Different types of Facebook ads and ideas to boost sales and generate leads

Latest studies till june 2024 suggest that more than 3 million businesses are actively using Facebook’s advertising platform. This number includes businesses from all over the world. Facebook in today’s digital era can be considered one of the major and most powerful digital advertising platforms for businesses of all sizes and types — offering a range of ad types to meet various business objectives. Right from enhancing brand visibility to driving sales and generating leads, Facebook ads, now Meta ads provide a vast collection of marketing tools.

IS Global Web, one of Noida’s top digital marketing agencies, dives deep into the various types of Facebook ads your business can benefit from and explores actionable strategies to maximise their effectiveness in boosting sales and generating leads.

Image and text-based ads

1. Image ads

Image ads are the most straightforward, widely used and widely recognised ad format. Image ads consist of a single image paired with a compelling caption and a call-to-action (CTA). it is encouraged that businesses go with high quality visuals, concise copies and string CTAs (learn more, shop now, view now order now, etc) for quicker, better conversions. These category of ads are ideal if you are looking to promote products, services or events with a strong visual appeal.

2. Carousel ads

Carousel ads allow advertisers to display multiple images or videos within a single ad unit — each with its own link. As a business, you can use the carousel to tell a story or showcase range of products. However, ensure you maintain a choesvie visual style across all slides. Don’t forget to include CTAs on each slide or a prominent one at the end. These carousel ads are the mot suitable for displaying multiple products, features or stages of a process.

Video ads

1. Video ads

Video ads are a dynamic and engaging way for businesses to convey their message through motion and sound. Video ads appear in users’ News Feeds, Stories and more and instantly hook viewers within the first few seconds — making them versatile for various campaign goals. You can use these type of ads for storytelling, product demos or show off some amazing customer testimonials. For video ads, IS Global recommends you to keep in mind mobile optimisation, clear CTAs and captivating ad copies that is viewable even without sound.

2. Slideshow ads

Slideshow ads are a cost-effective way to create video-like experiences by incorporating a series of static images, text and sound. If you have access to limited video resources of if your target audience has slower internet connections, this is the best option in the vast Facebook ad market! If yours is a brand that can convey a message visually without the complexity of producing a full video — opt for slideshow ads. For better interaction, ensure smooth transitions between images and a polished look. Another point is to keep text concise to maintain viewer interest.

3. Facebook reels ads

Short-form video content is gaining immense popularity as a source of consuming content. Under this format, Facebook reel ads have become a prominent format most digital marketers opt for. These type of ads appear within the Reels section, similar to Instagram Reels but tailored to the Facbook audience. The main goal of these type of ads’ is to engage users with quick yet compelling video content.

Reel ads usually are for vertical viewing, hence, businesses that rely on high-impact visuals and fast-paced content, such as those in the fashion, entertainment or lifestyle sectors, will find Reels ads to be an ideal tool for building brand awareness.

4. In-stream video ads

Instream video ads are plaayed during othe video content on Facebook. These ads are the best choice for capturing the attention of users who are already engaged with video content. If you’d like to run brand awareness campaigns, drive conversions and engage with already engrossed viewers, instream ads are a good choice.

Interactive ads

1. Instant eperience ads

Previously known as Canvas ads, instant experience ads provide a full-screen, immersive ad experience that loads instantly on phones. These type of ads combine images, videos, carousels and CTAs in a single format. Instant experience ads are perfect for e-commerce brands as well as for businesses that want to tell a rich, multimedia story and drive traffic to website.

2. Playable ads

If you have a a demo of any application or game to offer your customers before they download, playable ads is what you should take advantage of. This format will be particularly beneficial for you if you have an app or have developed games and are looking to increase downloads and user engagement. Playable ads present a hands-on preview — giving users a taste of the app’s value. Clear instructions and compelling CTAs encourage users to take action and guarantee a conversion.

Note: Provide easy-to-follow instructions within the ad.

3. Augmented Reality (AR) ads

AR ads are created in a way where users can interact with virtual elements overlaid in their surrounding real-world environment through their camera. These ads let users interwact with the product in a unique, engaging way — making them the best choice for showcasing items that benefit from a visual, hands-on demonstration, such as cosmetics, furniture or clothing companies, including e-commerce websites.

Shopping and lead generation ads

1. Facebook shop ads

Facebook Shop ads allows users to shop directly through Facebook’s marketplace. These type of ads are specifically designed to drive traffic to Facebook Shops or product pages — facilitating a seamless shopping experience within the Facebook ecosystem. E-commerce companies can employ these ads to highlight key products by offering clear CTAs to encourage users to explore or purchase.

2. Collection ads

With Collection ads, you benefit from an immersive experience by featuring a cover image or video followed by a series of product images. When your target audience taps on the ad, they are taken to a full-screen experience. This is again a recommended medium for e-commerce companies to showcase their catalogue. For stronger impact, ensure usage of high-quality images and videos to easily capture attention. It’s also crucial to optimise the post-click experience for easy navigation.

3. Lead ads

Lead ads are specifically designed to capture user information directly within the Facebook platform, streamlining the process for users to sign up for offers, newsletters or inquiries. These ads are best for generating leads for email lists, event registrations or product inquiries. By offering a clear value proposition and keeping forms simple, your business can minimise drop-offs and increase lead generation. Lead ads have proven to be the most useful for service-based businesses and educational institutions. Once live, ensure rigid follow-up with leads.

4. Dynamic ads

Dynamic ads are designed to automatically deliver personalised ad content to your set audience based on their past interactions with your business website or app. Dynamic ad format is highly effective and used for retargeting users and encouraging repeat purchases. If yours is an ecommeerce business, you can employ these ads to optimise ad spend and target users with tailored content that reflects their browsing behavior. Before making these ads live, ensure your product catalog as well as feed is up-to-date and correctly configured.

Other ad formats

1. Messenger ads

As the name suggest, messenger ads appear within the Facebook Messenger app, allowing businesses to initiate conversation with a user directly. Ideal for companies that offer personalised support, messenger ads further help engage users in real-time through meaningful interactions. It’s ideal to draft engaging conversation and respond promptly in order to build relationships with potential customers.

2. Stories ads

Stories ads appear in a full-screen, vertical format on mobile devices. story ads are great for an immersive experience plus they help capture user attention quickly with eye-catching visuals and concise messaging. Valid for a period of 24 hours, these ads are perfect for time-sensitive promotions, brand awareness and driving traffic to landing pages. With a quick format, these ads work well for brands in fast-paced industries such as fashion, events and entertainment.

Remember to include a swipe-up CTA to drive users to your landing page or website.

3. Event ads

Event ads as the name suggests are specifically designed for event companies — encouraging users to RSVP or learn more about any upcoming activities. event ads are perfect for organisations that host live events, webinars or other time-sensitive gatherings. For a successful conversion through event ads, include clear event details including date, time and location and use engaging visuals. This ad format proves to be useful for companies in the entertainment, education and professional services sectors to encourage users to RSVP or learn more.

Best Practice: Provide a straightforward way for users to RSVP or get more information.

4. Offer ads

If you plan on running a limited time offer, special deals or discounts, offer ads encourage users to redeem such offers directly through Facebook. offer ads are the best option for driving sales and attracting customers with time-limited promotions or exclusive discounts. You can easily highlight offers with eye-catching designs and straightforward CTAs. These ads are particularly effective for retail, e-commerce and hospitality businesses looking to increase foot traffic, boost online sales or clear out inventory quickly.

Ensure: You clearly state the offer details and any terms or conditions. Also, make the redemption process straightforward for users.

5. Branded content ads

With branded content ads brands can promote content created by influencers or partners. Branded or paid ads used to extend the reach of influencer content and leverage their audience for brand promotion. Branded ads help enhance brand visibility and credibility as they smartly combine the authenticity of influencer marketing with the targeting capabilities of Facebook ads.

Pro tip: For better reach, collaborating with influencers with a higher number of followers is recommended.

Strategies to boost sales and generate leads

1. With Facebook’s solid targeting options, segment your target audience based on demographics, interests and behavior to deliver personalised ads

2. Continuously test different ad creatives, headlines and CTAs with A/B testing and identify what resonates best with your TG (target group)

3. Take advantage of retargeting strategies and re-engage users who have previously interacted with your brand

4. Experimenting is key. Experiment with various ad placements, including News Feed, Stories and Right Column and make notes of which medium performs the best according to your business

5. Continously review click-through rates, conversion rates and return on ad spend to improve ROI

6. Focus on relevancy by periodically updating the ad visuals and messaging

IS Global Web: Expert strategies for success

As a leading digital marketing agency based in Noida, IS Global Web can help your business navigate Meta ad’s dynamic advertising environment. Backed with over 15 years of experience in digital marketing, our expertise lies in crafting lucrative online marketing strategies that effectively leverage these various ad formats — ensuring our clients reach their target audiences and also convert interactions into tangible results.

We tailor strategies to your specific needs and also offer comprehsnvie services including Search Engine Optimisation (SEO) and Pay Per Click (PPC) Management, Social Media Marketing, Web Analytics, Local Search Optimisation, Quality Link Building and Conversion Optimisation to help you engage with your audience effectively.

Our experienced marketing gurus further incorporate advanced techniques such as A/B Testing, M/V Testing and Google Tag Management — to ensure that your ad campaigns are not just seen but also generate meaningful interactions and conversions.

Nikhil Agrawal

Nikhil Agrawal is the Director of Digital Marketing and Strategy of IS Global Web, a leading digital marketing agency that provides world-class search marketing services and web & application development. He has extensive experience across digital marketing verticals for over 10 years. He is helping many businesses for their search traffic, conversion optimization, product launches and their online presence. You can find Nikhil on LinkedIn & Twitter.

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