December 11, 2023

Maximising Facebook and Instagram Ads: A Masterclass in Tips, Tricks, and Tools

A vibrant display of social media marketing success by Upward Consulting.

In the ever-evolving landscape of digital advertising, Facebook and Instagram have become indispensable platforms for businesses aiming to reach their target audience effectively. With billions of active users combined, these social media giants offer unparalleled opportunities for businesses to connect with their target audience. To harness the full potential of these advertising powerhouses, it’s crucial to set a strong foundation, understand your objectives, and strategically plan your approach. In this guide, we’ll explore valuable tips, tricks, and tools to help you navigate the complexities of Facebook and Instagram ads.

1. Setting up Your Foundation

Maximising Facebook and Instagram Ads

Before diving into the world of paid advertising, it’s essential to establish a solid foundation. Clarify your overarching objectives, both for your paid ads and your overall sales strategy. Identify the real goals behind your campaigns, whether it’s lead generation, increased website traffic, or sales conversions. Consider your business readiness and engagement strategy to ensure you’re well-prepared for the journey ahead.

Ask yourself these questions: 

What’s the big picture?

What is the objective of your paid ads?

What is the objective of your overall sales-making machine?

Consider the following:

What do you have in place for everything that happens after someone leaves the Facebook or Instagram platform?

Do you have multiple layers of paid offers in place for local, repeat customers?

Or maybe you have just one offer to sell for now?

Or maybe it’s not a live offer but you’re confident in pre-selling it because you know when it will be ready and are happy to charge for it.

Get to the bottom of what the REAL goals are:

  • Goal: Get more leads onto the email list
  • Transition: Attract 200 potential customers to our email list in the next month to later covert them into the buyer
  • Goal: more traffic to the website/ eyes on content
  • Transition: Develop trust within our target market by getting a 20% increase in users to engage with educational content

2. Planning Your Strategy

Map out a comprehensive strategy that aligns with your business goals. Perform a business readiness check to determine if your business is equipped to collect leads and make sales. Develop an engagement strategy that leverages existing well-performing content, turning it into ads to engage your audience. Avoid common mistakes, such as forgetting to exclude previous buyers from your audience and running retargeting ads to a limited audience.

Business Readiness Check:

  1. Is your business ready to begin collecting leads?
  2. Do you have something to sell your audience?
  3. Do you have a solid organic following and engagement already?

Engagement Strategy

  1. Identity an existing well-performing post that aligns with your eventual paid offer and shows your audience who you are
  2. Turn this post into an ad for your existing audience with the objective if getting engagement
  3. Shift it over to cold audiences once your frequency is over 4
  4. leverage new activity on social media into building your email list

Main mistakes:

  1. Forgetting to exclude buyers from the audience
  2. Running retargeting ads to a very small audience
  3. Not creating dynamic audiences, for example:
    • People who checked out the sales page but did NOT initiate checkout
    • People who initiated checkout but did NOT complete the purchase
    • People who completed the purchase
Upward Consulting's innovative digital marketing approach in Brisbane.

3. Dividing Your Audience

Segment your audience strategically based on their behavior. Identify those who visited the sales page but didn’t proceed to checkout, and create specific timeframes for targeting them. Use dynamic audiences to categorize users based on their interaction with your sales process, including those who initiated checkout but didn’t complete the purchase. This segmentation allows for more personalized and effective ad targeting.

  1. People have visited the sales page but did not proceed to checkout: 1- 7 days
  2. People who visited the sales page did not proceed to checkout: 7-14 days
  3. People who started checking out but did not complete the purchase: 1-7 days. EXCLUDE Buyers

4. Conducting Split Tests

Testing is a cornerstone of successful advertising campaigns. Experiment with different elements, including creatives, copy, call-to-action buttons, and target audiences. Additionally, conduct tests on what happens after users interact with your ads. Measure every aspect of your campaign, but focus on a single success metric per campaign to maintain clarity and direction.


Facebook and Instagram advertising can be powerful tools for businesses looking to enhance their online presence and connect with their target audience. Mastering Facebook and Instagram ads requires a strategic approach and a willingness to adapt. By setting a strong foundation, planning your strategy meticulously, dividing your audience intelligently, and conducting thorough split tests, you can optimize your campaigns for success. Remember, continuous measurement and analysis are key; refine your approach based on data insights, and stay ahead in the competitive realm of social media advertising. With these tips, tricks, and tools in your arsenal, you’re well on your way to maximizing the impact of your Facebook and Instagram ads.

If you are interested in mastering your social media marketing, give us a call and see how Upward Consulting can boost your brand. Call Dorin today at 0412811072 or email us at info@upwardconsulting.com.au and get in touch today!