How To Run Facebook Ads For Digital Products

Getting people to notice your digital product is tough. You’ve probably put in hours creating something valuable—an ebook, an online course, templates, maybe even an app. But no one’s buying if no one’s seeing it.

That’s where Facebook ads come in. I’ve used them to promote everything from $9 digital downloads to $999 online programs, and they work—if you know what you’re doing.

But I’ll be real with you: Facebook ads can feel overwhelming at first. Pixels? Lookalike audiences? Optimization windows? It’s a lot.

The good news is, once you get the basics down, you’ll have a powerful way to get your offer in front of the right people at the right time.

In this guide, I’ll walk you through how to run Facebook ads for digital products, step by step. No fluff, no fancy jargon—just what works.

Why Facebook Ads Work So Well for Digital Products

Let’s be honest: digital products have great margins. Once you create them, there’s no inventory, no shipping, no returns. But you do need visibility—and fast.

Facebook (and Instagram, since it’s the same platform) gives you detailed targeting options. You can find people based on interests, behaviors, job titles, income level, and more.

You can also retarget people who’ve already visited your site or clicked your ad but didn’t buy.

More importantly, Facebook ads are scalable.

If your campaign is profitable, you can turn up the budget and reach thousands more. That’s why so many creators and online business owners rely on them.

How Do I Run Facebook Ads For Digital Products?

Step 1: Set Up the Basics (Don’t Skip This)

Before you even run your first ad, there are a few things you need in place:

A Landing Page That Converts

Your ad might be great, but if your landing page doesn’t convince people to buy, you’re wasting money. Keep it simple.

Use clear headlines, bullet points, real testimonials, and a strong call to action. Tools like Carrd, ConvertKit, or ClickFunnels make this easy.

Facebook Business Manager

If you haven’t already, create a Business Manager account here: https://business.facebook.com/. This gives you access to your ad account, pixel, and more.

Install the Facebook Pixel

This tiny bit of code helps Facebook track who visits your site and what they do there. Install it through your site’s header, or use an integration via Shopify, WordPress, or whatever tool you’re using. Here’s how to set it up.

Step 2: Know Your Offer and Audience

Before you spend a dime, get clear on these two things:

1. What’s Your Offer?

What exactly are you selling? Be super specific. A “course on productivity” is vague. A “$29 guide that helps freelancers plan their week in 15 minutes” is clearer—and easier to sell.

2. Who’s It For?

Think about who your ideal customer is. What do they want? What problem are they trying to solve? Facebook ads work best when your targeting and messaging are dialed in.

Step 3: Create a Simple Ad Funnel

I like to keep things simple when starting. Here’s a basic 3-part funnel that works well for digital products:

1. Awareness Ad (Top of Funnel)

Run an ad that introduces you or solves a small problem. Maybe a short video tip, or a carousel showing a before/after. Your goal: get people to stop scrolling.

Target: Cold audience based on interests.

2. Engagement/Retargeting Ad (Middle of Funnel)

Now show a second ad to people who watched your video or visited your page. This one should focus on your actual product—what it is, what it does, and why it helps.

Target: Website visitors, video viewers (75%+), or people who interacted with your Instagram.

3. Purchase/Action Ad (Bottom of Funnel)

These are your warm leads. Retarget them with a direct call to buy. Use urgency, bonuses, or testimonials to tip them over the edge.

Target: Add-to-carts, email subscribers, checkout abandons.

Step 4: Build Your Ad in Ads Manager

Forget the Boost button. Use the full Ads Manager for more control.

Here’s what to do:

Go to Ads Manager: https://www.facebook.com/adsmanager/
Create a new campaign. Choose “Sales” or “Leads” depending on your goal.
Set your budget. Start small—$5–$15 per day is plenty to test.
Choose your audience. You can create a Custom Audience (like website visitors) or use interest-based targeting (like “online courses” or “side hustle”).
Pick your placement. I usually start with Facebook + Instagram Feeds only. You can always expand later.
Build your ad. Write copy that talks directly to your audience’s pain point and how your product helps. Use a clear image or video. Add a link to your landing page.

What Kind of Ad Works Best?

For digital products, I’ve had the best results with:

Short videos (15–30 seconds) showing what’s inside the product
Before/after-style carousels (e.g., messy vs. organized planner)
Static images with bold headlines and testimonials

Keep it simple. Don’t try to be clever—just clear.

Here’s an example format that works:

“Tired of wasting hours planning your week?
This 3-step planner helped me cut my to-do list in half.
Get instant access for just $19.”

Step 5: Track and Optimize

Once your ad is running, give it a few days before judging results. Look at:

CTR (Click-Through Rate): Aim for 1%+
CPC (Cost Per Click): Under $1 is ideal
Conversion Rate: Are people buying after clicking?

If people are clicking but not buying, tweak your landing page. If they’re not clicking, adjust the ad creative or targeting.

Pro tip: Don’t kill an ad too early. Facebook needs time to learn. Wait at least 72 hours before making changes.

FAQs

How much should I spend on Facebook ads?

Start with $5–$15/day. Focus on learning what works. Once you’re profitable, scale up slowly.

Can I sell low-ticket digital products with ads?

Yes, but you need a high-converting funnel. Low-ticket offers ($7–$29) often work best as tripwires or part of a bundle.

What if my ads get rejected?

Facebook has strict policies. Avoid using personal attributes (e.g., “Are you tired of feeling broke?”). Check the ad policy guide here.

Do I need to show my face in the ads?

Not always, but personal videos tend to convert better. If you’re shy, try screen recordings or animations.

Final Thoughts

Facebook ads aren’t magic—but when done right, they can be the fastest way to get your digital product in front of people who actually want it. You don’t need a huge budget or fancy strategy. Just a good product, a clear message, and a bit of patience.

Now I’m curious—what digital product are you thinking of promoting with Facebook ads? Let me know!