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Unlocking Facebook's Power: 5 High-Converting Retargeting Ads

Published on: November 20 2023 by Wes McDowell

Unlocking Facebook's Power: 5 High-Converting Retargeting Ads

Table of Contents

  1. Introduction
  2. Benefits of Retargeting Ads on Facebook
  3. Carousel Testimonial Ads
  4. Carousel App Showing Top Three Benefits
  5. Objection Busting Ads
  6. Free Offer or Coupons
  7. Upsell or Cross-sell Ads
  8. How to Write a Highly Converting Facebook Ad
  9. Conclusion


Retargeting people who have already visited your website or engaged with your content is a highly effective way to maximize your marketing dollars on Facebook. However, it's essential to use the right types of ads to achieve the best results. In this article, we will explore the five most powerful Facebook retargeting ads that can help you convert prospects into customers in less than 10 minutes. Get ready to be filled with great ideas that you can implement right away!

Benefits of Retargeting Ads on Facebook

Before diving into specific ad types, it's crucial to understand the benefits of running retargeting ads on Facebook. By targeting people who are already familiar with your business, you can create personalized advertising campaigns that address their specific interests and needs. By doing so, you can significantly increase your chances of conversion. Now, let's explore the five most powerful Facebook retargeting ads you should try.

Carousel Testimonial Ads

One of the most effective ways to convert prospects is by showing them how you have helped others like them. Testimonials are a powerful tool, but they may not always be suitable for initial ad campaigns. However, when it comes to retargeting, testimonial ads can work wonders. Consider creating carousel testimonial ads that feature multiple testimonials in a visually appealing way. You can use image carousels with short soundbites or a series of testimonial videos for a more significant impact. Each testimonial should highlight a different benefit or problem that you have solved for your customers. Remember to incorporate a 5-star graphic, either as emojis in the headline or within the image/video, to reinforce credibility.

Carousel App Showing Top Three Benefits

While carousel ads are an excellent format for retargeting, you can also use them to showcase your top three benefits. Start by identifying the most compelling reasons why customers should choose your business or purchase your products/services. Dig deeper than generic statements like "best customer service" or "competitive pricing" to ensure your benefits stand out. Each benefit should have its own headline and a short accompanying sentence to provide context. Additionally, include a visual component such as a photo or icon that will catch the viewer's attention. Opt for bright, unusual, or visually striking images to make your ad stand out in the user's newsfeed.

Objection Busting Ads

When targeting prospects who have shown interest in your business but haven't converted, it's essential to address any objections or hesitations they may have. Take the time to identify the most common objections you encounter and create short videos that directly address them. Start by acknowledging the objection, such as "If you're considering working with me but are still on the fence." Then, present your case to debunk the objection and provide a clear, direct call to action to click through and take the next step. Consider using different videos for various objections, but remember to present them in a way that resonates with the target audience.

Free Offer or Coupons

Sometimes, the most effective way to convince prospects to take action is by offering them something irresistible. Consider creating a free offer or coupon that will incentivize potential customers to engage with your business. It could be a free trial, a complimentary service, or a discount on their first purchase. The key is to provide them with something that has enough value to make them want to take the next step. To create a sense of urgency and scarcity, specify that the offer is valid for a limited time only. By targeting people who have visited your site within the past week, you can ensure that the ad reaches potential customers who are already familiar with your brand.

Upsell or Cross-sell Ads

Retargeting doesn't only apply to prospects who have yet to become customers. You can also retarget current and past customers to promote additional products or services that complement their previous purchases. Begin by brainstorming which offerings would work well as upsells, cross-sells, or add-ons to enhance their experience. Create custom audiences based on past purchase behavior and deliver ads that highlight why the additional offering is the perfect fit. Emphasize how it will enhance the benefits they already enjoy and provide a clear call to action for them to take advantage of the upsell/cross-sell opportunity.

How to Write a Highly Converting Facebook Ad

Creating a highly converting Facebook ad requires careful thought and planning. In this section, we will break down the process step by step:

  1. Understand your target audience: Before writing your ad, it's crucial to have a clear understanding of your target audience's motivations, pain points, and desires. The more you know about your audience, the better equipped you'll be to craft a compelling message.

  2. Grab attention with a compelling headline: The headline is the first thing your audience will see, so it needs to capture their attention instantly. Craft a headline that addresses a specific problem or desire and provides a solution or benefit.

  3. Highlight the key benefits: In the body of your ad, clearly communicate the main benefits of your product or service. Focus on how it solves a problem, improves the customer's life, or fulfills a desire.

  4. Use social proof: Incorporate testimonials, reviews, or social media mentions to establish credibility and build trust with your audience. People are more likely to trust recommendations from others who have had a positive experience.

  5. Create a sense of urgency: Include a time-limited offer, limited availability, or a special promotion to create a sense of urgency and encourage immediate action.

  6. Include a strong call to action: Be clear and direct with your call to action. Tell your audience exactly what you want them to do and why they should do it. Use action-oriented words like "buy now," "sign up today," or "get started."

  7. Optimize for mobile: Ensure that your ad is visually appealing and easy to read on mobile devices, as the majority of Facebook users access the platform from their smartphones.

  8. Test and iterate: Monitor the performance of your ads and make adjustments as needed. Test different headlines, images, calls to action, and targeting options to optimize your results.

By following these steps, you can create highly converting Facebook ads that effectively engage your target audience and drive conversions.


Retargeting ads on Facebook have the power to convert prospects into customers by specifically targeting individuals who have already shown interest in your business. By implementing various retargeting ad strategies, such as carousel testimonial ads, objection busting ads, and upsell/cross-sell campaigns, you can maximize your marketing efforts and increase conversions. Remember to craft compelling ad copy, leverage social proof, and create a sense of urgency to drive action. With these tips in mind, you'll be able to create highly converting Facebook ads that yield exceptional results.


  • Retargeting on Facebook allows businesses to target individuals who have already engaged with their website or content.
  • Carousel testimonial ads can be a powerful tool to showcase how you've helped others and build credibility.
  • Utilize carousel ads to highlight the top three benefits of your product or service.
  • Create objection busting ads to address common concerns or hesitations of potential customers.
  • Offer freebies or coupons to incentivize prospects to take action and engage with your business.
  • Upsell or cross-sell to current and past customers, promoting complementary products or services.
  • Follow a step-by-step process to write highly converting Facebook ads, considering the target audience, headlines, benefits, social proof, urgency, and clear call to action.
  • Test, iterate, and optimize your ads for better performance.


Q: How often should I run retargeting ads on Facebook? A: The frequency of running retargeting ads depends on your campaign goals and target audience. It's essential to find the right balance to avoid overwhelming or annoying your audience. Monitor ad performance and adjust the frequency accordingly.

Q: Can I use retargeting ads on Facebook for e-commerce businesses? A: Definitely! Retargeting ads are highly effective for e-commerce businesses. You can target individuals who have visited specific product pages, added items to their cart, or even made a purchase. Use retargeting ads to encourage repeat purchases, upsell accessories, or cross-sell related products.

Q: How long should a retargeting ad campaign run? A: The duration of a retargeting ad campaign depends on various factors, such as your sales cycle and the complexity of your product or service. In general, it's recommended to run campaigns long enough to reach your audience multiple times without becoming repetitive or overwhelming. Monitor the performance and adjust the duration accordingly.

Q: Should I use retargeting ads exclusively for prospects who have already shown interest? A: While retargeting ads are highly effective for prospects who have engaged with your website or content, it's also beneficial to combine them with prospecting ads to reach a wider audience. Prospecting ads target individuals who may not be familiar with your business but fit your ideal customer profile, reaching them at the early stages of the sales funnel.

Q: Can I retarget prospects who have interacted with my Facebook page or posts? A: Yes, you can retarget individuals who have engaged with your Facebook page, posts, or ads. By creating custom audiences based on engagement, you can reach these prospects with tailored retargeting ads to further nurture their interest and encourage conversion.

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