Shopify Facebook Ads Strategy by RANK: How to Run Shopify Ads on Facebook Like a Pro

In the competitive world of e-commerce, Shopify has emerged as one of the most powerful platforms for starting and scaling online businesses. But to truly grow a Shopify store, you need more than just a great product—you need targeted traffic. This is where Facebook Ads come in. With over 2.8 billion users, Facebook (and its ecosystem including Instagram) is a goldmine for Shopify store owners.

This guide from RANK, a leading digital marketing agency, explores a powerful and practical Shopify Facebook ads strategy that answers key questions like:

How to run Shopify ads on Facebook?
How to run Shopify ads effectively?
How to use the Shopify Ads Manager for optimal results?

Let’s dive deep into the step-by-step blueprint to drive traffic and conversions through Facebook ads.

Why Facebook Ads for Shopify?

Before discussing strategy, it’s important to understand why Facebook Ads are ideal for Shopify stores:

Massive Reach: Facebook and Instagram have billions of users combined.
Advanced Targeting: Target users by age, location, interests, behaviors, lookalikes, and more.
Visual Commerce: Shopify products can shine with eye-catching visuals in carousel and video ads.
Conversion-Focused Tools: Facebook Pixel, Conversion API, and dynamic ads all support e-commerce objectives.

Setting Up the Foundation for Facebook Ads

To run Shopify ads on Facebook, you must first set up your tools correctly.

1. Create a Business Manager Account

Go to business.facebook.com and set up your Facebook Business Manager. This will let you manage your page, ad account, assets, and team members securely.

2. Connect Your Facebook Account to Shopify

In your Shopify admin, go to Sales Channels > Facebook.
Click “Start Setup” and follow the prompts to connect your Facebook account, Instagram account, and Business Manager.
Approve data sharing and connect your Facebook Pixel to Shopify.

3. Install Facebook Pixel

Pixel is the most important tool to track user actions on your Shopify store. It helps with retargeting and measuring ad performance.

Shopify’s native integration makes Pixel installation seamless.
Verify Pixel functionality using the Facebook Pixel Helper Chrome extension.

How to Run Shopify Ads on Facebook: The Strategy Framework by RANK

Now let’s break down the Shopify Facebook Ads strategy by RANK into actionable steps that work across industries:

Phase 1: Audience Research and Funnel Planning

1. Identify Your Customer Avatar

Know who you are selling to. Define:

Age
Gender
Location
Interests (e.g., fitness, luxury, eco-conscious)
Pain points your product solves

2. Build a Marketing Funnel

A winning Shopify Facebook Ads strategy must be funnel-based. Here’s a simple structure:

Funnel Stage	Objective	Facebook Campaign Type
TOFU (Top of Funnel)	Awareness	Video Views, Traffic, Engagement
MOFU (Middle of Funnel)	Consideration	Conversions, Add to Cart
BOFU (Bottom of Funnel)	Purchase	Retargeting with Dynamic Ads

Each stage requires different creatives and messages. Avoid running a one-size-fits-all ad!

Phase 2: Campaign Setup in Shopify Ads Manager

1. Go to Shopify Ads Manager

Access Shopify’s Facebook Ads Manager through Sales Channels > Facebook > Marketing > Create Campaign.

Alternatively, you can go directly to Facebook Ads Manager for more control.

2. Choose Your Objective

Depending on your funnel stage, select:

Conversions – for purchases
Traffic – to drive users to your Shopify store
Engagement – to build social proof
Video Views – for educational product videos

🔑 Pro Tip by RANK: Always start with Conversions campaigns for BOFU and test Traffic campaigns for TOFU audiences.

3. Define Your Target Audience

Use Facebook’s detailed targeting:

Interests: yoga, vegan lifestyle, gaming, fashion
Behaviors: online shoppers, frequent travelers
Demographics: parents, business owners, students

You can also:

Create Lookalike Audiences from past customers
Use Custom Audiences (from email lists or website traffic)

4. Set Your Budget and Schedule

Start with a daily budget of $20–$50 per ad set for testing
Use A/B testing to find the best-performing audiences and creatives
Use Campaign Budget Optimization (CBO) after testing

Phase 3: Creative Development That Converts

The creative (image/video + copy) is the most influential part of your ad. RANK recommends the following formats:

1. Video Ads

Use short, product-focused videos (15–30 seconds)
Showcase benefits and usage
Add captions and call-to-action (CTA)

2. Carousel Ads

Perfect for e-commerce
Show different product variations or USPs

3. Single Image Ads

High-res images with a clean design
Highlight discounts, reviews, or benefits

4. Collection & Instant Experience Ads

Immersive mobile experience
Great for clothing, beauty, and lifestyle brands

Phase 4: Optimization and Scaling

Once you’ve tested your ads and found winners, here’s how to scale:

1. Analyze Key Metrics

CTR (Click-Through Rate): Aim for 1%+
CPA (Cost Per Acquisition): Compare to product margin
ROAS (Return on Ad Spend): Ideal is 3x+ for profitability

2. Optimize Winning Campaigns

Pause underperforming ad sets
Duplicate winning ad sets with increased budget
Change creatives every 7–14 days to avoid ad fatigue

3. Use Retargeting Ads

Set up Dynamic Product Ads using Facebook Catalog:

Show products people viewed but didn’t buy
Remind users of items in their cart

Set up Custom Audiences for:

Website visitors (past 30 days)
People who engaged with your Instagram/Facebook
Past customers (upsell or cross-sell)

💡 RANK Tip: Use urgency in retargeting—“Low stock,” “Sale ends today,” “You forgot something!”

How to Run Shopify Ads for Different Niches

RANK tailors Shopify ad strategies for various industries. Here’s how:

Fashion & Apparel

Use lifestyle videos and influencer UGC
Highlight limited-time discounts
Upsell matching accessories in retargeting

Beauty & Skincare

Before-after videos work great
Use testimonials and reviews
Retarget with “Your perfect skincare match”

Fitness & Supplements

Showcase benefits (energy, weight loss)
Educational content about ingredients
Retarget abandoned carts with bundle deals

Home Decor

Use carousel or collection ads
Include customer photo reviews
Offer free shipping above $50

RANK’s Bonus Tips for Shopify Facebook Ads Success

Use Shopify’s Discount Links: Directly link to discount pages from the ad to boost conversions.
Set Up Shopify Events in Ads Manager: Track events like “View Content,” “Add to Cart,” “Initiate Checkout,” and “Purchase.”
Utilize Facebook’s A/B Testing Tools: Test headlines, creatives, and CTAs.
Integrate UGC (User-Generated Content): Build trust and authenticity.
Focus on Mobile Optimization: 90%+ of traffic comes from mobile. Ensure landing pages load fast and are mobile-friendly.

Shopify Ads Manager vs Facebook Ads Manager: What’s the Difference?

Feature	Shopify Ads Manager	Facebook Ads Manager
Interface	Simplified	Advanced, detailed
Targeting	Limited	Full targeting options
Ideal for	Beginners	Experienced advertisers
Ad Types	Basic	Full (including dynamic ads, video, collection)
Reporting	Limited	Granular analytics

🎯 RANK Recommendation: Use Shopify Ads Manager to start, then migrate to Facebook Ads Manager for scaling and deeper optimization.

Common Mistakes to Avoid

Launching ads without a clear funnel or strategy
Using only one creative format
Ignoring retargeting
Running ads to cold audiences without warming them up
Not testing multiple audiences and creatives
Skipping performance analysis

Conclusion: Build, Test, Optimize, Scale

Running successful Facebook ads for your Shopify store isn’t about luck—it’s about following a structured strategy. By applying the Shopify Facebook Ads strategy by RANK, you can:

Effectively run Shopify ads on Facebook
Leverage the full power of Shopify Ads Manager
Convert browsers into buyers with optimized campaigns

With the right setup, creative, and continuous optimization, Facebook Ads can become the single most powerful driver of growth for your Shopify business.

If you’re looking for a hands-on team to manage and grow your Shopify Ads, RANK specializes in full-funnel Shopify advertising—from product launches to 8-figure scaling.