Facebook Ads: how to build campaigns that generate orders, not just likes

On Facebook and Instagram, you don't look for demand, you create it. That's why the rules are different from Google.

The Foundation: Pixel + Conversions API

Install the Pixel and, mandatory by 2026, Conversions API (server-side). Without it, you lose between 20% and 40% of reported conversions due to cookie blocking.

Minimum events: ViewContent, Lead, AddToCart, Purchase.

Campaign structure for a small budget

• 1 acquisition campaign, 1-2 ad sets, broad audiences (Advantage+ audience)
• 1 remarketing campaign (30-day visitors + 90-day social interactions)

Don't fragment the budget into 8 ad sets. The algorithm needs ~50 conversions per set per week to exit the learning phase.

Creatives: this is where you win

Our rule: 5 new creatives per month, tested in the same set.

Formats that consistently perform well in Romania:

• 15-25 second vertical video, filmed on a phone, with subtitles
• before / after (renovations, services, products)
• real customer testimonial
• clear offer on the image, with price or deadline

The first 3 seconds stop the scroll. Present the customer's problem, not your logo.

Short and direct copy

Structure: problem → solution → proof → call to action. One emoji, not ten. No shouted capital letters.

Remarketing: easy money

Visitors who haven't ordered are the cheapest audience. Show them:

• products/services visited
• a review
• a real urgency reason (stock, campaign deadline)

What budget to allocate

70% acquisition, 30% remarketing. Below 40-50 lei/day total, results are slow and unstable.

Correct measurement

Compare the CPA from Ads Manager with real orders from the backend. If you have significant discrepancies, check event deduplication between Pixel and Conversions API and add UTM parameters to all links.