From the biggest mistakes new advertisers make to the three core ad types you should be testing (and when), Carol shares practical advice to help you understand how Facebook ads actually work—and how to use them with confidence.
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If you’ve ever felt overwhelmed or frustrated trying to run Facebook or Instagram ads for your business, you’re not alone. I recently had the chance to chat with Carol Kabaale, a Meta-certified ad strategist who helps online coaches grow their businesses through purpose-driven Facebook ad campaigns—and she brought so much clarity to the conversation.
With over 8 years of experience and a serious passion for simplifying the world of Facebook ads, Carol had a lot to say about what really works, what doesn’t, and how to approach ads in a way that actually supports your long-term growth (and doesn’t leave you feeling defeated or confused).
Why Facebook Ads Feel So Frustrating for Small Business Owners
If you’ve tried Facebook ads and walked away thinking, “Why didn’t this work?”—Carol gets it. Even she finds the platform confusing at times, especially when Facebook randomly changes its backend (without notice, of course). So if you’re not an ad strategist and the whole setup makes your head spin, it’s not your fault.
According to Carol, the biggest issue is often expectations. Many business owners treat ads like a quick fix—like going to the gym once and expecting abs. But just like your marketing strategy, ads take testing, tweaking, and time.
And that starts with having the right budget and mindset.
How Much Should You Budget to Start?
Carol recommends budgeting at least $300 for your first month, which breaks down to about $10 a day for testing. That gives you room to run one campaign, learn from the data, and make adjustments along the way. You’ll learn a lot in that first month—and you’ll also set yourself up to get better results in the long term.
The 3 Types of Facebook Ads You Can Run
Rather than trying to run every type of ad at once, Carol suggests focusing on one ad type depending on your current season of business:
- Awareness Ads – These are perfect if you’re looking to get more eyes on your organic content. Retarget people who’ve visited your website, joined your email list, or engaged with you on social media. Just don’t expect immediate sales—this is about building trust and connection.
- Lead Generation Ads – These ask people to trade their email for something valuable (like a quiz, PDF, checklist, or free training). Carol’s advice: Give away real value. Don’t hold back. This is how you earn trust and move people further into your funnel.
- Sales/Conversion Ads – These ask for the sale or consultation booking. But be warned—this is the biggest ask and the most expensive type of ad. Use it when your audience is already warm and your funnel is in place.
And pro tip: Don’t go straight for the sale. Start by warming your audience first.
Should You Use a Facebook Lead Form?
In a word? No.
Carol’s not a fan of lead forms because they often attract low-quality leads. The form pre-fills a person’s info, making it way too easy to submit—and much harder to tell if they’re serious. If you must use one, at least add qualifying questions to filter out tire-kickers.
But ideally, send people to a dedicated landing page where you can control the messaging and user experience.
What’s Better—Images or Video?
Carol loves video ads, not just because they can convert well, but because of the built-in social proof that comes with high view counts. That said, it depends on your audience. If your ideal client prefers carousels or still images (like many tech professionals do), follow the data. Look at what’s already working organically, and use that as your ad format.
Getting People to Stop Scrolling
To grab attention fast, Carol recommends:
- Hooking your viewer in the first three seconds
- Skipping long intros (“Hi friends!” won’t cut it)
- Adding your call to action right away, not just at the end
And don’t forget to check out your competitors using Facebook’s Ad Library under the “Page Transparency” section. You’ll get a sense of what kind of formats, messaging, or styles are being used—without copying, of course.
Avoid the Boost Button
Tempted to hit that little blue “Boost” button? Don’t.
Boosting is like playing the nickel slots in Vegas—fun, maybe, but not strategic. If you’re serious about your results, use Ads Manager instead. It gives you more control, better tracking, and a bigger return on your investment.
Trackability Matters More Than You Think
Even if you’re not ready to run ads yet, install the Facebook pixel on your site today. It collects valuable data so when you are ready, your ads will be smarter from day one. You can also set spending limits and monthly caps to avoid those “oops” moments (like doubling your ad spend by accident—been there!).
Carol also sets up Conversions API for clients, which helps fill in the gaps when iOS or privacy settings block traditional tracking. It’s not perfect, but she reassures us: the most accurate data always comes from your CRM and email provider.
What About Targeting?
You can target:
- People based on age, gender, income (U.S. only), lifestyle habits, shopping behavior, and more
- Engaged shoppers—those who frequently buy from ads
- People based on their interests (think Brene Brown, yoga retreats, or wellness content)
Just remember: the more relevant your targeting, the better your ad will perform.
So How Long Should You Run Ads?
A minimum of one month gives you enough time to test, adjust, and optimize. And be ready to troubleshoot. If someone sees your ad but doesn’t convert, the problem might be your landing page or offer—not the ad itself.
Think of every part of your funnel as a chain. You need all the links working together to get the results you want.
One Final Reminder from Carol
Ads are not “business rescue.”
They won’t fix a broken funnel or a vague offer. But with the right strategy and realistic expectations, they can absolutely help you build visibility, grow your email list, and generate qualified leads.
Carol’s biggest hope? That you walk away from this feeling less intimidated by ads—and more empowered to explore them, one step at a time.
