For Australian small business owners, Facebook Ads (now part of Meta Ads) represent one of the most cost-effective ways to reach a local audience and compete with larger national brands. Whether you're a plumber in Brisbane or a boutique in Melbourne, this guide will show you how to turn social media scrolls into real-world sales.
Why Facebook Ads Matter
In Australia, millions of people use Facebook and Instagram daily. Unlike traditional print ads, Meta Ads allow you to target people based on their specific location, interests, and behaviours, ensuring your marketing budget is spent only on the people most likely to buy from you.---
Prerequisites: What You’ll Need
Before we dive into the technical setup, ensure you have the following ready:- A Facebook Business Page: You cannot run ads from a personal profile.
- A Meta Business Suite Account: This is the hub where you’ll manage your ads.
- Payment Method: A valid credit/debit card or PayPal account (linked to your ABN for tax purposes).
- Creative Assets: At least 2-3 high-quality images or a short video (15-30 seconds).
- A Destination: A website URL or a clear plan to receive messages on Messenger/WhatsApp.
---
Step 1: Access Meta Ads Manager
Don't use the "Boost Post" button on your page—it offers limited control. Instead, go to adsmanager.facebook.com. What you should see: A dashboard with a green "+ Create" button on the left-hand side. This is your command centre for all advertising activity.Step 2: Choose Your Campaign Objective
Click the + Create button. Facebook will ask you what your goal is. For most local Aussie businesses, you should choose one of these three:- Awareness: Good for brand new businesses wanting to get their name out.
- Traffic: Best if you want people to click through to your website.
- Leads: Ideal for service-based businesses (like tradies or consultants) wanting to collect contact details via an instant form.
Step 3: Name Your Campaign
Give your campaign a clear, descriptive name. Example:* "[Q3 2024] - Kitchen Renovation Leads - Brisbane North" Pro Tip: Use a naming convention that includes the date and the specific offer so you can easily identify it later in your reports.Step 4: Set Your Budget and Schedule
Scroll down to the Campaign Budget Optimisation section or set it at the Ad Set level.- Daily Budget: Start small, perhaps $10–$20 per day, until you see what works.
- Schedule: Set a start date. If you have a specific promotion (like an EOFY sale), set an end date as well.
Step 5: Define Your Audience (The Targeting)
This is where the magic happens. Navigate to the Ad Set level. Under the "Audience" section:- Locations: Change "Australia" to your specific city or a radius around your suburb (e.g., Brisbane + 20km).
- Age & Gender: Tailor this to your typical customer.
- Detailed Targeting: Enter interests related to your business. If you’re a gym, target "Fitness" or "Weight loss".
Warning: Don't go too narrow. If your audience size (shown on the right-hand meter) is under 50,000 people, your ads might struggle to deliver in a local Australian market.
Step 6: Choose Ad Placements
You will see an option for Advantage+ Placements (Recommended) or Manual Placements.- For beginners, stick with Advantage+. This allows Facebook’s AI to decide whether your ad performs better on the Facebook Feed, Instagram Stories, or Marketplace.
Step 7: Select Your Identity and Format
Now move to the Ad level.- Ensure your Facebook Page and Instagram Account are correctly selected.
- Ad Setup: Choose "Single Image or Video".
- Media: Upload your high-quality image or video. Avoid images with too much text on them, as this can reduce reach.
Step 8: Write Your Ad Copy
You need three main pieces of text:- Primary Text: This appears above the image. Focus on the benefit to the customer. (e.g., "Tired of leaky taps? Our Brisbane plumbing team is available 24/7!")
- Headline: This is the bold text next to the button. Make it an offer. (e.g., "Get 15% Off Your First Service")
- Description: A short bit of extra info that appears under the headline.
Step 9: Select Your Call to Action (CTA)
Choose the button that best fits your goal. For local businesses, "Learn More," "Book Now," or "Get Quote" usually perform best.Step 10: Set Up Tracking (The Pixel)
If you are sending traffic to a website, ensure your Meta Pixel is active. This is a small piece of code that tells Facebook when someone actually makes a purchase or fills out a form on your site. Without this, you won't know if your ads are actually making you money.Step 11: Review and Publish
Review all your settings. Check for typos in your copy and ensure your website links work. Click the green Publish button at the bottom right. What you should see: A pop-up saying "Scheduled" or "In Review". Meta usually takes 2–24 hours to approve new ads.---
Common Mistakes to Avoid
- Setting and Forgetting: Check your ads every 2-3 days. If they aren't performing after a week, change the image or the offer.
- Being Too Broad: Targeting "All of Australia" when you only service the Gold Coast is a quick way to waste your budget.
- Ignoring Comments: People will ask questions on your ads. Respond quickly to build trust!
Troubleshooting Common Issues
- Ad Rejected: Usually due to too much text in the image, or mentioning sensitive topics (health, finance, or personal attributes). Check Meta's Advertising Policies and edit your ad.
- No Impressions (Ad not showing): Check if your budget is too low or if your audience targeting is so specific that Facebook can't find anyone to show the ad to.
- High Cost Per Click: This often means your creative (image/video) isn't engaging. Try a more colourful image or a more compelling headline.
Next Steps
Once your ad is live, wait at least 7 days before making major changes. Facebook needs this "learning phase" to optimise who it shows your ad to.If you find the technical setup overwhelming or want to scale your results faster, our team at Local Marketing Group is here to help. We specialise in helping Australian businesses dominate their local areas through precision-targeted advertising.
Ready to take your advertising to the next level? Contact us today for a strategy session.