As the saying goes, “If you’re not online, then you don’t exist”. This can be said about businesses that don’t leverage the many advantages of social media in marketing. Facebook is one of the most popular online networks. Because of its global membership, it is a recommended advertising medium for both large and small businesses. Advertising on Facebook has also proven to be a viable alternative.

Here are the benefits and drawbacks to consider before choosing it over its competitors and other types of advertisement.


Facebook Advertising: Pros


Wide Customer Reach

With over 2.6 billion monthly active users and no signs of slowing down, Facebook remains the most popular social media platform in terms of scope. If you want to reach a large number of people with your message, Facebook is the best way to do so, thanks to its diverse demographics and ages.


Users can be immediately transported to an app-like brand environment with immersive ad-sets like Facebook’s instant experience advertising. The full-screen interactive concept helps brands to tell an engaging story while still showcasing content marketing pieces that would otherwise go unnoticed on a website.

Lead Generation

Lead ads on Facebook make it much easier for potential customers to provide you with details, no matter what device they’re using. A lead ad form that appears natively in your feed allows customers to request information about goods or services, as well as scheduled appointments.


Facebook is one of the most cost-effective advertising platforms, in addition to its numerous targeting choices. When compared to sites like LinkedIn, where advertisement costs can average £5-£6 a day, you can get your ad up and running for as little as £1 a day (depending on the goal of your ad).

Conversion Measurement

Using a Facebook pixel, you can watch what users do after they see your ads on different devices. You will see who converts on your website as a result of watching your Facebook ads by adding a Facebook Pixel to the pages on your site where conversions happen.


You have full exposure and control of your Facebook advertisement and budget, which is a reassuring aspect of Facebook advertising. Keep track of your Facebook campaign’s progress so you know exactly how much you’re investing and what you’re getting out of it.

You can also compare the output of your paid and organic posts using Facebook Insights data to make strategic targeting decisions for potential advertising. Here’s where you’ll find the Facebook Ads Manager.


Facebook Advertising: Cons


Limited Advert Possibilities

Some industries are simply prohibited from using Facebook to advertise. This is done to ensure that Facebook users have a secure experience. Advertisements must pass a rigorous approval process before appearing on Facebook, which can take up to 24 hours in some cases. So, before you advertise your shady services, think twice.


Since more companies are using Facebook ads, the chances of standing out are greatly reduced. Catching people’s attention and having your ad stand out from their friends’ updates can be challenging, and it necessitates the use of innovative ad packs, which can be expensive.

The Law of 20%

Previously, your Facebook ad would not be accepted if it filled more than 20% of the picture with text. Though Facebook’s policy has softened in recent years, using less than 20% text in your picture is still recommended.

Consider using scroll stopping and eye-catching visuals to pique your audience’s interest, with text placed where it belongs: in the copy pages. Facebook will notify you of this and suggest that you update your creative.


Like every other advertising method, Facebook ads have a few drawbacks. However, the advantages are more than worth considering.

Know that, as a business owner, you stand to gain more by utilising Facebook ads, as opposed to not doing so. However, one must consider both pros and cons, in order to make up for and optimise the strategy.


“Pros and Cons of Facebook Ads” by Alan Jones.