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How to Run Facebook Ads for Financial Services

Are you looking to grow your financial services business using Facebook ads? In this digital age, social media platforms are powerful tools for reaching potential clients.

With over 3 billion monthly active users, Facebook stands out as a prime choice. Yet, running effective ads on this platform can seem daunting.

But let’s break it down: You don’t need to be a tech wizard to create compelling Facebook ads.

By following a few simple steps, you can attract more clients and boost your business. This guide will walk you through everything you need to know, from setting up your ad account to tracking your ad performance.

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So, are you ready to take your financial services to the next level with Facebook ads? Let’s get started!

facebook ads for financial services

Understanding Your Target Audience

Before you start crafting your Facebook ads, it’s crucial to have a deep understanding of your target audience.

Who are the ideal clients for your financial services? What are their financial goals, challenges, and pain points?

The more specific you can be about your target audience, the better you can tailor your ad content to resonate with them.

Also, take the time to create detailed buyer personas. Give them names, ages, occupations, and financial profiles. Consider factors like:

  • Income level
  • Investment experience
  • Financial goals (retirement planning, saving for a home, debt management, etc.)
  • Life stage (recent graduates, newlyweds, parents, retirees, etc.)
  • Interests and behaviours

Once you have a clear picture of your target audience, you can move on to setting up your Facebook ad campaigns with confidence.

Setting Up Your Facebook Ad Account

If you haven’t already, the first step is to create a Facebook Business Manager account.

This is where you’ll manage your ad campaigns, pages, and assets. It’s free to set up and provides a centralised platform for all your Facebook marketing efforts.

Once you’ve set up your Business Manager account, it’s time to create your ad account. Here’s how:

  1. Go to Business Settings in your Business Manager
  2. Click on “Ad Accounts” under the “Accounts” section
  3. Click the blue “Add” button
  4. Choose “Create a New Ad Account”
  5. Fill in your account details, including your time zone and currency
  6. Click “Create Ad Account”

And just like that, you’re ready to start building your first Facebook ad campaign for your financial services business!

Choosing Your Campaign Objective

Facebook offers a variety of campaign objectives to choose from, each designed to help you achieve specific goals. For financial services, the most relevant objectives are usually:

  • Brand awareness: Increase awareness of your financial services and the unique value you provide.
  • Reach: Show your ads to as many people as possible within your target audience.
  • Traffic: Drive more visitors to your website or landing pages.
  • Lead generation: Collect valuable leads, such as email addresses or phone numbers, from potential clients interested in your financial services.
  • Conversions: Encourage specific actions on your website, like scheduling a consultation or opening an account.

Think about what you want to achieve with your Facebook ad campaign. Are you looking to build brand recognition in your local market? Or drive traffic to a specific landing page highlighting your services? Or collect leads for your email marketing efforts?

Choose the objective that aligns with your goals. Facebook will then optimise your ad delivery to help you achieve that objective most effectively.

Crafting Compelling Ad Copy

Now comes the fun part – writing ad copy that captures attention and inspires action. Your ad copy should be clear, concise, and compelling. It should highlight the unique benefits of your financial services and create a sense of trust and credibility with your audience.

Here are some tips for writing ad copy that converts:

  1. Use attention-grabbing headlines: Your headline is the first thing people will see. Make it count! Use powerful words that evoke emotion and curiosity, while still being relevant to your financial services.
  2. Focus on benefits, not just features: Don’t just list the features of your financial services. Highlight how those features will benefit your clients. Will they achieve their financial goals faster? Enjoy peace of mind and security? Save money on fees?
  3. Use social proof: Incorporate client testimonials, awards, or statistics that showcase the credibility and effectiveness of your financial services. People are more likely to trust and work with you if they see that others have had positive experiences.
  4. Keep it compliant: Financial services advertising is subject to regulatory requirements. Make sure your ad copy complies with all applicable laws and guidelines, such as those set by the Financial Conduct Authority (FCA) in the UK.
  5. Include a clear call-to-action (CTA): Tell people exactly what you want them to do, whether it’s “Schedule a Consultation,” “Learn More,” or “Open an Account.” Make your CTA prominent and easy to click.

Choosing Eye-Catching Visuals

In Facebook advertising, visuals play a crucial role in grabbing your audience’s attention and communicating your message.

The right image or video can make all the difference in stopping someone mid-scroll and compelling them to engage with your ad.

For financial services, choosing visuals can be a bit trickier than for, say, a travel agency or fashion brand. You want to convey professionalism, trust, and reliability while still being visually appealing and memorable.

Here are some tips for selecting visuals that enhance your ad copy and resonate with your target audience:

  1. Use high-quality images: Blurry or low-resolution photos will make your ad look unprofessional. Invest in high-quality images that convey the appropriate emotions and message for your financial service. See websites like Unsplash or Pexels for free, high-quality stock photos.
  2. Show real people: People connect with people. Instead of using generic stock photos of calculators or money, show images of real people who represent your target audience. This could be a happy retired couple, a young professional buying their first home, or a family discussing their finances around the kitchen table.
  3. Experiment with video: Video can be a powerful tool for financial services ads. You could create short explainer videos that break down complex financial concepts, client testimonial videos that build trust and credibility, or educational videos that provide value to your audience.
  4. Incorporate branding elements: Make sure your visuals align with your overall brand identity. Use your brand colours, fonts, and logo consistently across your ads to build recognition and trust over time.
  5. Keep it simple and focused: Avoid cluttered or overly complex visuals that distract from your main message. Use simple, clean designs with a clear focal point that draws the viewer’s eye to your ad copy and CTA.

Remember, your visuals should complement and enhance your ad copy, not compete with it. They should also be appropriate and professional for the financial services industry. When in doubt, err on the side of simplicity and clarity.

Targeting the Right Audience

One of the biggest advantages of Facebook advertising is the ability to target specific audiences based on demographics, interests, behaviours, and more.

The more targeted your ads, the higher your chances of reaching people most likely to engage with your financial services.

Start by targeting people based on your buyer personas. Use factors like:

  • Location (if you serve specific geographic areas)
  • Age
  • Gender
  • Income level
  • Interests (personal finance, investing, entrepreneurship, etc.)
  • Behaviors (likely investors, small business owners, etc.)
  • Life events (recently married, new job, retirement, etc.)

But don’t stop there. Facebook also allows you to create custom audiences based on people who have interacted with your business before. This can include:

  • Website visitors
  • Email subscribers
  • People who have engaged with your Facebook page or ads
  • Customer lists (uploaded securely via CSV)

You can also create lookalike audiences based on your custom audiences. Facebook will find people similar to your existing clients or leads, expanding your reach to new potential clients who are likely to be interested in your financial services.

Also, experiment with different targeting options and track your results. Over time, you’ll gain valuable insights into which audiences are most responsive to your ads and adjust your targeting accordingly.

Setting Your Budget and Bid Strategy

Facebook ads operate on an auction system. You set a budget for your ad campaign, and Facebook will try to get you the most results possible within that budget. But how much should you spend on your financial services ads? And what bid strategy should you use?

For starters, it’s important to have a clear idea of your target cost per acquisition (CPA). This is the amount you’re willing to spend to acquire a new client or lead. Your CPA will depend on factors like your average client value, profit margins, and customer lifetime value.

For example, if your average client brings in £5,000 in revenue and your profit margin is 20%, you might be willing to spend up to £1,000 to acquire a new client.

Once you have a target CPA in mind, you can set your Facebook ad budget accordingly. Start with a smaller daily budget (say, £20-£50) and gradually increase it as you see positive results. Facebook also allows you to set lifetime budgets for campaigns with a specific end date.

As for bid strategies, Facebook offers several options:

  • Lowest cost: Facebook will aim to get you the most results possible within your budget, without guaranteeing a specific cost per result.
  • Target cost: You set a target cost per result (e.g., £50 per lead), and Facebook will aim to maintain that average cost.
  • Bid cap: You set a maximum bid for each result, and Facebook will aim to stay below that cap while still getting you as many results as possible.

For financial services businesses just starting with Facebook ads, the lowest cost bid strategy is often the most effective. As you gather more data and refine your campaigns, you can experiment with target cost or bid cap strategies to optimise your ad spend.

Analyzing and Optimising Your Ad Performance

Launching your Facebook ad campaign is just the beginning. To truly maximise your results and ROI, you need to continuously analyze and optimise your ad performance.

Facebook provides a wealth of data in its Ads Manager platform. Here are some key metrics to track:

  • Reach: The number of unique people who saw your ad.
  • Impressions: The total number of times your ad was displayed.
  • Click-through rate (CTR): The percentage of people who clicked on your ad after seeing it.
  • Cost per click (CPC): The average amount you paid for each click on your ad.
  • Conversion rate: The percentage of people who completed your desired action (e.g., scheduled a consultation, opened an account) after clicking on your ad.
  • Cost per conversion: The average amount you paid for each conversion generated by your ad.

Monitor these metrics regularly and look for opportunities to optimise your ads. For example:

  • If your CTR is low, try testing different ad copy or visuals to see what resonates better with your audience.
  • If your conversion rate is high but your reach is low, consider expanding your target audience or increasing your budget.
  • If your cost per conversion is higher than your target CPA, look for ways to reduce your ad spend or improve your conversion rate.

Facebook also offers A/B testing capabilities, allowing you to test different ad elements (like headlines, images, or CTAs) against each other to see which performs best. Continuously test and refine your ads to improve your results over time.

Advanced Facebook Ad Strategies for Financial Services

Once you’ve mastered the basics of Facebook advertising for your financial services business, there are several advanced strategies you can use to take your campaigns to the next level:

  1. Retargeting: Show ads to people who have previously interacted with your website or Facebook page. These people are already familiar with your brand and more likely to become clients.
  2. Lookalike audiences: Use your existing client database to create lookalike audiences of people with similar characteristics. This can help you expand your reach to new potential clients who are likely to be interested in your financial services.
  3. Facebook lead ads: Instead of sending people to a landing page to fill out a form, use Facebook lead ads to collect prospect information directly within the Facebook platform. This can increase conversion rates by reducing friction in the lead generation process.
  4. Messenger ads: Engage potential clients in one-on-one conversations via Facebook Messenger. This allows you to answer questions, provide personalised recommendations, and build stronger relationships with leads.
  5. Video retargeting: Create video ads that provide educational content or showcase client success stories. Then, retarget people who watched a certain percentage of your video with additional ads that encourage them to take the next step, such as scheduling a consultation.

These advanced strategies can help you get even more out of your Facebook ad campaigns and drive more leads and clients for your financial services business.


Facebook advertising is a powerful tool for financial services businesses looking to expand their online presence, attract new clients, and grow their assets under management.

By understanding your target audience, crafting compelling ad content, targeting the right people, and continuously optimising your campaigns, you can unlock the full potential of Facebook ads and achieve your business goals.

Remember, success with Facebook ads doesn’t happen overnight. It takes time, experimentation, and a willingness to learn and adapt.

But with the strategies and tips outlined in this guide, you’re well on your way to creating Facebook ad campaigns that drive real results for your financial services business.

Ready to take your financial services business to new heights? Let Upbeat Agency handle your Facebook ads and experience unparalleled growth and success. Learn more.


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