When to use Facebook Ads
Local businesses, family audiences, property, trades, events, groups, older demographics and broad retargeting. Use it when the platform behaviour matches the buying journey, not because someone in a meeting said the brand needs to be everywhere.
The Grassroots play
Build around clear offers, trust, reviews, location targeting and lead generation. Start with one sharp offer, multiple creative angles and a measurement setup that can separate noise from money.
Lead
Lead ads
Marketplace-style
Marketplace-style creatives
Retargeting
Retargeting campaigns
Event
Event response campaigns
Formats worth testing
- Lead ads
- Marketplace-style creatives
- Retargeting campaigns
- Event response campaigns
Metrics that matter
- Lead quality
- Cost per booked appointment
- Frequency
- Review-led conversion rate
What to avoid
Treating Facebook as dead. It is not dead, it is just unfashionable, which is useful if your competitors are snobs.
How Grassroots would start
- Audit the offer, landing page and tracking before media spend.
- Write five hooks based on audience pain, proof, objection, urgency and contrast.
- Launch lean creative tests, kill weak angles quickly and move budget into winners.
- Report on leads, revenue and sales quality, not applause metrics.