Video views are often very cheap on Meta. On their own they do not bring customers, but they build a warm audience you can retarget with offers.
The two-step approach
- Step 1: run a video ad optimised for views (ThruPlays or engagement) to a broad local or relevant audience.
- Step 2: retarget people who watched, for example, 50% or more with a lead or sales ad.
What videos to use
- Helpful tips related to your service.
- Behind-the-scenes or how it is made.
- Customer stories.
- Founder introduction.
Hook viewers early with our reel hook generator.
Build the audience
Create a custom audience of video viewers (for example 50% or more, in the last 30 to 90 days). Read custom audiences.
Retargeting ads
Show viewers a clear offer: consultation, trial or discount. They already know you, so conversion is usually cheaper.
Budget split
Many advertisers spend a smaller share on video views and more on retargeting and conversion campaigns. Check video costs with our CPM calculator.
When this works best
Higher-priced services and products where people need to know and trust you before buying.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
