The 5 important types of Facebook ads you should be running to increase your ROI

I remember a couple of months ago, a friend asked me, “How many types of Facebook ads are there?”

To be honest, I had no idea. But this question led me to get curious about Facebook. Not just as a social platform but as this gigantic marketing spider.

The more I researched, the more I realized I knew so little about Facebook and what a powerful tool it is.


facebook ads types

As I write, today you can have 17 types of Facebook ADs. These include:

  • Brand Awareness
  • Conversions
  • Desktop App Engagement
  • Desktop App Installs
  • Event Responses
  • Lead Generation
  • Local Awareness
  • Mobile App Engagement
  • Mobile App Installs
  • Offer Claims
  • Page Likes
  • Post Engagement
  • Product Catalogue Sales
  • Reach
  • Store Visits
  • Traffic
  • Video Views

Of these, the most commonly known ads are page likes, video views and post engagement.

Now, I am not going to talk about all these ads and how they can be implemented in today’s article. Today’s article will be based on the types of Facebook ADs in general.

Also Read: The 101 guide to make money online without being an internet hoax

Types of Facebook ADs

All the above ad types can be summed to the following categories of ads:

  • Brand Awareness & Seduction ADs
  • Authority building ADs
  • Lead generating ADs
  • Video ADs
  • Retargeting ADs

Also Read: 5 Facebook groups for Facebook ad mastery

To make the most of this, you need to make sure you are running all these ads at least once every month. The mistake most of us make… we focus so much on optin ads/conversion ads.

Brand awareness and seduction ads

These are meant to share your company and/or brand core values. What is the soul of your brand?

This is where you share your brand’s:

Also Read: The ultimate guide to configure Facebook Instant Articles for WordPress

  • Personality – is the brand warm and full of life or collaborative and competitive
  • Values – does the brand value fine dining and modern cut design or is it edgy and provoking
  • Beliefs – does the brand believe in honesty
  • Mission and vision of the company

Brand awareness ads, are not meant to do much. Simply staying forefront and centre with your desired audience. Evoking the right emotions in them. To not only see you as a brand, but as a friend that gets them.

Also Read: 11 incredible Facebook WordPress groups that will help you go from beginner to PRO

Authority Building Ads

Authority building ads are meant to establish you as a subject matter expert.

What do you want to be known as? The science-backed tactical chiropractor? The friendly personal martial arts trainer?

And you can create authority ads by:

  • Being the first one in your demographic to share new concepts/articles from authority sites
  • Predicting what is going to happen in your industry
  • Break a pattern. Call horse-manure to popular practices in your industry

Whichever way you can use to grab your audiences attention; use it. Then figure out a way to maintain that attention.

Lead Generating ADS

Lead generating ads are also known as optin ads.

These are the most common types of ads you will see on your timeline. These are ads that require you to perform a specific action.

It ranges from installing an app to reserving your space to an oncoming webinar.


The most common type of lead ads; is when you exchange a high value piece of content with someone’s email This introduces the visitor to the first part of your funnel.

Video ADS

Video has become the most popular form of content on Facebook. Simple. This is because the current Facebook algorithm will favor videos over any other form of content you post on it.

You will get views on your ad from as low as $0.0008.

Retargeting ADS

Retargeting ads are the least popular form of ads people use.

Also Read: “I want to start blogging…” This is you? Read on…

A retargeted ad is a form of online advertising that helps you keep your brand in front of bounced traffic after they leave your website.

In order to use Facebook retargeting ads, you need to install the Facebook pixel on your website. The pixel is fired once every person visits your website and they are on Facebook.

Depending with what you want to achieve (ad objective), you can set a retargeting ad that targets:

  1. Anyone who visits your website
  2. People who visit specific pages
  3. People visiting specific web pages but not others
  4. People who haven’t visited in a certain amount of time
  5. Custom combination

With these options you can maintain a consistent ad objective to target the site visitors on Facebook

Wanna know how you rank as a Facebook ads “expert”? Jon Loomer has a 30 question quiz that will let you know if you are a beginner, intermediate or advanced.


Facebook ad types can be categorized into five main objectives

  • Brand awareness ads
  • Authority building ads
  • Lead generation ads
  • Video ads
  • Retargeting ads

All these ads are important to run at all times on Facebook. Since each ad is meant to increase your chances to create buyers from your site visitors. Buyers who trust you and your brand.

What types of ads do you currently run for your brand?