How To Setup Facebook Ads In Nigeria: The Hands-on Step-by-Step Guide
The main goal of every business is to make money. A very efficient technique to raise your revenues and sales is to market your good or service to more people. Sales are what keep businesses alive. And sales generate revenue. Facebook advertising is excellent for attracting new clients. Profits from Facebook advertising are solid. Facebook advertising is helpful for acquiring new clients, luring in additional clients, and boosting sales. Most Nigerians, regrettably, are not familiar with Facebook ads, which are simple to set up, but they must be able to begin immediately. We will show you how to run ads on Facebook easily.
Stats & Facts about Facebook
Given that there are 7.7 billion people in the world, 2.93+ billion of them routinely use Facebook. You should consider the startling statistic about Facebook.
As of July 2022, there were nearly 37 million Facebook Users in Nigeria, accounting for 16.8 per cent of the population. Overall, 32.8 per cent of users were aged between 25 and 34 years, making this age group the largest user base in the country, followed by those aged 18 to 24 years.
In 2026, the number of Facebook Users in Nigeria to reach 69.4 million, up from 23.88 million in 2020.
The first thing you need to know about running Facebook ads in Nigeria is the demographics of the country. Over 60% of the population is under the age of 25, making Nigeria a prime target for businesses that cater to young people. Additionally, almost half of the population is urban, so if your target market is urban dwellers, Nigeria is a great place to run your ads for your business online and make more money.
How to target Nigerian Facebook users
Now that you know who your target market is, it’s time to start targeting them with your ads. The best way to do this is by using Facebook’s “Detailed Targeting” feature. This allows you to target users based on their location, interests, and even behavior. For example, if you’re trying to reach urban dwellers in Nigeria, you can use detailed targeting to only show your ad to people who live in urban areas and have interests that indicate they’re likely to be interested in your product or service.
This tutorial will walk you through the process of creating Facebook ads for your business or brand. We will also share some tips on how to create effective ads that get the most out of your budget.
Why sell on the Facebook platform?
Facebook ad account overview
How to advertise on Facebook in 8 steps
Facebook advertising FAQs
Why sell on the Facebook platform?
It’s likely that if you’re reading this, you’ve already decided whether or not you want to sell the Facebook platform. However, in case you’re still debating, here are some arguments:
Affordability (Dead Cheap): Because Facebook advertising allows for such exact targeting, you can be sure that you’re getting the most for your advertising budget which makes it suitable for small businesses.
Versatility. You can target consumers at every level of your marketing funnel with Facebook advertising thanks to the diversity of ad types and available objectives.
Gain audience insights. In their daily lives, people use Facebook frequently and for several reasons. The data you collect from Facebook adverts can be used to inform other elements of your marketing strategy. This would help you navigate the right audience.
Facebook advertising account overview
When you run Google Ads, you set up a Google Ads account and then off you go, but with Facebook, there are several different properties involved. If you’re new to Facebook advertising, you’re highly susceptible to falling into a black hole of confusion surrounding which accounts you need.
Here’s the breakdown (and don’t worry, I’m going to walk you through setting up all of these):
Meta Business Suite (formerly Facebook Business Suite) is an all-encompassing account that includes everything. You may manage both your Facebook and Instagram accounts with this free account. Additionally, you may gain insights, schedule articles, reply to messages, and receive notifications.
Facebook Business Manager is currently interchangeable with Business Suite. Previously, it served as the backend for managing pixels, payments, and other items that don’t start with a P. Although all of these tasks can now be completed using the previous Facebook Business Manager interface, you can still do so by going to the help button and selecting the Switch to Facebook Business Manager option.
Ads Manager. This is where your ad accounts live. If you’re an agency, you will have multiple ad accounts in one Ad Manager account. If you’re the only one managing your properties, you don’t need a Meta Business Suites/Business Manager account to use Ads Manager, but it is recommended (and it’s free, so it can’t hurt).
Ad account. This is what you create within Facebook Ads Manager. You should only have one ad account per business (or per Facebook Business Page)
Facebook Business Page. You need a Facebook Business Page in order to advertise on Facebook, but you don’t need to be advertising on Facebook in order to create a Page. In fact, this is a staple in any organic social media marketing strategy. You can create a Page entirely separate from all of the above, right from your Facebook profile. Or you can create one out of Business Suite.
Ad campaign. This is where you choose an objective. You can (and should) have multiple campaign types within one ad account.
Ad set. This is where you determine your ad budget/bidding, schedule, and audience targetings—such as by demographics, interests, age, and more. You can have multiple ad sets in one campaign.
Ad. This is your actual copy and creative. You’ll want to have at least two ads per ad set. We’ll talk more about Facebook ads account structure later on.
How to advertise on Facebook
Now that we have a graphic representation of what the Facebook ad concept looks like, gear up and grab your charger because it’s time to travel. The steps we’ll be covering are as follows:
How To Create a Business Suite account
How To Connect or create your Facebook Business Page
How To Create your ad account
How To Add the pixel to your website
How To Create your Facebook advertising campaign
How To Create your Facebook ads set
How To Create your ad
How To Publish you ads
1. How To Create a Business Suite account
Not quite long ago Facebook merged Business Manager and Business Suite are now merged into one. Let’s say you create a Business Manager account. You will be brought into the Meta Business Suite interface, where you can access the old Business Manager interface (by clicking Help > Switch to Business Suite), but your best bet is to get familiar with Business Suite since it’s here to stay.
To create an account, go to business.facebook.com and click “Create account” on the upper right.
After which you would be required to fill in your full name, email address, and business suite name. When you provide those details, you should submit them. Upon confirming your email, your account will be set up.
NOTE: You need to have your Facebook account logged in.
2. How To Connect or Create Your Facebook Page
Head down to the bottom left and click on “Settings.”
From there, click the second gear you see, or you might see a prompt to go to Business Settings. Both take you to the same place. Business settings are basically the legacy of the business manager.
You need a Facebook page in order to advertise. On the left window, select Pages, and then click Add. Here you can either add an existing page, create a new page, or request access to a page (such as if you’re running ads for another business).
While you can supply the bare minimum just to get your page created, it’s best to build it out fully before you start advertising since users can navigate to your page from your ad. Use our guide to creating a Facebook business page to set your page up fully and optimize it for marketing purposes.
3. How To Create your ad account
Okay, now navigate back to Ad Accounts in that left-hand pane. You’ll see an option on the right to create a new ad account.
Provide your Ad account name, time zone, and currency then click Next. Facebook will then ask you whether the ad account is going to be used to manage ads for the business account through which you’ve created this ad account or for another business or client.
Next, you’ll be asked to add people and grant permissions. Select your name and give yourself full control over everything.
Click Assign, and then click Add Payment Info. Now you have an ad account set up.
4. How To Add the pixel to your website
You don’t have to do this step now, but you’re going to have to do it eventually, so you might as well get it over with! The pixel is a little snippet of code that will tell you what your ad viewers do once they land on your website. Insights from the pixel help you to further optimize your ads as well as create Facebook retargeting audiences that tend to perform well.
Note! With iOS privacy updates and the eventual end of third-party cookies, we highly recommend you set up the Facebook Conversions API as well, as this is the best way to get the most complete picture of your data possible.
To set up the pixel, go to Data Sources, select Pixels, and on the right, click Add.
Facebook will ask you whether you want to install it manually or use a partner integration.
The partner integration methods are designed to make the process easier without using code, so I’d encourage you to go that route first. Current partners include:
Google Tag Manager
Conversions API Gateway
How To Set up your web events
Note that you can always revisit the domain verification process by going to Brand Safety > Domains and the event setup process by going to Events Manager.
5. How To Create your Facebook ads campaign
Now click the hamburger menu at the top left (All tools) and select Ads Manager.
On the left, select “Create.”
Choose your campaign objective
Facebook offers three categories of campaign objectives: awareness, consideration, and conversion.
In terms of which objective to choose, it will depend on what your offer is and who you’re targeting. Ultimately, you want to have a full-funnel Facebook ads strategy where you create different campaigns for each stage of your funnel, but for help choosing which objective is best for this particular campaign, this chart may help:
Note that if you choose a conversion campaign, you definitely need to have your pixels set up and web events configured.
Once you select your objective, you’ll see something like this:
Use whatever you want, as long as it makes sense to you.
Special Ad Categories: If you fall into any of those special categories, declare that here so you can take care of any further documentation you may need to provide, depending on Facebook advertising policies.
Campaign details: Here you can change your objective if you need to, and you can also select a campaign spending limit (if you go with a daily budget—more on budgets in a bit).
Campaign Budget Optimization: With this setting turned on, instead of choosing your budget separately for each ad set within a campaign, Facebook will decide which ad sets should
6. Create your Facebook ad set
Now we’re on the ad set stage. There are more features and settings here too, but here’s what matters.
Traffic: Choose where you want to drive traffic. This is because I chose a traffic campaign for my objective, but this window may look different for different objectives.
Dynamic creative. Facebook dynamic ads operate similarly to responsive search ads, where you provide the assets (images, videos, headlines, descriptions, etc.) and Facebook will mix and match them into different combinations. For simplicity’s sake, I will not opt into this setting.
Optimization & delivery. This is where you tell the algorithm what you see as success for your ad set so that Facebook can further refine who it shows your ads to.
The options here will vary depending on your campaign objective, but here is a quick guide on how to choose:
Budget & schedule
Here is where you choose a daily budget or a lifetime budget. You can learn about daily vs lifetime budgets here but in general
Choose daily budgets when:
Your campaign will be evergreen
You want to maximize strong performance
You expect to change your budget regularly
Choose lifetime budgets when:
You need to run your ads on a schedule
Your campaign has a set budget and end date
You also have the option here to set up your ad scheduling, which is fairly easy on Facebook. You can tell Facebook to only run your ads when it makes sense for your business (such as only during your operating hours) or audience (such as only running your breakfast cafe ads in the morning).
In this step, you select exactly who you want to reach with your Facebook ad, which you can define based on:
Interests and behaviours
You can check out our full guide to Facebook ad targeting, but here’s a quick crash course:
Though it has taken a bit of a hit due to privacy changes, Facebook’s targeting is still among the most powerful out there since users provide such detailed information about themselves on this platform—their age, marital status, job, interests, and more. There are three types of audiences you can target in Facebook ads.
Core audiences: target users based on their demographics, interests, and behaviours.
Custom audiences: target and retarget customers and leads. These are pixel-based.
Lookalike audience: target people similar to your existing customers and leads.
For detailed targeting, you can create rules so that the ad targets users with one OR another or one AND another interest. Either way, it’s best to stick to just one or two interests or demographics per ad set. Otherwise, you won’t know what audiences are working for you. If you have more interests to target, you can always create new ad sets.
On the right, the Audience definition will tell you how large or small your audience will be based on the criteria chosen, and Estimated daily results will tell you how many people you’re estimated to reach based on your daily spending. Keep in mind that these are just estimates and aren’t always 100% reliable, so take them with a grain of salt.
Choose your placements
Now you’ll choose your placements. Placements refer to where your Facebook ad will appear on the Facebook network. Between mobile and desktop, Instagram and Facebook, there are a number of placements to choose from.
You’ll have two options here: automatic or manual. You may be tempted to manually choose which placements you want, but if you’re just starting out, it’s best to leave it on automatic and let your ad show on every possible placement to start. Then, after a week or two, you can look at which placements are performing best, switch to manual, and optimize your placements from there.
7. Create your ad
Create your ad creative
The creative refers to the visual part of your ad, which should be its focal point. Facebook supports three ad formats: single image and video ads, carousel ads, and collection ads, and you have three creation options: use an existing post, a Creative Hub mockup, or upload your own design.
Write your copy
Next, it’s time for your ad copy, which consists of:
Primary text: above the ad creative; only the first 125 characters show.
Headline: just below the creative, 40 characters or less.
Description: just below the headline, 30 characters or less.
According to a study by AdEspresso, the perfect Facebook ad headline length is five words. In terms of sentiment, split-test both positive and negative emotions in your headlines. By using the same targeting but switching up the ad copy, you’ll be able to see which emotional appeal resonates best with your target audience.
Choose your call to action
Once you enter your ad copy, enter your website URL, and choose the call to action that makes the most sense for your offer. You can always A/B test this later!
Confirm your tracking
Last but definitely not least, make sure your website event tracking is set up (if you skipped it earlier). You’ll have the option to set up the app and offline events if applicable, as well as set a unique URL parameter so you can identify visitors to your website from this ad.
That green button on the bottom right of your screen never looked so beautiful. Once you hit publish, an algorithm (and sometimes a person) will review for any Facebook Ad disapprovals, so your ad can take 24 hours (sometimes more) to get approved. Once it’s up and running, your ad will go through a learning period during which Facebook will gather the performance data it needs to optimize who it delivers the ad to and when.
To recap, here is how to run Facebook ads:
Create a Business Suite account
Connect or create your Facebook Page
Create your ad account
Add the pixel to your website
Set up your web events
Set up the pixel
Verify your domain
Configure your web events
Create your Facebook ad campaign
Choose your campaign objective
Create your Facebook ad set
Budget & schedule
Choose your placements
Create your ad
Create your ad creative
Write your copy
How to run Facebook ads in Nigeria: FAQs
Let’s close out with some answers to frequently asked questions about Facebook ads.
How does the Facebook ad auction work?
The Facebook ad auction works differently from the Google ad auction. The key factors involved in determining who wins the Facebook ad auction include:
Your ad quality and relevance
Your estimated action rates
These qualities ultimately determine your Facebook cost per click, which goes a long way in determining Facebook metrics that are tied more closely to revenue, like cost per action and cost per lead.
In order to make your ads as relevant as possible, make sure your target audience is meticulously crafted, your Facebook ad creative and messaging resonate with the said target audience, and you’re rotating new ads in and out of your campaign periodically.
How much do Facebook ads cost?
Depending on the industry, campaign objective, and other factors, the average Facebook cost per click can range anywhere from a quarter to $5. For a deeper dive, refer to our post on Facebook ad costs.
How does Facebook remarketing work?
Facebook remarketing (or retargeting) allows you to advertise to users who have already engaged with your business—such as on your website, app, Facebook Page, other Facebook ads, or even offline. You can upload lists of leads or customers to target via the pixel, and the Conversions API can also help identify these users. You can even layer audiences by combining retargeting with detailed targeting.
However, as pixel data is less reliable due to privacy, retargeting users based on their engagement with your business on Facebook itself is the way to go.
How should I structure my account?
For effective Facebook advertising, your Facebook Ads account structure should resemble a typical marketing funnel, with upper-funnel campaigns devoted to prospecting, mid-funnel campaigns devoted to Facebook lookalike audiences and other audiences with mid-tier granularity, and lower-funnel campaigns devoted to highly refined Facebook remarketing audiences.
Why aren’t my Facebook ads working?
Running into a snafu in which your Facebook ads aren’t working is one of the most common Facebook ad fails for advertisers. And, as such, there’s nothing to be embarrassed about. It happens to everybody. Some reasons your Facebook ads might not be working:
Your campaign objective doesn’t match your goals.
Your targeting is too broad.
Your relevance score is too low.
You’re lacking a message match.
Your ad creative is bland.
If your Facebook ads aren’t working for one of these reasons, don’t panic. Use the tips and resources in this article, and you will be back up and running in no time.