Social Media Adverts - Where to start....
Meta (formerly Facebook) offers a variety of advert types, each designed to achieve different marketing objectives. Whether you’re looking to boost engagement, generate leads, drive website traffic, or increase sales, choosing the right advert type is key to achieving your goals efficiently.
At Gorilla Press, we specialise in crafting high-performing Meta ads tailored to your brand’s needs. This guide breaks down the core Meta advert types and when to use them.
1. Engagement Adverts: Increasing Brand Interaction
What Are Engagement Ads?
Engagement adverts are designed to encourage likes, comments, shares, and other interactions on your posts. These ads work best for brand awareness and community building rather than direct sales.
Best for:
- Small businesses & startups looking to build an audience.
- Event promotions to generate interest and discussion.
- Content creators & influencers who want to boost video views or post interactions.
Example: Local Restaurant Promotion
A new restaurant launching in London might use engagement ads to promote an opening offer. The ad could feature a high-quality video of the restaurant’s interior and a question in the caption, such as:
“Which dish would you try first? Let us know in the comments for a chance to win a free meal!”
This encourages users to interact, helping the post reach a wider audience organically.
Key Benefits:
✔ Builds brand awareness and trust.
✔ Creates a sense of community around your brand.
✔ Increases organic reach through user interactions.
2. Lead Generation Adverts: Collecting Customer Information
What Are Lead Generation Ads?
Lead generation ads are designed to capture potential customer details (such as emails and phone numbers) directly within Facebook or Instagram. Instead of directing users to an external website, the ad includes a built-in lead form that is easy to fill out.
Best for:
- Service-based businesses (e.g., fitness trainers, consultants, real estate agents).
- B2B companies looking to collect emails for sales follow-ups.
- Webinars, online courses, or coaching services requiring sign-ups.
Example: A Gym Offering Free Trial Memberships
A gym in Manchester wants to increase memberships. A lead generation ad offers a 7-day free trial in exchange for users submitting their details. The form is pre-filled with their name and email (from their Facebook profile), making it quick to sign up.
Key Benefits:
✔ Collects high-quality leads with minimal friction.
✔ Works well for businesses that rely on direct communication with customers.
✔ No need for users to leave Facebook or Instagram, increasing conversions.
At Gorilla Press, we optimise lead generation ads with strong calls-to-action, targeted copy, and compelling incentivesto ensure you get valuable leads, not just empty clicks.
3. Traffic Adverts: Driving Visitors to Your Website
What Are Traffic Ads?
Traffic adverts are designed to send users to a specific landing page, blog, or e-commerce store. These ads focus on getting as many link clicks as possible at the lowest cost per click (CPC).
Best for:
- E-commerce brands wanting to drive potential customers to product pages.
- Bloggers & news websites looking to increase readership.
- Affiliate marketers promoting products on external platforms.
Example: An Online Clothing Brand Running a Blog Post Ad
A sustainable fashion brand wants to promote an eco-friendly clothing guide on their website. A traffic ad featuring a carousel of outfit images with the caption “Discover 10 must-have sustainable fashion pieces – click to read!” drives users to their blog, where they can learn more and shop the featured products.
Key Benefits:
✔ Increases website visits and brand exposure.
✔ Works well when combined with retargeting ads to bring visitors back later.
✔ Drives potential customers deeper into your sales funnel.
Gorilla Press ensures traffic ads go beyond simple clicks—we track and analyse behaviour on your site to refine and retarget users who are most likely to convert.
4. Sales Adverts: Converting Browsers into Buyers
What Are Sales Ads?
Sales adverts (also known as Conversion Ads) are designed to generate purchases or direct actions, such as adding a product to a cart or signing up for a subscription. Unlike traffic ads, which focus on clicks, these are optimised for high-intent buyers.
Best for:
- E-commerce stores looking to drive sales.
- Subscription services (e.g., meal kits, beauty boxes).
- Brands running seasonal promotions or flash sales.
Example: A Skincare Brand Running a Discount Campaign
A skincare brand running a limited-time 20% off sale could use a sales advert targeting users who have visited their website but haven’t purchased. The ad might feature a countdown timer and a direct Shop Now button leading to the checkout page.
Key Benefits:
✔ Focuses on real conversions rather than just engagement or clicks.
✔ Uses Facebook’s AI to target high-intent shoppers.
✔ Often paired with retargeting ads to capture lost sales.
Gorilla Press ensures sales ads are strategically timed, using retargeting, discounts, and persuasive copy to increase conversions and maximise return on ad spend.
Choosing the Right Meta Advert for Your Business
| Advert Type | Best For | Primary Goal |
|---|---|---|
| Engagement Ads | Startups, local businesses, content creators | Increase likes, shares, and community engagement |
| Lead Generation Ads | Service-based businesses, B2B, webinars | Collect emails and customer details for future marketing |
| Traffic Ads | E-commerce, bloggers, affiliate marketers | Drive website visitors and potential customers |
| Sales Ads (Conversion Ads) | Online stores, subscription services, brands with offers | Generate purchases, subscriptions, and direct sales |
Selecting the right Meta advert type is crucial for achieving your business goals efficiently. Whether you’re looking to grow brand awareness, capture leads, increase site traffic, or drive sales, choosing the right format ensures your budget is spent effectively.
At Gorilla Press, we create tailored Meta ad campaigns designed to convert, engage, and grow your audience. If you need help setting up high-performing Meta ads, get in touch today—we’ll handle the strategy while you focus on your business.