Before You Advertise on Facebook, Do This First
This morning I was posting content for a couple of clients directly onto Facebook — and it reminded me of a really important point I want to share.
📈 Direct posts to Facebook consistently perform better than those scheduled via third-party tools like Hootsuite. That’s not to say those tools don’t have their place, but native posts often get better reach and engagement.
What stood out more this morning, though, was just how much the cost of Facebook advertising has increased. I was prompted to boost a few posts, and the projected cost? Between £60 and £80 per post — and that’s for modest reach.
We’re entering a new era. For the past decade, we’ve all benefitted from free promotion on social platforms. But that’s gradually changing. It’s no longer unusual to hear, “I spend £200–£500 per month on Facebook ads” — and that will become the norm.
🛑 But here’s the big BUT…
Before you spend a penny on Facebook ads, make sure you’ve got your organic basics covered.
Paid ads are often ineffective unless you’re spending a lot and doing it properly. So before you dive into Facebook ads, make sure your organic presence is solid. Here’s what I help my clients do — what they fondly call “Paul doing his magic”:
My 7-Step Organic Facebook Marketing Checklist
✅ Use Hashtags: Add a few relevant ones to every post for better reach.
✅ Optimise Images: Use the correct size, and always include alt-tags. (I often use these to describe the image and the business, which helps with search.)
✅ Link Smartly: Link Instagram and Facebook, and always include your website when relevant.
✅ Add a Company Bio: A short description of your business on each post. It helps bots understand who you are — even if humans skim over it.
✅ Be Consistent: Post regularly. Once a week at a minimum.
✅ Keep Your Website Updated: A dead website won’t convert, no matter how good your Facebook is.
✅ Be Strategic: Everything should be aligned with your wider marketing goals.
Once all of this is in place and running smoothly, then — and only then — should you start exploring paid Facebook advertising.
⏳ Done properly, this takes around 3–4 hours a week to manage — whether you do it yourself, get me to do it, or hire another pro.
Remember, the goal is to build a strong, consistent presence. Ads can amplify that, but they can’t replace it.
