Category: Service Guides

Most visitors don’t buy on their first visit. Retargeting ads show a reminder to people who already know you – website visitors, cart abandoners, video viewers and followers. Because they are warm, retargeting usually has the best return of any Facebook campaign.

Audiences to build

Retargeting needs a working Meta Pixel and Conversions API.

A simple 3-step funnel

Best practices

• Exclude recent buyers
• Cap frequency – refresh creatives when frequency rises
• Use catalog / dynamic product ads for stores
• Retarget on Google too – display remarketing

FAQ

How big should a retargeting audience be?

Even a few thousand people can work. Combine audiences if they are very small.

Is retargeting allowed?

Yes, with proper consent and a clear privacy policy that mentions advertising cookies.

Read next: Instagram Ads guide · Google vs Facebook Ads · Hire a Facebook Ads freelancer

Instagram ads run from Meta Ads Manager – the same place as Facebook ads. They are perfect for visual products and younger audiences. The key is creating ads that look native to Reels, Stories and the feed.

Placements and sizes

Creative tips

• Film with a phone – polished TV-style ads often perform worse
• Show the product in use and the result
• Use creators or customers (with permission) for social proof
• Add on-screen text and subtitles – many watch without sound
• Test several hooks; keep the best 2–3

Need ready designs? See ad creatives in all three sizes.

Targeting and budget

• Start broad with a strong creative and a Pixel that tracks purchases
• Use lookalikes of buyers and retarget engagers
• Run at least a week before judging results

Boost post vs Ads Manager

“Boost” is quick but limited. Ads Manager gives you objectives like Sales and Leads, better targeting and testing – use it for serious campaigns. Learn the basics in our Facebook Ads guide.

FAQ

Do I need a business account?

Yes, a professional (business or creator) Instagram account linked to your Facebook Page and ad account.

Instagram or Facebook – which is cheaper?

It varies by audience. Let Advantage+ placements decide, then check results by placement.

Read next: Facebook lead ads · Retargeting guide · Facebook & Instagram ads services

For service businesses – coaching, real estate, clinics, agencies, education – Facebook lead ads are often the fastest way to get enquiries. People can send their details without leaving Facebook or Instagram, or start a WhatsApp chat in one tap.

3 types of lead campaigns

Design forms that bring quality leads

• Use “Higher intent” form type to add a review step
• Add 1–3 qualifying questions (budget, timeline, city)
• Clear intro: what they get and what happens next
• Privacy policy link (required)
• Thank-you screen with a next step – call, WhatsApp or website

Follow up fast

Leads go cold quickly. Send them automatically to Google Sheets, email or your CRM and contact them within minutes. Our lead ads service includes delivery to Sheets or CRM.

Tips to lower cost per lead

• Test 3–5 creatives with a clear offer (free quote, consultation, guide)
• Use lookalike audiences of past customers
• Retarget page and video engagers – see retargeting guide
• Exclude people who already submitted

FAQ

Are instant form leads low quality?

They can be if the form is too easy. Higher-intent forms and qualifying questions improve quality a lot.

Do I need a website?

No. Instant forms and WhatsApp ads work without a website.

Read next: Facebook Ads for beginners · Instagram Ads guide · Hire a Facebook Ads freelancer

Performance Max (PMax) is a Google Ads campaign that runs across Search, Shopping, YouTube, Display, Gmail, Discover and Maps from one campaign. Google’s automation decides where to show your ads to reach your goal. For online stores connected to Merchant Center, it has become one of the main ways to sell on Google.

How Performance Max works

What you need before launching

• Accurate conversion tracking – PMax optimises only for what you measure (set up with Google tag)
• A healthy Merchant Center feed for stores
• Good creative assets: images, logos, short videos and headlines
• A realistic budget and target ROAS or CPA

Best practices

1. Split by margin or category using custom labels, so best sellers get the budget.
2. Add audience signals – customer lists, website visitors and search themes.
3. Use brand exclusions if you don’t want PMax taking your brand searches.
4. Feed quality first – see feed optimization tips.
5. Give it time – avoid big changes during the first weeks of learning.
6. Check the insights tab for search terms and audience trends.

PMax vs standard Shopping

FAQ

Is PMax good for new stores?

It works best with some conversion history. New stores often start with free listings and Shopping, then move to PMax.

Do I need videos?

Recommended. If you don’t add any, Google may create basic ones from your images.

Read next: Google Ads guide · Google vs Facebook Ads · Hire a Google Ads freelancer

Many store owners don’t know that Google shows products for free. With free product listings in Google Merchant Center, your products can appear in the Shopping tab, Google Images, Google Search and more – with no cost per click. Here is how it works.

Where free listings appear

How to turn them on

1. Create or open your Google Merchant Center account.
2. Verify and claim your website.
3. Add shipping and return policies.
4. Upload your products (feed, Sheets or store app).
5. Enable the free listings programme for your countries.
6. Fix any items in Diagnostics.

How to get more free clicks

• Optimise titles and images – see our 15 feed tips
• Show competitive prices and clear delivery times
• Add sale prices and merchant promotions
• Collect product reviews and store ratings
• Keep stock and prices always in sync

Free listings vs Shopping ads

FAQ

Do I need Google Ads for free listings?

No. Free listings only need Merchant Center.

Which countries are supported?

Free listings are available in many countries; Merchant Center shows what is available for your target country.

Read next: Merchant Center setup · Fix a suspension · Merchant Center services

On Google Shopping there are no keywords to bid on – Google reads your product feed to decide when to show your products. A better feed means more impressions, more clicks and cheaper Shopping ads. Here are 15 tips our Merchant Center freelancers use every day.

Titles and descriptions

1. Lead with what people search. Put brand, product type and the key detail in the first 70 characters.
2. Use a title formula per category. Clothing: Brand + Gender + Product + Colour + Size. Electronics: Brand + Model + Product + Key spec.
3. No promotional words. “Sale”, “best price” or “free delivery” in titles can cause disapprovals.
4. Write useful descriptions. Materials, dimensions, compatibility and use cases – plain facts.

Images

5. Clean main image on a plain background, no watermark, no logo overlay.
6. Add extra images (additional_image_link) – lifestyle and detail shots.
7. High resolution – at least 800×800px looks sharp on every screen.

Identifiers and categories

8. Add GTIN (barcode) for branded products – it helps Google match your item to searches.
9. Correct brand and MPN.
10. Most specific Google product category and your own product_type path (e.g. Home > Kitchen > Knives).

Price, stock and shipping

11. Sync price and availability automatically – mismatches are the #1 disapproval reason.
12. Use sale_price with dates so Google shows the discount badge.
13. Accurate shipping and delivery times – fast or free delivery can show as an annotation.

Advanced

14. Custom labels – tag products by margin, season, best seller or price range to bid smarter in Shopping and Performance Max.
15. Supplemental feed in Google Sheets – fix titles or add labels without touching your store.

How to measure improvement

• Merchant Center → Performance: impressions and clicks per product
• Diagnostics: fewer disapproved or limited items
• Google Ads: lower cost per click and higher conversion rate on Shopping

FAQ

How often should I update my feed?

Daily, or automatically through a Shopify or WooCommerce integration.

Can AI write my product titles?

It can help, but always check facts – wrong sizes or specs cause returns and disapprovals.

Read next: Merchant Center setup guide · Performance Max guide · Hire a Merchant Center freelancer

Both platforms can grow your business, but they work differently. Google Ads captures people who are already searching. Facebook Ads (Meta) creates demand by showing your offer to the right people while they scroll. Here is how to choose – or how to use both.

Side-by-side comparison

Choose Google Ads when…

• People already search for your service (“plumber near me”, “logo designer”)
• You sell products people compare by price – use Merchant Center + Shopping
• You want leads with high buying intent

Choose Facebook Ads when…

• Your product is new and people don’t search for it yet
• Your product is visual – fashion, food, beauty, home décor
• You want WhatsApp chats or instant-form leads
• You want to retarget website visitors cheaply

The winning setup: use both

FAQ

Which is cheaper?

Facebook clicks are often cheaper, but Google clicks often convert better. Compare cost per sale or lead, not cost per click.

Can one freelancer run both?

Yes – many digital marketing freelancers on GIVORAA manage both. Browse them here.

Read next: Google Ads guide · Facebook Ads guide · Merchant Center setup

Google Ads puts your business in front of people at the exact moment they search for what you sell. You pay when someone clicks, and you control the budget. This guide explains the campaign types, how to choose keywords, how much to spend and how to avoid the mistakes that waste money.

Campaign types

Keywords: the heart of Search ads

• Target buying keywords – “hire”, “price”, “near me”, “buy”, product names
• Use phrase and exact match while you learn what converts
• Add negative keywords like “free”, “jobs”, “course” to stop wasted clicks
• Group similar keywords with a matching ad and landing page

How much should you spend?

Look at the average cost per click for your keywords (shown in Keyword Planner) and plan enough budget for the campaign to get regular clicks every day. Start small, measure cost per lead or sale, then scale what works. Ad spend is paid to Google; GIVORAA service prices cover the setup and management work.

Conversion tracking is not optional

Without tracking, Google can’t tell which clicks became customers. Track purchases, form submissions, calls and WhatsApp clicks with Google tag or Google Tag Manager. Our conversion tracking setup starts at $70.

Mistakes that waste money

• Broad match keywords with no negatives
• Sending all ads to the home page
• No conversion tracking
• Running Display ads mixed into a Search campaign
• Changing bids every day instead of letting campaigns learn

FAQ

Is Google Ads good for small budgets?

Yes, if you focus on a few high-intent keywords and one location. Start narrow and grow.

How fast will I see results?

Clicks start within a day. Expect 2–4 weeks of data before optimising seriously.

Should I audit my existing account?

If you already spend on ads, a Google Ads audit often finds wasted spend quickly.

Read next: Google Ads vs Facebook Ads · Merchant Center setup · Hire a Google Ads freelancer

Your Facebook and Instagram ads can only optimise for sales if Meta knows who bought. That is the job of the Meta Pixel and the Conversions API (CAPI). Setting both up correctly is often the single biggest improvement you can make to ad results.

Pixel vs Conversions API

Events to track

How to set it up

• Shopify – connect the Facebook & Instagram sales channel and set data sharing to maximum (Pixel + CAPI).
• WooCommerce / WordPress – use the official Meta plugin or a server-side tracking plugin.
• Custom websites – install the Pixel code and send server events through the Conversions API or a gateway.
• Verify your domain in Business Settings and set event priority where needed.

How to check it works

1. Open Events Manager → Test events.
2. Visit your site and make a test purchase or lead.
3. Confirm each event appears from both Browser and Server.
4. Check deduplication and event match quality.

Always tell visitors about tracking in your privacy policy and follow the cookie and consent rules of your country.

FAQ

Do I need CAPI if I already have the Pixel?

It is strongly recommended. Browser tracking alone misses some conversions, which makes your ads look worse than they are.

Can the same setup feed Google Ads?

Google uses its own tag. We set up Google conversion tracking separately.

Read next: Facebook Ads guide for beginners · Facebook Ads services

Facebook Ads (run in Meta Ads Manager) let you reach people on Facebook, Instagram, Messenger and WhatsApp based on their interests, location and behaviour. Done right, they bring sales, leads and messages at a predictable cost. This beginner guide covers everything you need to launch your first campaign.

1. Set up the basics

• Meta Business Manager (Business Suite) – owns your Page, Instagram account and ad account
• Ad account with the correct currency, time zone and payment method
• Facebook Page and Instagram business account connected
• Meta Pixel + Conversions API on your website to track purchases and leads – see our Pixel guide

2. Choose the right campaign objective

3. Find your audience

4. Budget: how much should you spend?

Start with a daily budget you can run for at least 7 days without changes, so the algorithm can learn. A good rule: your daily budget should allow several conversions per week. Increase budget slowly (about 20% at a time) on ad sets that perform well.

Ad spend is paid directly to Meta. Freelancer or GIVORAA service prices cover the setup and management work only.

5. Creatives that stop the scroll

• Show the product or result in the first second
• Use vertical 4:5 and 9:16 sizes for Feed, Stories and Reels
• One clear offer and one call to action
• Test 3–5 creatives per ad set and keep the winners

Need designs? Order Facebook ad creatives from $50.

6. Read your results

• Cost per result – what you pay per sale, lead or message
• ROAS – revenue ÷ ad spend (for stores)
• CTR – are people interested in the ad?
• Frequency – if it climbs high, refresh the creative

Common beginner mistakes

• Boosting posts instead of building a real campaign
• No Pixel, so Meta can’t optimise for sales
• Changing ads every day during the learning phase
• Too many small ad sets splitting a small budget
• Ignoring retargeting – see retargeting ads

FAQ

Do Facebook ads also show on Instagram?

Yes. With Advantage+ placements, Meta shows your ads on Facebook, Instagram, Messenger and more.

My ad account is restricted. What now?

Check Account Quality in Business Suite and request a review. Our Business Manager setup service helps prepare it.

Facebook Ads or Google Ads?

It depends on your product and buyer – read Google Ads vs Facebook Ads.

Read next: Meta Pixel & Conversions API · Google Ads vs Facebook Ads · Hire a Facebook Ads freelancer