Before You Run Ads to Content, Do This

One of my colleagues asked a question this week that I was very happy to answer, “I’m getting ready to run my first ad on Facebook. Would you take a quick look at it to offer suggestions?”

And instead of reinventing the wheel, I decided to send this person the strategy I recommend everyone follow – even you. Before you run ads pointing back to your content, there are a few things that you need to be doing:

1. Post Organic Content to Your Social Account

Before you run ads and focus on paid advertising, you should spend time posting on your account organically. Posting regularly helps you build up your followers and shows your audience that you’re not all about advertising.

Hootsuite recommends making 1 – 2 Facebook posts daily.

If you plan on running ads on Facebook (or any social site) soon, you’ll want to ramp up your posting. Why? We’ll be covering that in point 2.

But before we go to that point, I want to give you a little insight into what’s working well for our team. The content that I’m seeing work well for this strategy is posting on:

  • Pain points your audience may have
  • Niche specific content
  • Video content

Why all of this posting? Let’s find out.

2. Analyze Your Content to See What Gets the Most Traction

Okay, curious why you’re posting so much content? It’s all about data and learning what gets traction and what doesn’t. You always want to put money behind a piece of content that gets a ton of interactions and has good reach potential.

For example, one of the posts that we did for a client went wild:

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You don’t want to “guess” what will work on social media because you’ll often be wrong. Data-backed decisions work well for our clients and is why we don’t put money behind anything that doesn’t have legs.

If you’re just guessing what might be a hit with your audience, it can be a costly mistake.

Put in the work of posting often to discover what works, and then you can begin creating your own landing page to test your ad performance.

3. Build a Simple Landing Page to Test Ad Performance

Now you have a piece of content with some legs. What’s next? Create a simple landing page. The key word here is simple. Don’t go too crazy just yet.


Because you want to test the ad’s performance first. We always aim for a 2% clickthrough rate with ads. If we can’t hit a 2% clickthrough rate, then it’s hard for even the best landing page to do us any good.

If you’re struggling to hit this goal, consider making some changes to your ad, such as:

  • Updating your ad copy
  • Tweaking your targeting settings
  • Re-editing your video differently

Once your ad reaches a 2% clickthrough rate (learn the average CTR for multiple niches here), you can move on to step four.

4. Improve Your Landing Page to Boost Conversions

A simple landing page is a great start, but it may not be enough. The goal is to ensure you’re converting enough people on your landing page so that you’re profiting from your ad spend.

You already have a 2% clickthrough rate on your ad, so this is a great start. Your ad is working. 

Now if people aren’t taking the desired action on your landing page, it’s time to dive into your landing page. 

Make sure your landing page:

  • Hits on the pain points mentioned in the video
  • Has a clear call to action
  • Overcomes objections

Here’s a tip that I think a lot of people overlook: make sure you’re not asking for something unreasonable. Sometimes, landing pages don’t perform well just because the ask is too much.

For example, asking someone to pay thousands of dollars for your services without talking to you first is likely unreasonable. (Sure, if you’re a well-known public figure this may not be the case, but this likely isn’t applicable to most of us.)

I know some of you are laughing and thinking, “Duh, Katie,” but you’d be amazed by how many people try to do this in ads. Your ask has to be reasonable, so look at that first if you’re struggling to hit your conversion rate goal.

And yes, a discovery call is very reasonable. 

5. Measure Your Performance

At this point, you’ve perfected your ad and your landing page – or so you think. Make sure that you’re tracking and measuring the performance of your page.

Once you hit the conversion rate on the landing page you’re looking for, what’s next? Keep chugging along.

And once you’re ready, start again with step one and work with new content.

To Recap

Before you start running ads to your content, see what kind of content performs well with your audience. My strategy is simple: take your content that performs well and turn it into an ad with a simple landing page. Get the ad’s click-through rate to 2% and then double down on the landing page until you’re hitting your goal number of conversions.

Rinse and repeat this strategy to ensure your ads perform well before you start pouring money into ads.

And, that’s a wrap on this Dear Katie question.


Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!


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