Should you even run Facebook ads?

Every local owner eventually gets the itch — or the sales call — about running Facebook and Instagram ads. And most of the advice you'll hear comes from people who make money when you say yes. So here's the version from someone who'll happily tell you not to.

The honest answer to "should I run ads?" is: maybe — but probably not yet, and not the way most people will pitch you. Here's how to know which one you are.

The truth nobody selling ads will lead with

Ads don't create a good business — they amplify whatever you already have. If your offer is clear, your website turns visitors into customers, and you can handle more work, ads pour fuel on a fire that's already lit. But if the foundation isn't there, ads just help you lose money faster, and you walk away saying "ads don't work."

So the real first question isn't "Facebook or Google?" It's "is my house in order?"

Get these right before you spend a dime

If any of these are shaky, fix them first — it's cheaper and it makes every future ad dollar work harder:

• A clear offer. Can a stranger tell what you do and why they'd choose you in five seconds?
• A site that converts. If clicks land on a slow or confusing page, you've paid for a bounce. (See what a website should actually cost.)
• You're easy to find and trust. A complete Google profile and real reviews back up the ad. (See how to show up on Google.)
• A way to follow up. Leads go cold fast. If nobody calls them back quickly, the ad was wasted.

When ads are worth it

Ads start making real sense when:

• You've got a proven offer — people already buy it, you just want more of them.
• You can handle more volume without the wheels falling off.
• You want to reach people who aren't searching for you yet — a new location, a grand opening, a seasonal push, an event.
• You have a specific goal and a way to measure it — booked jobs, leads, reservations, not "likes."

Facebook vs. Google — the plain-English difference

They do two different jobs, and which one fits depends on your business:

• Google ads catch people already searching for what you do ("emergency plumber near me"). High intent — they want it now. Great for services people search for in a pinch.
• Facebook & Instagram ads put you in front of people who weren't looking — but might be interested. Better for awareness, offers, events, and anything visual (food, before-and-afters, spaces). It creates demand instead of just catching it.

Neither is "better." A roofer might lean Google; a new café or a boutique might lean Instagram.

How much should a local business spend?

Start small and let it teach you. A local business can learn a lot on $10–20 a day for a few weeks. Judge it by the only thing that matters — leads and customers, not likes or reach. And don't let anyone talk you into a big budget and a long contract on day one. Good ad people start small, prove it works, then scale.

Red flags — what to watch for

• "Just boost the post." Boosting is Facebook's easy button, not a strategy. It mostly spends money for vanity reach.
• Big budgets and long contracts up front. Anyone confident in their work will start small and earn the bigger budget.
• Reporting that's all likes and reach. Those don't pay your bills. Ask: how many leads, how many customers, what did it cost?
• No tracking at all. If you can't tie spend to results, you're guessing — and guessing is how ad budgets quietly disappear.

A 60-second gut check

Be honest with yourself on these:

• I have a clear offer a stranger would understand fast
• My website or page turns visitors into calls or customers
• I show up well on Google with real reviews
• I can follow up with leads quickly
• I could handle more business right now
• I can commit to testing for 2–3 months, not 2 weeks

Mostly checked? You're probably ready — start small. Lots of blanks? Fix the foundation first; you'll get a far better return.