Let’s get one thing straight — boosting a post is not a strategy.
If you’re tossing $50 behind a Facebook post and hoping for magic, you’re not alone. But you’re also not setting yourself up for real results.
A solid social media advertising strategy is what separates “meh” campaigns from ones that actually move the needle. It’s the roadmap. The filter. The reason your ads connect with the right people instead of disappearing into the void.
In this guide, we’ll break down what your ad strategy needs — from goals and targeting to creative and tracking. No fluff. No jargon. Just the essentials, explained simply.
Whether you’re a small biz dipping your toe into paid ads, or a marketer trying to fix underperforming campaigns — you’re in the right place.
(If you're brand new to the world of paid social, check out our guide to social media advertising first — then circle back here when you're ready to build your strategy.)
Ready? Let’s get into it.
Key takeaways:
1. A strategy is not a boosted post — it’s a plan with a purpose.
2. Know your goals before you spend a cent.
3. The right audience matters more than the biggest one.
4. Choose platforms that fit your audience, not the trend.
5. Great creative stops the scroll. Poor creative burns your budget.
6. Budgets don’t need to be big, but they do need to be smart.
7. Plan for the funnel — cold to hot — not just clicks.
8. If you’re not tracking performance, you’re flying blind.
9. Doing it solo? You’ll need time. Doing it right? You might need help.
1. Define Your Objectives
Before you post a single ad, ask yourself: what do I actually want this to do?
More followers? Website clicks? Leads in the inbox? Sales in the cart?
Every good ad campaign starts with a clear, measurable goal. Otherwise, you’re just spending for the sake of it.
Here are a few common objectives:
• Brand awareness – Get seen by more people (great for new brands).
• Website traffic – Drive clicks to your landing pages.
• Lead generation – Capture emails or enquiries directly from the ad.
• Sales/conversions – Push people to buy, sign up, or take action.
Each goal requires a different approach. Ads for brand awareness might be broader and visual. Sales-focused ads? They’ll need tighter targeting and stronger CTAs.
The key: match your objective with your metric. If you’re running ads for leads, don’t judge it on likes.
We’ll dive into the how soon — but first, your why needs to be rock solid.
2. Know Your Audience
Here’s the truth: your ad isn’t for everyone. And if you try to reach everyone, you’ll reach no one properly.
A strong social media ad strategy starts with understanding exactly who you’re talking to. That means more than just age and location.
Ask yourself:
• What are their goals or problems?
• What keeps them scrolling?
• What makes them click?
Start with a basic persona. It could be:
• Small business owners looking to grow fast
• Busy mums who shop online after 9pm
• Tradies searching for better gear between jobs
Now bring in tools like custom audiences (based on people who’ve engaged with you before), or lookalike audiences (people who behave like your best customers).
Remember: targeting isn’t about reach — it’s about relevance. It’s better to show the right message to 1,000 people than shout at 100,000 who don’t care.
3. Choose the Right Platforms
Not all platforms are created equal. And you don’t need to be on all of them.
The trick? Go where your audience hangs out — not where the latest trend says you should be.
Here’s a quick cheat sheet:
• Facebook: Great for local targeting, lead gen, and older audiences.
• Instagram: Visual-first, ideal for brand building and lifestyle products.
• TikTok: Fast-paced, creative, younger crowd. Good for grabbing attention fast.
• LinkedIn: B2B, thought leadership, professional services.
Trying to be everywhere often leads to half-baked campaigns. Instead, choose one or two platforms and do them well.
Match your platform to your audience and your goals. Want brand awareness? Instagram or TikTok. Need leads? Facebook or LinkedIn.
Focus beats frenzy every time.
4. Develop High-Impact Creative
Alright, now for the fun part — the creative.
This is where your ad has to stop the scroll. You’ve got milliseconds to grab attention, so it’s got to be bold, clear, and made for the platform.
Here’s how to make it count:
• Lead with the hook: Start strong. A question. A stat. A visual surprise.
• Be visual-first: Eye-catching images. Polished video. Motion > stills whenever you can.
• Stick to one message: One ad = one job. Don’t try to do everything at once.
• Design for mobile: 90% of your audience is on their phone. Big text. Clear layouts. Easy on the eyes.
And don’t forget to test your creative. Try carousels vs single image. Long-form vs snappy text. Different headlines. Rotate often so your audience doesn’t get ad fatigue.
Your content doesn’t have to win awards — but it does need to connect fast and clearly.
5. Set a Realistic Budget
Let’s be honest — ad budgets can feel like Monopoly money at first.
But you don’t need a giant spend to see results. You just need to be smart.
Here’s the deal:
• Start with your goal. Awareness campaigns usually cost less (think CPM — cost per 1,000 impressions). Conversion campaigns cost more (think CPC or CPA).
• Know your numbers. Average CPC on Meta is around $1.50–$2.50 AUD, but this varies by industry.
• Test before scaling. Start small. See what works. Then increase spend on high-performers.
• Allocate by funnel. Cold audiences might get 60–70% of your budget. Retargeting can work wonders with just 10–20%.
And don’t forget the “invisible” extras — creative production, software, time. They all matter when setting a budget that works.
Want the nitty-gritty? Jump over to our blog on understanding social media ad costs.
6. Plan Your Funnel and Timeline
Not all clicks are created equal. That’s where your funnel comes in.
Think of your audience in three layers:
• Cold: Never heard of you. Hit them with thumb-stopping creative and clear messaging.
• Warm: They’ve seen your stuff, maybe visited your site. Time to build trust.
• Hot: Ready to convert. Show them proof, urgency, or a juicy offer.
Your ad strategy should move people through that funnel — step by step.
Now, let’s talk timing.
• Awareness takes weeks, not days.
• Lead generation needs time to build.
• Conversions often come after 2–3 touchpoints.
So don’t panic if sales don’t roll in on day one. A good campaign is more marathon than sprint.
Short on time or want a done-for-you funnel? That’s where we come in.
7. Track and Measure Performance
You can’t improve what you don’t measure.
So, before spending a cent, make sure you know what success looks like.
Start with the basics:
• CTR (Click-Through Rate) — Are people actually clicking?
• CPC (Cost Per Click) — What are you paying for those clicks?
• ROAS (Return on Ad Spend) — Is it worth it?
If you’re boosting posts and hoping for the best — this is your wake-up call.
Use tools like:
• Meta Ads Manager for Facebook and Instagram
• GA4 for your website
• Third-party platforms if you’re running multi-channel campaigns
Tracking matters because it shows you what’s working. And what’s burning your budget.
Not sure how to measure your results? We break it down in our blog on measuring paid social media performance.
8. Know When to Bring in Help
You can run social ads solo. But it’s not always the best use of your time.
If you’re spending hours in Meta Ads Manager, second-guessing targeting, or wondering why your ROAS is tanking — it might be time to call in the pros.
A good agency brings:
• Experience across industries and platforms
• Access to creative teams, data analysts, and strategists
• The kind of testing and refinement that’s hard to do solo
Still want to DIY it? Go for it — but keep track of your results and don’t be afraid to ask for support when you hit a wall.
Need help figuring out when to call in a pro? Our guide to working with a social media ads agency has your back.
Bonus: Confused about whether you need help with management or marketing? We break down the difference here.
Conclusion
A social media advertising strategy isn’t just a “nice to have” — it’s your map.
It keeps your budget on track. Your messaging “sharp”. And your audience “laser-targeted”.
The best strategies align your business goals with the right platform, creative, and tracking tools. They leave space for testing. For learning. And for scaling what works.
Whether you’re just starting or refining a current campaign, a clear strategy can make all the difference.
Need help pulling it all together?
Let’s talk strategy
Our team at Born Social builds custom social ad plans that work with your goals, budget, and audience — no cookie-cutter templates here.
FAQs
What is the difference between social media marketing and social media advertising?
Social media marketing covers everything — from organic posts and reels to community engagement and influencer collabs. Advertising is the paid side. You put money behind content to get it in front of the right people, faster and more precisely.
Do I need a strategy for short-term ads?
Yes, 100%. Even a quick promo benefits from planning. Without a clear goal and audience, you’re just tossing dollars into the void.
How much should I spend on social media ads?
There’s no one-size-fits-all. Your spend should reflect your goal, your industry, and how competitive your audience is. Start small, learn fast, scale what works.
→ Check out our guide to understanding social media ad costs for a full breakdown.*
How do I know if my ad strategy is working?
Look beyond likes. Metrics like CTR (click-through rate), CPC (cost per click), and ROAS (return on ad spend) tell you what’s really going on. Tools like Meta Ads Manager and GA4 help track it all.
Can I run social media ads without using an agency?
Sure. Plenty of businesses do. But it takes time, testing, and constant tweaks. If you're time-poor or results aren’t stacking up, bringing in experts can be a game-changer.→ See our blog on working with a social media ads agency if you’re weighing up your options.