Running Facebook ads for a client is often one of the first big projects freelancers and new agencies take on. This kind of project can be very rewarding, both in terms of money and experience. For example, a client might want to get more customers and may have tried running ads before, only to find them too costly.
Before we jump into how to run Facebook ads for clients, it’s important to talk about one key thing: your advertising campaigns’ outcome. Facebook ads can only improve what’s already there. They can’t make a bad ad strategy great. Setting realistic expectations with your clients is essential so as to avoid problems later on.
Treating Facebook ads as a test is a smart approach since there’s no guarantee you’ll get it right immediately. This testing phase is valuable because it helps clients figure out if they should invest more in Facebook ads or try other marketing channels that might work better for them.
In this article, we’ll talk about how to start running Facebook ads for clients, along with tools and strategies you need to know beforehand. Speaking of testing, you can set up a streamlined data management system in order to avoid losing those hard-earned leads using automated data bridges. LeadsBridge lets you use these Facebook integrations for free to help you jumpstart your advertising.
How to start running Facebook ads for clients: A step-by-step guide
Facebook ads can be very effective, but their success depends on several things. These include;
- How comfortable the client is with promoting their brand aggressively;
- Whether their products or services are profitable enough;
- And, most importantly, how well you have set up your ads.
Understanding these elements is necessary for running successful Facebook ad campaigns for clients. Here’s what you need to get started with your very first campaign.
Step 1: Study your client’s business and audience
You might have received a rough outline of your clients’ KPIs, products, and objectives, especially in terms of marketing ROI (return on investment) related to your services.
It can seem time-consuming and tedious to fully understand your client’s business, so it’s often rushed or skipped. However, this shouldn’t be the case.
Before you create any ad, you must get a complete sense of your client’s business objectives and target audience. Here’s what you can do:
- Research your client’s business industry, its impact on the sector, and its competitors.
- Take a deep dive into your client’s business culture, voice, and product.
- Study and learn to empathize with your client’s customer base. Understand their problem and how the product you are going to advertise can solve it.
- Use this data to plan your upcoming initiatives.
You can also use tools like Semrush to increase your research’s granularity.
Step 2: Set up your Business Manager account
If you haven’t already, set up a Meta Business Manager account. This is important for managing multiple ad accounts and clients.
- Go to Meta Business Manager.
- Click on “Create an account” and follow the instructions.
- Add your clients’ ad accounts and pages to your Meta Business Manager.
Step 3: Create an Ad account on behalf of your client
- In Business Manager, navigate to “Ad Accounts” and click on “Add New Ad Account.”
- Choose “Create a New Ad Account” and fill in the required details.
- Then, assign your client’s business page to this ad account.
Step 4: Install the Facebook Pixel
The Facebook Pixel is a piece of code that you place on your client’s website. Later on, this will help you track conversions and optimize your ads.
- In the Meta Business Manager, go to “Pixels” and click “Add.”
- Follow the setup instructions to install the pixel on your client’s website.
Step 5: Create your first campaign
- Go to Meta Ads Manager and click on “Create.”
- Choose the objective that aligns with your client’s goals (e.g., Traffic, Conversions).
- Set your campaign name, budget, and schedule.
Learn more how to create your first Facebook lead ad campaign here.
Step 6: Configure your Ad Set
- Define your audience based on demographics, interests, and behaviors.
- Choose the placements where you want your ads to appear (Facebook Feed, Instagram, etc.).
- Set your budget and schedule for the ad set.
Step 7: Create your ad
- Select the ad format (single image, carousel, video, etc.).
- Upload your creative assets (images, videos).
- Write compelling ad copy and add a strong call to action.
- Review your ad and click “Publish.”
Step 8: Manage your lead data
Facebook stores your incoming lead data. However, you’ll need to download your Facebook lead data within 90 days or they’ll be automatically deleted.
But a lead that has dated about three months is as good as lost. This is to say, much of successful advertising is about lead nurturing, which should ideally happen within 5 minutes of the first contact.
So how do you do that for every single incoming lead? By defining workflows that trigger automated responses when a conversion milestone is met.
Discover how to create a Facebook Ads funnel that converts.
How much it costs to run Facebook ads for clients
So, how much should you charge for your Facebook ads?
When deciding on this matter, it’s important to keep a few key things in mind.
Below are some simple tips that could help you figure out your pricing.
1. Understand the workload
You should first understand exactly what the client needs before estimating a price for them.
Here are some questions to ask:
Will you be creating content?
Are there Facebook pixels already set up?
Will you be managing multiple ad platforms like Instagram and Messenger?
The more work involved, the higher you should charge.
2. Choose a pricing model
There are a few ways you can go about your pricing model:
- Flat Fee: Ideal for one-time campaigns with a clear start and end date.
- Ad spend percentage: Charge a percentage (usually 10-20%) of the client’s monthly ad budget. This works well with bigger budgets.
- Retainer: Clients pay a fixed amount each month, useful for ongoing work but less common if you’re just starting out.
- Hourly rate: Charge based on the hours you work. This is straightforward but requires you to track your time carefully.
Depending on the circumstances, you should adopt a model that best works for you.
3. Consider your experience
If you’re new to Facebook ads, you might want to start with lower rates to build up your portfolio. As you gain experience and show results, you can increase your fees.
4. Be transparent
You should be clear with your clients about what your services include and how much they cost right from the start. If you’re managing ads across multiple platforms or doing content creation as well, make sure they know this and factor it into your price.
Some agencies provide a detailed report of what they offer, the potential results as well as the prices they can expect to pay.
5. Location and market
Where you’re working and who your clients are should also be a factor in deciding how much you can charge. If you’re working with small businesses, your rates might be lower than if you’re handling ads for larger companies.
The general idea is that your pricing should reflect the value you bring to your clients. Start by understanding their needs. Then, choose a pricing model that suits your work style and adjust your rates as you gain more experience and skills.
How to successfully run Facebook ads for clients: Top tips
You’ve learned how to run ads for clients on Facebook. Now, put your knowledge into action! It’s time to apply what you’ve learned and start scaling your Facebook advertising.
Keep in mind that running ads is a constantly changing process. You’ll need to stay proactive in tuning and optimizing your campaigns, as well as gathering piles of data for your future Facebook ads.
1. Continuously monitor and optimize your ads
Once your ads are live, you should try monitoring their performance regularly. Use Meta Ads Manager to track key metrics like CTR (click-through rate), CPC (cost per click), and conversions. Don’t forget to be vigilant about Facebook scams, such as phishing attempts and fake support messages, which can compromise your account and ad performance.
Additionally, Facebook Conversions API for CRM integrations help monitor and optimize your ads by;
- Providing accurate data tracking
- Improving ad targeting
- And supporting your optimization efforts.
These lead to better attribution, more effective audience targeting, and improved ad performance overall. Once you have gathered enough data-based insights, adjust your targeting, ad creative, or budget.
Here’s more on how to optimize your Facebook ads.
2. Improve your targeting
Targeting options on Facebook are the real deal when it comes to lead generation. They help advertisers reach people interested in their offering or who have recently searched for related content. Your options include:
- New customers: Target based on interests, location, and behaviors.
- Custom audiences: Target users who have visited your website, used your app, are on your customer list, or engaged with your content.
- Lookalike audiences: Use custom audiences to find new people similar to your existing customers with Advantage lookalike.
To do this effectively, you’ll need to automatically connect your CRM to custom audiences to provide the platform with enough information.
When creating a lead ad, you’ll be given the option to set your performance goal. Conversion leads performance goal lets you share data from your CRM to target higher-quality leads.
Even if your CRM already gets lead info, connect it to send data back to Meta to improve your campaign’s targeting precision. However, you’ll need to implement the Facebook Conversions API for CRM before using this feature.
3. Know your client’s goals
Before launching any campaign, sit down with your client to understand their business goals. Are they looking to increase brand awareness? Or do perhaps want to drive traffic to their website? Are they focused on boosting sales?
Knowing these aspects will guide your ad strategy and help you create more effective ads.
4. Create compelling ad content
Eye-catching visuals and an on-point copy are key to grabbing attention on Facebook. Make sure your ads are visually appealing and clearly convey your client’s message. Test different versions to see which ones perform best.
5. Report results
Keep your clients in the loop by providing regular reports on their ad performance. Highlight key metrics like click-through rates, conversions, and return on ad spend (ROAS) to show the value you’re delivering.
You can also create this by automating your communications using the right integrations.
6. Manage multiple clients effectively
If you’re running ads for multiple clients, using Facebook’s Business Manager is a must. Start by asking for access to your clients’ ad accounts through Business Manager, allowing you to work directly within their accounts while they handle the payment. This approach keeps things clear and ensures they retain ownership of their data and ad spend.
Alternatively, you can set up client accounts under your own Business Manager. This gives you control over the data, but it’s important to communicate this clearly to your clients, as they won’t have direct control over their accounts.
Whichever method you choose, you should let your clients know how you manage their accounts and who owns the data. This builds trust and helps avoid misunderstandings down the line.
7. Implement automation
Connect your CRM with Meta. This setup sends the lead data from your client’s ad campaigns to Meta. Consequently, it helps you optimize for better quality leads instead of just a high quantity.
The automatically synced lead data can be sorted by interest level, demographics, and interaction history, making your management and marketing much more effective.
LeadsBridge helps connect your ads on Meta to your CRM system and other marketing apps. This integration automates data transfer between Meta and your marketing platforms, making your lead management seamless and efficient. So anything from building automated email lists to scoring your leads becomes effortless.
Takeaways
Facebook ads are attractive for two main reasons: Meta’s comprehensive advertising toolkits and the high-performing ecosystem in terms of engagement and conversion.
Running Facebook ads for clients requires a clear understanding of their goals, careful planning, and ongoing optimization. By following this step-by-step guide and implementing the tips provided, you’ll be well-equipped to create successful ad campaigns for your clients.
