How to Get More Customers With Facebook Ads (UK Guide)
By Barrie Le Gall, Meta Business Partner · Updated October 2026
Pick one offer, build one landing page for it, and make sure Meta can see when someone enquires or buys. Then run ads that tell the right people exactly what they get. Budget for at least 20 to 30 enquiries in your first month, and judge results on bookings, not clicks.
In short
Facebook ads bring customers, not just likes, when the campaign is set to chase leads or sales.
Lead with one specific offer, not your whole business.
Send ads to a landing page for that offer, not your homepage.
Work out the most you can pay per enquiry before you spend anything.
Allow about 30 days for a fair answer, and judge changes over at least 7 days.
Can Facebook ads get me customers, or just likes?
Customers, if you ask Meta for customers. Likes come from campaigns set to chase engagement.
Meta does what you ask it to. Choose the Leads or Sales objective and optimise for enquiries or bookings, and Meta looks for people likely to take that action. Choose Engagement and it finds people who like and comment, who rarely buy.
One of my clients put it this way in a Trustpilot review: "Been with Barrie for a month now and already he has filled my diary, can't believe how quick it happened." That's one client's experience, not a promise. It shows what's possible when the offer, the page and the campaign line up.
What's the plan, step by step?
Six steps, in this order. Skipping the early ones is where most money gets wasted.
Choose one offer for one type of customer.
Work out your maximum cost per enquiry from what a customer is worth.
Build a landing page for that offer, with one action.
Set up tracking and test it with a real enquiry.
Launch with a Leads or Sales objective and several ad versions, each with a different angle.
Review weekly on enquiries and bookings. Keep what works and replace tired ads.
What offer should I advertise?
One specific offer for one type of customer, with a clear next step. "We do everything" gives people nothing to act on.
Some examples of the difference:
Business | Vague offer | Specific offer |
|---|---|---|
Cleaning | Professional cleaning services | Fortnightly home cleaning in your town, priced before you book |
Bathroom fitting | Quality bathrooms | Free home survey and a fixed written quote |
Clinic | Book now | Free 15-minute consultation for one named treatment |
Business coach | Grow your business | A 30-minute call to plan your next 90 days |
The specific version tells people who it's for, what they get and what happens next.
Why do I need a landing page if I have a website?
Your website has to do lots of jobs. A landing page does one: it turns the people your ad found into customers.
A good landing page has one offer, proof with real numbers or reviews, and one way to act. The headline matches the ad, so people know they're in the right place. The form asks only what you need. Your main website stays as it is.
How much should I spend to start?
Work back from what a customer is worth to you. Then budget for enough enquiries to judge the result.
An example. A bathroom fitter makes £2,000 profit per job and is happy to spend £300 to win one. One in five surveys becomes a job. So they can pay up to £60 per survey request. Twenty to thirty requests would cost up to £1,200 to £1,800 in ad spend.
For context, published UK guides put the average Facebook cost per lead between £5 and £30. Since July 2026, Meta also adds a 2% fee on UK ads.
How long before I see enquiries?
Ads can start showing within hours of approval. A fair answer on whether they work takes about 30 days.
Meta says an ad set needs about 50 results within 7 days to finish its learning phase. Until then, results jump around. Don't change things after one or two quiet days. I can't promise how quickly enquiries will come, and I'd be wary of anyone who does.
Before you spend anything: a checklist
I know what a customer is worth to me after costs
I know the most I'll pay for one enquiry
I can reply to new enquiries the same day
My landing page has one offer and one action
My tracking records a test enquiry
I have reviews or numbers to show as proof
I can keep the ads running for at least 30 days
From the accounts I run, the step people most often skip is the second one. Without a maximum cost per enquiry, there's no way to tell whether the ads are working.
Frequently asked questions
Do Facebook ads work for local service businesses?
They can, if enough people near you need what you sell. Meta shows ads to people living in or recently in the area you choose, so set a radius that matches where you'll actually travel. Pair the ads with a landing page that names your area and shows local reviews.
What's the best type of Facebook ad for getting customers?
There isn't one best type. Plain, real-looking photos and short videos that state the offer clearly tend to beat polished adverts, but it varies. Run several versions with different angles and let the results decide. Replace ads when people have seen them too often.
Should I use Facebook lead forms or a landing page?
Meta's instant lead forms are quick to fill in, so they often bring more enquiries, but they can be lower quality. A landing page asks a little more and gives you room to show proof. Test both if you can. I usually start with a landing page for higher-value services.
How quickly should I reply to enquiries from Facebook ads?
The same day, and sooner if you can. Someone who enquires from an ad is often comparing several businesses at once. A slow reply can waste a lead you've already paid for. If you can't reply quickly, fix that before you increase ad spend.
Want to know which offer I'd lead with?
Send me your website or landing page. On a free 30-minute call I'll tell you which offer I'd put in front of customers first, and what I'd change on the page. Book your free review. Or see how I run Meta ads and landing pages together.
Sources: PhotonPay UK costs · Whito UK guide · PPC Land on the learning phase · Ayko on Meta's 2% UK fee · FoundUB4 on Trustpilot
