What Makes A Good Facebook Ad In 2026
I’ve watched a lot of bad small business ads. Most of them weren’t bad because the targeting was wrong or the budget was too low. They were bad because the creative didn’t do its job. Specifically: the creative was trying to be impressive when it should have been trying to be specific. Here’s what actually […]
When Should a Christmas-Trade Small Business Start Running Facebook Ads? (Now. Not October.)
Every September I have the same conversation. Roughly six times. A small ecomm business owner DMs me: ‘I want to start running Facebook ads for Christmas. Where do I begin?’ And I have to be the bearer of bad news: you should have started this in July. We’ve now got six weeks until peak season, […]
Why Your Facebook Ads Aren’t Working (It’s Probably Not Your Targeting)
When small businesses DM me ‘my ads aren’t working,’ they almost always tell me what they’ve tried. ‘I changed the targeting.’ ‘I bumped the budget.’ ‘I switched the objective.’ ‘I tested a new audience.’ Almost never: ‘I tested four new creatives.’ That’s the problem. And it’s costing small businesses thousands. The targeting thing changed Five […]
Do Small Businesses Actually Need to Run Facebook Ads? (No. But Probably Yes.)
You don’t have to run ads. I’m going to say that loud at the start because the rest of this post is going to make the case that you probably should. So let me be clear: nobody owes Meta a single penny of your hard-earned cash. There are small businesses that have grown profitably for […]
The Small Business Mid-Year Review That Won’t Make You Feel Terrible
It’s the end of June. Six months of business. And if you’re anything like most small business owners I know, you’re either ignoring that fact entirely or you’ve opened your January goals doc and immediately closed it again. Neither is helpful. Here’s a different mid-year review. Six questions. No spreadsheet required. You can do it […]
How Much Should a Small Business Actually Spend on Facebook Ads?
Let’s get the awkward answer out of the way first. It depends. I know. You hate that answer. So do I. So let me give you a more useful one. The honest answer is: less than the gurus tell you, more than zero, and the right number is the one you can run consistently for […]
Should I Pause My Facebook Ads in Summer? (Probably Not. Here’s Why.)
Every June, the same DM lands in my inbox. “Things have gone quiet. Should I just turn the ads off until September?” I get it. The inbox is slowing down. Holiday auto-replies are starting. There’s a voice in your head saying you’re throwing money at Meta for nothing. Pause that voice. Don’t pause the ads. […]
Facebook Ads Getting Clicks But No Sales? Here’s What’s Actually Going On.
You set the campaign up. People are clicking. The cost per click looks fine. And then… nothing. No sales. No enquiries. Just a slowly-emptying ad budget and a growing suspicion that Facebook ads “just don’t work for your business.” I get this DM at least twice a week. So let me save you the £400 […]
How much do I need to spend on Facebook Ads?
I guess there is no magic answer to this question but it’s something that everybody wants to know the answer to. But quite simply it is, how much do you want to spend? How much are you willing to spend to acquire a lead or a sale? It’s really as simple as that. A really good […]
Facebook Ads – Defining Your Audience!
Defining your audience effectively is one of the best things that you can do for your ads. Check out my video below to find out how! Transcript of Video So we’re still at the seaside. It is a glorious day in September, so you absolutely have to make the most of these things. If you […]