Facebook and Instagram ads are run through Meta's advertising system. They let you reach people by location, age, interests and behaviour, even if they've never heard of your business. Done well, they bring a steady flow of enquiries. Done badly, they bring likes and little else.

Boosting vs Ads Manager

Boosting a post is the quickest option, but it offers limited control. Meta Ads Manager gives you full control over objectives, audiences, placements, budgets and tracking. For serious results, use Ads Manager.

Step 1: Choose the right objective

Your objective tells Meta what result to optimise for. Common choices for SMEs:

  • Messages (click-to-WhatsApp, Messenger or Instagram DM): popular in Kenya for starting sales conversations
  • Leads: instant forms inside Facebook or Instagram
  • Traffic or Sales: sending people to your website or shop
  • Awareness: reaching as many relevant people as possible, for launches and events

Choose the objective that matches what you actually want. If you want enquiries, don't choose "Engagement".

Step 2: Build your audiences

  • Location: target the areas you actually serve, by town or radius.
  • Interests and demographics: start with a few relevant interests rather than many.
  • Custom audiences: people who visited your website, engaged with your page or are on your customer list (used responsibly and with consent).
  • Lookalike audiences: people similar to your existing customers.

Step 3: Create scroll-stopping creative

The creative (image or video) is often the biggest factor in results.

  • Show the product or result clearly in the first second.
  • Use vertical video for Reels and Stories.
  • Feature real people and real customers (with permission).
  • Keep text on images short; put details in the caption.
  • Make the call to action obvious: "Send us a WhatsApp", "Get a free quote".

Test several variations and keep the winners.

Step 4: Install the Meta Pixel

The Pixel on your website lets Meta track actions such as purchases, form submissions and WhatsApp clicks. That lets you measure results, optimise for conversions and retarget visitors.

Step 5: Budget and testing

Start with a modest daily budget, run for at least a week before judging, and change one thing at a time. When an ad set brings enquiries at a cost you're happy with, increase the budget gradually.

Step 6: Retargeting

Most people don't buy the first time they see you. Retargeting shows ads to people who visited your website, watched your videos or messaged you. It's often the most cost-effective part of a campaign.

Follow up fast

Ads bring the conversation; your team closes the sale. Reply to WhatsApp messages and lead forms quickly. Our WhatsApp Business guide helps you respond professionally.

Let us run your Meta ads

Our Facebook and Instagram ads management includes audience strategy, creative from our media team, click-to-WhatsApp and lead campaigns, Pixel setup, retargeting and reporting.

Get a free Meta ads review.

JD STUDIOS AFRICA Team
Mentors and trainers at JD STUDIOS AFRICA, a nonprofit tech and creative hub in Nairobi.