Facebook Ads Campaign Guide
Step-by-step blueprint to acquire customers profitably
4 Proven Ad Campaign Templates
Ad Copy:
Stop Losing Money on Bad Property Deals
Property investors are leaving thousands on the table. 🏠 Calculate TRUE cash flow (including voids & maintenance) 📊 AI-powered deal analysis in seconds 💰 Compare BTL, BRRR, Flip strategies instantly ✅ HMRC-compliant tax calculators Used by 10,000+ UK property investors. Try DealMetric FREE for 7 days 👇
Targeting:
Creative: Video: Screen recording showing deal calculator in action (30-45 seconds)
Ad Copy:
Analyse Your Next Deal in 60 Seconds
👋 Spotted a property on Rightmove? Don't waste hours on spreadsheets. DealMetric instantly calculates: ✅ True cash flow (with voids) ✅ ROI & cash-on-cash return ✅ Stamp duty & CGT ✅ BRRR vs BTL comparison £19/month. Cancel anytime. 🎁 7-day FREE trial - No card required 👇
Targeting:
Creative: Carousel: 5 cards showing different calculators/tools
Ad Copy:
Still Using Spreadsheets? 🤦♂️
You started your free trial but haven't explored everything yet... Here's what you're missing: 📊 AI Deal Sourcer - Find BMV deals automatically 💼 Investor CRM - Track buyers & close deals faster 📄 Deal Pack Generator - Professional reports in 2 minutes 🏦 Mortgage & tax calculators Your competitors are already using this. Continue your FREE trial 👇
Targeting:
Creative: Static image: Before/After - Spreadsheet chaos vs DealMetric dashboard
Ad Copy:
Free: Property Sourcing Playbook (Worth £97)
Want to find BMV deals that other investors miss? Get our "Property Sourcing Playbook" FREE: ✅ 7 sourcing strategies that work in 2026 ✅ Negotiation scripts that get 10-15% discounts ✅ Due diligence checklist (avoid costly mistakes) ✅ Distressed landlord outreach templates 1,200+ investors downloaded this week. Enter your email 👇 Get instant access.
Targeting:
Creative: Lead form ad with playbook cover image
Step-by-Step Implementation
- Create Business Manager account (business.facebook.com)
- Add your Facebook Page
- Add Instagram account (if you have one)
- Install Facebook Pixel on DealMetric
- Verify domain in Business Manager
- Copy Pixel ID from Events Manager
- Add pixel code to DealMetric header (or use Google Tag Manager)
- Set up Standard Events: PageView, ViewContent, InitiateCheckout, Purchase
- Set up Custom Conversions: Trial Started, Calculator Used, Deal Saved
- Test pixel using Facebook Pixel Helper Chrome extension
Pixel Code:
<!-- Facebook Pixel Code (Add to Layout.js or GTM) -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
<!-- Track Trial Started -->
<script>
fbq('track', 'StartTrial');
</script>
<!-- Track Purchase -->
<script>
fbq('track', 'Purchase', {
value: 19.00,
currency: 'GBP'
});
</script>- Website visitors (last 30/60/90/180 days)
- Engagement: People who watched 25%/50%/75% of your videos
- Page engagement: Liked, commented, shared
- Email list upload (existing customers/leads)
- Trial users who didn't convert
- Calculator users (custom event)
- 1% Lookalike of trial starters (best performing)
- 1-2% Lookalike of paying customers
- 1% Lookalike of email list
- 2-5% for scaling (once 1% is profitable)
- Campaign 1: Awareness (Cold traffic)
- Campaign 2: Conversion (Warm traffic + LAL)
- Campaign 3: Retargeting (Hot traffic)
- Campaign 4: Lead Magnet (Cold traffic)
- Each campaign = Multiple ad sets (different audiences)
- Each ad set = 3-5 ad variations (A/B test)
- Trial signup page (simple, 1 CTA)
- Calculator landing page (free tool, email capture)
- Playbook download page (lead magnet)
- Ensure mobile-optimized (80% of traffic)
- Add social proof (reviews, user count)
- Fast loading speed (<3 seconds)
- Start with Awareness campaign - £20/day
- Run for 3-7 days to gather data
- Target: Property investors, age 30-50, UK
- Use video creative (screen recording of calculator)
- Monitor: CPM, CTR, Cost Per Click
- Don't optimize yet - let algorithm learn
- After 50+ clicks: Identify winning audiences
- After 10+ conversions: Kill losing ad sets
- Scale winners by 20% every 3 days
- Test new ad creatives weekly
- Lower CPM = Better audience fit
- CTR <1% = Bad creative/audience
Creative Guidelines (Do's & Don'ts)
- ✅ 15-45 seconds max (attention span)
- ✅ Hook in first 3 seconds ("Stop losing money...")
- ✅ Show the platform in action (screen recording)
- ✅ Add captions (85% watch without sound)
- ✅ End with clear CTA
- ❌ No talking heads (boring)
- ❌ No generic stock footage
- ❌ No music-only (add voiceover or text)
- ✅ Use real screenshots from DealMetric
- ✅ Before/After comparisons work well
- ✅ Benefit-focused (not feature-focused)
- ✅ Mobile-first design (square 1:1 ratio)
- ✅ Bright, contrasting colors
- ❌ Text <20% of image (Facebook rule)
- ❌ Generic property photos
- ❌ Cluttered/busy designs
- ✅ Lead with pain point ("Tired of bad deals?")
- ✅ Use emojis (increases engagement)
- ✅ Bullet points for easy scanning
- ✅ Social proof (user count, testimonials)
- ✅ Clear CTA at the end
- ✅ Conversational tone
- ❌ Long paragraphs
- ❌ Jargon/technical terms
- ❌ Multiple CTAs (confusing)
Budget & Scaling Roadmap
Testing Phase (Week 1-2)
Find winning audiences & creatives
Optimization (Week 3-4)
Scale winners, kill losers
Scaling (Month 2+)
Maximize profitable campaigns
Retargeting (Always On)
Convert warm traffic
Key Metrics to Track
| Metric | Good | Bad | Note |
|---|---|---|---|
| CPM (Cost Per 1000 Impressions) | £5-15 | £25+ | Lower = better audience fit |
| CTR (Click-Through Rate) | 1-3% | <0.5% | Higher = better creative/offer |
| CPC (Cost Per Click) | £0.50-1.50 | £3+ | Depends on audience quality |
| Cost Per Trial Start | £5-15 | £30+ | Target <£10 for profitability |
| Trial to Paid Conversion | 20-30% | <10% | Product quality indicator |
| CAC (Customer Acquisition Cost) | <£50 | >£100 | LTV must be 3x CAC |
- Test Small, Scale Fast: Start with £20/day, find winners, then scale by 20% every 3 days
- Mobile First: 80% of traffic is mobile - test ads on your phone before launching
- Video > Image: Video ads get 2-3x better engagement than static images
- Retargeting Gold: Website visitors convert 5-10x better than cold traffic
- Be Patient: Don't kill campaigns before 50+ clicks. Algorithm needs data to optimize
- A/B Test Everything: Test 3-5 variations of headline, image, audience simultaneously
- Track ROI: If Cost Per Trial > £15, pause and optimize. Target <£10 for profitability