How to Choose Facebook Ads for Pay Per Call

When you think about ads, one of the first avenues you’ll think of is Facebook. As of April 2020, Facebook has 1.66 billion daily active users – that’s a lot of potential eyes on your ads! Of course, targeting every one of these people with ads for your affiliate products would be an expensive exercise. The best way to get the most out of Facebook ads is to fine-tune them until they’re highly targeted, but what’s the best way to do that?

For some, the best way to get a good ROI on their ads is to get potential customers on the phone, and for that, you’ll need Pay-Per-Call ads.

What are the Different Types of Facebook Ads?

It’s important to note here that many people include ad objectives and ad formats as Facebook’s ad types, but they’re different things.

The format types of Facebook Ads include:

  • Image
  • Video
  • Slideshow
  • Carousel
  • Instant Experience (a full-screen experience)
  • Collection

The ad objective types are as follows:


  • Brand awareness
  • Reach


  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages


  • Conversions
  • Product catalog sales
  • Store visits

If we’re looking at Pay-Per-Call, we’re interested in someone’s consideration and in lead generation.

How Much Should I Be Spending on Facebook Ads?

Unfortunately, there isn’t a one-size-fits-all answer here. If you’re creating ads to generate calls, then we can reasonably assume that the product or service you’re an affiliate for is one with a high-ticket price, as it wouldn’t be worth your time otherwise.

The current average monthly spend for US companies is $200 – $800 per month. In the first few weeks to a month of your ads running, consider keeping costs low until you see their effectiveness, and make tweaks. Once you know what your cost-per-click is, or in this case, cost-per-call, you can decide whether you need to make further changes to improve the ad or sales call. If not, you can start to scale up your spend. The great thing about ads is when you get them right, you’ll know that $X in = $X out and can simply scale until you see things change.

What is the Best Size for Facebook Ads?

Generally, the bigger the better when we’re talking physical ad size, and the smaller the better if you’re talking audience size (to a point). If you’re going to pay for ads, especially pay-per-call ads, you need them to be eye-grabbing and to tell your audience why they should hit the button to give you a call.

The best way to do this is nearly always going to be with something dynamic, like a Facebook Stories ad, a video ad (don’t forget to use captions on both of these), or a slideshow or carousel. Image ads are always a good option, but you may find that your impressions number is high per call, as it will take a few times before someone is willing to pick up the phone.

The best thing to do if your budget allows is to set up multiple ad sizes and see what performs best. When you find one that seems to do well, you can drop any that aren’t performing and try out some different headlines, or a slightly different CTA. The key to getting your Pay Per Call ads to work is to experiment. Do not be tempted to shut everything down in a day because you’re not seeing results – asking someone to call is a bigger ask than a click, so you can expect things to take some time. Give each ad a week before you think about evaluating its usefulness.