Facebook Ads for Shopify: A Beginner’s Guide for 2026

Barbara Bartucz
December 5, 2025
Conversion

Summarize this blog post by:

Projections suggest Meta will capture around 60% of all global social media ad spending in 2025. In the US alone, Meta was projected to control 23% of all digital ad spending.

For Shopify store owners, this reach makes Meta one of the most powerful and reliable acquisition channels available.

Once your Shopify store is live, the next challenge is driving high-intent, purchase-ready traffic, and Facebook ads remain one of the fastest and most scalable ways to do it.

This guide walks you through:

how to set up Facebook ads for Shopify,
real examples from top ecommerce brands, and
actionable tactics to improve ROAS and boost conversions.

Let’s dive in.

Key takeaways

Facebook ads remain one of the strongest paid channels for Shopify stores due to Meta’s massive reach and advanced targeting.
Connecting Shopify with Meta (pixel + Conversions API) is essential for accurate tracking and campaign optimization.
High-performing ads use clear objectives, strong visuals, and tightly aligned audience targeting.
Leading ecommerce brands succeed with ads that showcase products, highlight social proof, and match audience aesthetics.
Improving ROI relies on optimizing product pages, using personalized on-site experiences, and reducing friction across the funnel.
A/B testing and continuous optimization are crucial for scaling Facebook ad performance in 2026.

How to set up Facebook ads for Shopify

To run Facebook ads for your Shopify store, start by connecting Meta Business Suite with Shopify and configuring the events Facebook needs to measure results.

Step 1: Set up your Meta Business Suite

To start your Facebook ad campaigns, you need to make sure you have a Facebook page for your business. If you don’t, you’ll need to create one.

Next, head to Meta Business Suite by visiting business.facebook.com

Once there, you’ll be asked to log in to your Facebook or Instagram account. If you don’t have one, you can choose to create a new account.

Once you’re logged in to your Facebook account, click “Create an account” and fill in your business details:

Business portfolio name: This should match the public name of your business or organization since it will be visible across Meta.
Your name
Business email

Click “Create” to generate your business portfolio. You’ll receive an email asking you to confirm your business email address.

Once your business portfolio is set up, proceed to create your Facebook ad account.

Navigate to “Accounts” » “Ad accounts” in the left menu. Then, click on “Add” and select “Create a new ad account.”

Then from here, follow these steps:

Name your ad account: Choose a name that helps you easily identify this ad account, such as your business name or something relevant.
Select currency: Choose the currency you prefer for your ad account. This should align with your business’s primary currency.
Add people: Invite team members or collaborators who will be managing the ad account or running ads. Enter their email addresses and assign appropriate roles.
Set permissions: Specify the permissions for each person you’ve added. Determine what actions they can take within the ad account, such as creating ads, managing billing, or viewing performance data.

Once you’ve completed these steps, click on “Create Ad Account” to finalize the setup.

Step 2: Connect Shopify to Facebook

Now, let’s create a Facebook pixel and add it to your Shopify store.

Here’s what to do: go to Meta Events Manager and click on “Connect data sources,” then select “Web.”

Once you click “Connect,” you’ll need to enter a name for your pixel, and then click “Create pixel.”

Next, you’ll be asked to check for partner integration. Enter your website URL and then click on “Check.”

On the next page, select the “Conversions API and Meta pixel” option. Then, choose “Set up with partner integration” and click on “Next.”

Select “Shopify,” and you’ll be ready to connect your Shopify store to Facebook.

To do that, you’ll need to go to your Shopify store.

Navigate to “Online Store” » “Preferences,” then scroll down to “Facebook Pixel.” Click on “Set up Facebook,” and then click on “Add sales channel.”

Now, click “Connect account” and connect your store to your Facebook account. Once you’ve completed the setup process, you can return to Facebook and select “I’ve completed the setup on Shopify.”

Step 3: Set up events

In Events Manager, define the customer actions Meta should track — such as View Content, Add to Cart, Initiate Checkout, and Purchase. You can configure up to eight priority events.

These signals are critical because Meta uses them to optimize your campaigns and deliver ads to people most likely to convert.

Step 4: Create a new ad campaign

In Meta Ads Manager, open Account Overview and verify:

Your payment method is added
Your Facebook Page is connected
Your email address is verified

Once everything is in place, return to Campaigns, click the green Create button, and follow the guided workflow to build your first campaign.

6 tips for running Facebook ads

Now that your Facebook ad account is up and running and you’re all set in Facebook Ads Manager, it’s time to explore tactics and techniques to ensure you’re making the most out of every campaign.

1. Know your audience inside out

Successful Facebook ads start with a deep understanding of who you’re targeting. Use Facebook Audience Insights to explore demographics, interests, behaviors, and purchase intent.

The clearer your picture of your ideal buyer, the easier it becomes to create messaging and creative that resonate.

2. Craft compelling ad copy

If you’ve ever found yourself pausing mid-scroll to read an ad, you understand the power of compelling ad copy.

Effective copywriting is the cornerstone of successful Facebook advertising.

Your copy should be crystal clear, resonate with your audience, and be undeniably compelling.

Highlight the benefits your product or service offers, using language that directly addresses your audience’s needs.

Remember to experiment with your headlines, descriptions, and calls-to-action to discover what works best for your audience.

3. Use high-quality, scroll-stopping visuals

Facebook is a visual platform, and users scroll fast. High-resolution images, clean product shots, short videos, and authentic lifestyle content all help your ad stand out.

Your goal is simple: get someone to pause long enough to engage with your message.

4. Set the right campaign objective

Meta tailors ad delivery based on the objective you select, so choose carefully. Whether your goal is traffic, leads, sales, or retargeting, your objective should match what you want people to do.

Selecting the wrong one can handicap performance before your ad even launches.

5. Monitor performance and optimize continuously

Once you’ve set up your ads, don’t forget about them!

Make a habit of checking on your ads’ performance during the day so you’re ready to make changes if needed.

Keep an eye on important numbers like how many people click on your ad, how many buy something, and how much it costs you to acquire a customer.

If certain ad formats, custom audiences, or targeting options aren’t doing as well as you hoped, don’t hesitate to tweak your approach until you find what works best.

6. Keep testing

The beauty of Facebook ads is the ability to test different elements and strategies to see what resonates best with your audience.

Experiment with different ad formats, targeting options, and messaging to identify what yields the highest ROI.

A/B testing allows you to compare variations side by side and make data-driven decisions to optimize your campaigns.

4 great Facebook ad examples from top ecommerce brands

Now that you have a better understanding of running Facebook ads, let’s explore how big brands are doing it.

1. Athletic Greens

AG1 has become a major force in the wellness industry, supported by significant ad spend — including more than $2.2 million each month on podcast marketing alone.
They run dozens of ad variations, each highlighting a different value proposition.

In this example, the creative centers on a customer review, reinforcing trust and credibility. A clean product shot on the right complements the message.

This type of ad works especially well for:

people who have already visited the AG1 website
warm audiences who need an additional nudge before purchasing

2. Stanley

Stanley has seen a major surge in popularity in recent years, driven largely by influencer partnerships and highly anticipated product drops.

Their Facebook ads frequently focus on:

new collections
limited editions
seasonal colorways

In the example shown, Stanley introduces the All Day Slim Bottle using soft, aesthetic visuals that align with their expanding female audience.

3. Loop

Loop Earplugs, the Belgian ecommerce brand known for sleek, modern design, uses ads that reflect exactly that.

In this ad:

the copy highlights that there’s a Loop for every occasion
the visual keeps the focus entirely on the product
the messaging includes a strong reassurance (100-day money-back guarantee)

The overall effect is simple, bold, and memorable.

4. Gymshark

Our next example is from Gymshark. They’re known for teaming up with influencers on Facebook and Instagram, which has proven to be an effective strategy for them.

They prefer to show their products in action, often using carousel ads. This lets viewers swipe through images or video ads, and allows the advertiser to showcase a product from multiple angles in a single ad unit.

Carousel ads also provide an opportunity to tell a story or highlight different features of a product or service.

How to improve the ROI of your Facebook ads

You may have noticed something all the above ads share: they promote specific products.
This is standard in ecommerce, and for good reason. Product-focused ads drive visitors directly to category or product pages, where purchase intent is highest.

If you want to improve the ROI of your Facebook ads, you must focus on what happens after the click. Increasing your website’s conversion rate is the most reliable way to get more value from every paid visitor.

Here are three proven strategies to help you do exactly that.

1. Turn your product pages into high-converting sales pages

Most Facebook ad traffic lands on your product pages, often skipping the homepage entirely. That means your product pages do the heavy lifting in converting shoppers into customers.

Varnish & Vine improved their product pages by adding:

clearer, more compelling headlines
value-focused benefit lists

The impact was immediate:

+12% increase in conversions
+43% increase in online revenue

This sounds great, but what happens if you have hundreds or thousands of product pages?

If you have hundreds or thousands of product pages, manual optimization becomes unrealistic.
Varnish & Vine scaled their improvements using Smart Product Page Optimizer, which:

automatically writes headlines and key copy
updates all product pages
runs A/B tests to determine which version performs best

Learn more about the Smart Product Page Optimizer here.

2. Recommend relevant products on exit-intent

If a visitor lands on a product page and decides to leave, it’s rarely because of pricing. More often, they simply didn’t find the product that fits their needs. Discounting isn’t always the answer — and can even hurt long-term profitability.

Craft Spirit Shop took a smarter approach by showing personalized product recommendations on exit-intent popups. These suggestions were based on each visitor’s browsing behavior.

For example:

Someone viewing Buffalo Trace Bourbon saw recommendations for similar award-winning bourbons.

Craft Spirit Shop was able to implement this highly personalized approach with the help of Smart Recommender Popup, which automatically suggests products that fit each visitor and crafts custom headlines with the help of AI.

The results were impressive: visitors who saw these personalized product recommendation popups made purchases 38.5% more frequently, leading to a significant boost in the ecommerce store’s conversion rate.

Additionally, they spent 77.9% more money, significantly increasing revenue per person.

Find out more about Smart Recommender Popup now!

3. Show a personalized discount on a sticky bar

Another effective way to boost conversions from Facebook ads is to offer a personalized discount exclusively to ad traffic. This helps visitors feel recognized and valued, which increases their likelihood of purchasing.

Best practices:

Display the sticky bar after ~10 seconds on the product page
Keep the design subtle so it doesn’t disrupt the browsing experience
Add a countdown timer to create urgency

This simple, low-friction approach can meaningfully lift conversions without aggressive pop-ups or blanket discounting.

FAQ

Do Facebook ads work for Shopify?

Facebook ads can be highly effective for Shopify stores. They offer powerful targeting options, allowing businesses to reach their desired audience with precision. By crafting compelling ad creatives and targeting the right audience segments, Shopify merchants can drive traffic, generate leads, and increase sales through Facebook advertising.

Are Facebook ads good for ecommerce?

Facebook ads are well suited for ecommerce businesses. With their robust targeting capabilities and visual nature, Facebook ads enable ecommerce stores to showcase their products to a wide audience, driving traffic and sales. By leveraging features like dynamic product ads and carousel ads, Shopify store owners can effectively promote their products and engage potential customers on the platform.

Are Shopify Facebook ads worth the ad spend in 2026?

Yes. Facebook remains one of the most influential advertising platforms, offering powerful optimization features and access to a large global audience. For Shopify merchants, well-managed campaigns continue to deliver strong returns on investment.

What is the best Facebook ad format for Shopify stores?

Carousel ads, video ads, and dynamic product ads are especially effective for ecommerce because they highlight product details and adapt to shopper behavior. The right format depends on your goal, but dynamic product ads often perform best for converting warm audiences.

Do I need a Facebook ad account to run Shopify Facebook ads?

Yes. A Facebook ad account is required to set up tracking, manage billing, create audiences, and launch campaigns through Ads Manager. It serves as the central hub for managing and optimizing all your advertising activity.

Wrapping up

We hope that by the end of this article, you’ve gained valuable insights into setting up your Facebook ads for Shopify.

More importantly, we trust you’ve learned how to create ads that not only catch attention but also effectively connect with your audience, driving meaningful engagement and results for your Shopify business.

If you’re looking to boost the ROI of your Facebook ads, why not start by creating your forever-free OptiMonk account today?

Go to the Shopify App Store now, and start optimizing your ad campaigns with ease!

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