go to Ads Manager and export the selected columns you want to show to your clients in the report.
  • Use Google Data Studio to analyze and show your Facebook Ads.

If you have an agency and run Facebook Ads for clients, this is crucial to establish a rapport with your clients. 

Improve ROI of Your Facebook Ads with upRive

When you learn how to run Facebook Ads for clients, it is important to invest enough time to define your objectives, research your target audience, and plan your budget. And, when it comes to split testing, don’t be afraid to take advantage of external tools like upRive to get more effective, yet cost-efficient results. 

Start your free trial today to take your Facebook Ad split-testing to the next level.

About the author

Samy Zabarah

Samy Zabarah is the creator of upRive. He also founded FUBSZ LLC, a Facebook ad management service based in Florida, USA, where he managed ad accounts for over 350 clients worldwide.

He started using Facebook ads in 2011, and since then, he has been using Facebook ads as his sole source of marketing.

By Samy Zabarah
The No Waste Approach to Facebook Ads