You boosted a post once. It got likes but zero customers. Let's fix that.
"Boost Post" is Meta's brilliant trick to get small businesses to spend money without getting results. It's easy, it's one click, and it optimizes for engagement (likes, comments) — not for conversions (leads, sales). Real Facebook/Instagram advertising starts in Ads Manager, uses proper campaign objectives, and targets people based on behavior, not just demographics. The difference between a boosted post and a properly built campaign is the difference between throwing money into the wind and investing it strategically.
The Ads Manager crash course: what the buttons mean
Campaign level: the objective. For SMBs, only 3 objectives matter: (1) Leads — if you want form submissions/calls. (2) Sales — if you sell online. (3) Traffic — if you need website visits (use sparingly, as clicks don't equal customers). Never use "Awareness" or "Engagement" — those are for Nike, not for a local business.
Ad Set level: who sees your ad. Location (radius around your business for local), age range, and interests/behaviors. Start broad — Meta's algorithm is smarter than you at finding the right people. Over-targeting (too many interests stacked) raises costs and limits reach. For a local service business: 15-mile radius, age 25-55, no interest targeting. Let Meta's AI do the work.
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