Step-by-Step Guide: How to Create a Facebook Page Likes Ad

Building a strong base of fans on Facebook takes a lot of work. When you are starting out, it can help to set up a few social media ads to jumpstart your organic growth and increase your reach and brand awareness. Having more followers on Facebook can help increase your audience for content, prove brand legitimacy and create a community around your company. Running a Page Like campaign will drive more traffic to your page, but there are a few important things to keep in mind when starting the campaign.

When creating an ad on Facebook, the process is broken down into three parts. The Campaign, the Ad Set and the Ad itself. It is important to be considerate of your overall goal and messaging throughout each stage of the process to ensure that you are reaching the most qualified audience possible.

In this article, we will sample a ‘page like’ campaign for MarketTap, where we are trying to grow our local Toronto following and reach. Here is a step-by-step breakdown of the process.


The campaign section is where you select your marketing objective and the style of ad that you want to run. In this case, we will be running a Page Like Campaign.

Step 1: Once you create an ad, the first step is making sure you choose the right objective. You want to select the Engagement option.


Step 2: Select the page like option and name your campaign. Make sure you are deliberate about your naming scheme to keep your Ad Manager organized.


Ad Set

The ad set section of your campaign is where you create your target audience. You are able to narrow your ad to reach certain groups of people targeting by age, gender, location, interest, demographic and connection. Your target audience should be inspired by the people who you want to buy your product or use your service.

There are three styles of audiences you can create

  • Saved Cold Audience: This audience style reaches new fans who might be interested in your page based on their interests, location, age or demographic.
  • Custom Audience: This audience style targets users who have already engaged with your page/brand in some way (website visits, page visits, video views etc.)
  • Lookalike Audience: This audience style targets users who have similar traits to users who already like your page. You choose the location you would like to target, and Facebook determines the rest.

Typically for a Page Like campaign you are hoping to find new fans rather than reaching those who have already engaged with your brand. Either a Saved Cold Audience or a Lookalike Audience would be the best here. We will show you here how to develop a Cold Audience, as it is the most complex style.

Step 3: Name your Ad Set in relation to the type of audience you are aiming to reach. Staying on top of your naming organization will makes it easier when comparing results after the campaign is complete.


Step 4: Creating the audience requires adding the information into each category that is relevant. Here we are trying to target local Toronto small medium business owners, so we added the Toronto location (+50 miles surrounding), ages 25-50, of both genders.


Step 5: Enter in more detailed targeting that will reach the interests, behaviours or demographics of your audience. Here we are hoping to reach small business owners.


Step 6: Check the meter on the right size of the page to see the potential reach of your audience. This measure is not perfectly accurate but can be a great gage of the potential success of your campaign.


Step 7: Set the budget and duration of your campaign. It’s best to set a lifetime budget rather than a daily budget. This gives Facebook the flexibility to deliver your ad at the best times suited to success, rather than capping results on a certain day based on budget.


Step 8: Select automatic placements. Unless you have a specific placement of your ad in mind (i.e. Facebook vs Instagram, desktop vs mobile), the automatic placements will disperse your ad across all appropriate platforms to ensure the most success.


Step 9: Enter the advance options and select “Page Like” as the moment you get charged. This means, your ad will continue to be show across Facebook until an action is completed.


Ad Creative

This part of the process is where you actually create the ad itself. Make sure you include creative and copy that is beautiful and educational, enticing your audience to like your page and learn more about your company or brand. Ensure your material matches with your brands marketing messaging to ensure consistency.

Step 10: Select your Creative format. In this case, we will be using single images.


Step 11: Choose your creative. You can select up to 6 images, and test what creative provides the most results, so don’t afraid to get creative!


Step 12: Enter the text for you ad, and get a preview of the appearance. Make sure you check through all the placements to see how your ad still looks good in all it’s iteratoins.


Step 13: Hit Confirm your ad and send it live!


In a time where reviews and peer references are highly valued, developing a strong following on social media is essential. Having a higher number of followers on your page helps to prove brand legitimacy to new followers. Getting more followers develops a larger audience for your content and product, creating an easier path toward brand loyalty and trust. The more someone is seeing your brand, the more likely they are to engage and invest in your company.

The process for building a page likes campaign is simple and can prove very successful for your brand. Still confused? Not sure what copy and creative is best to target your audience? Don’t have time to create a campaign? If you are looking for information and guidance on running social media ads, MarketTap is here to help. Book a free consultation call today.