How to use Facebook ads to support your launch

I’ve been experimenting with Facebook Ads since June.

I wanted to try them for many reasons. The first being I’m working on growing my own list and the 2nd being many of my clients want to know more about Facebook ads to support their launches.

I thought I’d share with you my learning on this blog so you can learn from my mistakes and insights along the way.

Facebook Ads to Promote My Freebie

I have a great opt-in that people seem to love. In exchange for someone’s mailing address they get a free 30 Day launch plan & calendar. Since it was converting well WITHOUT advertising, I wanted to see what the results were WITH advertising.

Here’s what I learned:

Best Audience:  Email Subscriber Lookalikes
You can go into Facebook, upload your mailing list subscribers and Facebook will search for people with similar Facebook habits. You can than add additional targeting like countries, age, gender and interests.

This is what I did and I had about 70,000 people to promote to. About 4% of the people who saw the ad clicked and signed up.

Other audiences I tried with varying results: People who like Major Pages, Website Traffic and people who like similar pages.

Best Ad: Kinda Ugly
In the end I actually tried 6 different visuals because it seemed insane to me that what I consider to be the ugliest, actually converted the best. Also, many Facebook experts suggest using your face to make it look genuine. Actually, that didn’t work so well.

This ad cost .50cents a conversion. Why does everyone hate the sky so much?

Screen Shot 2014-08-27 at 10.24.53 AM

This sucker cost .32 cents a conversion. But I’m so PRETTY! Don’t you just wanna click to meet me?

Screen Shot 2014-08-27 at 10.24.35 AM
Alright weirdos! I guess you love this ugly ad. This ad converted at a magical .23 cents. BLAMO! I guess thats the magic of geo print.

Screen Shot 2014-08-27 at 10.24.08 AM

Overall Cost and Budget?
In the end I spent about $95 on this ad series and added about 350 people to my list. I started with a budget of $3. After 36 hours when the other ads weren’t performing as well I pulled them and upped the budget to $10 and ran it for a week.


I’m happy about this investment because with these people on my mailing list. I continued our relationship by adding new blogs and newsletters each week, adding trust and friendships that would help with selling my Fun & Simple Launch down the way.

Facebook Ads to Promote a Webinar

Gearing up and during the launch of the Fun & Simple Launch I decided to do 3 webinars to promote to my list and the greater public. Webinar’s tend to have a high conversion to sale rate but also I find it a great way to get to know the people on my list.

By this time the best audience continued to be my email subscriber lookalikes so I kept with that.

I ran 3 different images again and the results came in AGAIN as “a little ugly” is what people like to click on.

This beautiful woman cost be 2.01 for a conversion! WHA? Don’t worry I pulled her pretty quickly. 
Screen Shot 2014-08-27 at 10.26.55 AM

Even my nice little pic converted to webinar sign ups at .89 cents
Screen Shot 2014-08-27 at 10.27.23 AM

This ugly little ad converted to webinar sinups at .58 cents. GEO WINS AGAIN! I bet if I took my face off and added comic sans font it would work better (this is joke, I have too much dignity for comic sans).

Screen Shot 2014-08-27 at 10.27.54 AM

Overall Costs & Budget?
For the three webinars I spent roughly $200 promoting and have had over 300 signups. The ads above or all for the last one which happens tomorrow. I did a similar thing where I started with a small budget and once I saw what was converting I spent more.


I’m not sure how I feel about these results. I think I have to see how tomorrow’s webinar goes and if it converts into someone enrolling for the Fun & Simple Launch. The ads while good, are still pretty high compared to the success of my freebie. Perhaps people aren’t as compelled to watch a webinar as they are to download a freebie.

I’m promoting these webinars at the end of August. September seems to be the time where EVERYONE is launching. I’m wondering if the cost of advertising on Facebook is just currently higher now that usual. I’ll keep testing to find the result.

Facebook Ads to Promote Your Product 

I tried something a little different with these Facebook Ads. I ran them DIRECTLY to my subscribers Facebook feeds.

I did this because the people on my list are those who want to launch. They know, and hopefully like and trust me. Of all the people online, my beautiful subscribers are the ones I want MOST to know about my launch.

I was able to get this ad to convert to website clicks (not purchases) at around .72 cents.

Screen Shot 2014-08-27 at 10.25.43 AM
Overall Cost & Budget

My list is small and intimate because of this so far I’ve spent $6 to ensure that the course is seen by my most important people. I’m pretty happy with that. More than anything I have the peace of mind knowing I’ve done all I can for my launch. Now, it’s just the waiting game.

Use Facebook ads to promote your #launch.- Tweet this

Facebook Ads Bonus!
Want to learn how to run Facebook ads for you launch? I’ve just created a Facebook Bonus for the Fun & Simple Launch. It’s 6 video series training module currently only available to those that enrol in the Fun & Simple Launch.

Do you have any questions for me about running Facebook Ads? Have you ran Facebook ads before? Tell us your secrets so we can all learn.

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{ 25 comments… add one }
  • This blog is AWESOME, Farideh!! I get asked this very same question by clients all the time and I’m pumped to have your real experiences to pass on — fantastic break down. (And I too LOVE the email subscriber lookalike audience! 🙂 )

  • Fantastic post! I love this real information…the good and the bad. Keep up the good work, lady!

  • Amy

    You are so awesome. Thanks for sharing!

  • Thank you for sharing those examples! After going through your wonderfully-helpful FB ads training bonus, I was struggling to find the right images I wanted to use. I kept getting stuck on being pretty. I even googled “fb ads examples” and if you try that you’ll see, not much help there. These examples give me so many ideas of different kinds of images to try. Plus seeing the numbers always helps. THANK YOU!

    • OOO thats good to know! I’ll incorporate more image support to give people more ideas in the facebook training. Good idea!

  • Farideh, you got me at the comic sans comment. 🙂 This was really helpful to see the visuals and number breakdowns. I have yet to run a fb ad, but if/when I do, I’ll be coming back to learn from your experience.

    • hahaha awesome! thanks! I sometimes wonder if anyone notices my little quips! I’m glad you caught that comic sans one 🙂

  • Comprehensive, awesome post Farideh. (also, love typing your name out, it’s fun to write). For any advertising, especially Facebook, it is ALL about testing. I love seeing the different tests and interesting how these different graphics converted differently – seriously weird, seems like the less designy ones convert better and it seems to be a thing across the board.

    Someone posted that well-designed LeadPages-esque website and that LeadPages has crappy designs but it makes me think – apparently it’s the more clear and simple (and uglier) layouts that convert the best, surprisingly. Apaprently not everyone is as visual as I am (I love good visuals)

    Oh, pondering, pondering.

  • Wow, those are some through stats, thank you for sharing!

    I’m really surprised that the pattern worked better than your face photo, though to be sure it’s only about the photo, you’d probably need to put the same caption… I think that the “30 day launch plan & checklist” converts better because it’s really, really clear from the image what it’s about.

    Your photo with a caption “Launching?” sure is pretty, but it’s more intriguing and less clear. I guess people prefer clear 🙂

    Good luck with your launch!!

  • Such helpful info, thank you so much! When I look at those “ugly” images, it’s immediately clear what you’re offering. So maybe that was the secret of their success.

    • Yes! i think thats totally it. The great thing about those ugly things is they were SO direct.

  • Farideh! It is SO helpful to see the results you had for each ad. Facebook can be such an enigma

    I keep saying it, but one more time can’t hurt: Once I figure out what I want to launch, you will be my go-to gal!

  • Great post! Leah led me here. 😉 I have been experimenting with Facebook ads, and seeing your experiences really helps. Thanks x

  • Loved this post! Saw it in FI and just had to check it out. Have been playing around with FB ads too. Thanks for this! <3

  • This is such a great blog post. Thanks for sharing your results- what worked and what didn’t. Facebook ads can be so damn intimidating.

  • I love the image for the 5 figure launch with your pic, now I need to learn to make my images uglier. lol.

  • Thanks for sharing amazing post because this post is very useful for all those who want to know about facebook ads. I have also got proper support through the site.

  • Thanks for sharing such a nice information. With the help of this blog, I solved my facebook account issues and also get to know about how to use facebook ads. Thnks again for providing this valuable information.

  • Fantastic info into the world of what works for FB Ads for each different reason. I especially was interested in “What” eye- catching designs people like more.

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Nikki-Elledge-Brown-300x300I love how Farideh takes the overwhelm out of something we all tend to resist like crazy (even though we *know* it can lead to direct ROI!). The way she breaks each step into simple (often melodic) chunks is as delightfully refreshing as she is.
Nikki Elledge Brown,