Making Facebook Ads Work for Your Local Business

Introduction: The Real Cost of "Easy" Advertising

In the world of small business marketing, the lure of "set it and forget it" advertising tools—like Facebook’s boost post—can feel irresistible. Many business owners have fallen into the trap of spending hundreds of dollars boosting posts, hoping for big returns, only to be left puzzled when the results fail to materialize. On the latest episode of The Ownership Advantage, host Tanner and guest Bill Combes dissect why so many paid ads fail, unravel common misconceptions, and offer strategic, actionable advice to help local businesses transform their advertising outcomes.

The Problem with One-Click Solutions

As highlighted on the show, the easiest way to run an ad is also the easiest way to waste money. Bill points out, “If you can’t get that person to stop in their tracks and look at that ad ... you’re dead in the water.” Many business owners hit the boost button on what they think is an engaging post, but rarely is that content purpose-designed for conversion. Effective ads require more than just a compelling image; they need clear messaging, a direct call to action, and intentional targeting.

What’s worse, agencies often tout “simple” advertising tricks that lead their clients straight to generic boost campaigns. The hosts argue that these strategies benefit agencies and platforms more than the business owners who actually foot the bill.

Specialization: Why Focus Beats Generalization

A recurring theme in the conversation is the critical importance of specialization—both in-house and when hiring external help. Tanner notes that putting too many hats on one team member or agency dilutes effectiveness: “How in the world are they going to be exceptional at any of those [17 things]?”

Bill’s approach, and what sets his agency apart, is relentless focus. By choosing to become “the best at [Facebook and Instagram] ad platform setup,” he’s able to stay ahead of the curve, refine proven systems, and deliver consistent, actionable results for his clients. In a landscape where many agencies try to be everything to everyone, depth—not breadth—wins the day.

Push vs. Pull: Understanding Ad Platforms

Another gem from the episode is the distinction between Facebook (push marketing) and Google (pull marketing) ads. Google ads meet users who are actively searching for a solution. Facebook and Instagram, on the other hand, push ads into users’ feeds, relying on disruptive creativity and razor-sharp targeting to catch attention in a crowded space. This difference means Facebook ads require even more skill in audience selection and creative design than many business owners anticipate.

The Funnel Approach: Campaign Types and Sequencing

Serious results come from treating paid ads as a multi-step journey, not a one-off transaction. The podcast outlines different campaign objectives—like lead generation, engagement, awareness, and traffic—and how they can be strategically sequenced. For instance, running awareness campaigns builds a warm audience for retargeting, while lead ads can later be laser-targeted at those who have previously engaged.

Importantly, the right creative and audience pairing—followed by disciplined measurement—can turn a stagnant ad account into a reliable growth engine.

Data-Driven Decisions and the Sales Handoff

A harsh truth emerges: many business owners don’t track or follow up on the leads their ads generate. Bill recounts instances where companies left six-figure sums on the table because leads weren’t contacted beyond the first attempt. The key is closing the loop: connect your ads to your CRM, nurture leads with 10-plus touchpoints, and hold yourself and your marketing partners accountable for downstream results—not just top-line click numbers.

The AI Shift and The New World of Search

The marketing landscape is evolving quickly, with AI platforms like ChatGPT, Claude, and even Meta’s own systems disrupting how people find and consume information. While AI-generated ad creatives are still hit-or-miss, savvy business owners are already supplementing traditional search with chatbot prompts—and Google itself now indexes Instagram, raising the stakes for everywhere your brand is visible.

The takeaway: focus on continual learning, adaptability, and experimentation. Don’t neglect your presence on key platforms, and expect searching behaviors to keep shifting under your feet.

Advice for Owners: Specialized Support and the Value of Asking for Help

As systems grow more complex, specialization and asking for expert guidance become not optional, but essential. “If you need help, just ask,” urges Bill. By leveraging networks, seeking referrals, and staying coachable, business owners can shortcut the steepest learning curves, avoid costly traps, and drive lasting growth—even as the digital landscape reinvents itself again and again.

Conclusion

To succeed with Facebook ads today, business owners must move beyond easy-fix solutions, prioritize specialization, implement real tracking, and never be afraid to seek support. The landscape may be changing—but for those armed with knowledge and the right strategy, opportunities still abound.

Connect with Bill

Check out the full episode on YouTube HERE

Listen to the full episode on Apple Podcasts HERE