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How To Advertise on Facebook: The Free Step by Step Guide

February 23, 2021


In this article, we're going to go over the basics of getting started with advertising on Facebook.

Wondering if it's worth it?

Let the numbers help you decide.

Go ahead and take a guess on how many active users there were on Facebook worldwide halfway through 2019...

If you said MORE than 2.8 BILLION, you’re right.

Honestly though, that’s not the only reason why advertising on Facebook is a big deal these days.

When you advertise on Facebook, you’re able to do things that you aren’t able to on other ad platforms.

One of the biggest differences between Facebook and Google, comes down to the fact that you’re able to perform detailed targeting for your ideal audience based on interests as well as demographics.

You can’t do that on Google.

Detailed targeting makes a world of a difference and helps you efficiently spend your money. 

If you're new to digital marketing and don't want to invest all of your money on the endless number of courses that teach you Facebook ads, you've stumbled into the right place.

This guide will teach you in detail how to run Facebook ads, at no cost.

Before getting into it...

Allow me to reintroduce myself... My name is Ippei...

I've made money by advertising on Facebook especially when I dabbled in dropshipping back in 2017.

I've made even more money by generating leads for local business owners.

This was all done by ranking on Google.

I've made my most passive income this way ever since 2014.

Local lead generation is my #1 online business model because you can earn a truly passive income each month.

The site above is one site that pays me $2000 per month.

On autopilot.

Interested in learning more?

Click below.

Later on in the article, I do recommend that you use other platforms such as Google, YouTube and LinkedIn.

For now, let's jump into this step by step guide.

What You'll Learn

Browse through the following infographic and see what it is that you'll be learning:

Remember to take notes as you go through each step.

If you need to refer back to any step at any time, feel free to do so.

Step 1: How To Set Up A Facebook Business Manager Account

The first thing you need to do is set up a Business Manager account in Facebook.

What is that?

This account is what you’re going to need so you can run and monitor all of your ads for each of your clients.

Facebook developed this free tool so that agencies and businesses would be able to securely manage business pages, ad accounts and pixels for themselves or their clients.

You’ll be able to get very creative when designing your ads, targeting your ideal clients and determining what your budget will be, among other things.

Here’s a breakdown of what you need to do.


This step should only take you a few minutes to get through. 

The only issues you should have are, if you forgot your password.

Other than that, this should be smooth sailing.

Step 2: How To Install The Facebook Pixel

Now before you’re able to get started creating ads, it’s in your best interest to install the Facebook pixel.

What is this pixel and how does it work?

It’s a snippet of code that you manually install on your website so that you can track traffic to and through your website.

Traffic meaning, people who actually visit your site and all of it's different pages.

With this pixel, you're going to be able to see, inside of Facebook, exactly what actions were taken on your website.

It’s very similar to the Insights Tag used on LinkedIn which serves the same purpose.

The fact that you're able to see these actions will allow you to better target certain audiences based off of their actions.

Your ad copy and re-targeting will be much better and more efficient because of what you'll learn from the pixel.

Get this done.

Here are the different ways you can install it:

Step 3: How To Create Facebook Ads

Now it’s time to tap into your creative side by jumping into the Creative Hub.

This is the section in your Facebook Business Manager where you're going to be able to create mockup ads for Facebook and Instagram, choose which type of ad you want to make, then add your copy, images and more.

You'll even able to see what kind of ads other businesses and agencies have been able to successfully create.

This can give you great ideas for your own campaigns if at first you just don't know how to start. 

To get ideas, go the 'Creative Hub' tab.

Then you click on 'Get Inspired'.

This part of creating ads may get a little fun for you too because you'll be able to add your own flair to your ad.

Choosing your ad format will look like this:

These are the types of ads you can only make here on Facebook.

No platform such as Google or YouTube can offer you this much creativity.

For example, 360° videos have been killing it online and now you have the opportunity to captivate your audience in this and many other ways. 

It's all up to you how you separate yourself from the competition.

As a reminder, Facebook owns Instagram.

This is why you're able to create your Instagram ads in the Facebook Creative Hub.

I recommend you start off with a Single Image ad just so that you can get familiar with the creation of ads, period. 

Once you do so, creating any other type of ad will be so much easier for you moving forward. 

Step 4: How To Write Ad Copy For Facebook Ads

Writing Ad Copy is essential to marketing period.

Through your ad copy, you’re able to attract your audience of choice.

Of course, your offer matters, but you need to be able to present your offer properly and effectively.

Through your ad copy, you want to encourage your potential lead to take the action you want them to.

What are the necessary steps for writing ad copy and more importantly ad copy that will convert?

It may seem simple because there are only 3 steps in the image above but there's more to them.

Believe me, if you can master writing ad copy, you're going to position yourself ahead of others who aren't that great at copy.

You'll end up being the marketing golden boy/girl for your clients.

This is one of the most important steps and skills you can learn when advertising. 

It really is a good feeling when you have an ad that gets you a great ROI. 

Your confidence will shoot through the roof and you'll be able to carry that momentum into the next ad or campaign.

Words of Wisdom: Don't overcomplicate this!

Step 5: How To Analyze Facebook Ad Performance

Once you finally publish your ad and Facebook approves it, you need to know what to look at in the Ads Manager so you can tell if your ad is working or not. 

  • Are you generating leads?
  • Is your ad relevant?
  • How many people are seeing your ad?
  • Any engagement?
  • What's your ad cost?
  • How much should you be spending?
  • When do you kill the ad?

These are all questions most people have when they start running ads.

By no means is it difficult to understand what everything means, so take your time and get familiar.

Let's go over what exactly you need to look at in the Ads Manager as you can see in the image below since this is what you'll be monitoring almost on a daily basis.

You HAVE to constantly monitor these metrics especially if you're starting off. 

If you know what you're looking at and what the metrics mean, you're going to be able to be in full control of your campaigns.

The decision to scale or maybe even scale back your campaigns will then be an easier one.

There won't be a need to second-guess yourself at all.

Step 6: How To Optimize Facebook Ads

Now that you know what to look at while in the Ads Manager, it’s time to optimize your ads and campaigns.

This is the part where you're simply making them better.

Just because you were able to create a simple ad and publish it, that doesn’t mean that ad is going to generate tons of leads.

You want to make changes that will absolutely make a positive difference in how many leads you generate.


The truth is:

They set their ad and forget about it.

Not even a tweak!

Even if you did a minimal amount of changes, you’d already be a step ahead of your competition!

So why not do it?

Optimizing your ads is a must so that you can ensure you're successful with your ads and campaigns a whole.

What are the key things you should consider doing when optimizing?

  • Make sure you have a GREAT offer
  • PRESENT your offer in the best way
  • TARGET the right audience
  • Design an ATTRACTIVE ad

pro tip...

Don't make all of your changes on ONE ad.


If you make many changes to the same ad, you aren't going to know which change is the reason your ad converts.

You guessed it, you won't know.

If you don't follow this advice, you're looking at sure failure. 

Take the time to optimize correctly. You're only going to benefit from this!

Optimizing ads will absolutely save you money!

Who doesn't want to save money?

Step 7: How To Get Leads From Facebook

If your ad is successful, guess what?

That means you've got leads!

The question is, how do you know when you have a lead?

First of all, you’ll be able to know by looking at your Results column in the Ads Manager.

If you have a CRM, your leads will instantly go to your clients through that software.

Assuming you’ve already set that up with them, of course.

If you haven’t, follow the steps below.

There are some things that you just don't need to be spending time doing.

Time is money, so I recommend setting up a CRM so that the only thing you need to do is check to make sure leads are coming in.

That's your indicator that your ads are working.

If you have to constantly send leads to your client, you're wasting time.

Unless wasting time is your thing, listen to me and set-up a CRM.

Step 8: How To Scale Facebook Ads

What happens when you find a winning ad or ads?

You obviously want more of those same results that your winning ad is bringing you!

If you’re generating leads, you want to generate more!

One thing you should do is increase your budget.

But wait, there are rules to this.

You don’t want to immediately scale the budget a ridiculous amount.

You should do this little by little because if you don’t, you're going to throw Facebook off.

Remember, Facebook is collecting data. 

Facebook won’t be able to effectively optimize your campaign if you increase the budget so much at one time.

As a good friend always says, “Slow and steady wins the race”.

By the time you get to where you can scale your ads, you should feel proud of yourself because you took the time to learn each step of advertising on Facebook.

You do need to make sure you don't rush to scale too early.

Be sure you have a winner and only then, scale to other platforms.

Final Thoughts: Advertising On Facebook

As you take on this new avenue of digital marketing and potential financial freedom, you need to be confident and ready to work diligently to produce results.

If you're a business owner who wants to run ads on this platform, you need to take the time to get familiar with the Facebook Business Manager platform.

Understand that it'll take time, but if you don't give up so easily and are committed to achieving cost effective ads, the results will come. 

Follow these tips and you'll be just fine:

  • Get familiar with creating ads
  • Understand your objective
  • Write great ad copy
  • Use attractive images
  • Put together an enticing offer
  • Make sure everything is congruent
  • Monitor your metric constantly when you first get going
  • Test, test, test
  • Pay attention to the cost per lead
  • Re-target custom audiences
  • Make ONE change per ad at a time when troubleshooting
  • Scale at the appropriate time
  • Don't over complicate ad copy

Hopefully by now, you've gone through the entire guide and have been able to learn how to advertise on Facebook.

You really can live a life where you are financially free, where you can provide for your family and be your own boss.

It all comes down to your drive and dedication.

How bad do you want it?

I made this step by step guide so that you can learn a skill set that can help you earn thousands of dollars a month.

It's on you to make it happen. 

Feel free to refer back to any of the steps in this guide for future help.

How To Advertise On Facebook: FAQs (Frequently Asked Questions)

As a beginner when it comes to advertising on Facebook, you'll most likely have plenty of questions.

Here are the most common ones:

Why advertise on Facebook?

Everyone and their mother, even grandmother is on Facebook. Facebook has so many data points which you can use to target your ideal customers. No other platform allows you to go as in depth with targeting as on Facebook.

How is it possible to run ads on Instagram also?

Facebook owns instagram since 2012 and has made it possible.

How much does it cost to set-up a Facebook Business Manager account?

Creating an account is absolutely free.

How many Business Manager accounts can one create?

Facebook only allows you to create 2 accounts. If you would like to create more, you would have to partner up with someone else from your organization.

What do you need to create a Facebook Business Manager account?

You will need a personal Facebook account so that Facebook can confirm your identity. You will also need your business details such as your business name, address and email. Facebook will also want to know your purpose for creating this account. The two options you will have are to either promote your own business and goods, or to promote another business. 

What is the Facebook pixel?

It's a piece of code that you install in the header section of your website (on each page) so that you can monitor traffic to and through your website. This will give you a better chance at retargeting new audiences based off of the actions taken.

Who pays Facebook when running ads?

You if you're running ads for your own business. If you're running ads for another business, your client pays. When you close a deal with a client, you should take their credit card information and make it clear that they are paying Facebook for the ad spend, not you. Facebook is their billboard and you are just running ads for them.

What is ad copy?

Ad copy is the written content in your ad. This is where you call out your customers, speak to their pain, explain your offer and make them take the action you want them to take.

How often do you need to monitor your ads?

Until you're an expert, you should monitor your ads on a daily basis so that you can make the necessary adjustments.

How can you optimize Facebook ads?

Optimization can be done in different ways. You can make your ad copy better, make a better offer, add a professional photo and target correctly.

Where do you get your leads from on Facebook?

If you have a CRM set up, they will go directly to your client. If you don't, go to the 'More' tab, click 'Publishing Tools', go to 'Lead Ads Forms', click 'Forms Library' and download your leads.

How do you scale Facebook ads?

You can increase your budget and take your ad to another platform. What I mean is that you can take the same ad copy and offer that worked on Facebook and take them to other advertising platforms.

How much should you charge a client to run Facebook ads?

This is determined by the cost of a customer to your client. Try to make it so that your client makes 3, 4 or 5:1. The main thing is not to get so greedy with your first client. With time, you'll get a better idea on how much to charge certain clients. Every niche, client and market is different.

How much can you make by advertising on Facebook?

There is no one answer. That will all depend on what niche you choose to go into, who your client is and what market you are in. Chiropractors and dentists are known to be the most popular clients among digital marketers because they tend to be willing to pay more per month due to the cost of one customer. With a few chiropractor clients, you can make more than most building engineers do in a month. 

Is it possible to still be successful at advertising on Facebook in 2019?

AbsolutelyThere are so many business being created everyday and many of them have no clue how to advertise on social media period.

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Ippei Kanehara
Founder/CEO Ippei Leads

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2021, is to build your own 6-figure lead gen biz. You can learn more here.

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