So What’s Up With Your Meta Ad Strategy?

Most of our clients are small businesses - and therefore adventurous do-it-yourself’ers when it comes to managing their paid ads on Facebook and Instagram. We applaud you! But running ads with Meta Business is arguably your most complex marketing channel and can be difficult for some small businesses to do right and get a solid return on investment.

So here’s our list of Top 5 things for all of you small bike brands or bike shops running ads and wondering how you can leverage this powerful advertising platform more than you already are:

1. What Actually Drives Meta Ad Results?

In our experience, the elements that most affect Meta ad performance rank like this:

  1. Product

  2. Offer

  3. Creative Assets, Copy, and Landing Pages

  4. Ad Campaign Structure

  5. Audience Targeting & Settings

Your offer and creatives likely influence 60–70% of your results, while the technical setup inside Meta’s ad manager contributes around 20–30%.

New businesses should focus on methodically testing different products, offers, and creative formats. Your outcomes can vary drastically with small changes.

Experienced businesses with a proven offer can benefit from fine-tuning their ad setup and uncovering pockets of untapped traffic.

Even the best media buyer can’t salvage poor creative or a product with no demand. Conversely, even a killer product won’t scale if your ad management is sloppy.

Both sides of the equation—creative and technical—matter if you want long-term results.

2. Sometimes the Problem Isn’t Your Ads

Let’s say you’ve done your research and know your product is solid—but your ad results still aren’t there.

Sometimes the culprit isn’t the ad… it’s your website.

Warning signs your website may be the issue:

  • You’re getting strong metrics like reach, click-through rate, and cost-per-click—but no sales.

  • Users are abandoning checkout in large numbers. For example, if you see a significant drop between “Add to Cart” and “Checkout Initiated,” something’s likely off in the buying flow.

A healthy site should convert at 2–3% or more. If you're below 1%, it’s time to optimize.

Quick math example:

  • Scenario A: 10,000 people reached, 2% CTR → 200 site visitors, 1% conversion = 2 sales/day.

  • Scenario B: Same reach and CTR, but 3% conversion = 6 sales/day.

Ways to boost conversions:

  • Speed up your site

  • Improve usability

  • Use persuasive copy that clearly explains benefits

  • Answer objections proactively

  • Eliminate friction during checkout

On the other hand, if your site performs well but your ad CPCs are high or CTR is low, your creatives may need work.

Once both sides of the equation are optimized, it becomes a math game.

3. Systematic Testing Is Everything

Most ads won’t work. But one great ad can change everything—so constant testing is essential.

Here’s how to test effectively:

  • Control Your Variables: Keep everything consistent except one element. For instance, test a new creative but use the same audience, landing page, and placements.

  • Make Apples-to-Apples Comparisons: If you want to test audiences, change only the targeting while keeping all else constant.

  • Detach Emotion: Don’t get attached to your favorite creative. Let the data decide. Set a goal (e.g. 10 new ads per week) and stick to it.

Over time, this discipline will massively increase your chances of finding high-performing campaigns.

4. Headlines Matter More Than You Think

Roughly 60% of people read only the headline—so make it count.

But what is the headline in a Meta ad?

It varies by format, but here’s where I focus:

For image ads:

  • The text on the image is often read first

  • Then, the first line of the primary text

  • Then, the actual “headline” field

For video ads:

  • The first 3 seconds (the hook) is your headline

  • Again, follow with a strong first line and headline field

If the hook or headline fails, users scroll past without engaging.

Dialing in these pieces is paramount to success.

5. Longer Copy Converts Better

Research shows that longer copy often beats shorter messages. We were skeptical—until we tested it.

Here’s why long-form works:

  • It satisfies both short and long readers

  • It builds trust and authority

  • It answers more objections

  • It uses the “length equals value” heuristic

Imagine trying to sell face-to-face. Would you just say “Buy now”? Of course not. You’d give reasons, tell a story, and handle hesitations.

Copywriting works the same way. Don’t be afraid to go deep—your customers will appreciate it.

In summary, it’s an evolving game. Its a strategy that requires constant adaptation. Does all of this sound daunting to you? No fear! We’re here to help. VeloFly Digital can assist you with your Meta Business Ads, whether it’s simply setting things up for you to run and evolve on your own, or having us manage your Meta ad channel for you.

Contact Us to learn more.

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