Facebook Ads

Facebook is too big to ignore

With over 2 billion monthly active users, if the social network were a country it would be the world’s most populous. Your potential customers spend most of their time online here and ads are the most efficient way to reach them.

Facebook ads have massive reach

Our Services

Not only do we build you the most effective and profitable Facebook ad campaigns possible, but we're a joy to work with. Here's how we'll grow your business:

  • Month 1

    Strategy and Set Up

    • Analysis of historical account data, if any
    • Audience research
    • Build out the campaign and ad set structure
    • Research to discover unique selling points and pain points
    • Write two ads - both A and B versions - per ad set
    • Provide landing page recommendations
    • Set bidding strategy
    • Tag analytics and perform quality assurance of the data
    • Set up dashboards
    • Launch campaigns
    • Management of the ads for the remainder of the month remaining

  • Month 2 Onward

    Management and Optimization

    The key is putting in place a testing framework and performance feedback loop.


    • Monitor performance


    • Analyze funnels - ad metrics (CPC, CTR, etc) and site metrics (sales, inquiries, etc)
    • Segmentation analysis by device, gender, age, etc
    • Expand exclusion lists
    • Adjust bids
    • Reallocate budget based on performance and pacing


    • New audience research and landing page recommendations
    • New ads for A/B testing
    • KPI Reporting

    Note: tasks may speed up or slow down based on the speed of the performance feedback loop

Drive more traffic and customers to your site

Whether it's a question or a quote, we'd love to connect. You'll get a reply in less than a day.


Clients of Cogney's Facebook Ads services

Why Facebook Ads?

Advertising on Facebook is unique for three reasons: the granularity of its targeting, social proof and cross-device tracking.

1) Targeting

Facebook has lots of neatly structured data about each of its users, including:
  • Location
  • Demographics
  • Interests
  • Behaviors
  • Connections

Advertisers are able to filter this massive user database to find exactly the micro-audience they're looking to reach. For example, if you sell Arabic jewelry online, one of your micro-audiences could be women over 40 interested in jewelry that live in Dearborn, MI (city with the largest single concentration of Arab Muslims in North America), and graduated college (a signal that they could afford fine jewelry) - exactly the people you want.

Example of Facebook Ads targeting Facebook ads offer very precise targeting

Moreover, besides targeting users based on the criteria above, advertisers can also bring their own custom lists of users to target. You could show ads to people who already interacted with your brand (known as remarketing) as well as generate new "lookalike" audiences based on the demographics of your current customers:

a. Remarketing

Provide Facebook a list of users who visited your website or app and target them with tailored ads that relate to the experience they had on your site or app. You can also share with Facebook your customers' email addresses or phone numbers and target just those users.

b. Lookalikes

Based on your custom list of users, Facebook can find common qualities of those users allowing you to target a larger audience similar to your original list.

2) Social Proof

When a target’s friend previously liked the Facebook page of the advertiser, that friend’s name shows up next to the ad providing social proof.

Example of social proof in a Facebook Ad Facebook Ads are inherently social

This social proof also shows up when a friend comments on or shares an ad. Furthermore, their engagement with your ad gets broadcast to their newsfeed earning you extra organic reach that you don’t have to pay for.

3) Cross-Device Tracking

Switching between devices is increasingly common. A study by GfK found that 60% of online adults use at least two devices every day. On other ad platforms this would present an attribution problem because if someone first saw your ad on one device but later purchased on another, you wouldn’t know that sale was attributable to the ad from the first device. You therefore may not allocate ad spend properly.

Cross-device attribution of Facebook Ads Know when the same person viewed your ad on different devices and how many times

Fortunately, because people use their real identity on Facebook, it’s possible for advertisers to view the devices on which they see ads and the devices on which sales subsequently occur.

Why not build up my follower base organically instead of paying for ads?

Facebook pages only reach a fraction of their total followers with each post. Only if a post gets high engagement will Facebook make it more visible in the newsfeed. A study conducted by research firm Forrester in 2014 found that posts from top brands on Twitter and Facebook reach just 2% of their followers.

Organic posts on Facebook are reaching less and less people

The reason is Facebook’s EdgeRank algorithm which decides which posts to display in your newsfeed. Facebook wants to make your newsfeed as interesting and engaging as possible (but not to the point of clickbait spam) to keep you coming back and eventually click some ads so they make money. If they showed the posts from every page that you liked, it would not all be interesting content and you would eventually feel turned off. Today if you want to use the social network for its reach, you have to pay to play.


A digital agency in Hong Kong heard around the world

Drive more traffic and customers to your site

Whether it's a question or a quote, we'd love to connect. You'll get a reply in less than a day.