How to Set Up a Facebook Ads Funnel for eCommerce

Published on

July 23, 2022

How to Set Up a Facebook Ads Funnel for eCommerce

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If you’re wondering how to create a Facebook ads funnel for your eCommerce, you probably want to get more out of your Facebook marketing than you are currently.

According to a social media survey, at least 1.93 million people use Facebook daily. In other words, the social media giant has the potential to help you reach a ton of potential customers with your digital marketing campaign. 

So, why have you been getting a low ROI on your Facebook ad campaign despite your fantastic content?

Well, you may have been leaving out one essential piece to the puzzle — an eCommerce funnel that is tailored specifically.

A Facebook ads funnel may be your key to reeling those customers in fast and in large numbers.

Thankfully, you’ve come to the right place. In the following paragraphs, we’ll give a step-by-step breakdown of how to set up a Facebook ads funnel that works for eCommerce businesses.

But, first, what does a Facebook ad funnel mean?

Facebook Ads Funnel: What It Is and Why It Is Important

A Facebook ad funnel is a sales funnel whose specific design is to capture the interest of Facebook users who view an ad and nurture them until they are ready to buy the product or services of the advertiser.

Generally, a Facebook eCommerce sales funnel involves relevant and targeted messages to appeal and build a relationship with users at different stages to push them toward conversion and eventual purchase.

You see, Facebook clearly has tremendous advertising powers. However, your ads and landing pages alone may not be enough to close the deal for you. 

This is where a Facebook ads funnel for eCommerce comes into the picture.

You see, people generally don’t sign up to Facebook because they want to see eCommerce ads and buy things. Instead, most people are looking to connect with their loved ones and other related recreational activities.

So, a sales funnel helps you guide Facebook users that view your ads towards making your desired action.

By using your funnel to remind your audience about their pain points and building a relationship with them, you can help them along the road to buying from you and boosting your conversion rates and ROI.

Stages of an eCommerce Facebook Sales Funnel

Facebook ads funnel for eCommerce typically comprises of three different stages:

  • Awareness
  • Consideration
  • Conversion.


The awareness stage (or the top of your sales funnel) is where you increase your business awareness among your target audience on Facebook.

In this case, you achieve this through ads that introduce your products (or service).  Once your audience views your ads and clicks on them, then you can proceed to the second stage of the funnel.


This is the middle of your Facebook eCommerce sales funnel. Here, the focus is on lead generation and nurturing.

An excellent way to improve the results you get here is by showing your potential, your unique selling points — the value you have to offer. You can also push out content that answers questions they may have.

A retargeting campaign can also work wonders here.

The consideration stage of an eCommerce Facebook ad funnel


This is the third and final stage of your sales funnel — the bottom of the funnel. Here, the goal is to convert viewers and retain them! So, your Facebook ads and CTAs should be compelling enough to convince your leads to buy.

You can also offer incentives such as discounts, free deliveries, etc., to sweeten the pot and improve your conversion chances.

That said, let us examine how to set up a sales funnel that works for your Facebook ads.

The conversion stage of an eCommerce Facebook ad funnel

How to Set up a Facebook Ad Funnel for Your eCommerce

Setting up your first sale funnel for Facebook ads can be pretty confusing. Not to worry, we’ll walk you through tips.

Below is a comprehensive guide on setting up a Facebook ads funnel for your eCommerce:

Define your target audience

Figuring out your business’s target audience is crucial to the success of your ad campaign on Facebook.

This is because you can also create specific and highly relevant content for your audience when you have a clear picture of who they are.

So, before you start trying to leverage the reach Facebook offers, ask yourself, ‘who am I trying to reach?’ 

You can use demographics, geographics, and other related statistics to finetune your targeting.

Create top-notch content

Once you have your target audience, creating high-quality content that can engage and convert is the next step.

Remember, your content is the foundation for your Facebook eCommerce sales funnel. So, you want to make it count.

As a rule of thumb, your ad content (either image, video, blog, etc.) should be:

  • Appealing
  • Engaging
  • Highly relevant to your audience.

Use Facebook ads to expand your reach

With Facebook advertising, an excellent strategy is to promote only your high-performing content. In other words, content has gotten the highest engagement and interactions in the past.

Why? This content will likely get you the best results.

However, you don’t want to promote this ad content to your entire audience. Instead, segment and focus on Facebook users who have engaged your business in the past.

After all, they’ll be more likely to re-engage your content and buy from you.

Use remarketing strategies

Of course, you can’t focus on only your warm audience. Otherwise, you won’t generate new leads.

So, how do you warm up a cold audience? Content remarketing!

Content remarketing exposes new prospects to your brand multiple times and in diverse ways. This makes them aware of your brand and increases the chances of them engaging your content. 

Create a lookalike audience for your promotions

One of the unique advantages of Facebook marketing is that it allows you to create a lookalike audience for your ad campaigns. 

In case you were wondering, a lookalike audience is a replication of your current audience (and leads), but with new prospects. This way, you come up with a list of people that are very likely to relate to and connect with your brand.

A lookalike audience reduces guesswork and helps you expand your most active audience without stress.

Pro tip? Try to keep the size of your lookalike audience small, as it helps with more accurate replication of your core audience.

Keep your engagement up

Another essential tip you should note when creating your Facebook ads funnel for your eCommerce is engaging your customers. In other words, you have to be available when your audience needs you.

So, respond to their messages, inquiries, and comments as fast as you can. This helps you:

  • Gain their trust
  • Boosts your credibility
  • And it improves their relationship with your brand.

Remember, if you don’t earn their trust, your audience may never buy from you.

Other tips on setting up an effective Facebook ecommerce sales funnel

  • Appeal to your audience’s needs and pain points
  • Offer incentives to encourage purchases
  • Optimize all your Facebook ads for mobile devices
  • Ensure you work on your customer retention strategy.

Putting It All Together

Creating a Facebook ads funnel is an excellent strategy to generate more sales for your eCommerce and improve your Facebook marketing ROI.

With the information in this article, you should be able to set an effective funnel and start pulling in those leads.

Do let us know how it goes!

Vince Moreau

I'm the CEO & founder of ScaleCrush. You can often find me ranting way too much about BS marketing advice, fluffy and regurgitated content, and calling out gurus. I also happen to have my very own unoriginal thoughts about the stuff we're going through.

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