Interview with Facebook Expert and Online Marketing Strategist, Sophie Griffiths
🚀 Sophie Griffiths is a leading Facebook Ads Expert & Online Marketing Strategist, helping businesses scale their online presence and maximize ad ROI. With years of experience running high-converting Facebook campaigns, Sophie has mastered the art of lead generation, audience targeting, and ad optimization.

In this exclusive interview, we dive into her top strategies, common Facebook Ads mistakes, and expert tips for businesses looking to grow online.

📌 Q1: Sophie, what got you started in Facebook marketing?
Sophie Griffiths:
I started as a freelance social media manager about seven years ago, helping small businesses grow their brand presence on Facebook. As I began experimenting with Facebook Ads, I realized how powerful they were for generating leads and increasing sales.

Over time, I specialized in Facebook advertising—running campaigns for e-commerce stores, coaches, real estate agents, and SaaS companies. Today, I help businesses scale their ads profitably and avoid costly mistakes.

📌 Q2: What are the biggest mistakes people make with Facebook Ads?
Sophie Griffiths:
I see a lot of businesses wasting money on ads because of these three common mistakes:

1️⃣ Not Knowing Their Target Audience – Many businesses run ads to broad audiences, thinking "everyone" is their customer. The more specific your targeting, the better your results.

2️⃣ Using Weak Creatives – If your ad image or video isn't scroll-stopping, people will ignore your ad. First impressions matter!

3️⃣ Not Testing & Optimizing – Some people set up an ad, let it run, and forget it. Facebook Ads require constant testing (different audiences, creatives, and copy) to find what works.

💡 Quick Fix:
✔ Use Lookalike Audiences & Retargeting instead of broad targeting.
✔ Test at least 3-5 ad variations to see what performs best.
✔ Optimize your ads every 3-5 days—don't "set and forget!"

📌 Q3: What's your #1 tip for lowering Facebook Ad costs?
Sophie Griffiths:
Retargeting, retargeting, retargeting!

🔥 Most businesses spend too much money targeting cold audiences. The cheapest way to lower your ad costs is to retarget warm audiences—people who have already engaged with your business.

✔ Retarget Video Viewers – People who watched at least 50% of your video ad
✔ Retarget Website Visitors – People who clicked on your site but didn't buy
✔ Retarget Facebook & Instagram Engagers – People who liked, commented, or messaged you

💡 PRO TIP: Retargeting can cut your ad costs by 50% or more because you're advertising to people already interested in your offer!

📌 Q4: How do you write high-converting Facebook Ad copy?
Sophie Griffiths:
A great Facebook ad = Hook + Value + CTA.

🔥 Here's my winning Facebook Ad Copy Formula:
📌 [HOOK] – Grab attention with a bold statement.
📌 [VALUE] – Explain how your product/service helps.
📌 [CALL-TO-ACTION] – Tell them what to do next.

Example (For a Marketing Agency Generating Leads for Small Businesses)
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💡 PRO TIP: Use emojis & short sentences to make your ad copy easy to read!

📌 Q5: What's your go-to strategy for eCommerce businesses running Facebook Ads?
Sophie Griffiths:
For eCommerce, I use a three-phase funnel strategy:

1️⃣ TOF (Top of Funnel) – Awareness Ads
✔ Broad interest targeting
✔ Showcasing best-selling products in video ads
✔ Goal: Brand exposure & engagement

2️⃣ MOF (Middle of Funnel) – Retargeting Engaged Users
✔ Retargeting video viewers, website visitors, and social media engagers
✔ Goal: Drive consideration & warm-up potential buyers

3️⃣ BOF (Bottom of Funnel) – Conversion Ads
✔ Retargeting cart abandoners & past website visitors
✔ Offering discounts or free shipping to close the sale
✔ Goal: Maximize conversions & boost ROAS (Return on Ad Spend)

💡 PRO TIP: Use Dynamic Product Ads (DPA) to show users the exact product they viewed but didn't buy—it increases conversion rates dramatically!

📌 Q6: What's the future of Facebook Ads? Any major changes coming?
Sophie Griffiths:
🚀 The future of Facebook Ads is AI-driven automation & short-form video.

Here's what's changing in 2025:

✔ AI-Powered Ad Targeting – Facebook is shifting away from detailed targeting and using AI to automatically find the best audiences.
✔ More Focus on Reels & Video Ads – Short-form video ads (like TikTok & Instagram Reels) are getting way more engagement.
✔ Facebook Shops & In-App Purchases – Facebook wants to keep users inside the platform, so more brands will start selling directly on Facebook & Instagram.

💡 PRO TIP: Start testing video ads now—they're outperforming image ads by 3-5x in engagement!

📌 Q7: Final Advice for Businesses Using Facebook Ads?
Sophie Griffiths:
✅ Test EVERYTHING – The biggest mistake businesses make is running the same ads for months without testing. Always test new creatives, audiences, and copy.
✅ Use Lookalike Audiences & Retargeting – This will lower ad costs and increase conversions.
✅ Short-Form Video Ads Win – If you're not using video yet, start now! Facebook prioritizes video over images in 2025.
✅ Facebook Ads Require Consistency – Don't expect results overnight. The best campaigns are optimized over time.

💡 Final Words: Facebook Ads still work in 2025, but you need to adapt, test, and stay ahead of trends.

🚀 Final Thoughts: Learn from a Facebook Expert!
Sophie Griffiths has proven that Facebook Ads are still one of the best ways to generate leads and sales—but only if done right.

📌 Biggest Takeaways from Sophie:
✔ Know your audience & retarget warm leads
✔ Use short-form video ads for better engagement
✔ Always test different creatives, copy, and audiences
✔ Stay ahead of AI automation & eCommerce trends

🔥 QUESTION: What's your biggest struggle with Facebook Ads? Drop a comment below! 🚀🎯