What are "Targeted Social Ads"?

Social media ads are a proven strategy that boosts brand awareness, and with the right call to action - leads directly to website traffic and sales. With over 3 billion users, navigating social media can be difficult - especially in a B2B marketing plan. However, running your social media ads through us provides a unique opportunity to reach a pre-qualified audience so you’re not wasting money putting your message in front of the wrong people. We can also target social media ads to our 160,000 monthly unique website visitors, adding an additional layer of reach to your campaign.


Social Followers


Monthly Impressions


Monthly Engagements


Engagement Rate

The where, what and how...

By default, targeted ads will be served on both Facebook and Instagram. Clients can submit up to 4 ad units per flights, which will be optimized and run on both desktop and mobile devices.

What are your goals?

Facebook offers 11 objectives for ads, which are split into three categories:

  • Awareness: Objectives that generate interest in your product or service
  • Consideration: Objectives that get people to start thinking about your business and looking for more information about it
  • Conversion: Objectives that encourage people who are interested in your business to purchase or use your product or service

Who are we targeting?

There are three tiers to the FT social audience that we can tap into. By default, all ads will be served to our direct social audience of 17,000+ users between Facebook and Instagram. For campaigns requiring a broader reach, we can layer in our website traffic via an installed Facebook Tracking Pixel, adding in approximately 140,000 unique monthly users. From there - we can expand our reach every further to include relevant look-alike audiences and even targeted consumer traffic.

Facebook: 15,000 likes
Instagram: 1,800 followers
Twitter: 32,000 followers
Pinterest: 25,000 monthly visitors
LinkedIn: 11,000 followers

Where will the ads be seen?

By default, we will run the targeted ads in as many placements as possible to ensure peak performance. That can include:

  • Desktop/Mobile News Feeds
  • Instant Articles
  • In-Stream Videos
  • Right Column
  • Marketplace
  • Stories
  • Audience Network
  • Messenger

Choosing an Ad Budget

Unlike Website Ads, Targeted Social Ads are not sold and delivered based on a set number of impressions. Social ads are sold on a complex bidding system, similar to more advanced PPC and lead-gen campaigns. Because of this algorithmic delivery model, social ad budgets should be set based on objective and timeline. Results will vary greatly based on ad type and objectives. For example - a video ad will spend it's budget based on views whereas a traffic ad will spend it's budget based on clicks.

$500 Audience  Cost
Ad Budget + 5% Fee ($300 to $3,000 ad budget)

Flight Time:
2 to 4 weeks

What are the different ad types?

Facebook offers 5 different ad types to choose from:

  • Single image: Create up to 6 variations of your ad using 1 image
  • Single video: Create an ad with one video
  • Carousel: Create an ad with 2 – 10 scrollable images or videos
  • Slideshow: Create a looping video ad with up to 10 images
  • Instant Experience (Canvas): Tell a more immersive story by combining images and videos into a full-screen, interactive experience