Facebook Ads Marketing for Pet Rescues

Facebook Ads Marketing for Pet Rescues

Is it possible for you to find new homes for pets in your care by advertising on Facebook? And isn’t Facebook marketing rather expensive? Hi, my name is Francisco and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Google Ads, Facebook Ads and Remarketing. I often get approached by owners of pet rescue services wanting to know whether or not they should advertise on Facebook. If you have been asking yourself this question, then this article is for you. I am going to show you how to create effective Facebook Ads for Pet Rescues. In this post, I will cover the following areas;

  1. Why Facebook Marketing is ideal for Pet Rescue Services
  2. Marketing options on Facebook
  3. How to create your own Facebook Ads

Why Facebook Marketing is ideal for Pet Rescue Services

Over the years, I have helped quite a number of Pet Rescues run effective Facebook Ads Marketing campaigns. To be fair, businesses large and small have been flocking to Facebook in an effort to reach their target audiences.

Statistic: Number of active advertisers on Facebook from 1st quarter 2016 to 2nd quarter 2020 (in millions) | Statista
Find more statistics at Statista

Today, over 9 million businesses around the world advertise on Facebook. You can see the current figure in the above graph. So, why should Pet Rescue Services focus on Facebook when trying to find new homes for the pets in their care? The following are some of the reasons why Facebook Ads Marketing has proven to be so appealing;

Facebook draws over a billion users every day

Today, over 1.82 billion people visit Facebook on a daily basis. So, there are potentially over 1.82 billion "customers," for your business on the platform.

There can be no doubt, therefore, that this is a great place on which to hunt for the right audience for your business. It’s one of the reasons why so many businesses have been flocking to the platform to carry out marketing campaigns.

You can reach the right audience on the platform

Having a billion people isn’t worth anything if you cannot reach the correct people for your particular line of business . The great thing is that Facebook Ads can be very precisely targeted. That gives them higher than average CTR and conversion rates. So, this is the place to be if you wish to reach out to your target audience.

Facebook Ads are affordable

One of the things that people worry about when it comes to doing Facebook Ads Marketing for Pet rescues relates to cost. Most such businesses survive on donations. They do not, therefore, have loads of money to spend on marketing. So, will you be able to afford Facebook Ads?

Well, the good news is that Facebook Ads Marketing tends to be one of the cheapest digital marketing avenues that are open to businesses around the globe. You can, as an example, boost a Facebook post for a few dollars. I know, there is debate on whether or not boosting a post is worth it.

You can also start running Facebook ads for as little as $5 per day. So, this is the platform to be even for the smallest of players. I have previously written an article in which I talk about how Kindle publishers can start advertising on Facebook. So, it’s a place for everyone.

You can create your own Facebook Ads for pet rescues

One way of cutting costs when doing Facebook Ads marketing is by creating your own ads. I am going to show you how to do it below. Let me be frank, creating Facebook Ads can be complicated.

But once you have gotten beyond the basics, you should be good to go. I usually encourage people to sign up for my DIY Facebook Ads Marketing Course. That course teaches you how to effectively run Facebook Ads Marketing Campaigns.

Marketing Options on Facebook

Facebook Marketing is not only about paid ads. Before you get there, there are several things that you can do to try and reach out to your target audience on the platform.

I have already noted somewhere that Pet rescue services are not the most solvent of entities out there. In fact, most of them survive on donations.

So, money will be pressing. The good news is that you have both free and paid options when it comes to marketing on Facebook;

You should create a Facebook Page

the Planet Marketing Facebook Page

The Planet Marketing Facebook Page

Marketing on Facebook usually begins with the creation of a Page. That’s done free of charge. As a business, you need to have your own Page, which acts as a canvas on which to interact with people who are interested in what you have to offer. I have previously written an article on how to properly run Facebook business pages.

The tips given in that article still apply even for nonprofit entities such as pet rescue services. A Facebook Page’s effectiveness lies in the fact that you can use it as a platform to find people who can potentially adopt the pets in your care. If someone has liked your page as an example, it wouldn’t be too farfetched to get them interested in an adoption.

Indeed, you can post pictures of the pets in your care on your Page. People will likely comment and like those pictures. And quite a number may be interested in adopting or donating. So, a Facebook Page’s power lies in the fact that you can use it to reach out to people who are interested in what you have to do. And this done free of charge. 

Like and follow similar pages

Like similar pages on Facebook

Like similar pages on Facebook

That’s important for linking up with like-minded people. There will be other pet rescue agencies in your area and on Facebook. Most likely, they too will have Facebook Pages and Groups. Like as many of these as is possible. That way, you can join discussions and discover how they are handling their side of things.

Add Pixel to your Website

When doing Facebook Marketing for Pet Rescues, you want to have your ads delivered to people who are interested in what you are doing. These are presumably people who would be interested in adopting a pet. We have already noted that a Facebook Page can act as a hub around which like-minded people congregate.

Another way of gathering data about people of interest is by doing remarketing. Remarketing involves tracking people’s interest on a website and then showing them relevant ads elsewhere. For Facebook, remarketing happens via a Pixel.

What you need to do is to install a Pixel on your website. That’s simply code for tracking a visitors activity. The next time that that person visits Facebook, they will be shown your ads that relate to their interest. So, the Audience for your Facebook Ads can be Pixel generated. 

That’s actually the best approach, because it ensures that you are making your pitch to people who are already interested in what you do. As a result, remarketing tends to boost conversion rates by as much as 400%.

Creating your own Facebook Ads for Pet Rescues

Facebook Ads are created in Ads Manager

Facebook Ads are created in Ads Manager

So, where do you start when doing Facebook Ads Marketing for Pet Rescues? Facebook Ads are created in Ads Manager. To get started, you need to have a Facebook business account. You can register for one using your personal Facebook credentials. The process of creating Facebook Ads is roughly composed of 3 steps;

  • Choosing a Campaign Objective
  • Setting up your Target Audience in the Ad Set
  • Creating your Ad

Choosing a Facebook Ads Campaign Objective

A Facebook Ads Campaign Objective is a statement of what you wish to achieve with your Ads. It pays to have clarity of objective here. Why are you doing Facebook Ads Marketing?

In this particular case, you probably wish to find new homes for rescued pets. Facebook provides 11 Campaign Objectives. However, each ad can only have one.

Note that how you set up your ad will be different depending on the Campaign Objective that you opt for. The following are the available Facebook Ads Campaign Objectives;

  • Traffic
  • Lead generation
  • Catalog sales
  • Conversions
  • Video views
  • App installs
  • Messages
  • Reach
  • Store traffic
  • Brand awareness
  • Engagement

What’s the best Campaign Objective for Pet Rescues? 

Choose a Campaign Objective for your pet rescues business

Choose a Facebook Ads Campaign Objective for your pet rescues business

Nobody is going to prescribe one Campaign Objective for your particular line of business. Fact is, you can have one Campaign Objective in one instance and another in the next. It all depends on what you wish to achieve.

If you wish to get the message out there, as an example, you could choose Brand awareness as your Campaign Objective. It’s also possible for you to go for Messages as your Campaign Objective. That way people will be able to message you on Messenger, Instagram or WhatsApp.

The thing about doing Facebook Ads is that you need to do a lot of experimentation. That way, you will finally be able to determine what works best for you.

For this example, we will go for Traffic as our Campaign Objective. That’s because we wish to take our prospects from Facebook to a landing page where they can sign up to become potential adoptees or donors for our pet rescue service.

Targeting the right Audience for your Ads

This is the tricky part when creating Facebook Ads for any business. If you don’t get your audience targeting right, you are unlikely to get the desired results. Remember I pointed out that a lot of companies around the world are advertising on Facebook? The sad part is that up to 62% fail in their Facebook Ads Marketing efforts. 

One reason for this is that people do not properly define their target audiences. I have already noted that your Audience can be composed of people who have liked your Facebook Page. You can also choose to have Lookalike Audiences, which are composed of people who have liked similar Facebook Pages.

I also talked about Pixel and how it enables you to target people who would have landed on your website but who would have left without taking the desired course of action. A Pixel generated audience tends to be really effective because these people are already interested in you.

You can also create an entirely new Target Audience for your Facebook Ads. Facebook provides you with a number of tools that you can use to define and refine the audience to whom you wish to have your ads delivered;


Choose a target location for your ads

Choose a target location for your ads

Location is important when doing Facebook Ads Marketing for Pet Rescues. The thing to note here is that such businesses tend to be localized. Perhaps you operate within a particular city. Or maybe you have branches across the State.

In most instances, it makes sense to have your ads delivered to people a few miles around the physical location of your business.

Pet Rescues are a bit better in terms of reach than other localized businesses. Gyms, as an example, have a reach that’s usually no more than 4 miles around their physical locations. The same applies for restaurants and bars. Nobody is going to drive across the country to get to one. It doesn’t matter how good you may be.

For this example, we will target people living in Miami Beach, Florida. We have set delivery of our ads at 25 miles around the city. We will only target people living in this area and not those who have been through the area.


The Age setting allows you to have your ads delivered to people within a certain age range. For our example, we will opt for people between 25 and 55. These are the people who are mature enough to properly take care of rescued pets. Frankly, you know your target audience best. Use this setting to properly define it.


There are instances where you may wish to have your ads delivered to people based on Gender. If that’s the case, then you can use this setting. For this example, we will have our ads delivered to both men and women.


Language is another tool that you can use to define your Target Audience. It’s probably not relevant in this instance. But there are some businesses that may be looking for people who speak a particular language.

I have previously written on how to do Facebook Ads Marketing for Immigration Law Attorneys. In that case, you may be looking to have your ads delivered to Spanish Speakers.

Zoom in on your Target Audience using the Detailed Targeting section

Facebook Ads Marketing for Pet Rescues

Zoom in on your target audience using the Detailed Targeting section

Already, we have gone a long way in defining the Target Audience for our Facebook Ads. However, the Audience that we have set up so far is rather general. It’s too broad. It's composed of men and women living in our city and who are between the ages of 25 and 55.

That’s probably millions of people, most of whom probably are not even interested in what we are going. We need to narrow down on this Target Audience. But how do we do that?

In the Ad Set, you can zoom in on the people who you wish to target through the Detailed Targeting section. Here, Audience Targeting is through Demographics, Interests and Behaviors. For this example, we will be targeting people who are interested in the following; 

  • Animal rescue
  • Angel among us pet rescue
  • Animal rescue group
  • The Society for the Prevention of Cruelty to Animals


You can further narrow down on your target audience through the Connections section. This allows you to reach out to people who have either liked your Facebook Page or to those who have taken part in a Facebook Event that you ran.

Budget and Schedule

Facebook ads marketing for pet rescues

Manage your spending by defining start and end dates for your Campaigns

Also in the Ad Set is the Budget and Schedule section. In fact, it’s what appears at the top in the Ad Set. Here, you need to define how much you are going to spend per Campaign. Please note that Facebook maintains your credit card information on file. They automatically deduct money from that card as long as your Ads are running.

You need to, therefore, get some control over your spending. Otherwise money will continue to be deducted from your account even when you no longer wish to have your ads run. What you need to do is to define start and end dates for your Campaign. That way you will know exactly what you are going to spend within the period when your Campaign is running.

Creating your Facebook Ads for Pet Rescues

We come to the final section when creating Facebook Ads for Pet Rescues. The Ad is what people will see. Everything else that we have been doing will be running in the background. It’s important for you to understand the dynamics of doing advertising on Facebook;

Make your ad short powerful

First, people are not really in the right frame of mind to receive ads. They go to Facebook to chat with friends and to read the latest bout of fake news. So, your ads will actually be impinging on those activities. You don’t have that much time in which to make your pitch.

If you are doing a video ad, try and make it no more than 15 seconds long. Otherwise you are going to lose your target audience as they move to better things. Also make sure that you ads are not needlessly wordy. Pictures say a thousand words on Facebook, so go for that. Other video formats are single image and carousel.

Primary Text

The Primary Text appears at the top of your ad. Make sure that you don’t go overboard when coming up with your Primary Text. One line will do just fine. Two at most. Let the image do most of the talking. You have the advantage that people love pets.

So, use them effectively to convey the desired message. As an example, you can have the image of one of your rescued dogs with the following words; “Buster needs a new home.”

Your Landing Page

We chose Traffic as our Campaign Objective, meaning we will need to have a landing page for the traffic that we will be getting from Facebook. Where most people fail is by having generic landing pages.

A landing page needs to be geared to convert traffic from a particular ad. In this instance, we noted that we want to have people sign up to become donors and volunteers.

We are also looking to sign up people who will be willing to adopt pets in the future. So, our landing page needs to be crafted to get details from our leads.


That’s how to do Facebook Ads Marketing for Pet Rescues. In this article, I showed you what you need to think about before creating your Ad. I also showed you how to define and refine your Target Audience.

If you need help in any way, don’t hesitate to reach out to me. Facebook Ads are one of my areas of specialization. In fact, I have a dozen Campaigns running for clients at any given point in time.  

Creating Facebook Ads can be an involved process. This article has only skimmed across the surface. You can learn more by enrolling for my DIY Facebook Ads Marketing Course.

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