Paid posts on Instagram and Facebook are often a small business's first step into online advertising. The "Boost post" button is right there, one click away, and it all looks simple. Then the money runs out and you can't tell what it actually achieved.
You can get good results on a small budget, as long as you start in the right order. Here's how.
Before you spend: three things to sort out
- A measurable goal. Direct messages, enquiries through your website, bookings, sales. Just one per campaign.
- A destination that's ready. If you're sending people to your website, the page needs to load quickly on a phone and have a clear form or button. If you're sending them to your DMs, someone needs to reply promptly.
- Tracking. The Meta Pixel and conversions set up, so you know which ads bring in results and not just clicks.
Use Ads Manager, not just "Boost post"
The button on the post is handy, but it gives you very few options. In Meta Ads Manager you can choose the right objective, control where your ads appear and compare different versions. When your budget is limited, that control makes all the difference.
Your audience: not too broad, not too narrow
For a local business, start with the area you actually serve and the age ranges that match your customers. Avoid piling on too many interests: these days Meta's algorithms find the most suitable people on their own, as long as they have enough room and data to work with.
Two very useful audiences, once you have them:
- people who have already interacted with your profile or visited your website;
- your customer list, uploaded in line with privacy rules, to reach people similar to them.
The creative matters more than the audience
On a small budget, you can't afford ads that nobody watches. What works best is content that looks as if it was made for social media: short vertical videos, real people, the product in use, a clear message in the first few seconds.
Prepare at least two or three versions of the ad, with different images or copy. After a few days you'll know which one works, and you can move your budget there.
How much to spend, and for how long
There's no right figure for everyone: it depends on your sector, your area and your goal. Consistency matters more. A campaign needs a few days to settle, so avoid changing everything after twenty-four hours.
Decide beforehand how much you're willing to pay for a lead or a sale. That's the number that will tell you whether the campaign is worth it.
What to look at in the results
- Cost per result: how much each message, enquiry or sale is costing you.
- Frequency: if the same people are seeing the ad too many times, it's time to change it.
- Click-through rate: if it's low, the problem is almost always the image or the opening line.
- What happens after the click: if visits are coming in but no enquiries, the problem is the landing page.
Frequently asked questions
Which is better, Meta Ads or Google Ads?
Google reaches people who are already searching for what you offer; Meta gets you discovered by people who don't know you yet. For many local businesses, it makes sense to start where your audience is easiest to reach and then add the other channel.
Do ads help you gain followers too?
They can, but followers aren't a good goal on their own. You're better off aiming for leads and sales: people who become customers usually start following you as well.
Can I run the campaigns myself?
Yes, if you start small and follow these steps. When your budget grows or your results stall, an outside review can help you see where to make changes.
To see how we set up campaigns, have a look at our Performance Marketing page.
