Many small businesses have “boosted” a few Facebook posts, seen some likes and wondered whether it was worth it. Usually the problem isn’t that Meta ads don’t work, it’s that they’re measured with the wrong numbers. This guide covers how to start so you see real results.
Start with one question: what is an enquiry worth?
Before your first ad, work out how much you can pay for one enquiry or sale. If an average order brings you €500 profit and one in four enquiries becomes an order, an enquiry can cost up to €100 and the ad is still profitable. That number tells you when ads work and when they don’t.
Pick one clear goal
Meta asks for a goal when you create a campaign. Sensible choices for a small business:
- leads (a form inside Meta or on your website);
- sales in an online store;
- calls or messages.
“Engagement” and “reach” bring likes and views, but rarely clients. If the goal is enquiries, measure enquiries.
Tracking before ads
Without tracking you won’t know which ad worked. Before launching:
- install the Meta Pixel or server-side tracking on your website;
- set a conversion for the event that matters (enquiry form, purchase);
- make sure enquiries reach you and you know where they came from.
Creatives: several variants, one message
A good ad talks about the client’s problem, not the company. Start with three to five variants: different images or videos, different headlines. Let them run for a week and pause the ones that don’t deliver. Vertical formats (Stories and Reels) are often cheaper than feed.
How much money do you need?
A local business can start with a few hundred euros a month. What matters isn’t the amount but that the budget is enough for Meta to learn: a couple of enquiries a week is a sensible start. With a very small budget, results stay random.
Once a month: honest numbers
Once a month, look at three numbers: money spent, number of enquiries and cost per enquiry. Everything else is secondary. If cost per enquiry is below your limit, increase the budget. If not, change the ads or audience.
In short
Meta ads work well for small businesses when the goal is clear, tracking is in place and results are judged by enquiries. If you’d like us to handle the ads and tracking for you, get a quote or read more on Facebook ads and Instagram ads.