So, you’ve been boosting Facebook and Instagram posts, hoping for an influx of bookings or followers, but you’re starting to wonder: where’s all that cash actually going? Maybe you’re toying with the idea of running “proper” ads but worry they’ll blow the budget. The reality is, while boosting has its place, it’s often not the best option if you’re looking for results that matter – like actual bookings, full seats, or RSVPs. So, let’s break it down: when to boost and when to hit pause.
When Boosting Might Be a Good Idea
There are a few cases where hitting that blue “boost” button can help, especially for hospitality businesses just starting out.
1. You’re New to the Scene
If your restaurant, bar, or hotel is just opening its doors and you want locals to know you’re here, boosting can get the word out quickly. It’s a simple, budget-friendly way to appear on their feeds and generate some interest without committing to a full ad campaign.
2. You Don’t Have a Website Yet
Not every business is ready with a polished website on day one. If you need to spread the word but don’t have a dedicated site or landing page, boosting can work as a temporary measure to get eyes on your brand until your website’s live.
3. Seasonal Promotions
Running a summer drinks special or a winter Sunday roast? Boosting those posts can drive some traffic between big campaigns, letting people know what’s on without overspending. Just remember – this won’t necessarily bring in paying customers, but it can create some buzz.
4. Tiny Budget? Boosting Can Help
If cash is tight, boosting can give you a nudge in the right direction, helping build awareness. But for genuine ROI – those all-important bookings or sales – you’ll want to invest in targeted ads.
5. You’re a Big Brand with a Big Budget
Larger businesses do use boosting, but it’s part of a broader strategy, and they back it with dedicated ad spend. If you think boosting could be useful as a part of your overall marketing mix, talk to a strategist to make sure it fits your goals.
The Big BUT with Boosting
Here’s the kicker: boosting gets you noticed but isn’t likely to lead to a significant return on investment. If your end game is to drive bookings, high-quality leads, or actual sales, you need targeted ads that reach the right audience with a clear, enticing message.
Boosting often burns through budgets without a solid return. Over the course of a year, what you spend on boosts could be put towards a campaign that delivers results – so don’t be too quick to hit boost. Plus, Facebook doesn’t just boost any post. If a post lacks engagement or shares, it won’t reach people, even if you put money behind it. Always choose well-performing content to boost, ensuring it has likes, comments, and shares to increase its visibility.
When It’s Time to Ditch the Boost Button
1. You Want Real Results
If you’re looking for results that matter – bookings, RSVPs, or event interest – you’ll want a more strategic approach. Proper ads allow you to reach your target audience at the right time, helping you drive measurable results. Facebook’s algorithm is designed to find people likely to act, not just scroll by.
2. You’re Ready to Commit Time and Budget
Ads aren’t a quick fix – they need time and budget to work. Allow around 12 weeks for Facebook’s algorithms to fully optimise your campaign. An experienced strategist can help you determine the right ad spend for your business, ensuring you’re investing where it counts.
3. You’re Ad-Ready
When your website is sleek, your booking system is on point, and you know exactly who your target customer is, you’re ready for ads. Ads drive more meaningful traffic if your business can handle it – from fast-loading pages to clear calls to action. The goal is to make it as easy as possible for customers to book, reserve, or enquire.
4. You Have the Right Skills or Hire Someone Who Does
Running ads is no walk in the park. It’s a mix of building audiences, targeting, creating campaigns, and daily monitoring. It’s worth investing in an expert who knows how to drive results so you can focus on the front of house.
Boost or Ad Campaign: Which is Right for You?
In short, boosting has its place – it’s quick, cheap, and can build some brand awareness. But if you’re serious about driving sales, leads, or bookings, a properly targeted ad campaign is a better choice. Think of boosting as a side dish – nice to have, but not the main course if you want lasting results.
If you’re ready to give the boost button a break, I offer support for businesses like yours, including one-to-one sessions, strategy advice, and fully managed campaigns. Let’s discuss how we can maximise your ad spend and make social media work for you. Drop me a message, and let’s chat about giving your digital presence the lift it deserves.
