It’s key to remember that most people head to Facebook to relax, to catch up on what their friends and family are up to and to be entertained. Very few people like to be sold to when they’re just chilling and scrolling.
To explain this easily, I’ll split this into two scenarios.
With Facebook Ads you decide on the audience, so it could be that you want to target people who have already seen your posts, like your business page, and even visited your website. This can be a bit more salesy as you know they are already interested in what you have to offer, may know a bit about you as a person and you’ve built that trust.
But if you’re going to run a Facebook Ad to a mass market where the receivers of the ad will not have heard of you before, they won’t be impressed that a stranger has landed in their newsfeed telling them that they need to buy off them. For this approach to work you need to put in a lot of effort before providing them with the ‘sales’ ad – you’ll need to send them ads at the start of your campaign where you can add value to their lives and send more Facebook ads to build up a bit of rapport with them.