Run ads that work, without wasting your time, energy, or budget.

If you’ve been thinking about running social media ads, or just wondering if they’re even worth it, you’re not alone. Ads can be a smart way to grow your business. 

But they’re not magic, and they’re definitely not free.

Before you hit “boost” or spend a single dollar, let’s make sure your ad strategy is built to actually work.

We know how overwhelming ads can feel, especially when you’re already juggling a million things: running your business, making sure your kids eat dinner, trying to remember to drink water. You don’t have time (or money) to waste on ads that don’t perform.

This guide will walk you through simple, practical best practices so you can run ads that connect with the right people and deliver real results, without adding “full-time marketer” to your job title.

Step 1: Start With a Plan

Ask yourself a few key questions before you begin:

What’s your goal?
Do you want to grow your audience, increase engagement, or drive sales? Your ad should match your goal. (Example: If you want more followers, your ad should feel relatable and include a CTA like “Follow for more tips.”)

Note: Follower ads are very different than ads to increase sales. We have approaches and support for both avenues.

Who are you trying to reach?
Not everyone is your customer, and that’s a good thing. Be clear about who you’re talking to. The more specific you are, the more your ad will resonate. 

What platform makes sense?
Facebook, Instagram, TikTok, LinkedIn… Each platform has strengths depending on who you’re targeting. Pick the ones your audience is actually using.

What’s your budget?
Ads can work on any budget, but you need to have one. Set it ahead of time so you don’t overspend or underspend and get poor results.

Okay, now let’s dive a little deeper into the ads themselves.

Step 2: Creating Ads That Connect:

Now that you know the goal, let’s talk about what your audience will actually see.

Copy (AKA the words)

Don’t just sell yourself or your product, tell a story.

Talk about a problem your customer has and how your product or service helps solve it. Be clear. Be human. And always include a call-to-action so your reader knows what to do next (click, sign up, follow, etc.).

Visuals (Graphics + Videos)

Ensure your visuals and videos are sized correctly for the platform so nothing gets cut off. 

Stick with consistent branding. This means you want to use the same colors, fonts, and logos everywhere. When we say everywhere, we also mean your current social media content. If someone goes to your profile after seeing your ad, you want your branding to be the same there, too. Otherwise, they may think they’ve gone to the wrong profile! Make sure your brand is consistent so you are recognizable. 

*Pro-tip: Use Canva to design videos and graphics that are the correct size for your platform and help keep your branding consistent.

Copyrighted Materials

Make sure your visuals, copy, and any music or sounds do not include copyrighted materials. If they do, your ad will be jeopardized.

For example, if you try to boost a reel that uses copyrighted music, Meta will shut that down real fast. If that happens, consider remaking the reel or ad without the sound. 

Step 3: Target the Right People

The best ad in the world won’t work if it’s shown to the wrong people.

Use audience targeting tools to narrow your reach by location, demographics, interests, behaviors, or even past purchases.

Want to keep existing customers around? Show them ads with special offers, loyalty deals, or behind-the-scenes content just for them.

Step 4: Think Beyond the Click

Seeing your ad is just the beginning. What happens next matters.
Match your ad to where someone is in their customer journey. If they’re new to you, don’t immediately go for the hard sell. Nurture them a little bit with an email series and potentially other free content. Set up follow-up flows (like emails or retargeting ads) to keep the conversation going.

Don’t forget to make sure the landing page they’re sent to feels aligned with your ad.

Do a Final Check of Your Content: Are You Ready to Hit “Publish”?

Run through this quick checklist and make sure you can answer, “yes”

• Are your visuals sized right for each platform?
• Is your copy clear, engaging, and action-driven?
• Is there a strong call-to-action?
• Are your brand colors, fonts, and logos consistent?
• Are you avoiding music, effects, or content that can’t be boosted? (Lots of copyrighted music cannot be used in ads).

We hope these tips for best practices for Ads make running ads feel a little bit more manageable, but if not, we’re here for you!

You Don’t Have to Do This Alone

Running ads can be simple, but that doesn’t mean you have to figure it out solo.

At Stratos, we help busy business owners like you run ads that grow your audience and your revenue without draining your energy.

Here’s how we can help:

• Book an appointment for an ads service: We’ll help you develop a value-packed resource and run highly targeted ads to start collecting quality leads.
  
• Access The Follower Fast Track: This toolkit walks you through how to run your own “follower ads” designed to grow your audience (not just make a quick sale).
  

Let your ads do the heavy lifting so you can get back to running your business, raising your kids, and living your life.

Can’t wait to see what you do!