Should My Business Run Facebook and Instagram Ads?

Quick answer

Facebook and Instagram ads make sense for a small business when your service is easy to show visually, your customers can be reached by location and interests, and you can follow up quickly with leads. These ads build awareness and demand. If people already search for what you do, start with Google first.

How are Facebook and Instagram ads different from Google Ads?

Google Ads catch people who are already searching. Someone types "emergency plumber" and your ad appears. They need help now, so they're ready to act.

Facebook and Instagram ads show up while people scroll. They weren't looking for you. Your job is to catch their eye and give them a reason to stop. That makes social ads better at creating interest than capturing it.

Both platforms run through one system, Meta Ads Manager, so a single campaign can show on Facebook, Instagram or both. You choose the audience by location, age, interests and other settings, rather than by search words.

Which businesses tend to do well with social ads?

Social ads often fit businesses with:

• Visual work. Remodels, landscaping, salons, restaurants, home decor. Before and after photos stop the scroll.
• Offers people don't search for yet. A new service, a membership, an event or a seasonal special.
• A local audience. You can target people within a set distance of your business.
• A good follow up system. Facebook lead forms can bring in names fast, and those leads go cold if no one calls them quickly.

Social ads can be harder for:

• Emergency services, where people search the moment something breaks.
• Very niche business services, where the buyer is hard to target by interests alone. LinkedIn or networking may work better there.
• Owners who can't respond to leads the same day.

What can I realistically expect?

Expect to test. Your first ads are a starting point, not the final answer. You'll learn which images, words and offers get attention, and which ones don't.

Also expect social leads to be a bit earlier in their decision. Someone who fills out a form while scrolling may still be comparing options. That doesn't make them bad leads. It means your follow up matters a lot.

Keep your goal clear, too. Are you after calls, quote requests, event signups or simply more people around Chandler knowing your name? Each goal uses a different campaign setup, and mixing them muddies your results.

A hypothetical example

Say you own a landscaping company. A Google ad might catch someone searching "landscaper near me" today. A Facebook ad showing a backyard transformation might catch a homeowner who hadn't thought about it yet but now wants a quote before spring. Both are valuable. They just reach people at different moments.

What do I need in place before I start?

Before spending a dollar, get these ready:

1. A Facebook business page and an Instagram business account that look active and complete.
2. Ads Manager access in your own name, so you own the account and its history.
3. Good images or short videos. Real photos of your work and team beat stock images.
4. A clear offer. "Free estimate this month" or "Book a free consult" gives people a reason to act.
5. A place for leads to go. A landing page or a lead form, plus a person or system to follow up the same day.
6. Tracking. The Meta pixel on your website so you can see what happens after the click.

The Meta Business Help Center has setup guides for each of these pieces.

Don't skip the follow up plan

This is the piece owners most often overlook. A lead form can deliver a name and phone number in seconds, but that person was scrolling, not searching. If they hear back within the hour, they still remember your ad. If they hear back in three days, they may not remember you at all. Decide before launch who gets the lead notifications, how fast they'll call, and what they'll say. A short script and a simple tracking sheet go a long way.

How much should I spend to try it?

Start with a modest test budget you're comfortable learning with, then increase what works. I break down how to pick that number in how much to spend on Facebook ads to start.

One more option worth knowing is retargeting, which shows ads to people who already visited your website. It's often a smart way to use social ads because those people already know you a little. I explain it in what retargeting is and whether you should use it.

Let's figure out if social ads fit your business

Facebook and Instagram ads can be a strong tool or a quiet drain on your budget, depending on fit and setup. If you don't have the time to manage campaigns, don't know where to start, or just don't want to learn Ads Manager, my marketing manager service covers Meta ads along with the rest of your digital marketing. You can book a free call and we'll talk through whether they make sense for you.