Are you running Facebook ads for your ecommerce business? If not, you might want to consider it.
Facebook ads can be incredibly beneficial for ecommerce brands, offering outstanding reach at a relatively low cost. In order to get these results, however, having the right strategies in place is important.
In this post, we’re going to dive deep into the most effective Facebook ecommerce strategies for 2025. This includes tools, integrations, and some examples to inspire your advertising.
Ecommerce Facebook ads strategy (& why you need one)
Having a clear strategy that accounts for your entire Facebook ads funnel allows your ecommerce brand to take advantage of its current opportunities. This needs to account for:
- How you’ll attract cold users
- How you’ll capture their interest
- How to encourage the buyer’s journey until they’re ready to convert.
Most users are not going to convert the first time they see an ad from a brand. Users don’t know your brand, and they automatically distrust it on a subconscious level, and they haven’t been convinced that they really need the product.
Start by leveraging Facebook’s AI and machine learning capabilities to identify and segment audiences. You want ads that are tailored to the specific needs and interests of potential customers. Other key components include:
- Setting clear objectives for sales;
- Running brand awareness campaigns;
- Focusing on customer engagement;
- Optimizing your ad content for personalization and interactivity.
Using different strategies can help account for how to reach users at each stage of the digital sales funnel to drive more sales overall. That’s what we’re going to look at in the next section. section.
Benefits of Facebook ads for ecommerce
Facebook ads let you target exactly the kind of people who are most likely to buy your stuff. For instance, people who have visited your website before or those who like similar products.
Facebook ads can track how well they’re doing, so you can see if your money is being spent wisely and make any needed changes to get better results.
For ecommerce brands selling on Amazon, leveraging a multi-channel marketing approach—including the Meta ads ecosystem—can be a game-changer.
However, you’ll need to connect your data technology stack to Meta in order to access these benefits. Automation is another important aspect that helps connect the dots between different tools and platforms.
We’ll discuss more about this in just a few paragraphs. Now, let’s talk about strategy.
9 Best Facebook ads for ecommerce strategies (& examples)
Wondering how to run ecommerce Facebook ads for your brand? Well, there are many different Facebook ecommerce strategy options out there.
But let’s take a look at 9 of the most effective strategies for ecommerce businesses in 2025 and examples of some of the best ecommerce Facebook ads for each.
1. Use Conversions API
Meta’s Conversions API allows businesses to track data on their site, store it on their own servers, and then send it back to Meta.
However, it’s recommended to use it together with the Meta Pixel for a more thorough data visibility.
Conversions API is incredibly easy to set up, particularly with the right integrations. LeadsBridge’s integration takes just a few minutes to set up, and it gives you full control over what data you want to share through the API.
2. Take advantage of different ad formats
Facebook tools can also help you analyze user history to determine which product they should show each user at each point in time.
This increases relevance significantly, and historically, these types of ecommerce Facebook ads have great potential for success.
And even better, you get to save a massive amount of time since you don’t need to manually create ads for every product you want to advertise in your inventory.
For instance, it allows advertisers to plug data from different products into a template, using formats such as Dynamic Ads.
Integrating Dynamic Ads with other tools like the Conversions API gives you flexibility to create better ads. Apart from that, it lets you optimize the user data and sales that you get from them.
Speaking of mixing and matching Facebook tools, let’s not forget about the Conversion leads performance goal.
This feature uses your campaign’s existing data and channels your targeting effort on people who are most likely to convert.The catch is that you need to connect your databases to Meta. Luckily, there are pre-built integrations for that:
The more data you feed into the system, the more accurate your targeting will be. The same goes for creating highly targeted custom audiences.
3. Don’t focus exclusively on retargeting
Retargeting allows you to recapture interested users, and it could result in significantly higher conversion rates (up to 70%).
You should not, however, focus exclusively on retargeting. Doing so can affect your Facebook ads funnel for your ecommerce brand. You won’t be drawing enough people into the funnel in order to push them through it.
Instead, reach cold audiences to create a wider top of your funnel. Opt for story-based, detailed product, or video content for a powerful first impression. Then, consider using lookalike audiences off of high-value custom audiences.
As Meta phases out many legacy interest groups, you should lean toward Advantage Detailed Targeting or broader audience signals. These AI-powered options help maintain performance by expanding reach to high-converting users beyond your initial criteria.
Now, take a look at this ad from Alltrue that uses product features and storytelling to make a strong first impression. They detail the highlights of the product and then talk about how it comes from repurposed bamboo, so it’s saving the planet.
Best ecommerce Facebook ads from Alltrue
4. Use mobile-shot visuals
Skip the high-cost, professional-shot images and videos for at least a chunk of your ecommerce Facebook ads.
Users are all about authenticity right now, and mobile-shot visuals that look like they came from a customer’s cell phone are all the rage.
Back in 2021, Facebook released an article, recommending that brands use mobile-shot images and videos for Stories Ads in particular. These ads strongly resemble user-generated content, even if they’re not.
Here’s an example of an ad from MiamiFruit that looks like someone snapped the picture with their iPhone in the best way possible:
Facebook ads for ecommerce example
Luckily, this content is cheap and easy to shoot, making ad scalability easy for your ecommerce brand. You can also team up with clients or influencers and enlist them to create mobile-shot video testimonials for you.
This is a simple yet high-performing Facebook ecommerce strategy for your ads.
5. Consider mobile first for everything
You need to approach Facebook from a mobile-first perspective when running ecommerce Facebook ads. 94% of Facebook’s ad revenue comes from mobile ads, and that won’t be changing any time soon.
This means that the best ecommerce Facebook ads will be designed with mobile in mind. Here are some factors to consider:
- Optimize your landing pages for the mobile experience, too
- Put the most important information at the beginning of your copy, as text cuts off earlier on mobile than on desktop
- Use vertical, mobile-formatted images and videos
- Take advantage of Stories Ads on both Instagram and Facebook
This is a great ad example for ecommerce brands from Ka’Chava.
Facebook ad for ecommerce brand
6. Use automation tools
Using the right tools can revolutionize your ad creation and management process faster than you’d think.
LeadsBridge, for example, is an all-encompassing automation tool that can improve the creation process when it comes to Facebook Ads for ecommerce brands.
If you are new to running ads across Meta technologies, take a look at these comprehensive guides to Facebook Marketplace and running high-converting Facebook lead ads.
Facebook Marketplace Ads are still available as a placement, but direct listing ads for vehicles and real estate were discontinued for business Pages in early 2023.
Use Marketplace primarily for product-based campaigns, and always verify placement eligibility based on your category and catalog setup.
We offer integrations for Facebook Marketplace Ads, Dynamic Ads, and even Facebook lead ads.
Looking to have your product catalogs automatically updated on Facebook when they’re updated in WooCommerce or Magento? We can help with that.
Or, want to make sure that you’re retargeting users who have abandoned their cart right away with dynamic ads? We can help with that, too.
Check out our full list of Facebook integrations to see what’s possible.
7. Account for the impact of privacy regulations
All of your 2025 Facebook ecommerce strategies need to account for the most recent consent regulations, such as Apple’s user privacy and data use updates.
New user privacy regulations are also going to impact ad optimization and deliverability. Facebook currently looks at user actions on and off the platform to determine who should see which ads. That’s why you need a more privacy-friendly tracking solution in place.
Make sure to use on-platform targeting, including video views, lead form submissions, and event engagement, in addition to pixel-based retargeting.
8. Facebook ads for ecommerce abandoned cart campaigns
Meta’s Advantage+ Shopping and Catalog Ads can now auto-build high-intent campaigns around your AddToCart – Purchase gap.
Let the algorithm pick best-seller creatives, then push them across Reels, Facebook Feed, Instagram Feed, and the new Threads placement for extra reach.
Because the system optimizes for the lowest cost per purchase, you get an automated abandoned-cart recovery that scales fast. This is true even as cookie signals fade.
Here’s how Castlery used these features in their Facebook ads for ecommerce abandoned cart campaigns:
9. Take the entire funnel into consideration
The last essential Facebook ecommerce strategy you must keep in mind in 2025 is to remember to account for the entire ad funnel.
Understanding how to run Facebook ads for ecommerce also means you know how to attract users, catch their interest, and push them through the funnel.
Here’s an example of what a Facebook ad ecommerce funnel may look like, with examples from GlobeIn:
a. Start with a video ad that tells your brand story, then retarget users who watched at least half of the video for the next campaign.
b. This next campaign should show users product tutorial videos, or relevant products with user reviews
c. Retarget based on clicks to show a lead ad or an ad with an offer or coupon code, whichever is more relevant
d. Have a retargeting campaign set to run based on abandoned carts
e. Once users convert, retarget them to remind them of the referral program, product upgrades, or additional sales
f. Create lookalike audiences off of your high-converting audiences to start the cycle over, giving you a continuous stream of users to push through the funnel
The best types of Facebook ads for ecommerce
The best ecommerce Facebook ads have a few common characteristics. They are dynamic, data-driven, and user-focused, maximizing ROI while meeting the evolving expectations of digital consumers.
Looking for more visibility? Here are the top three most effective types of Facebook ads for ecommerce:
Carousel Ads
The Carousel Ad format makes for the best Facebook ads for ecommerce. However, they are also great for Instagram, Messenger, and the Audience Network. These ads let you show off up to ten images or videos in one go while allowing you to tag each with its own link.
What’s more, you can ask Facebook to automatically arrange your carousel images for the best performance. Unless you’re telling a story in order when it’s best to turn off this auto-optimization to keep your narrative flowing the way you want.
There are many ways to create a Carousel Ad for ecommerce, but here are our top five favorites:
- Display various products or services in one ad.
- Share sequences, tutorials, or engaging tips in a series.
- Attract users with promo codes and let them explore products.
- Use catchy headlines, descriptions, and CTAs to keep users swiping.
- Educate and persuade users with up to 10 slides of key information.
Ecommerce Facebook ad example using Carousel Ad format
Combining a seasonal holiday discount with a carousel format, BANGS Shoes taps into the hype for having the best deals of the year.
Dynamic Product Ads (DPA):
Dynamic Product Ads are tailor-made for ecommerce. If you have a product catalog, you can use this format to boost your sales. They are not just one of the best types of ads for Facebook. They also appear on Instagram, the Audience Network, and more.
These ads are outstanding for both cold targeting and retargeting. If a user is viewing your site and looks at a product or even adds it to their cart but doesn’t convert, you can use dynamic retargeting campaigns to show them the product in an ad automatically.
Here are some ways to use Dynamic Ads effectively:
- Users can follow your Instagram business profile to engage with your posts in their feeds, by sharing comments and content.
- Use photos and videos to visually bring your business’s narrative to life.
- Measure how your Instagram activities contribute to achieving your business objectives
This guide offers great tips and step-by-step instructions to help you get started.
Ecommerce Facebook ad example with DPA format
Lucy Desi Museum‘s campaign uses the Dynamic Ad format to introduce the top audience favorites while offering more options in the same theme.
Collection Ads
For ecommerce businesses, Collection Ads have become the go-to format. It’s an advanced advertising option that lets you create an engaging shopping experience for both your Facebook and Instagram customers.
The Collection Ad format makes it possible for users to move from discovery to purchase in just a few clicks. When users tap on your Ad to browse or learn more (depending on your CTA), they are directed to a fast-loading visual experience without leaving the platform.
Instant Experience, a Facebook advertising feature unique to this format, supports this. So, does this feature make it the best type of Facebook Ad for ecommerce? That depends on what you are offering.
Let’s take a look at the top three ways to use Collection Ads:
- Show multiple products in a grid format.
- Offer your products in action, create a digital catalog, and promote brand storytelling.
- Drive conversions on your mobile landing page, prompt specific actions, and finally, highlight your offerings with high-quality visuals.
Ecommerce Facebook ad example using Collection Ad format
As with any other Collection Ad, this campaign from Feroldi’s features a primary video or image, accompanied by three smaller images in a grid-like layout underneath.
How to get results for ecommerce with Facebook ads
Facebook has a huge number of users, making it a great place to find people who haven’t bought from you yet.
By targeting these new customers, you can really expand your ecommerce business on Facebook. Here are some quick tips on how to get good results for your ecommerce store with Facebook ads.
- Profile customers and their preferences to sharpen targeting.
- Target campaigns at segments most likely to purchase.
- Use high-quality visuals plus clear, persuasive copy.
- Ensure fast load times, mobile-friendly design, and friction-free checkout.
- Install Meta Pixel and Conversions API to capture data and retarget non-buyers.
- Run multiple ad variants to discover top performers.
- Showcase product benefits in different ad types and feature customer reviews.
- Monitor metrics and tweak under-performing ads to maximize sales.
Final thoughts
Facebook ads for ecommerce brands have so much potential to drive a high volume of sales at low costs.
Go into your ad creation process with these eight strategies and your Facebook ad funnel in mind. Combined with some thorough split testing and a little creativity, you should be well on your way to high-converting ads.
Are you looking for more ways to streamline your ecommerce business, including with advertising, sales, and marketing automation features? Check out our ecommerce integrations here.
