Carousel ads are a powerhouse for Australian small businesses because they allow you to showcase up to 10 images or videos within a single ad, each with its own link. Whether you’re a Brisbane retailer showing off a new seasonal collection or a service provider highlighting different features of your business, carousels provide the interactive experience today’s social media users crave.
By giving your audience more options to click, you aren't just increasing your chances of a conversion; you’re also gathering valuable data on which specific products or messages resonate most with your local market.
Prerequisites: What You’ll Need Before Starting
Before you dive into the Ads Manager, ensure you have the following ready:
- A Facebook Business Page: Connected to an Instagram account for maximum reach.
- Meta Ads Manager Account: Set up with your Australian payment method and ABN details.
- High-Quality Visuals: At least 3 to 10 square (1:1 ratio) images or videos. (1080 x 1080 pixels is the gold standard).
- Headlines and Links: A unique headline and a specific URL for each card in the carousel.
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Step 1: Access Meta Ads Manager
Log in to your Facebook account and navigate to Meta Ads Manager. Ensure you are using the correct Business Account if you manage multiple entities. What you should see: A dashboard listing your current campaigns. Click the green "+ Create" button in the top left corner.Step 2: Choose Your Campaign Objective
Facebook will ask what your goal is. For Carousel ads, the most effective objectives are usually Sales, Leads, or Traffic.- Pro Tip: If you are an e-commerce store, choose 'Sales'. If you are a local service business (like a plumber or lawyer), 'Leads' or 'Traffic' often works best.
Click Continue.
Step 3: Define Your Campaign and Ad Set Settings
Give your campaign a clear name (e.g., "Summer Collection Carousel - Oct 2023"). Progress to the Ad Set level where you define your budget, schedule, and audience. Australian Context: Use 'Advantage+ Audience' but refine it by location. For example, if you only service South East Queensland, set your radius to Brisbane +50km to ensure you aren't wasting budget on interstate clicks.Step 4: Select the Carousel Format at the Ad Level
Navigate to the Ad Level (the third icon in the hierarchy). Under the Ad Setup section, select Manual Upload, and then choose Carousel under the Format options. What you should see: The interface will change to show a section called "Ad Creative" with numbered boxes for your carousel cards.Step 5: Upload Your Carousel Cards
This is where the magic happens. Under the Carousel cards section, click Add Cards and select Add Image Cards (or video).- Click Edit on the first card.
- Upload your image/video.
- Enter a Headline (e.g., "Handmade Ceramic Vases").
- Enter the Website URL specific to that product.
Repeat this for at least 3 cards. Facebook allows up to 10.
Step 6: Optimise Your Card Order
You will see a checkbox that says "Automatically show the best performing cards first."- Recommendation: Keep this checked if you are showcasing a variety of products.
- Warning: Uncheck this if your carousel tells a sequential story (e.g., Step 1, Step 2, Step 3) that needs to stay in order.
Step 7: Add Your Primary Text and Call to Action
Scroll down to the Primary Text field. This is the caption that sits above your carousel. Keep it punchy and relevant to all the items shown.Next, select your Call to Action (CTA) button. For most Aussie businesses, "Shop Now," "Learn More," or "Get Quote" are the most effective options.
Step 8: Configure Your End Card and Profile Picture
By default, Facebook may add a "See More" card at the end with your Page’s profile picture. This is a great way to drive traffic to your main website homepage once the user has scrolled through your specific products.Step 9: Set Up Tracking (The Meta Pixel)
Ensure your Website Events are being tracked via the Meta Pixel. This is crucial for measuring how many people from Brisbane actually bought something after clicking your ad. If your pixel isn't active, your data will be blind.Step 10: Review and Publish
Check the Preview pane on the right-hand side. Toggle between "Desktop News Feed," "Instagram Stories," and "Facebook Marketplace" to ensure your text isn't cut off and your images look sharp.Once satisfied, hit the green Publish button.
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Common Mistakes to Avoid
- Using the wrong aspect ratio: If you use rectangular images (16:9), Facebook will crop them awkwardly. Always use 1:1 square assets.
- Too much text in images: While Facebook no longer has a strict "20% text rule," images with minimal text generally perform better and look less like "spam."
- Broken Links: Double-check every single URL. There is nothing worse than paying for a click that leads to a 404 error.
- Ignoring the Headline: Don't just put your brand name. Use the headline to state a benefit or price (e.g., "Free Shipping Australia-wide").
Troubleshooting Common Issues
Problem: My images look blurry in the preview.- Solution: Ensure your images are at least 1080 x 1080 pixels. If you are using Canva, export them as PNGs for higher quality.
- Solution: Check for Red Error icons in the left-hand menu. Usually, this means you've forgotten a URL or a Headline for one of your cards.
- Solution: This is common for new accounts. However, ensure your ad doesn't violate Meta's policies regarding restricted content (like health claims or financial advice).
Next Steps
Now that your Carousel ad is live, wait at least 72 hours before making changes. This gives the Meta algorithm enough time to learn who in your audience is most likely to engage.Want to take your advertising to the next level? Check out our guide on Setting up the Meta Pixel for Australian Shopify Stores or learn how to A/B Test your Ad Creative.
If you need a hand getting your campaigns to perform, the team at Local Marketing Group is here to help. Contact us today to chat about a tailored strategy for your business.