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What Facebook Ads Work?

Since its inception in 2007, Facebook’s advertising platform has been growing at an exponential rate, with over $115 billion being spent on the platform’s ads in just 2021 alone.

With the competition being so fierce, in this article, we’re going to break down some best practices for advertising on Facebook and show you what Facebook Ads actually work.

Single Image

Single-image ads are the bread and butter of advertising on Facebook. With Images being low-cost to create and compatible with all advertising placements, this makes single-image ads a great place to begin your campaign.

Best practices for single images include making sure your creative is high quality, simple in design, and created with eye-catching colors in order to ‘stop the scroll’ of users.


Carousel ads are fantastic for showcasing multiple products that you offer. Typically, carousel ads cost more to run than single images due to them having a higher CPM (cost-per-mille). In simple, how much it costs for 1,000 people to view your ad.

What makes carousels so great is that they often have a higher conversion rate than single images, due to them reducing friction between the buyer. Viewers can choose the product they require on Facebook and then be directed to the add-to-cart page straight from Facebook.


Video ads are a must-have addition to your advertising campaigns on Facebook. Unlike images, video brings a personal feel which can boost trust with the viewer. Video ads are popular with traffic campaigns on Facebook. Use them to showcase to viewers what it is you offer as a company or individual.

Video ads can also be significantly lower cost than other creatives. This is due to their superior scroll-stopping ability.

Influencer Ads

Enlisting an influencer to help in your Facebook ad campaign is a surefire way to improve your campaign’s ROI. (return on investment)

Influencers bring a large following to interact with your posts positively. They also boost social proof as they have already established trust with their audience. It is due to this, that they are statistically proven to increase conversion rates compared to traditional advertising.

Facebook and Instagram campaigns that combined regular ads and influencer ads are 85% more likely to drive people to add products to shopping baskets, compared to running regular ads alone, reports Meta for Business in 2021.


In conclusion, there is no one size fits-all for advertising on Facebook.

It’s important to remember best practices and to ensure you are designing creatives to be scroll-stopping, friendly and informative.

Here at Eaeo, we specialise in getting your brand on the lips of all the right people. With a network of over 6 million influencers worldwide, there’s a reason why our content has been seen by over 505 million eyes.

If you’re ready to spark a global conversation, get in touch with us today.