Social Media Ads: Proven Best Practices for Higher ROI

Have you ever wondered why some businesses get massive engagement and sales from social media ads while others struggle to see results? The difference isn’t just the budget, it’s the strategy.

Social media has become more than just a place to share updates; it’s now one of the most powerful tools for businesses to attract customers, build trust, and grow revenue. Running ads on social media provides access to billions of active users and offers unmatched targeting options.

When it comes to performance, Facebook and Instagram are the go-to platforms. They offer advanced ad formats, detailed targeting, and the flexibility to reach people at every stage of the customer journey.

In this blog, we’ll explore the best practices for mastering social media ads, with a special focus on Facebook and Instagram, so you can boost ROI and get real results.

Understanding Social Media Advertising Platforms

Facebook and Instagram belong to the same family, but they aren’t identical. The choice depends on your goals. A B2B company may see stronger results on Facebook, while lifestyle, fashion, or travel brands often perform better on Instagram.

• Facebook is ideal for detailed posts, community engagement, and sharing updates.
  
• Instagram thrives on visual storytelling with images, reels, and short videos.

Both platforms offer:

• Multiple ad formats (carousel, video, stories, reels, collection ads).
  
• Advanced targeting options.
  
• Centralised campaign management through Meta Ads Manager.

Setting Clear Goals for Social Media Ad Campaigns

Jumping into ads without clear goals is a common mistake. Your campaign objective shapes everything from ad design to targeting. Match these objectives with your audience funnel stage. Don’t expect cold audiences to convert right away; nurture them first. Meta’s Ads Manager makes this easy by allowing you to select your campaign goal upfront.

• Awareness campaigns introduce your brand to new people.
  
• Consideration campaigns drive traffic, app installs, or video views.
  
• Conversion campaigns encourage purchases, sign-ups, or bookings.

Best Practices for Social Media Ad Targeting

Even the best creative won’t perform well if shown to the wrong people. Smart targeting is key. Narrow, well-defined targeting saves money and improves conversions compared to trying to reach everyone.

Best practices include:

• Audience segmentation – Group users by demographics, behaviours, and interests.
  
• Custom audiences – Reconnect with people who have engaged with your brand before.
  
• Lookalike audiences – Find new users similar to your top customers.
  
• Geo-targeting – Ideal for local businesses aiming to attract nearby customers.

Creating High-Performing Social Media Ad Creatives

Your creative is the first thing users notice, and it must stand out fast. Example: Instead of saying “We sell the best shoes,” try “Step into comfort shop our latest collection today.” It’s clear, engaging, and action-driven.

Tips for better results:

• Use bright, high-quality visuals that pop in the feed.
  
• Short videos and reels often outperform static images.
  
• Write simple, benefit-driven copy with a strong call-to-action (CTA).
  
• Always design with mobile-first in mind since most browsing happens on phones.

Budgeting and Bidding Strategies for Social Media Ads

A smart budget ensures your campaigns run long enough to deliver results. Start with a realistic daily or lifetime budget that fits your business size. Don’t forget A/B testing. Compare different creatives, audiences, or placements to see which delivers better ROI. Small adjustments can lead to big improvements.

When bidding:

• Automated bidding lets Meta optimise for you.
  
• Manual bidding offers control but requires more expertise.

Measuring and Optimising Social Media Advertising Performance

Launching ads is only step one. To succeed, you need to measure and adjust. Use Ads Manager reports to analyse results. If one ad is outperforming the rest, shift more budget toward it. Ongoing optimisation is the secret to scaling success.

Key metrics to track:

• CTR (Click-through rate) – Are people engaging?
  
• CPC (Cost per click) – How much are you paying per interaction?
  
• ROAS (Return on ad spend) – Is your campaign profitable?
  
• Reach & impressions – How many people are seeing your ads?

Common Social Media Advertising Mistakes to Avoid

Even seasoned advertisers fall into traps that waste budget. Avoid these mistakes:

• Overlapping audiences that compete against each other.
  
• Ignoring ad fatigue by running the same creative for too long.
  
• Not testing multiple ad formats or CTAs.
  
• Sticking to only feeds instead of also using stories and reels.

Wrapping Up

Social media advertising remains one of the most effective ways to grow your business. By setting clear objectives, targeting the right audience, creating scroll-stopping creatives, and optimising regularly, you can transform your ads into reliable revenue drivers.

While many platforms exist, Facebook and Instagram continue to lead the way, giving brands the best tools to build awareness, drive engagement, and increase conversions.

To recap the best practices:

• Understand platform strengths.
  
• Set goal-driven campaigns.
  
• Target with precision.
  
• Craft engaging, mobile-first creatives.
  
• Budget smartly and test consistently.
  
• Monitor performance and scale what works.

Follow these steps, and you’ll not only maximise ROI but also stay ahead in the competitive world of social media advertising.

Want expert help with campaigns that deliver real results? Contact Redefining Web today, our team specialises in building high-performing social media ads that grow businesses.