Should You Run Engagement Ads First on Facebook?

Dear readers, Samuel here from SLK Media, and in this article we are going to discuss this fundamental Facebook ads question: should you run engagement campaigns first on Facebook before using those ads in conversion campaigns, traffic campaigns, or whatever, or should you just go straight for the conversion campaign from day one?

It’s an interesting question. There are arguments on both sides to go through those and explain what I think you should do in this article. Now the main reason why people have historically very often run engagement campaigns is mostly for social proof. Here is how it usually goes. Let’s say you create a post on your Facebook page, then later use their post in an engagement campaign to generate lots of social proof (likes, comments, shares, that’s what engagement campaigns are designed to do to get your social proof). Next, you’re going to run that ad in a conversion or traffic campaign and the idea is that all that social proof you gathered up from the engagement campaign is going to help your Facebook ad campaign convert because then when people see it, they can have the impression that your product or service is top-notch given the number of likes, comments, shares on your ad. That’s definitely going to help you convert.

However, although the benefits of running engagement campaigns are huge, there are still some small factors you ought to consider when deciding to go for engagement first or not.

So if you’re operating with a fairly small budget ( less than $2000/month for instance), you probably should run an engagement campaign first. Start by spending $50-$100 to gather social proof. This will be a wise move, as engagement campaigns are designed to do just that. With an engagement campaign, the Facebook algorithm will push your ad in front of people that are most likely to like, comment, share your post. That way you will get lots of social proof that you can carry over to your conversion campaign.


If you’re operating with a higher budget ($10,000+/month), you should just go straight for a conversion campaign. You will still generate social proof with conversion campaigns at a slower rate, but with those higher budgets, you will get there so much faster anyway. I don’t think it’s worth the time and effort of slowing things down to run the engagement campaign in this scenario.

Another reason why you should go straight for conversion campaigns when operating at higher budgets is ad fatigue. While operating at higher budgets, you will have to refresh your ads regularly to avoid ad fatigue, and launching an engagement campaign every time you do so, would be counterproductive.


On the other hand, social proof importance or relevance can vary per industry. For instance, if you are selling a product or service within an industry where there is lots of market skepticism, social proof can be very important

So there you have it! You are now able to distinguish when to run engagement ads first or not. Perhaps one thing to bear in mind is to not think that engagement campaigns are going to guarantee great results for your conversion campaigns. They simply give you a small boost, and as I mentioned earlier, are more relevant if you are using a small budget.

If you have any questions about this topic or would like us to assist you with Facebook ads for your eCommerce business, get in touch, and let’s have a chat.

Thanks for reading!



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