Your First Facebook Ad

This article is old - please read this article instead.

Let's get started on your first Facebook ad setup.   

Go to

The page that looks like this: 

Click on " Send people to your website."  It might also be called "Traffic."  

Click continue at the bottom.

Now it is going to ask for an area to target. The default page looks like this image which is wrong so we want to modify the default. 

Location: Change it from "Everyone in this location" to "People who live in this location" that way you are targeting people who live in the area and not someone who is just in the area because of work or vacation. 

Target area: We recommend targeting  multiple zip-codes in one city or a specific area (i.g. downtown, northside...) within a city, but not the whole city. There is a one ad one city policy we go by. If you work multiple area then we highly recommend setting up multiple ads, one ad per area. 

Remove the +25mi radius.  Click the down arrow next to the city and change it "Current City Only." 

Your screen looks like this:

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The default looks like this image: 

Age - 35-65+  works in most areas.  You want to set a minimum age that is inline with when people usually start selling.  Does a 25 year old have a home in your area?  What about a home they are looking to sell? - Keep in mind that you might not be able to target by age per your state or local Fair Housing.  Consult your broker before you target by age. 

Language - Leave blank

Detailed Targeting - Type in homeowner and select the one that says Demographics >Home>Home Ownership ( not interests > homeowners)

Connections:  Leave as is

It should look like this.

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By default Placement looks like this, but this is wrong. 

Click on "Edit Placements."

Click the down arrow next to Facebook and then un-tick: 

  • Right column
  • Instant Articles
  • Instagram
  • Audience network

You will have Facebook > feeds which means mobile and desktop feeds. End result will look like this. 

Optional: You could also change device type to mobile only - you will get cheaper clicks so you will be able to extend your budget a little bit. - if you change to mobile only you will need to un tick instagram and audience network again. 

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Put in a daily or lifetime budget and an optional end date.

Depending on how big of an audience your ad is being shown too will depend on how long your ad can run for before getting "stale" Let the first ad run for a about a month.  When you notice a slow down in leads over a couple day period, you will want to go into your ad account and pause the campaign and start a new one for a different area.  We will also email you when it might be time to pause your ad and make a new one for a different area. 

After you complete this, there will be a potential audience size on the right side of your ad manager,  if your potential audience is less than 5,000 then change "People who live in this location" back to "Everyone in this location"

After you set your budget/end date and check your audience size,  hit continue.

Now we are going to set up the ad creative.

Leave "Single Image" selected.

We will then want to select three images to use.  Selecting "Single Image" with three images will ultimately set up 3 separate ads and Facebook will automatically show the ad that is working the best. 

To select 3 images, you can click on upload images to upload your own images.  If you do not have 3 images then you can select "free stock images" and select three images. Try typing in house, suburban, home.

Select three images that look like a typical home that your typical client owns.  Use a a mix of interior and exterior shots.

(Do not upload homes with for sale signs, people in front of the home, your face on the image, or words on the image.)  

After selecting three images, the image section should look like this:

Next step is to connect your ad to your Facebook business page and create the ad copy. 

Select your Facebook business page 

Enter your HVL URL into the "Website URL" field

Ignore Canvas

After adding your HVL URL into the "Website URL" field most of the copy is pre-populated from your HVL site but use the following instead:

Add a headline: CITY Home Value Report

Add text: This new site can tell you what your " Enter name of City" home is worth INSTANTLY!

See image below

Click on "show advanced options." 

After clicking on advanced options.

Add text to the "link description" field: Know Your Value.  <-- use that not what is in the image below.

Just to repeat- you have already typed this text in above:

  • Headline: " Enter name of City" Home Value Report
  • Text line: This new site can tell you what your " Enter name of City" home is worth INSTANTLY!
  • Link description field: Know Your Value

Replace  "  Enter name of City" with whatever city you targeted in the beginning of the ad creation process.

Click create order, and leads will start flowing shortly. 

  • Our system will email you asking if you would like us to review your ad after you get a couple of leads.  If you take us up on this offer we will also double check all of your site settings to make sure everything is kosher. Pro tip: users who ask us to review their ad and HVL site settings usually see more leads. We are here to help, just ask!
  • In the near future, we will get into more advanced targeting and conversion pixels after you generate your first Facebook lead. (watch your email). Also, website conversions is the ideal objective but we will get into that later (watch your email).
  • Don't run ads a couple days before/after a holiday because ad cost increase significantly.  You can reset your start date even after you finish the ad.