Instagram and Facebook remain among the most effective channels to get a business known. The advantage is precise control over who sees your ads: here is the four-step method.
1. Audience first
Interests, age, location and behaviour decide who sees your ads. An audience that is too broad is money spread thin: start narrow, even just 20,000 well-chosen people, and expand when the numbers hold.
2. Creative makes the difference
Short video (the first two seconds decide everything), simple messages and a visible call to action. The best images are often real ones: a real scene, a before/after, something authentic instead of a flawless, anonymous graphic.
3. Retargeting: people who already saw you
Showing ads to people who visited the site or engaged with the page works far better: they are closest to choosing. You need a small but warm audience, and a message that answers the doubt they left with.
4. Measure it or it is pointless
Pixel installed, objective chosen around what you want (leads, sign-ups, visits) and one test at a time. Changing three things at once means never knowing what worked: the difference between learning and guessing.
Typical mistakes
- Pushing the website instead of a concrete action
- One single ad for too long
- No exclusion for people who already know you
- Too little data to exit the learning phase
