Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your advertising. I understand you're looking for strategies to improve your Facebook ad performance with a limited budget. It's a common challenge, and there are definitely ways to make the most of what you have.
We'll need to look at ad budget...
First off, let's address the budget. £20 for two weeks on Facebook is, to be frank, quite restrictive. You've gotta think about how much Facebook needs to show your ads to enough people to get a response. It’s gonna make it tricky to get significant traction or collect meaningful data for optimisation. I'm not saying it's impossible, but you'll need to be incredibly targeted and realistic about your expectations. Consider it more of a testing ground than a full-blown campaign.
A larger budget allows you to test more ad variations and reach a wider audience, giving the algorithm more data to work with and learn from. This doesn’t necessarily mean throwing money at the problem, it's more about giving the system enough fuel to find the right people. A good starting point would be £5-£10 per day, but of course, this depends on your specific business goals and target audience. Some businesses, depending on how competitive their market is, will need a lot more than this, but for now, consider that as the lower end of the range. If you want to see something happen, you have to be prepared to pay for it. If you can't afford to pay for ads, I'd also recommend looking into content marketing and SEO or other organic methods.
I'd say you focus on your audience...
Given your budget constraints, I'd say focusing on a highly specific target audience is absolutely essential. Think about who your ideal customer is, like really drill down. What are their interests? Where do they live? What pages do they follow? The more specific you can be, the better your chances of reaching people who are genuinely interested in what you're offering.
Look into Facebook's audience targeting options, and use custom audiences, lookalike audiences and detailed targeting to pinpoint your ideal customers. Retargeting website visitors is another excellent tactic, as these people have already shown some level of interest in your products or services. I've seen campaigns where custom audiences were 2x as effective as traditional campaign audiences. Custom audiences are users that have interacted with your website or content and so they know your brand which makes them much more likely to buy from you.
You probably should focus on a single goal...
With a smaller budget, spreading yourself too thin across multiple objectives is a recipe for disaster. Instead, pick one primary goal for your campaign and focus all your efforts on achieving that. Do you want to drive traffic to your website? Increase engagement on your posts? Generate leads? Choose the objective that aligns best with your overall marketing strategy and tailor your ads accordingly.
When you only spend £20 over 2 weeks, you can only really be optimising for one thing at a time, and you need to make the most out of every pound you spend. Once the algorithm has more data to work with, you can then add a second goal and see how that works out. And remember, split testing different ad variations is crucial for optimisation. Experiment with different headlines, ad copy, images, and calls to action to see what resonates best with your audience. But don't test too many variables at once, as this will make it difficult to determine which changes are actually driving the results.
You'll need a good landing page...
A great ad will get people to click, but a poor landing page will send them running for the hills. Make sure your landing page is relevant to your ad, visually appealing, and easy to navigate. Clearly highlight the benefits of your product or service, and make it simple for visitors to take the desired action, whether that's making a purchase, filling out a form, or contacting you for more information. Your sales copy needs to be top notch, and not just basic, boring sales copy, but it needs to be something that speaks to people and is emotive. You need to persuade them and show them all the benefits. Professional copy could really go a long way.
I remember one client we worked with, a software company, saw incredible results using Meta Ads. We managed to get them 5082 software trials at a cost of just $7 per trial by ensuring their landing page was highly optimised and relevant to the ad copy.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Budget | Consider increasing your budget to at least £5-£10 per day for more meaningful results. |
| Targeting | Focus on a highly specific target audience using Facebook's custom audiences, lookalike audiences and detailed targeting. Retarget website visitors. |
| Objective | Choose one primary goal for your campaign and focus all your efforts on achieving that. |
| Ad Creative | Split test different ad variations with compelling headlines, ad copy, images, and calls to action. |
| Landing Page | Ensure your landing page is relevant, visually appealing, easy to navigate, and optimised for conversions. |
I hope this helps. The Facebook advertising landscape can be tricky, especially for smaller businesses. As I mentioned, we offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us. If you'd like, you can book a free call and we can discuss how to improve your strategy. If you're interested, just let me know!
Regards,
Team @ Lukas Holschuh
