In every avenue of the Facebook Creative Tools you’ll continue to see references to business goals. Whether Facebook is directly telling you to think about your business goal when creating an ad, or highlighting the ads other small businesses have put out by starting with a description of their business goal, this is key.
Remember, your ad can’t be everything to everyone, so it’s important to first decide exactly what you want your Facebook ad to do for your business.
Do you want to drive attendance to an upcoming event? Purchases of a new product? Encourage new customers to give you their email? From concept to creation, your ad will be more effective when you pick something specific and make sure you’re meeting that end purpose every step of the way.