Facebook Carousel Ads: How to Set Them Up & Best Practices

A beginner’s guide to setting up a carousel ad to reach your Facebook objective

Carousel ads allow you to make the most of your Facebook advertising space by providing you with the ability to showcase up to ten images, each with its own link, headline and call-to-action button. They are a diverse and exciting ad format – arguably the most useful advert type to your business. Carousel ads can be used across multiple objectives for brand awareness, driving traffic to your website, remarketing and more. This article will show you how to set up your carousel ad, starting with objective selection and followed by expert information on how you can use this ad format to hit different objectives.

You can use a carousel ad to benefit your business:

  • Showcase multiple products to entice your customers to convert
  • Promote one product through highlighting multiple design features
  • Promote your brand by telling a story that develops across each image
  • Explain a process or provide a demo on how to use your product

Set up your campaign

In this example we will show you how to use a carousel ad to boost conversions. If you want to choose a different objective feel free to do so. In each section of this article we will point out what changes to make to hit different objectives.

We will be using ‘Guided creation’ for this demonstration, but ‘Quick creation’ is equally as good to use.

Open Ads Manager and select ‘Create Campaign’.


Click ‘create campaign’

Choose ‘Conversions’ as your campaign objective.

Carousel Ads

Click ‘Conversions’

Next, give your campaign a name and click continue.

Carousel Ads

Name your campaign and click ‘Continue’

Create your ad set

Name your ad set and choose your conversion pixel. You can learn how to set up a pixel here.

We have chosen a ‘Purchases’ pixel which tracks purchases and checkout flow completions.

Pixel Carousel Ad

Name your audience and choose your pixel

Next, choose your audience. In this example we have chosen to target people that have visited our website’s product page within the past 30 days. This group of people have a good chance of converting as they have recently been browsing through products. To learn how to set up this audience, visit section 1 of this article.

It’s important to make sure that you are targeting the right people at the right time to hit your objective. To find out more about the different types of targeting you can use throughout the sales funnel, check out this Social Media Examiner article.

Audience Carousel

Choose your audience and your geography

Select ‘automatic placements’.

placements carousel

Select ‘Automatic placements’ (or ‘Edit placements’ if telling a sequential story)

Choose your budgeting and scheduling.

Budget Carousel

Choose your budgeting and scheduling parameters

Create your ad

This section will tell you how to create your ad. Visit the next section to see how to approach creative and copy for different objectives.

To get started with creating your ad, name your ad and select your business Facebook page.

Placements Carousel

Name your ad and choose your Facebook business page

Choose to use the Carousel advertising format.

display type carousel

Choose Carousel

Choose your images and advert text.

carousel ad

Choose your images and advert text

Choose the header text and links for each of the cards in your carousel.

carousel ad

Choose the creative and copy for each card

Select the call to action (CTA) you wish to use. You can find more information on which CTAs to use and when in the next section of the blog.

Carousel Ads

Choose your call to action

Creative and copy for differing objectives

Differing approaches to ad copy and creative should be taken depending on your objective and audience. To make this easier, we separate our audiences into three categories: cold, warm and hot.

  • A cold audience consists of people that aren’t familiar with your brand and are high up the sales funnel, not yet ready to convert (typically awareness objectives)
  • A warm audience has had some interaction with your brand and has shown an interest, but have not yet shown a strong interest in purchasing (typically engagement and conversion objectives)
  • A hot audience includes people that have shown an interest in your products. This could include visiting a product page or adding items to a shopping cart (typically conversion objectives)

Here is how you should approach your copy and creative for each of these audiences:

  • Cold audience – target these people by hitting them with lifestyle/ brand images and a call-to-action (CTA) to get them to sign up to your mailing list, like your page or visit your website. Keep text soft as you are trying to get these people interested and into your sphere of influence. There will be time to encourage them to convert as they get hotter.
  • Warm audience – use your carousels to show a range of products to these people to encourage them to visit your purchase page. Have a different product on each card with minimal text and a white background. Trust us, simpler and cleaner is better! Use a ‘Shop now’ call to action
  • Hot audience – you should go all out with direct and actionable copy when targeting this audience group as they are primed and ready to convert. Target them with either dynamic product ads or your best-selling items. Again, keep images simple with a white background.

Wrap up

This article has helped you with all you need to know about setting up carousel ads, no matter what your objective. Make sure to test out different creative and copy to see what works best for your brand, but make sure you follow our guidance as its been proven to work on hundreds of businesses with incredible results.

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