Mastering Meta Ads for New Prospects: Step-by-Step Guide

Many digital marketers primarily use Meta Ads (previously Facebook Advertising and Marketing) for retargeting purposes, reconnecting with users who have previously engaged with their brand. 

 

However, when approached strategically, Meta Ads also holds significant potential for reaching new audiences and prospects.

 

Steps for New Customer Acquisition with Meta Ads (Facebook Ads)

Here are some expert tips for optimising Meta campaigns to attract fresh prospects:

(1) Implement Strategic Exclusions

What to Do: Exclude users who have interacted with your brand recently, such as:

• Facebook and Instagram users engaged in the last 365 days.
• Website visitors from the past 180 days.
• Existing buyer lists.

Why It Works: This forces Meta’s algorithms to target entirely new users, expanding your brand’s reach to fresh audiences. 

Pro Tip: While this may initially reduce campaign efficiency, it lays the groundwork for future retargeting campaigns focused on these new prospects.

 

(2) Run Awareness Campaigns First

What to Do: Start with brand awareness campaigns before pushing for conversions. This builds your presence with new customers and establishes recognition.

Why It Works: Awareness campaigns can generate initial interest, while subsequent conversion-focused campaigns are more likely to perform well with users who have seen your brand before.

Pro Tip: Use engaging content that focuses on your brand story, values, or product benefits in your awareness phase.

 

(3) Leverage Lookalike Audiences

What to Do: Create Lookalike Audiences based on your best customers. Meta uses data from your existing audience to identify people with similar characteristics and behaviours.

Why It Works: This expands your reach to new users who are more likely to convert, as they share attributes with those who have already shown interest in your brand.

Tip: Start with a smaller Lookalike audience (2% similarity) and scale as you see positive results.

 

(4) Optimise Landing Pages for First-Time Visitors

What to Do: Ensure that the landing pages linked to your Meta ads are designed to convert new visitors.

Why It Works: First-time visitors need clear, concise, and persuasive landing pages that explain your brand’s value. A frictionless experience with an easy-to-navigate design will increase conversion rates.

Pro Tip: Make sure the messaging on your landing page matches the ad’s tone and promise to maintain a cohesive experience.

 

(5) Experiment with Different Creatives

What to Do: Test various ad visuals and messaging to find what resonates with new audiences. 

Why It Works: Unique and engaging creatives can capture attention and appeal to individuals unfamiliar with your brand.

Pro Tip: Your ad’s content influences Meta’s targeting algorithms, so consistently refreshing and iterating on creatives is essential.

 

(6) Test Placement, Age Group, Devices, and Monitor Ad Frequency

What to Do: For campaigns, test different ad placements (e.g., Facebook Feed, Instagram Stories, Reels), age groups, and device types (e.g., iOS vs Android). Adjust the ad frequency to ensure optimal exposure without overwhelming your audience.

Why It Works: Meta’s algorithms are designed to adapt to audience behaviour. Testing various placements helps identify where your audience engages the most, while age group and device segmentation can refine your targeting for better results. Monitoring frequency ensures your audience sees your ad enough to take action but not so often that it leads to ad fatigue.

Pro Tip: Use Meta’s breakdown tools to monitor performance across placements, devices, and demographics. Maintain a slightly higher frequency for static image ads compared to video ads, as they often require multiple impressions to drive engagement. A healthy ad frequency should be below 2.28 in general.

 

(7) Use Interactive Ads to Engage New Users

What to Do: Utilise interactive ad formats like polls, surveys, and interactive carousels.

Why It Works: These formats foster engagement and give users a reason to interact with your ad, making them more likely to remember your brand.

Pro Tip: Polls and quizzes that help users identify which product best suits their needs can drive both engagement and conversions.

 

(8) Use Dynamic Product Ads for Personalisation (e-Commerce)

What to Do: Implement dynamic product ads to show personalised content to users based on their past behaviors and interactions with your website or app.

Why It Works: Dynamic ads provide a more personalised experience, showing users products they have previously viewed or similar items, thus improving the chances of conversion.

Pro Tip: Ensure your product catalog is up-to-date for the best performance.

 

(9) Use Detailed Targeting for Niche Audiences

What to Do: Rather than relying on broad targeting, use Meta’s detailed targeting options, such as interests, behaviors, or demographics, to refine your audience.

Example: If you’re selling eco-friendly products, target users interested in sustainability, green energy, or eco-conscious living.

Pro Tip: This strategy works especially well for specialised products or services that may appeal to specific consumer groups.

 

Watch Your Meta Ads Campaigns Take Off

Continuously monitor and optimise your ad sets and campaigns. Use the information gathered and performance data to improve your targeting.

Create compelling ad content that aligns with your business and brand and supplements your social media marketing strategies. 

By expanding your Meta Ads strategy to include a variety of approaches such as refining your audience exclusions, diversifying ad creatives, and managing ad frequency effectively, Meta ads can help you attract new visitors and broaden your brand’s reach on social media.

 

Constantly testing and optimising these strategies will help your brand stay relevant and reach new, high-converting prospects.

Take the fresh approach needed to see better results in your Meta Facebook and Instagram campaigns.

Not sure where to start? VISIBILITI is an official Meta Business Partner.

Drop us a message and we’ll share more Meta Marketing insights with you!

 

Talk to us about Meta Marketing (Facebook Marketing)

For Your Business