10 Rules for an Airbnb Facebook Marketing Campaign
Running ads for the first time feels a lot like a teenage first date.
You’re nervous.
You overthink everything.
You have no idea what to do with your hands.
But once you get the hang of it, it gets a lot easier—and a lot more fun.
I’ve been running successful ad campaigns for over half a decade, and along the way, I’ve learned what works, what doesn’t, and how to avoid the traps that make advertising feel overwhelming.
Here are my 10 rules for running a killer Airbnb marketing campaign on Facebook that drives results without making you want to pull your hair out.
Let’s dive in.
Rule #1: Keep the Pool Big Enough
Your target audience should be between 2 and 10 million people.
Why? Facebook’s algorithm needs enough room to roam.
If your audience is too small, you’ll strangle the algorithm and limit its ability to find the right people. Too big, and you risk showing your ad to people who aren’t interested.
Keep it in the sweet spot and let the algorithm do its thing.
Rule #2: Follow the 3-5 Rule
Every campaign should have at least three but no more than five ads.
Less than three, and you’re not testing enough. More than five, and some ads won’t even get shown.
Why? I honestly don’t know—but it works, and that’s good enough for me.
If you’re in a testing phase, this rule doesn’t apply. Use a sprint testing plan instead.
Rule #3: Creative Wins
Creative is king.
On Facebook, 90% of your results will come from your creative—photos or videos that grab attention.
That’s why I spend 80% of my time here. Constantly test new visuals to see what works.
Pro tip: Bold, clean imagery of your Airbnb’s best features (think cozy beds, scenic views, or unique amenities) tends to perform well.
Rule #4: Test in 7-Day Shifts
Run every new ad or creative for seven days before making changes.
If it outperforms the previous week’s creative, keep it.
Over time, you’ll notice patterns in what works. Once you spot the winners, double down on those elements in future ads.
This is where things get exciting—you start to see the magic formula for your Airbnb marketing campaign.
Rule #5: Track Micro Goals
Not everyone will book right away. In fact, only about 1% of people who see your ad will convert immediately.
But don’t panic—there are other actions (or micro goals) that matter:
Clicking on your ad.
Viewing your property listing.
Starting the booking process.
Track these micro goals. Over time, you’ll figure out how many of these actions it takes to get one booking. I call this funnel math.
Rule #6: Spend at Least $20 Per Day
The sweet spot for ad spend is $20–$50 per day.
This gives you enough data to make decisions without blowing your budget.
Once your ad starts making at least $3 for every $1 you spend, increase the budget (but carefully—see Rule #8).
Rule #7: If It Rips, Let It Rip
When you find a winning ad, don’t touch it.
Seriously. Don’t adjust the budget, the targeting, or anything else. Just let it ride.
A good ad can run for weeks—or even months. I’ve had one ad ripping since September. When it rains, it pours.
Rule #8: Follow the 20% Rule
If you want to increase your ad spend, do it slowly.
Never raise your daily budget by more than 20% at a time.
Why? Facebook’s algorithm enters a “learning phase” when changes are made. If you bump your budget too much, it’ll have to start from scratch.
Rule #9: Rip the Bandaid Off
If you’re nervous about starting, just rip the bandaid off.
Spend $100 and see what happens.
You might not get bookings right away, but you’ll learn how the process works. The only way to get better is to start.
Rule #10: The 30-Day Rule
After your initial $100 test, commit to advertising for 30 days.
This is enough time to:
Test your strategy.
Gather meaningful data.
See if ads work for your Airbnb.
Pro tip: Facebook and Instagram ads are the best starting points for Airbnb marketing campaigns.
Final Thoughts
Running a successful Airbnb marketing campaign on Facebook doesn’t have to be complicated.
Follow these 10 rules to stay focused, avoid common mistakes, and get results:
Keep your audience size between 2–10 million.
Run 3–5 ads per campaign.
Focus on creative—it’s the #1 driver of results.
Test new ads in 7-day shifts.
Track micro goals (not just bookings).
Spend at least $20/day.
Let winning ads run without touching them.
Increase budgets gradually (no more than 20%).
Don’t overthink—just start.
Commit to a 30-day campaign.
With the right strategy and a little patience, your Airbnb marketing campaign can drive consistent bookings and set your business apart.
That’s all for today. Now it’s your turn to take the first step.