First, I don’t boost posts from my page anymore. I go straight to Facebook Ads Manager. That’s where you actually have control. From there, I pick one clear goal. If I want people to send me messages, I choose Messages. If I want traffic, I choose Traffic. Trying to do everything at once usually fails.

Next is the audience. This part matters a lot in Nigeria. I’m very specific. Location first. Then age. Then interests. I don’t target “everyone in Lagos”. I narrow it down to people who are most likely to care about what I’m offering. Smaller, focused audiences perform better and cost less.

For the ad itself, I keep it simple. One clear message. One clear action. Nigerians scroll fast, so the first line has to hook them. Videos and simple images work better than overly designed graphics. I always write captions the way people actually talk.

When it comes to budget, I start small. I test with what I can afford, watch how the ad performs, then increase spending only if it’s working. There’s no need to rush or overspend.

Finally, I track results. If an ad isn’t performing after a few days, I stop it and adjust. Facebook ads are not “set and forget”. You learn as you go.

That’s really it.