Designing an Effective Social Media Ad

Georgia Nield

Facial aesthetics businesses have a great opportunity to build valuable content and attract your target market via social media. Whilst numerous businesses now have a number of social media accounts, many aren’t taking full advantage of all the available tools to build website traffic and ultimately generate business, are you?

Social media advertising works as an excellent tool to increase traffic to your website and generate qualified leads, when executed properly. The following article highlights six elements most important to social media ad design to help optimise your social media strategy and send potential customers to your website.


1 – Call-to-action (CTA)

CTA is key to any online advertisement. No matter the intention behind the ad, it could be informative, offering an incentive, selling a product or treatment; the viewer needs to know how to claim your offering/ what to do with this information. Including an obvious ‘buy now’ or ‘book now’ button gives the audience clear guidance to, what should ultimately be, inputting some form of information on your website.

2 – Appealing Imagery

Facebook and Instagram now offer a range of creative types for your ad, this can be a photo, video, or carousel. Whatever method you choose, the creative will be the one, most eye-catching feature of your ad - so make it good! Careful consideration of what would most appeal to your target market, best represents your brand and clear relevance to the topic are all vital. 

It is also important to consider the social platform’s guidelines for imagery, for example Facebook won’t allow you to include too much text on the photo itself as it should be included in the caption of the post.

Policies for each platform can be found here: Facebook/ Instagram, Twitter, TikTok, YouTube, Pinterest & LinkedIn.

3 – Focused Targeting

Targeting is the most important factor when designing a social media ad. The best way to communicate its importance is with an example. Say you run a facial aesthetic clinic in Leeds, obviously you will want to target people who live in your local area. However, there are multiple other factors to consider in your targeting to ensure the best ROI (Return on Investment) of your ads. Questions to ask include:

  • Who is your typical customer? 
  • What are their interests, income, demographic? 
  • What region(s) does your company cover? 

This way you can avoid paying to send your ads out to people uninterest in your service based in the Isle of Man!

4 - Focus on Pain Points

You started your business for a reason. It could be that you’re an incredibly skilled aesthetic practitioner, maybe you enjoy working with your employees, or perhaps you enjoy helping your clients look and feel good! Whatever your reasoning for starting, the reason you’re still here is because you solve your customers’ problems. 

This needs to be amplified in your ad, notice the very first paragraph of this article, I said ‘many aren’t taking full advantage of all the available tools to build website traffic and ultimately generate business, are you?’. The very reason you’re reading this article would suggest you aren’t but you want to learn how, so I have gone on to (hopefully) solve, or at least ease, your pain point.

5 - Optimised Landing Pages

So you’ve managed to get someone to click on your social media ad, great, well done! Now you either want to sell them something or convert them into a lead. Whatever you said would happen in the CTA, it needs to be easily fulfillable on the page the user lands on. For example, if you’re ad said ‘book now’ and you’d advertised a free garage door consultation, your landing page should quite simply display a form for the user to book a date and time for the consultation and provide their details. This makes the landing page user-friendly and gains your business a qualified lead.

For example, an ad for lip fillers, calling on people to ‘book a consultation’ should lead to a page with some quick and easy information about lip fillers with an obvious, simple form to book a consultation. This makes the process easy for the customer whilst completing the ad’s ultimate goal of capturing data and generating leads for the business.

6 - Ad Placement

This step is as simple as thinking logically about where your ad would be best placed. There are many aspects to consider including which platform (we have another useful article on this here) and what method on that platform (e.g. feed or stories). Depending on this, the design of your ad will need to change, including shape, orientation, and CTA placement etc. As a general starting point, newsfeed ads are better for engagement and generating sales, whereas ads in stories are good for driving brand awareness.

With 45 million social media users in the UK spending typically 135 minutes a day on social media, it is not a marketing channel to be taken lightly:

  • 27% of internet users have found new products through paid social ads
  • The average Facebook user has clicked on 12 ads in the past month
  • Including a ‘buy’ button on an ad increases likelihood of purchasing by 13%
  • Overexposure reduces likelihood of conversion by 65% so accurate targeting is key

This should be enough evidence to prove that social media advertising is an important part of your digital marketing strategy. If the prospect of designing and implementing a social media ad campaign seems a bit daunting, we can help.