What Is The Best Way To Use Facebook Ads?
Facebook has become one of the most powerful advertising platforms for businesses of all sizes — and for good reason. With over 3 billion monthly active users worldwide, and Malaysians spending an average of 3 hours per day on social media, the potential reach is unmatched.
Unlike Google Ads, where you pay to appear in front of people actively searching for something, Facebook Ads let you reach people based on who they are — their age, interests, location, and behaviour. This makes Facebook Ads particularly effective for building brand awareness, generating leads, and driving sales for both online and offline businesses.
In this guide, we’ll walk you through exactly how to set up and run Facebook Marketing Ads — from choosing the right objective and targeting the right audience, to setting your budget and creating ads that convert. Whether you’re a complete beginner or you’ve tried Facebook Ads before without success, this step-by-step guide is for you.
1. Facebook Ads vs Google Ads — which is right for you?
| Facebook Ads | Google Ads | |
|---|---|---|
| Best for | Brand awareness, lead gen, lifestyle products | High-intent searches, service-based businesses |
| Targeting | Demographics, interests, behaviour | Search keywords |
| Cost (Malaysia) | RM3–RM15 CPM | RM2–RM15 CPC |
| User mindset | Browsing / passive | Actively searching |
| Formats | Image, video, carousel, stories | Text ads, shopping, display |
Both platforms work well — many businesses use both. But if your audience doesn’t know they need you yet, Facebook Ads is usually the better starting point.
2. Campaign objectives — complete guide
All Facebook campaign objectives explained
Facebook organises its campaign objectives into 6 categories. Choosing the wrong one is one of the most common mistakes advertisers make — it directly affects how Facebook’s algorithm delivers your ads.
| Objective | What Facebook optimises for | Best for |
|---|---|---|
| Awareness | Reach and impressions | New brands with no existing audience |
| Traffic | Clicks to your website or app | Driving visitors to a landing page or blog |
| Engagement | Post likes, comments, shares, page follows | Growing a community, boosting social proof |
| Leads | Form submissions (Facebook native or website) | Property, insurance, education, services |
| App promotion | App installs and in-app actions | Mobile apps and games |
| Sales | Purchases, add-to-cart, sign-ups | E-commerce, retargeting warm audiences |
Which objective should you choose?
A simple rule: match the objective to where your customer is in the buying journey.
- Cold audience (never heard of you) → Awareness or Traffic
- Warm audience (visited your website, engaged with your page) → Leads or Sales
- Existing customers → Sales with a Custom Audience
⚠️ Avoid using the Engagement objective if your goal is sales. Engagement campaigns optimise for cheap interactions — likes and comments — not buyers.
3. Facebook Ads placement options explained
Facebook Ads placement: where will your ads appear?
When you run a Facebook ad, it doesn’t just appear in one place. Meta’s advertising network spans multiple surfaces across Facebook, Instagram, Messenger, and third-party apps. Here’s what each placement means and when to use it.
Automatic placements (Advantage+)
This is the default setting and is recommended for most advertisers, especially beginners. Meta’s algorithm automatically decides which placement will deliver the best results for your budget. It uses real-time data to shift your spend toward whichever surfaces are performing.
Manual placements — when to use them
| Placement | Platform | Best for | Ad format |
|---|---|---|---|
| Facebook Feed | All campaign types, high intent | Image, video, carousel | |
| Instagram Feed | Visual products, younger demographics | Image, video, carousel | |
| Facebook Stories | Short video campaigns, flash sales | Vertical video (9:16) | |
| Instagram Stories | Lifestyle brands, product showcases | Vertical video or image | |
| Reels | Facebook + Instagram | Reaching younger audiences, low CPM | Vertical video, 15–30 sec |
| Right Column | Facebook (desktop) | Retargeting, low-cost brand reminders | Static image only |
| Marketplace | Local products, e-commerce | Image | |
| Messenger Inbox | Messenger | Lead generation, high open rates | Image + text |
| Audience Network | Third-party apps | Extending reach at low cost | Image, video, native |
Recommended image/video sizes by placement
- Feed (Facebook + Instagram): 1200 × 628px (landscape) or 1080 × 1080px (square)
- Stories & Reels: 1080 × 1920px (9:16 vertical)
- Right Column: 1200 × 628px
💡 Tip: If you use manual placements, make sure your creative is designed specifically for that format. A landscape image looks poor in Stories, and a vertical video looks odd in the Feed on desktop.
4. Budget guide for Malaysian businesses
How much does Facebook Ads cost in Malaysia?
There’s no fixed minimum — technically, you can run ads for as little as RM5/day. But to get meaningful results and enough data to make decisions, here’s what we recommend:
| Business goal | Recommended daily budget | Campaign duration |
|---|---|---|
| Testing a new audience | RM30–RM50/day | At least 7 days |
| Lead generation | RM50–RM100/day | 14–30 days |
| E-commerce / conversions | RM100–RM300/day | Ongoing |
| Brand awareness | RM20–RM50/day | 30 days |
Understanding Facebook Ads costs
Facebook charges using two main metrics:
- CPM (Cost Per 1,000 Impressions) — what you pay for exposure. In Malaysia, CPM typically ranges from RM3 to RM15 depending on industry and audience size.
- CPC (Cost Per Click) — what you pay when someone clicks. Malaysian CPC averages RM0.50–RM3.00 for most industries, far lower than Google Ads.
Daily budget vs lifetime budget
| Daily budget | Lifetime budget | |
|---|---|---|
| How it works | Facebook spends up to this amount each day | Fixed total spend over the campaign period |
| Best for | Always-on campaigns, ongoing promotions | Time-limited promotions, event campaigns |
| Flexibility | Easy to adjust anytime | Less flexible once set |
Budget scaling rule
Never increase your ad budget by more than 20% in a single change. Larger increases reset the algorithm’s learning phase, which can cause your cost per result to spike for several days. Scale slowly and patiently.
5. Facebook Pixel — what it is and how to set it up
What is the Facebook Pixel and why do you need it?
The Facebook Pixel is a small piece of code that you install on your website. Once installed, it tracks what visitors do on your site — which pages they view, which products they add to cart, and whether they complete a purchase — and sends that information back to your Facebook Ads account.
Without the Pixel, you’re running ads blind. With it, you can:
- Retarget people who visited your website but didn’t buy
- Build Lookalike Audiences based on your actual customers
- Track conversions and measure your real return on ad spend
- Optimise your campaigns for purchases instead of just clicks
How to set up the Facebook Pixel (3 steps)
Step 1: Create your Pixel
Go to Meta Business Suite → Events Manager → Connect a data source → Web → Facebook Pixel. Name your Pixel and enter your website URL.
Step 2: Add the Pixel to your website
If you use WordPress, install the “Meta Pixel for WordPress” plugin and paste your Pixel ID. For Shopify, go to Preferences → Facebook and connect your account. For other platforms, copy the base code and paste it into the section of every page.
Step 3: Verify it’s working
Install the “Meta Pixel Helper” Chrome extension. Visit your website — if the extension shows a green checkmark, your Pixel is firing correctly.
Key events to track
| Event | When it fires | Why it matters |
|---|---|---|
| PageView | Any page load | Basic traffic tracking |
| ViewContent | Product/service page | Interest signals |
| AddToCart | Cart action | Purchase intent |
| Lead | Form submission | Lead gen tracking |
| Purchase | Completed order | Conversion tracking |
⚠️ iOS 14 note: Apple’s privacy changes limit Pixel tracking on iOS devices. To work around this, set up Meta’s Conversions API (server-side tracking) in addition to the Pixel. Your developer or a plugin like Conversions API Gateway can help with this.
6. Audience targeting — deep dive
Facebook audience targeting: how to reach the right people
Facebook’s targeting is what makes it so powerful. Beyond basic age and location filters, there are three main audience types every advertiser should understand.
1. Core Audiences (Saved Audiences)
These are audiences you build manually using Facebook’s targeting options:
- Location — country, state, city, or even a radius around a specific address (e.g. 10km from your Penang store)
- Age & gender — narrow or broad depending on your product
- Interests — topics users have engaged with (e.g. “home renovation”, “online shopping”, “fitness”)
- Behaviours — actions users have taken (e.g. “frequent international travellers”, “small business owners”)
Best for: cold traffic campaigns, reaching new audiences who’ve never heard of you.
2. Custom Audiences
Custom Audiences let you target people who have already interacted with your business:
- Website visitors (tracked via the Facebook Pixel)
- People who watched your videos (e.g. watched 75% of a specific video)
- Your email/phone number list (upload a CSV)
- People who engaged with your Facebook or Instagram page
Best for: retargeting warm audiences who already know your brand — these typically deliver the highest conversion rates.
3. Lookalike Audiences
Once you have a Custom Audience, Facebook can find new users who share similar characteristics. A 1% Lookalike Audience in Malaysia means the top 1% of Malaysian Facebook users who most closely resemble your source audience.
Best for: scaling beyond your existing audience without losing relevance.
4. Advantage+ Audience (Meta’s AI targeting)
Introduced in 2023, Advantage+ Audience lets Meta’s algorithm find the best audience automatically, using your Pixel data, creative signals, and campaign history. It often outperforms manual targeting for conversion campaigns with sufficient data.
💡 Audience size tip: For cold traffic campaigns, aim for an audience size between 500,000 and 2 million in Malaysia. Too small and your CPM skyrockets; too large and your targeting becomes too broad.
7. Common Facebook Ads mistakes to avoid
Even experienced advertisers fall into these traps. Avoid them to get more from every ringgit you spend.
1. Stopping campaigns too early
Facebook needs time to learn. Each ad set requires roughly 50 optimisation events (clicks, leads, or purchases) before it exits the “learning phase” and starts performing efficiently. Most advertisers pause campaigns after 2–3 days, before the algorithm has any real data.
2. Targeting an audience that’s too small
An audience under 200,000 will exhaust quickly, driving your CPM sky-high. For cold traffic in Malaysia, aim for at least 500,000–1 million in audience size.
3. Sending traffic to your homepage
Your homepage is designed for everyone. An ad should send people to a dedicated landing page that matches the ad’s message exactly — same offer, same visual, clear call-to-action.
4. Never split testing
Running one ad and judging Facebook Ads as a whole based on its results is like tasting one dish and rating the entire restaurant. Always test at least 2–3 different headlines, images, or audiences at once.
5. Ignoring ad frequency
Frequency measures how many times the same person has seen your ad. When frequency rises above 3–4 for a cold audience, performance drops sharply — people start ignoring or hiding your ads. Refresh your creative or rotate new audiences regularly.
6. Using Engagement campaigns when you want sales
Engagement campaigns are optimised to find people who like and comment — not people who buy. If your goal is leads or sales, use the Leads or Sales objective, even if the CPM is higher.
7. No spending cap
Always set a campaign spending limit or account spending limit, especially when testing. Without one, a misconfigured campaign can drain your entire budget overnight.
8. FAQ Section
Frequently asked questions about Facebook Ads
- How much does Facebook Ads cost in Malaysia?
There’s no fixed minimum — you can start from as little as RM5/day. Most Malaysian SMEs spend between RM1,000 and RM5,000 per month. The actual cost depends on your campaign objective, audience size, and industry competition. As a starting point, budget RM30–RM50 per day for at least 7 days to gather enough data before making any decisions.
- What is the best Facebook ad placement?
For most businesses, the Facebook and Instagram Feed delivers the highest intent and most consistent results. Stories and Reels work well for vertical video creative and generally offer a lower CPM. If you’re unsure, use Advantage+ Placements — Meta’s algorithm will automatically allocate your budget to whichever placement performs best.
- How long should I run a Facebook ad campaign?
Run a new campaign for at least 7–14 days before judging its performance. Facebook’s algorithm needs roughly 50 optimisation events per ad set per week to exit the “learning phase.” Pausing or significantly changing a campaign before this resets the learning phase and increases costs.
- What is the Facebook Pixel and do I need it?
The Facebook Pixel is a small piece of code installed on your website that tracks visitor behaviour and reports it back to your ad account. It’s essential for conversion campaigns, retargeting website visitors, and building Lookalike Audiences. If you’re running any traffic to a website, install the Pixel before you launch your first campaign.
- Is Facebook Ads or Google Ads better for my business?
It depends on your goal. Google Ads captures existing demand — people actively searching for what you sell — making it ideal for high-intent, purchase-ready traffic. Facebook Ads create demand by reaching people before they search, making it better for brand awareness and interest-based products. Many Malaysian businesses use both platforms for different stages of the customer journey.
Conclusion
Running Facebook Ads doesn’t have to be complicated — but getting it right takes strategy, testing, and experience. Whether you’re just starting or you’ve been burning budget without results, the steps in this guide will help you build campaigns that actually work. That said, managing Facebook Ads effectively takes time — time that most business owners simply don’t have.
If you’d rather focus on running your business while experts handle your ads, Zumax Digital is here to help. We’ve helped businesses across Malaysia and Singapore grow with targeted Facebook Ads campaigns that deliver real, measurable results. Get in touch with us today for a free strategy consultation — let’s build something that works for your business.
