The "Boost Post" Trap
If you're a local business owner, you've probably been tempted to "boost" a Facebook post. Maybe you did it. Maybe it got you some likes. But did it get you any customers?
Probably not.
Here's why: Boosting posts is Facebook's way of getting you to pay for engagement, not leads.
The Difference Between Engagement and Revenue
Engagement = Likes, comments, shares Revenue = Phone calls, form fills, booked appointments
You need revenue, not engagement.
How to Run Facebook Ads That Actually Work
1. Use Facebook Ads Manager (Not Boost)
Boost is simplified and limited. Ads Manager gives you:
- Precise targeting
- Multiple ad formats
- Conversion tracking
- A/B testing
- Retargeting options
2. Target by Location & Demographics
For local businesses, target:
- Location: Your service area (zip codes, cities, radius)
- Age: Your ideal customer age range
- Interests: Homeowners, property owners, etc.
- Behaviors: Recent movers, home improvement enthusiasts
3. Choose the Right Ad Objective
Don't use: "Engagement" or "Reach" Do use: "Traffic" (to your website) or "Conversions" (if you have pixel set up)
4. Create Lead Magnets
Instead of promoting your service directly, offer:
- Free estimates
- Free consultations
- Free audits
- Free guides/checklists
Capture their info, then follow up.
5. Use Video When Possible
Video ads get 3x more engagement than static images. Show:
- Your team in action
- Before/after transformations
- Customer testimonials
- Your process
6. Retarget Website Visitors
Set up the Facebook Pixel on your website. Then retarget people who:
- Visited but didn't convert
- Viewed specific service pages
- Added items to cart (if e-commerce)
Real Example: Dental Practice in Oxford
Before: Boosting posts, $200/month, zero new patients
After: Proper Facebook Ads campaign:
- $500/month ad spend
- 8-12 new patient consultations per month
- $42 cost per consultation
- ROI: 10:1 (average patient value: $2,000+)
The Budget Reality
You need at least $500-$1,000/month to see real results. Below that, you're just testing, not scaling.
Common Mistakes to Avoid
- Boosting posts instead of running proper ads
- Targeting too broadly (entire state instead of your city)
- No clear call-to-action ("Learn More" is weak)
- Sending to homepage instead of dedicated landing page
- Not tracking conversions (how do you know if it's working?)
When Facebook Ads Make Sense
Facebook Ads work great for:
- Visual services (home remodeling, dental, medical spas)
- High-ticket services (legal, financial, medical)
- Brand awareness (new businesses)
- Retargeting (bringing back website visitors)
They work less well for:
- Emergency services (people search Google, not Facebook)
- Very local services (plumber, electrician - use Google Ads)
Ready to Generate Real Leads?
Get a free audit and we'll show you exactly how to set up Facebook Ads that generate phone calls, not just likes.