How to Grow Your Audience with Ads for Page Likes

The best way to grow a targeted audience for your Facebook Page is Ads for Page Likes. There are other methods you can use to get Likes on your Page (for example, inviting people to Like your Page), but you will have the most success and long term growth with Facebook Ads and it doesn’t have to be expensive!

Here is a quick guide to growing your audience with Facebook Ads for Page Likes along with a few tips to get the lowest cost per Like.

Growing your Page audience with Facebook Ads for Page Likes

First, go to the Facebook Ads Manager and click Create to setup a new ad campaign.

There are 3 parts to each Facebook ad campaign:

  1. Campaign – this is where you setup your campaign objective and where you can set an overall campaign spend limit.
  2. Ad Set – each Campaign using Facebook Ads can have multiple Ad Sets. The Ad Set is where you add your criteria for: traffic, audience, placements, budget and schedule.
  3. Ad – each Ad Set can have multiple Ads. Your Ad is the actual advertisement shown on Facebook to the audience you’ve selected when you created your Ad Set for the Campaign.

I will now walk you through each part of the Facebook Ad Campaign setup process with an example ad I am creating to get Likes on our FPTraffic Facebook Page.


The first step to creating your ad campaign is selecting a campaign marketing objective. There are several different objectives available, but our objective is to get Engagement and specifically to get Page Likes.

Facebook Ads Marketing Objective

Click on Engagement and then click Page likes. You can set an optional campaign spend limit at the bottom of the page, but I do not recommend doing this. We will set a specific daily budget during the next step.

Ad Set

The Ad Set creation has a few different sections when creating an ad campaign for Page Likes, so let’s take a look at each section:

  • Page
  • Audience
  • Placements
  • Budget & Schedule

The first section, Page, is pretty easy. Click the Choose Facebook Page dropdown and select the Page you are trying to get new Likes for.

Setting your Audience and Interests for Page Likes

The second section, Audience, has a bit more to it.

The first thing I do is select the location(s) I want to target with my ads. I typically have the most success (lowest cost per Like and highest engagement) with people from the United States, so that will be my target audience.

Next, I skip down to Detailed Targeting and enter the keyword for my Interest. In the example above, I am going to target people on Facebook who have the job title of Social Media Marketing Manager. For your Page ad, enter the interest that is most commonly associated with your niche. For example, with my Rick and Morty Fan Page, I choose the interest Rick and Morty.

[ecko_alert color=”gray”]Related: Check out my in-depth case study on how I took a Fan Page from 0 to 10,000 Likes in a month![/ecko_alert]

By default, Facebook will exclude people who already Like your Page so you can scroll down to Placements.

Facebook Ads Placements

For my Facebook Ads for Page Likes campaigns targeting U.S. users, I always start by only targeting Facebook Mobile News Feed. I have found that the Mobile News Feed placement gives me the lowest cost per Like and the highest engagement.

You can select your specific placements by clicking on Edit Placements, choosing the Device Types you want to target, and then checking the Platforms.

Facebook Ads Budget and Schedule

The final section, Budget & Schedule, allows you to set your daily budget that I mentioned earlier.

I always run my ads for Page Likes with a daily budget of $3.00. I do this because it takes time for Facebook to optimize your ad to get you the cheapest possible cost per Like and once that happens, you can duplicate your entire campaign or Ad Set to scale your ad spend and keep a low cost per Like.

Keep the rest of the Budget & Placement settings at their defaults (shown above).

Facebook Ad for Page Likes

In the Ad section of the Ads for Page Likes campaign setup, you create the actual advertisement that users on Facebook will see that will (hopefully) lead to them Liking your Page.

When I create my Ad for Page Likes, I always use the Single Image format. The image you choose is very important. Facebook will use your Page Cover Photo by default, but you can change it if necessary. Make sure you are using an image that is going to grab the attention of the user on Facebook and choose something that is relevant to the interest you are targeting.

Your Ad Text is also very important. This is the text that goes above your image. I recommend using your interest somewhere in the ad text copy as well as a call-to-action to make sure the user knows what you want them to do (click the Like button).

[ecko_alert color=”green”]Use the “Like” call-to-action in your Ad Text to improve your Page Like conversion rate and decrease your cost per Like![/ecko_alert]

In the example ad above for the FPTraffic Page, I specifically mention social media managers (my interest group) and tell them to “Like Us to learn more” so they know exactly what I’m hoping they do.

Once you’ve created your Ad, click Place Order and your new Ad Campaign for Page Likes will be sent to Facebook for review. Facebook usually reviews Ads for Page Likes pretty quickly so it won’t be long before your Page is getting exposure and if you followed the directions above, new Likes!

Once you begin growing your Page audience, you will need content to keep them engaged. Sign up for FPTraffic and use our content and scheduling tools to help find great, engaging content to share with your fans.

Let me know if you have any questions about setting up your ad campaign in the comments below. Good luck! 🙂

17 thoughts on “How to Grow Your Audience with Ads for Page Likes”

  1. Hello,

    Didn’t you originally recommend only placing ads on the sidebar? Can you still get Cost per click down to .01 to .05 in mobile news feed?

    Thank you!

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