Marketers often obsess over customer acquisition, but the smartest brands focus on how much each customer spends once they’re in the funnel. That’s where Average Order Value (AOV) comes into play. A higher AOV means every dollar spent on Facebook ads works harder, giving you more return without constantly needing new leads.
Let’s break down overlooked but effective ways you can use Facebook Ads to encourage bigger baskets, not just more orders.
1. Leverage Storytelling to Elevate Product Perception
Products don’t exist in isolation — they exist in a story. If your ads only push a single feature, customers will see them as transactional. Instead, use storytelling to make the bigger purchase feel aspirational.
Imagine a fitness brand. Instead of showing one pair of dumbbells, the ad tells the story of a “home transformation kit,” weaving in multiple products as part of the customer’s journey. Suddenly, a larger purchase feels natural.
Practical tip: Video ads and Reels are ideal for this. Use short sequences to demonstrate how multiple products work together to solve a bigger problem.
2. Highlight Social Proof Around Larger Purchases
People often hesitate before spending more. What reduces friction? Proof that others already did it — and loved it.
Instead of only showing reviews for single items, run ads with testimonials or user-generated content that feature bundles, premium packages, or larger purchases. A customer saying, “The full set was worth every penny,” does far more to increase AOV than a five-star review of just one product.
Practical tip: Build testimonial ads specifically for your high-ticket or bundled items, not just your bestsellers.
Customer proof is one of the strongest levers for bigger purchases. Our article on The Role of Social Proof in Facebook Ads shows how to use testimonials and UGC strategically.
3. Create Facebook-Exclusive “Value Tiers”
Sometimes customers don’t even realize they could buy more. That’s why value tiers work so well.
Picture this: you run an ad with three clear levels — Basic, Plus, and Premium. The mid-tier often feels like the “safe choice,” while the top tier becomes aspirational. This structure nudges customers toward spending more than the baseline because the ad frames it as a normal decision-making process.
Practical tip: Use collection ads or carousel formats to showcase the tiers side by side. Make the middle or higher tier visually stand out with a “Most Popular” or “Best Value” tag.
4. Educate Instead of Just Selling
Education-based ads are an underused lever for AOV. When people understand why a larger purchase provides more value, they’re more likely to choose it.
For example, a skincare company could run ads breaking down the difference between buying a single serum versus using the full three-step routine. The ad isn’t just a pitch — it’s education that positions the bigger purchase as the logical solution.
Practical tip: Use infographic-style creatives in your ads that visually compare single-item versus multi-item results.
Education ads work best when you know exactly who you’re talking to. Our Creating Persona-Driven Targeting Strategies on Facebook guide can help you tailor comparisons to the right audiences.
5. Use Seasonal Campaigns to Push Bigger Baskets
Seasonal buying behavior creates natural opportunities for larger orders. Customers are primed to spend more during holidays, back-to-school, or even niche events like Labor Day sales.
A single product feels small in those contexts. A themed package — “Holiday Essentials,” “Back-to-School Kit,” or “Labor Day Mega Deal” — feels much more aligned with customer intent.
Practical tip: In seasonal campaigns, position bundles or premium offers as limited, time-sensitive options. Customers expect bigger purchases during these times, so take advantage.
6. Experiment With Creative Anchoring
Anchoring is a psychological principle that frames decisions around a reference point. In ads, you can use it to subtly steer customers toward bigger baskets.
Example: show a premium $200 bundle first, followed by a $120 mid-tier option. The $120 option suddenly feels “reasonable” compared to the anchor. Ads that use this technique guide customers to spend more than they otherwise would.
Practical tip: Use carousel ads to structure your anchors — start with the high-end option, then lead into the middle tier.
Anchoring works best when your ad creatives stand out visually. To level up your ad designs, take a look at our roundup of The Best AI Text and Image Generators — these tools can help you create engaging visuals faster.
7. Tap Into Post-Purchase Momentum With Facebook Ads
Yes, the sale is done. But customers are still in an emotional “yes” mode right after checkout. Running Facebook campaigns that specifically target recent buyers with add-ons, warranties, or extended subscriptions can dramatically lift order value.
For example, a customer who just purchased a $50 coffee machine might see an ad for a $25 coffee bean subscription two days later. That extra $25 transforms a one-time purchase into a recurring revenue stream.
Practical tip: Keep post-purchase ads simple and focused on convenience — “Keep your product stocked,” “Get more out of what you already bought.”
If you’ve never built a retargeting campaign before, start with our step-by-step guide on How to Set Up Facebook Retargeting. It walks you through the process of reaching recent buyers with personalized offers.”
8. Segment Audiences by Spending Behavior
Not every audience should see the same offer. Facebook’s advanced targeting lets you create Custom Audiences based on past spend levels.
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Low spenders might see ads for starter bundles or entry-level kits.
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Medium spenders could be shown premium packages or higher-value upgrades.
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High spenders should see exclusivity-driven offers, such as limited collections or VIP deals.
This makes your ads feel tailored, while gently nudging each segment up a step in value.
Pro tip: Tools like LeadEnforce can take this further by letting you target people who follow very specific Facebook groups and Instagram pages. That means you can deliver higher-value offers to audiences already primed to buy more.
Final Thoughts
Increasing order size with Facebook Ads isn’t about tricking customers. It’s about showing them more value, more convenience, and more reasons to buy bigger.
Storytelling, social proof, anchoring, and segmentation all work together to create campaigns that feel natural — but consistently drive up AOV.
The next time you plan a campaign, don’t just aim for another conversion. Ask yourself: how can this ad encourage customers to buy more than they planned, while still feeling like a win for them?
