It seems like everyone is a Facebook ads consultant right now.


If you're a part of any business group, no doubt you are being incessantly targeted by Facebook Ads consultant who all know the SECRET to growing your small to medium siized eCommerce business.

That’s part of the reason it’s now so hard to find and hire good consultants for your business or team.

When Lucy and I were growing our own business Trefiel, we had the exact same issues.

We interviewed people who promised they could give us insane returns on our ad spend (more than 10x) only to hire them and find out they knew even less than we did about Facebook Ads.

It does become easier to recognise red flags, know what questions to ask and – even better – know what the answers you’re given mean. But it takes a lot of interviews and knowledge of the platform itself before you can differentiate who knows what they’re talking about and who is completely full of it.

That’s why in today’s post, I’m going to give you my guide for hiring Facebook Ad consultants who know what they’re doing.

You’ll learn:

  1. The 10 questions I always ask during interviews;
  2. 3 red flags to keep an eye out for;
  3. The best way to test a new Facebook Ads contractor.

Let’s start with the interview

You want to focus on finding out if the potential hire:

  • Knows what they’re talking about
  • Has experience
  • Is going to be reliable
  • Works autonomously
  • And is good to work with

You can find out all of this by asking the right type of questions and really diving deep into the answers they give you.

Below are the 10 questions I always ask Facebook Ads consultants and underneath the questions, you’ll also find my notes on what I expect them to answer.

  • It doesn’t necessarily matter if they only have one or two clients, but what you want to see is experience running a variety of ads.
  • If your potential consultant has worked with an agency, that can be a plus as it usually means they’re more likely to be organised.
  • The above also applies to larger clients.
  • If you are an eCommerce business, make sure your potential hire has experience working with other eCommerce businesses. A lot of consultants don’t and you don’t want to be the business they learn on.
  • There are a lot of Facebook Ad consultants who have only worked with a maximum budget of $5k a month and they often don’t make back what they spend.
  • If you can find someone who has worked with more than this, you’ll also know they are capable of scaling your Facebook Ads if you start to see results.
  • You want to make sure that the ad spend is at least 1:1 with the purchase value.
  • Look for ads which have well-written, error-free copy.
  • The Facebook ad creative (that’s the image or video of in the ad) should be clear, high quality and really focus on selling the product.
  • Check
  • It’s not easy to find someone who can write great copy, do Facebook Ads well, and also put together unique creative for your ads.
  • It’s not a bad sign if they outsource to other people, but you want to make sure you know what that will cost and that you won’t have to handle any of it.

Make sure they have:

  1. A well-detailed and logical workflow;
  2. A strong focus on exploration and optimisation (Facebook ads often require a decent amount of testing and optimisation, so they should specifically talk about this);
  3. A clear process for how they will improve and build on what they do week to week;
  4. A structured reporting process for delivering their insights to you.
Red flag for Facebook Ads consultant

Red Flag #1

If they have no structure, strategy or documentation they can tell you clearly, this is not a good sign.

  1. You want them to talk about the standards they look for when it comes to CPC and CTR, and that they talk about the landing pages they send traffic to.
  2. Good news feed ads should have less than $1 CPC ($0.25-$0.5 is great) and a CTR of 1-2% minimum.
  3. Ask them about the numbers they set for themselves to see how it lines up and what they usually do to improve them.
Red flag for Facebook Ads consultant

Red Flag #2

If they don’t have a step-by-step process for optimising ads and the typical areas they focus on, this is not a good sign.

  • They should talk about conversion rate on-site, cart abandonment rate, bounce rate and time-on-site.
  • In my experience, for half the businesses I work for it’s easy to make the ads perform quickly but a lot of websites have terrible conversion rates. Your potential Facebook ads consultant should talk about this and set the expectation that a targeted landing page may be required to get the best results.
  • If they do mention this, make sure you see some examples of the pages they’ve used to make sure they at least know what makes a good landing page, or that they can build them.
Red flag for Facebook Ads consultant

Red Flag #3

If they are unable to answer this question clearly and without hesitation, this is not a good sign.

Sometimes image ads just won’t get the results needed and you need to invest into a video specifically designed for Facebook Ads. Ask your consultant if they:

  1. Have examples of previous work they’ve created;
  2. What strategy they used;
  3. How long it took to produce;
  4. How much it cost to produce.

If you can find someone who can produce it for you to a good enough standard, it will save you time and money As well, it’s always better if your Facebook Ads consultant can guide the direction of the ad as creative on the Facebook platform needs to be created in a specific way.

This is a good question to separate the inexperienced consultants from the advanced. They should be able to talk about multi-step funnel strategies such as:

It doesn’t make sense to do all of this straight away, but they should have experience with these strategies if you want to scale beyond straight news feed ads. If you want to see an example of a funnel like this in use, check out Ezra Firestone’s BOOM funnel.

Of course, you also want to check out some of the examples of ads that they’ve written (not just the results but the ads themselves) to make sure they can actually put together decent creative for your brand. Most ads in the news feed are pretty basic, so it’s worth you finding someone who puts effort into the creative & copy to make sure you stand out.

If they have a lot of experience doing work for information businesses or personalities, ask to see some of their long-form ads.

The best way to test a new Facebook Ads consultant

Let’s say you’ve found the perfect person and you’re ready to start testing out Facebook Ads with them. What is the best way to test them initially and make sure they can do their job well? Well, first you want to break up the test into two sections – before your ads go live and after.

The most important thing you can do with a new Facebook Ads consultant is to make sure you check over their initial round of work. You should ask to see a –

  • Screenshot of the ad;
  • Breakdown of the targeting;
  • Summary of the audiences they’ve created.

Typically, a consultant will work in a document before uploading the ads into the Ad Manager. This means if you don’t feel confident looking at this information inside the ad manager, you can see the same information in a simple format, such as a Google Drive document.

An example of our template that we use when we work as Facebook ad consultants to small to medium sized businesses
Here is an example of the template we use when we write ads for our clients.

What you want to see is:

  1. Clever, error-free copy
  2. Ad creative which is clever and interesting
  3. Their targeting and audiences are aligned with your company’s demographics

If you can see all of this, roll the ads out.

You want to make sure your Facebook Ads consultant delivers a report on the results of the ads within the first week. Usually, I check on our new client’s ads every couple of days to do some initial tweaks on them and I will have enough data one full week after we have launched the ads.

We send a report email to summarise the results and include our recommendations for going forward, which is something you should expect to receive as well. It doesn’t need to be flash, but it does need to clearly outline what their next steps are.

Final Thoughts

Bringing in a new person into your business can be stressful and I hope this post has made the process of hiring a Facebook Ads consultant feel easier to tackle.

As always, Lucy and I are here to make that as easy as possible for you. If you need help with:

  • Hiring new contractors (whether they’re Facebook Ads consultants or virtual assistants);
  • Auditing how your Facebook Ads have performed in the past so you can optimise them in the future;
  • Testing Facebook Ads as a new channel for your business;

Send me an email or book in a FREE 30-minute Facebook Ad account audit.

I’d love to chat with you more about your business and what we can do to help you.