How to Set Up Facebook Ads That Actually Convert in 2025
Facebook Ads can still be one of the most powerful tools for lead generation and brand growth in 2025, but only when they’re set up properly. Too often, small business owners in the UK pour money into Facebook campaigns that deliver clicks but no conversions. If you’re one of them, this guide is for you.
As a digital marketing specialist working with businesses across the UK and globally, I’ll walk you through how to set up Facebook Ads that don’t just look good, they actually bring in leads and customers.
Step 1: Know Your Objective
It sounds obvious, but many businesses launch a campaign without a clear goal. Facebook’s Ads Manager gives you several campaign objectives like:
Lead Generation
Traffic
Conversions
Engagement
Messages
👉 For service-based businesses looking to generate leads in the UK, Lead Generation or Conversions are usually the most effective.
Step 2: Understand Your Audience
Success starts with targeting the right people. You can target by:
Location (e.g. Liverpool, Manchester, or anywhere in the UK)
Age & Gender
Interests (e.g. aesthetics, fitness, real estate)
Behaviours (like online shoppers or small business owners)
💡 Tip: Use Custom Audiences (people who’ve visited your site or engaged with you on Facebook/Instagram) and Lookalike Audiences to reach new but similar users.
Step 3: Get the Creative Right
This is where many campaigns fall flat. Your image or video needs to stop the scroll.
What works in 2025?
Bold text overlays
Relatable imagery (e.g. a business owner struggling with too many tasks)
Short videos with captions
UGC-style content (even if it’s just you speaking directly to camera)
And your ad copy? Keep it sharp:
“Tired of wasting money on ads that don’t work? Get leads that actually convert. Let me set up your next campaign — no fluff, just results.”
Step 4: Use Landing Pages (Not Just Your Homepage)
Clicking “Learn More” should take users to a page tailored to the ad.
So if the ad says “Free 15-Minute Marketing Audit”, don’t send them to your general homepage. Send them to a short landing page that:
Repeats the offer
Builds trust with testimonials
Has a clear contact form or booking button
Step 5: Budget & Bidding
For small businesses, you don’t need thousands.
Start with:
£5–£10/day per ad set
Test multiple versions for 5–7 days
Optimise based on performance (not just clicks — look at cost per lead)
Use Facebook’s Campaign Budget Optimisation (CBO) if you’re running multiple ad sets. It helps Facebook spend your budget where it’s performing best.
Step 6: Track Everything
Make sure your Facebook Pixel is installed and tracking properly. This lets you:
Retarget visitors who didn’t convert
See what actions people take after clicking your ad
Build data for smarter campaigns
Final Thoughts: Don’t Boost Posts… Run Proper Campaigns
Boosting posts might feel like a quick fix, but it’s not the same as running ads through Ads Manager. If you’re serious about getting leads through Facebook, always use the full suite of tools available in Ads Manager.
