Primary user intent: People use Facebook to connect with friends and family, participate in communities, discover information, and interact with businesses.
Facebook business page for small business example (Source: Facebook)
Current usage: 71% of U.S. adults use Facebook. Usage remains particularly strong among adults ages 50–64 (74%) and 65+ (57%)
Gottfried, J., & Park, E. (2025). Americans’ Social Media Use 2025. Retrieved from https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/
Facebook is the leading social networking platform, reaching users of all ages, backgrounds, and interests. Small business social media marketing can be done in various ways on Facebook. For example, you can create a business page that links to your website and provides useful info like hours and reviews, start and participate in private groups, and run targeted ads.
In most cases, users are not there to learn about businesses per se but will often ask their Facebook connections for recommendations and user experiences. Also, ads can be highly targeted, offering businesses an effective way to establish brand awareness and generate sales using paid ads.
Assignment
Create a Facebook page centered around a fictitious company.
Unfortunately, you must first have a standard account to make a Facebook page. This account can be fictitious and contain little or no content. Companies often have their CEO use their profile pages linked to a Facebook company page.
My Sample Facebook Page
The Facebook Page will require you to create a basic look and feel, which includes a logo, banner, and any other graphics and type needed while developing these pages. You must also complete all sections (description, about, etc.) of the page.
Assignment (Facebook Posts)
Please see the checklist on d2l for more information. (A checklist has been created.)
A Review of Facebook ads.
Source: Facebook Ads Examples - A Curated Selection of Real Ads to Inspire You. (2020). Retrieved from https://adespresso.com/ads-examples/Facebook ads are a science and an art. Looking at Facebook ads examples is one of the best ways to learn how to create your own.It also gets the creative juices flowing andhelp you come up with your own original ideas.
Looking at advertising examples is a useful way to understand how businesses combine audience, message, imagery, and calls to action.
The examples below are historical ads. Their offers, engagement numbers, and Facebook interfaces reflect the time when the ads originally appeared.
Historical examples adapted from AdEspresso’s “Facebook Ads Examples” collection (2020).
Best Facebook Ads Examples: Photo Ads
Sometimes referred to as “image ads,” photo ads are a simple, effective way to build brand awareness and engagement.
Airtable
[embedpress]https://www.facebook.com/airtableapp/posts/1974197376158894[/embedpress]
Short copy. The ad communicates its value proposition quickly.
Attention-grabbing image. The unexpected dog photo creates curiosity and encourages the viewer to stop scrolling.
Relevant landing page. The click leads to more information about the product.
Teaching point!: An ad does not need to explain everything. Its job is to create enough interest to encourage the next step.
ClassPass
[embedpress]https://www.facebook.com/classpass/posts/2492641387445179[/embedpress]
What’s great about this ad:
Clear benefit. The ad emphasizes what the customer gets rather than simply describing the product.
Strong CTA. “Try two weeks free” tells the viewer exactly what to do.
Simple visual message. The headline is easy to understand at a glance.
Teaching point: Lead with the benefit and make the next action obvious.
Waze
What’s great about this ad:
[embedpress]https://www.facebook.com/Waze/posts/10157123937722634[/embedpress]
Clear audience. You immediately know the ad is aimed at local businesses.
Clear message. The copy explains the service without unnecessary detail.
Supporting image. The visual reinforces the idea of advertising on Waze.
Teaching point!: The audience and value proposition should be understandable almost immediately.
Best Facebook Ads Examples: Video Ads
Video adds movement, storytelling, sound, and visual information to an advertisement.
Today, video advertising extends beyond traditional Facebook Feed videos to formats such as Reels and other mobile placements. Meta currently recommends adapting creative to the placement and testing different approaches.
Headspace
[embedpress]https://www.facebook.com/watch/?v=1977124369014793[/embedpress]
What’s great about this ad:
Designed for sound-off viewing. The message is understandable through text and visuals even when audio is unavailable.
Short and focused. The video gets to its central idea quickly.
Clear CTA. The viewer understands what Headspace wants them to do.
Teaching point! : Don’t make sound essential to understanding your message.
The New Yorker
[embedpress]https://www.facebook.com/watch/?v=340455596528240[/embedpress]
What’s great about this ad:
Strong branding. The publication’s visual identity is immediately recognizable.
Consistent visual style. The illustrations reinforce the brand.
Immediate message. The offer and CTA appear quickly.
Teaching point: Strong branding can make an ad recognizable before the viewer reads the copy.
Tokyo Treat
[embedpress]https://www.facebook.com/watch/?v=832778373869939[/embedpress]
What’s great about this ad:
Product-focused. The product and offer are immediately visible.
Strong incentive. Free shipping and an additional offer give the viewer a reason to act.
Bright visual design. Color and product imagery help the ad stand out.
Teaching point: Make the product and the reason to buy immediately obvious.
Best Facebook Ads Examples: Carousel Ads
Carousel ads allow viewers to move through multiple images or videos within one ad.
They are useful for showing:
- Multiple products
- Different features
- Several benefits
- A sequence or process
- Different aspects of one product
Meta’s current specifications support 2–10 carousel cards.
Hello Fresh
[embedpress]https://www.facebook.com/HelloFreshCA/posts/741529279522854[/embedpress]
What’s great about this ad:
Shows variety. Multiple images demonstrate different meals.
Appetizing photography. Strong product photography creates desire.
Explains the product. The sequence helps viewers understand how the service works.
Teaching point!: Use a carousel when multiple images can tell a better story than one image.
Guardian Weekly
What’s great about this ad:
Strong visual identity. Consistent color and typography make the ad recognizable.
Multiple selling points. Each card communicates a different benefit.
Consistent CTA. The viewer knows what action to take.
Teaching point: Break a complex message into several simple pieces.
Boredwalk
[embedpress]https://www.facebook.com/boredwalktshirts/posts/2606394866255468[/embedpress]
What’s great about this ad:
Clearly defined audience. The humor and design appeal to a specific niche.
Distinctive voice. The ad feels like the brand rather than generic advertising.
Emotional response. Humor gives people a reason to stop, remember, or share.
Teaching point!: Knowing exactly who your audience is can make creative decisions easier.
Best Facebook Ads Example: Slideshow Ads
Slideshow-style advertising uses a sequence of images to create movement and tell a simple story.
The format can be useful when you want the visual rhythm of video without producing a traditional video.
Facebook Slideshow ad example to inspire you:
Novus
[embedpress]https://www.facebook.com/watch/?v=702901910076334[/embedpress]
What’s great about this ad:
Simple animation. Movement makes still images more engaging.
Humor. The visual joke makes a technical service more memorable.
Good concept-to-format match. The sequence helps communicate the idea.
Teaching point: Creative concepts do not have to be complicated to be effective.
The New Yorker
[embedpress]https://www.facebook.com/watch/?v=240448113295509[/embedpress]
What’s great about this ad:
Clear offer. The viewer understands what is being promoted.
Strong visual concept. Repetition turns a simple idea into a memorable one.
Consistent branding. The visual style reinforces the publication.
Teaching point! : A simple visual idea can become powerful when it is executed consistently.
Best Facebook Ads Examples: Lead Ads
Lead ads are designed to collect information from people who are interested in a product or service. Depending on the campaign, users can submit information through a form without necessarily leaving the platform.
Teaching point
Make the exchange clear:
What does the customer receive, and what information are they being asked to provide?
Design Pickle
[embedpress]https://www.facebook.com/designpickle/posts/2100130316711882[/embedpress]
What’s great about this ad:
Clear incentive. The user receives useful information in exchange for completing the form.
Low friction. The shorter the form, the easier it is to complete.
Brand personality. The customized question gives the otherwise ordinary form some personality.
Teaching point!: Give users a clear reason to complete a form.
America’s Test Kitchen
What’s great about this ad:
Preview the value. Video gives potential subscribers a taste of the content.
Simple conversion path. The viewer can quickly move from the ad to the sign-up.
Clear benefit. The user knows what they will receive.
Teaching point!: Show enough of the product to make the offer appealing.
Digital Marketer
[embedpress]https://www.facebook.com/watch/?v=422586818444276[/embedpress]
What’s great about this ad:
Attention-grabbing headline. The opening message is immediately visible.
Clear value proposition. The user knows what they will receive.
Direct CTA. The action matches the offer.
Teaching point!: Make the value of the offer obvious before asking for information.
Best Facebook Ads Examples: Offer Ads
Offer-focused ads promote a product, service, discount, or limited-time opportunity.
They can use different creative formats, including images, video, and carousel ads. Meta’s current advertising system supports multiple ad formats and placements rather than the older standalone “Offer Ad” concept described on this page.
WestJet
[embedpress]https://www.facebook.com/westjet/posts/10156900111393552[/embedpress]
What’s great about this ad:
Specific offer. “Low fares to Calgary” is immediately understandable.
Strong image. The destination imagery supports the travel message.
Clear CTA. The viewer knows what to do next.
Teaching point!: Specific offers are generally stronger than vague promotional language.
Cirque du Soleil
[embedpress]https://www.facebook.com/CirqueduSoleil/posts/10158371969647501[/embedpress]
What’s great about this ad:
Timely offer. Connecting the promotion to Valentine’s Day gives it a clear context.
Clear price. The offer is easy to understand.
Matching imagery. The visual reinforces the occasion.
Teaching point!: Timing can make an ordinary offer more relevant.
Best Facebook Ads Examples: Messenger Ads
Messenger advertising can help businesses start conversations, deliver offers, and connect customers with a business through messaging. Creative and placements can vary depending on the campaign objective.
N3TWORK
What’s great about this ad:
Strong CTA. “Play now” feels more relevant than a generic “Download now.”
Good placement. The ad puts the action in a mobile environment.
Reuse successful creative. Adapting proven creative can reduce unnecessary experimentation.
Teaching point!: Match the CTA and placement to the action you want the user to take.
Facebook Ads Examples - A Curated Selection of Real Ads to Inspire You. (2020). Retrieved from https://adespresso.com/ads-examples/
Assignment
Please see the checklist on d2l for more information. (A checklist has been created.)
Learn the different marketing strategies for Facebook pages to help market your business page, and follow these simple tips for social media marketing business pages on Facebook: