Not investing in Facebook Ads? Big mistake.

In this episode, Alex shares his thoughts on why you’re making a huge mistake if you’re not investing in Facebook Ads.


Hey, this is Alex Cleanthous, Chief Innovation Officer at Web Profits, and today I’ll be talking about why (in my opinion) you’re making a huge mistake with Facebook.

I just came back from the Digital Elite Camp online marketing conference in Estonia with some of the best online marketers in the world. These are some super smart players.

These guys are killing it in a number of different areas online… but I was really surprised that hardly anyone I spoke with was investing in Facebook Ads in a serious way.

If you know me, you know that when I get excited about something my stutter comes out… and let me tell you, I was getting so excited I had to really take a breath and slow down :)

You see, at Web Profits we’ve been heavily experimenting with Facebook Ads since 2009 and it’s now become our top marketing channel by far.

And when I say that this is one of the MOST exciting opportunities available to businesses today it’s because I see how much opportunity is available with Facebook, and how few businesses, agencies, and marketers are really investing in Facebook Ads.

I haven’t wanted to share just how important Facebook is for our own growth before because I know that a lot of our competitors are going to follow suit, which will make it harder for us. But that’s okay… I like competition… it brings out the best in me. Plus I love to win :)

And I’ve been saying for years that I share the very best strategies we have for growing a business online, and this is probably one of the best.

The point of today’s video is to really change how you think about Facebook and its ad platform… because there are a lot of misconceptions about it.

So I’ve been pondering the question ‘why are so few marketers and agencies really investing in Facebook Ads?’… and I’ve been pondering it for some time now…

And I’ve come up with a couple of thoughts…

Number 1, people think that Facebook isn’t for selling. Wrong! Your customers are people, and a lot of people are on Facebook, which means that your customers are very likely on Facebook. You just need the right strategy to make it work.

Number 2, people think that Facebook is only for B2C, and not for B2B. Wrong! People run businesses, and those same people are on Facebook. We run a lot of B2B campaigns on Facebook with a lot of success.

Number 3, it’s a lot harder than Adwords. With Adwords, you just need to post up an ad and when someone is looking for what you sell, you convert them. With Facebook you need a much more sophisticated strategy to make it profitable.

Number 4, you need content. And not just good content. Or great content. You need exceptional content. Content that is so good that people say ‘wow, that was awesome’. And then you need to leverage that content the right way.

Number 5, you need email marketing. Without email marketing you’ll never achieve the ROI that you could with email.

And the most important thing… the one thing that nearly everyone misses… you need to have a strategy that doesn’t just include Facebook on its own… because Facebook should be just one part of a multi-channel online marketing strategy.

I’m sure there are more reasons why people aren’t investing in Facebook.

All I can tell you is that it’s the most exciting opportunity for growing a business that I’ve seen in many years.

The one downside is that you need an advertising budget to make it work (because Facebook organic reach is dead) but if you do have an ad budget then Facebook is one of the best platforms for ROI of any channel I have seen in many years.

Anyway, that’s my rant for today.

At Web Profits we’re on a mission to change the way business is done online. To find out more about some of our latest initiatives get in touch at

I’d love to hear what you think, so if you have any thoughts at all, please post them in the comment section below this video. And if you like what you heard, do us a favour and share this video. We love word-of-mouth.

Talk soon.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.


  1. Peter says:

    Great work, Alex. Totally agree with your sentiments about Facebook advertising. It’s an incredible opportunity for businesses, in the same way that Google Adwords was an incredible opportunity in its early days.

    How are you overcoming the perception of “Facebook is Free” as a major objection for businesses?

    We find it challenging (as I’m sure Facebook themselves do) in shifting people’s thinking from seeing Facebook as free to a platform that requires an investment to see success.

    June 25th, 2015 at 11:50 am

  2. Alex Cleanthous says:

    Thanks for your feedback Peter.

    Regarding overcoming the perception of ‘facebook is free’ – I’m releasing an episode sharing my thoughts on that in the coming weeks.

    Stay tuned :)

    June 25th, 2015 at 11:59 am

  3. George says:

    It would be great to see a mini case portfolio of say x3 B2B Facebook campaigns where we are shown an approximate budget and ROI results…

    June 25th, 2015 at 1:27 pm

  4. Karen Daucney says:

    Hi Alex, love the video, love your work, I think your business is a fantastic example of content marketing done right.

    June 30th, 2015 at 12:56 pm

  5. Alex Cleanthous says:

    Thanks Karen :)

    June 30th, 2015 at 1:09 pm