Creating Effective Facebook and Google Business Ads

In the dynamic realm of digital marketing, mastering Facebook and Google Business ads is pivotal for expanding reach and driving growth. Both platforms offer unique strengths — Facebook for social reach and engagement, Google for intent-driven search traffic. Here’s how to create ads that perform.

Maximising Performance on Facebook

Audience Targeting

Use demographics, interests, behaviours, custom audiences and lookalikes. Install Facebook Pixel for retargeting and conversion tracking.

Compelling Visuals & CTAs

Use high-quality images/videos, test formats (carousel, slideshow), and include a clear CTA.

A/B Testing & Mobile Optimisation

Continuously test creatives, copy and audiences. Ensure creatives are mobile-friendly for the majority of users.

Maximising Performance on Google Business

Keyword Research

Perform thorough keyword research with tools like Google Keyword Planner or SEMrush. Focus on high-relevance keywords and add negative keywords to avoid wasted spend.

Compelling Ad Copy & Extensions

Write concise, benefit-driven headlines and descriptions. Use ad extensions (sitelinks, callouts) to add value and increase click-through rates.

Location Targeting & Conversion Tracking

Target geographically where your customers are. Implement conversion tracking using Google Analytics or Tag Manager to measure ROI.

Common Mistakes to Avoid

• Keyword stuffing or irrelevant targeting.
• Ignoring negative keywords or failing to A/B test.
• Poor creative quality or unclear CTAs.

Conclusion

Facebook and Google each play different roles: Facebook for awareness and engagement, Google for capturing intent. Use both strategically in a coordinated funnel — engage on social, capture intent on search, and measure & iterate constantly.

"Great ads are a mix of targeting, creative and measurement — optimise all three."