How to Pimp Out Your Facebook Ads for Maximum Conversions

It’s time to get in touch with your inner gangster.

Don’t worry. There’s nothing illegal or dangerous going on here unless you think that making sky-high revenue from Facebook is illegal or dangerous.

In this article, I am going to lay out a simple and effective method for pimping out your Facebook ads to maximize conversions.

I’ll teach you how to turn your ads into an online bouncer who will not let a single customer leave their Facebook page without clicking on your ads.

No more Facebook followers glossing over your ads in favor of viral cat videos.

No more conversion rates so abysmal that they would make a used car salesman cry.

It’s time to get pimping and create Facebook ads that will bring in more profit than a casino in Vegas.


Source: Ocean’s Eleven

So, put your large feathery hat to the side, take off your fur coat, sit back, and get ready to take some notes.

I am about to drop some serious knowledge about how you can transform your conversion rates.


Let’s hit the street. 

1. Target the right clients

Here’s the deal.

It doesn’t matter how amazing your Facebook ads are.

If the right people are not seeing them, they will not convert. Period.

Think about it.

If the UFC ran an ad for the recent McGregor vs. Diaz fight targeting soccer moms and fans of, do you think it would convert?


Source: YouTube

Probably not.

Even if the ad was well designed, optimized for color psychology, and contained world class copy, there would be zero sales if the right people did not see it.

For example.

If you are running a Facebook ad campaign to sell your new product on health and wellness, you probably wouldn’t target Facebook users who are fans of McDonald’s and Wendy’s.

Luckily for you, Facebook targeting is the undisputed heavyweight champion of customer targeting.

The first step to running high converting Facebook ads is to target users based on their interests.

Find users who have similar interests to the products you are selling, and you’ll be able to build up a huge fan base you can later convert into paying customers.

Remember, this is step number one.

Most people are not going to be willing to whip out their credit cards and purchase a product from you (even if it is something they are interested in) based on one ad.

That is where step two becomes extremely important.

2. Optimize the visuals and copy of your ad

Okay, so you’ve targeted the proper leads, and your ads will be viewed by all the right people.

Now what?

Now, it’s time to get in touch with your inner Picasso and create some amazing ads that people actually want to click on.

But how in the world do you do this?

There are a few key steps to remember whenever you are creating ads on any platform.

Step 1: Be interesting

The worst thing you can do whenever you are creating an ad is to be generic.

It doesn’t matter whether you are sparking controversy or being a little bit edgy as long as people remember you.

Remember “St. Rooney,” the Nike ad portraying a recuperated Wayne Rooney with a blood-red cross on his chest?


Source: TopTenz

It’s hard to forget.

I can’t speak to your niche, but find a way to set yourself apart from the competition through unique ads, and you will start converting like crazy.

Step 2: Spark emotion

The next important thing to remember when you are creating your Facebook ads is that people are emotional creatures, not logical ones.

  • Instead of focusing on data and logistics, focus on emotion.
  • Tell people about the benefits they are going to receive.
  • Tell them about how your product or service will change their lives.
  • Find the pain point they are struggling with, and press on it until they are willing to fork out the money to buy whatever you are selling.

Another point to remember with regards to sparking emotion is that people relate more strongly to human faces than they do to any other image.


Instead of using landscapes or product pictures in your ad, use images that contain facial expressions conveying the emotion you are trying to evoke.

Step 3: Master color psychology

The third and final thing that can completely transform the conversion rates of your ads is the colors you use.

Due to evolutionary psychology, people associate certain colors with certain emotions.

Red grabs our attention.

Blue instills trust and a sense of calm.

Do some research into how different colors affect the human brain, and use that knowledge to make the human brain work for you instead of against you.

3. Create a valuable and compelling lead magnet

How do you feel about bribery?

Well, I hope you can come to terms with it because a lead magnet is basically an ethical bribe designed to help you compile a list of contacts.

When you are crafting a lead magnet, the goal is to “bribe” your potential customers, offering them something of value in exchange for their emails or some other contact method.

This will allow you to build up a huge list of leads who are interested in buying your product or service in the future.

The biggest key to remember whenever you are crafting your lead magnet is that this is the first “sample” of your work your leads are receiving.

It doesn’t matter if you have amazing products or services.

If your lead magnet is low quality, people will judge your business accordingly.

This means it’s absolutely essential that you craft a kick-ass lead magnet.

I don’t mean something good.

I mean something that you could charge $100 or more for in good conscience.

Some of the most common lead magnets are:

  • E-books or articles
  • Video training
  • Email series
  • Free tools

The format you choose for your lead magnet is up to you. But make sure you base your decision on your audience.

For example, if you have a huge YouTube following, you’ll want to opt for a video training series.

But if you have a huge blog following with massive amounts of engagement, writing a killer e-book is probably the way forward.

4. Create a killer landing page

Even though this is not technically a part of your Facebook ads, it’s still one of the most essential parts of generating a high conversion rate.

Your landing page is the difference between a Facebook ad that generates thousands of clicks and a Facebook ad that generates thousands of sales.

Creating a landing page that converts is not easy. But it is essential to Facebook ad mastery. Besides, nothing good ever comes easy, right?

How do you go about creating a high converting landing page for your Facebook ads? By mastering the essentials.

Essential 1: The heading

Let me tell you something you already know.

People have an attention span of approximately 9 seconds (no, really).


Source: Confessions of a Procrastinator

There are so many distractions in the modern world that people rarely have the attention to actually sit back and read a landing page.

Even if the product could change their lives, they, most likely, won’t be willing to dedicate any part of their day to your page—unless you give them a reason to.

This is where headlines come in. The first step to writing masterful landing pages is to write masterful headlines.

Your headlines need to grab your audience’s attention.

They need to spark interest, explain the benefits of your product, and tell them exactly what you are selling.

All within a few short words.

Easy, right?

When writing headlines, you want to keep things as simple as possible while still grabbing people’s attention and explaining your product sufficiently.

Here are some great examples to get your creative juices flowing.

“Where startups learn to convert like mofos” – CopyBlogger

“Create professional client proposals in minutes” – Bidsketch

“The astonishing power of eye tracking technology… Without the high costs” – Crazy Egg

Essential 2: Customer benefits

The next thing you need to focus on with your landing page is clearly explaining the benefits to the customer.

What are they getting out of this transaction?

Your customer does not care about your product. They only care about one thing.

“What’s in it for me?”

That’s it.

If you can effectively answer this question in the body of your landing page, your conversion rates will skyrocket.

Do not focus on the features of your product or service; instead, focus on how those features will change your customer’s life.

For example, making this shift is the difference between copy that reads like this:

“12 video modules explaining the mechanics of exercise physiology”

and this:

“12 life-changing modules on exercise psychology that will help you discover the fitness secrets you need to shred pounds of fat and unlock your genetic potential… in 8 short weeks!”

I don’t know about you, but I am pretty sure I know which bullet point would make me click that “buy now” button.

Essential 3: Build credibility

The third essential part of your landing page is the credibility you build.

What do I mean by this?

People buy from people they trust.

And if a customer has only found you through a lead magnet and a Facebook ad, odds are you haven’t yet built enough trust to convert them into a paying customer.

So, you need to build up your credibility. You can accomplish this in several ways. The first is by “borrowing” credibility from other sources.


For example, if an industry leader endorsed your product, including their profile picture and endorsement on your landing page would massively affect your conversion rate.

Conversely, if you have been endorsed by big brand names like Forbes, Entrepreneur, or Inc, you could include their badge on your landing page to boost your credibility.

And finally, you want to make sure you include lots of in-depth client testimonials.

And I don’t mean testimonials like:

I love Neil’s products. – Greg.

I mean several-hundred-word testimonials that explain what your client’s life was like before they found your product/service, and what it’s like now.

If you can accumulate enough genuine testimonials, you will instantly be able to build trust and rapport and sell your products with ease.

4. Track, track, and then track some more

Now that you’ve gotten in touch with your inner fur-coat-wearing pimp, it’s time to get in touch with you inner mountain man (or woman).


Once you have completed the above four steps, the final—and most essential—key is to track your progress.

You need to know exactly what’s working and what’s not.

This means you need to set up individual landing pages with tracking pixels so that you can see exactly which ads are generating clicks and which landing pages are resulting in conversions.

You need to track everything you can.

Try out ads with different copy, different colors, targeted at different demographics, and offering different lead magnets.

Once you have discovered which elements result in the highest performance, you can further optimize your ads for conversions.

One important thing to remember is that you need to make sure you run your ads for a sufficient amount of time before you make any changes.

I recommend that any time you make a change to your ads, you run them for at least a month before looking at the data.

This will give you a big enough sample size to properly determine what changes are actually making a difference.


Now, you have it—the step-by-step process to absolutely pimp out your Facebook ads and generate more conversions than you ever thought possible.

This process is not easy.

It will take time; it will take work; and it will take a lot of testing.

But it will be worth it.

If you can create Facebook ads that convert, your income potential is unlimited.

Unlimited enough that you might actually be able to afford a real fur coat for all your ad pimping, if you’re into that kind of thing.

What is your favorite tip for creating pimpin’ Facebook ads?


  1. Hi Neil !

    I must say that emotions part really changed my mind, you are absolutely right humans are emotional creatures and they do react to things differently.

    Today I read one of the best article on Facebook adds.

    Have a good day.

  2. Hey Neil!

    Great post. Right on the money with emotions! Also, when considering the effects of colors on emotions, consider your target audience’s culture, since color meanings may vary by culture, even if they all live in the same country.



  3. Another great post full of tips I sorely need to implement. Trying to target London based mums is proving rather challenging!

  4. Your email copy promoting this blog post was incredibly problematic. Calling out “gangster” and “pimp” in the promotion definitely sparked emotions — but negative ones. Are you seriously glorifying someone who controls sex trade workers via the means of violence and intimidation? Will be unsubscribing. 🙂

    • Hi Sally,
      I think you are teasing Neil – I hope so because anyone who has been around him for very long knows that he is the most generous and noble fellow who would be one of the very last to exploit anyone.
      Or, perhaps you have witnessed, or been subject to, those who are exploitative of others and are still processing such a dreadful experience.
      Whatever, I wish you well in your endeavours and hope to see you here again.

    • I’m very sorry I offended, I was just being playful

  5. Usually, I am to promote my pages and post on facebook. I have sent around 5K$ on facebook, I learnt from my experience but I will follow your tips you mentioned in this post.

  6. Leopoldo Pirela :


    Great article once again. The part you talk about colors is quite interesting. Ever since I changed the colors of my website and the ad images, I have seen a huge improvement.

    Thanks for sharing your knowledge!


  7. Hey Neil,

    Great post––thanks for sharing! The most important takeaway for me was the part about focusing on customer benefits.

    So often the businesses I help think that their websites should be all about their company’s ethos and who they are, when really, the key is to focus on their customers’ most critical pain points and their solutions to those problems.

    Unfortunately, I also tend to slip into this trap even though I should know better! I guess it’s easier to see the flaws in other people’s work than your own.

    I’m currently in the midst of a website overhaul, so this was a powerful reminder that my copy absolutely has to focus on my customers in order to convert.

    Thanks again!

    • People tend to get caught up in how they see things and forget to consider how others/potential customers will see things. You’re welcome Amanda!

  8. Hi Neil

    Funny post ? I am in the process if testing FB ads right now and was getting frustrated on figuring out whats working. Im trying to get my clicks at 0.4 cents because I am promoting adsense on my blog. My clicks are at 22 cents. So im wondering is it worth continuing. Is using FB good for adsense? Thanks for the tips.

  9. Hi Neil,

    Hi Neil,

    An interesting post. I have just one confusion when doing Facebook Ads targeting through the Interests. I provide SEO services to only niche market i.e. to Doctors, Hospitals, and Clinics. What type of Interests do I need to choose to target the right users and generate relevant leads to my business? I would appreciate your suggestions. Thanks

  10. Can you clarify this, Neil? You mentioned that leave one month between changes. That sounds like too much time.

    For instance, If I want to change headline of my add with 5 different combinations should I do this in 5 months? Unless I have misunderstood this completely, this is to be doesn’t make sense.

    Why don’t we say after x,xxx impressions you can consider that the data for a particular ad is ok to be compared.

  11. Hi Neil,

    Great post. I definitely agree on emotive content. Another tip is to create a unique url at the end of a dedicated landing page like if you are running an a special offer for people coming through to that page from Facebook ads and allows you to track dedicated traffic from your ad. You can also include it when welcoming visitors to that page.


  12. Nice post, Patel!
    In my country (Russia) Facebook is not very popular. VK is the most known and popular social media.
    But your ideas work for both of them.
    My favourite tip for pimpin’ ads is creating attractive titles. I enjoy playing with titles 🙂

  13. Hi Neil, Luciano Lopes here…

    I don’t have any favorite: i think all tips are essencial for a good conversion rate.

    As ever, a pretty good post about internet marketing strategies.

    Best Regards!

  14. Hi Neil,
    Thanks, You just saved me some money!
    I am running a Facebook ad for two of my new sites for the past two days.
    You inspired me to check my target audience out.
    I found that I was getting a better response from people aged 25-45 on one advert.
    I also figured out that only men 45+ and women 25+30 and 45-60 were responding to my other advert and only from the USA.
    So it is important to check your Facebook advertising to see who is converting the best for you and adjust who you are targeting accordingly.
    Sometimes it appears necessary to create separate adverts for each gender.
    There is no point targeting age groups, genders or countries that are not converting poorly.

  15. Would be nice to see how you set up a Facebook campaign, including how you use Business Manager, multiple ad account, a Fan Page inside Business Manager, get the initial fans, verify page, making your website Facebook compliant, using Google tag manger, using Unbounce, setting cookies, setting up custom conversions, and advise on using Qwaya and Zapier or similar services.

  16. Still patiently waiting for the day Neil will write a 500 word long article..

  17. A suggestion: With articles like this, put “Print This” icons above and below the article. I know that helpful articles like this I print and often keep for years, referring back to them often and even sharing them with friends (Reddit and Stumbleupon icons also could be helpful to getting your content way out there!).

    And a hearty thanks for sharing such good content.
    Cheers !

  18. Thanks Neil, I love the analogies used in the explanation of the steps. Heavyweight champion, online bouncer etc. I do notice that this post has more of these fun & creative usage than the others. Experimentation perhaps? I do appreciate the simplification of a technical subject.

    I am just wondering if we can be more ‘greedy’ on Facebook by asking for the sales straight? Some of my friends were selling products direct, such as clothes and air-conditioners and gained sales.

    • I like to have fun with it from time to time 🙂

      It’s possible, but definitely more challenging. Will work better for certain niches but not all

  19. Rudra Ramya Sree :

    Hi Neil,
    Thanks for sharing information on Facebook advertising campaign.targeting right people with age and location will be very crucial in getting Face book advertisement.
    Neil i have question is there any statics on different business with ROI .

  20. One thing which I have learned in making facebook ad campaigns is that you never know what image ad copy work and which will not. And the only way to know that is by A/B testing. I have seen less appealing images bring in better results, as compared to more appealing image catching the eye.
    It does sound bizarre, but it is just one thing which I have found to be true with a vast majority of audiences ranging from 18 years olds to 30 year olds.
    So the best technique out there is to test, test and test. Keep the winners, scrape the losers.

  21. To be honest, i have never succeed with facebook ads. Google Adwords work fine for me. Facebook ads help me to build communities and get some likes and that is all.

  22. Great post as always you did before Brother . 1 Thing i would like to mention i have tested facebook ads many time but i could not get it as enough as it should be.But in the end Google Adword worked for me 😀

  23. Hi, Neil! Awesome tips. I especially loved the part about targeting. I hope to use these tips to start my own FB ads campaign soon. Thanks for sharing!

  24. Hi neil, I am huge fan of yours and I simply say your emotional part is cool, I really makes my mind relaxing to understand whole part . Thanks once again for your writing.

  25. Awesome post! Although for me personally I’m still struggling with creating killer landing pages. Also coming up with juicy headlines. But I keep trying!!

  26. I read this post and I immediately paused my ongoing running facebook ads because I just discovered that my landing page is not strong enough to convert. I really appreciate this post, and the “emotional” part of the post is the key.

  27. Really great post. Now i learn new things in the social media opportunity to growing business. Thanks for this article.

  28. Lee (Excite Media) :

    Making sure you target the right people from the get go is so important, yet so easily skipped over. The hardest part is using the data Facebook can give you for targeting the right people who need to see your advert. I guess this is where building up a Facebook lookalike audience is key. It just takes time, money and patience, but the rewards can be huge!

    Great article as always Neil, thanks!

  29. Harrisson Dawson :

    Hey Neil, great article. I totally agree, maximizing conversions with Facebook ads can be very tricky. I also believe that, even if you properly target, what you sell makes the difference. I believe one could not expect a B2B type of business to work as well as, let’s say – comic books. And there are also products that you couldn’t push on Facebook.

  30. Once Again i would like to say Great post Neil! Facebook is not only a good platform for conversion but also engagement. You got chance to meet your fan.

  31. Thanks Again for the wonderful post Neil! Facebook advertising is really a good source to reach out your target audience . addition to this i totally agree with the psychology of colours to attract customers.

  32. spent too much to ads for my business,the conversions are really low..will follow these steps to improvise,studying where i went really wrong thank you for the eyeopener article.

  33. Hi Neil,

    I was wondering if turning a sub section of a site, it means, a service subpage, into a landing page is a good idea or just using landing pages when launching specific campaigns.

    What do you think?

    Regards from Peru

    • Depends on what you’re looking to do, but launching landing pages to specific campaigns is probably the most efficient

  34. Thomas McCallum :

    Great post neil. Loved the reference to the Wayne Rooney Ad. Was a real eye opener to what one can do with some creativity. I also found your testimonial advice helpful. Getting a few hundred words in. It’s funny, just a bit of data for you. I actually come looking for your latest posts without even needing the nudge in my inbox a lot of the time. That’s how valuable your content is.

  35. Hey Neil,

    Great article, i got to know you recently courtesy of Pat Flynn. It is people like you who are giving hope to people in Africa. You give very valuable information without pitching as is common. Thanks and God Bless

  36. Hey Neil,
    That was an amazing guide on Facebook ads. I have tried to work with the ads on Facebook, but never did pay a lot of attention to it. I guess I’ll have to start experimenting with it to gain highly targeted audience to my website.

  37. Neil this is abt landing page what way we can track if m targeting local users to business n setup a call button how we can track that ?

  38. Hey Neil,
    That was an cool knowledge about Facebook ads.

  39. Munna Hossain :

    Great article, sir. It is really an interesting article. I have learned a lot from your article. Facebook is really an awesome article. I know everything about facebook ads. Thanks for sharing.

  40. Duong Quang Tri :

    Thanks Again for the wonderful post Neil! Facebook advertising is really a good source to reach out your target audience
    My site:

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