🗓️ Useful Links
Ben Heath
Here Ben Heath Covers Facebook Ads in 2026 and its New Secrets, tips and Strategies. (Youtube)
The right way to build Meta Ad Creatives
Here Fraser Cottrell covers to Make High Converting Meta Ads Creatives for lower CPA (Youtube)
Using small budgets for Ads
Here a former Meta Engineer, Charley Tichenor, goes over how to crush meta ads with a small budget (Youtube)
Learning Community
Join a community of business owners who want to actually understand and improve their ads. (Skool)
Every business owner has heard the pitch for Google Ads, TikTok, LinkedIn, and everything in between. So why does Meta, Facebook and Instagram combined keep outperforming them all for local and small businesses?
It comes down to three things: audience size, targeting precision, and cost.
The audience is already there
Meta has over 3 billion monthly active users globally. More importantly, virtually every adult in your local market whether you're in a mid-sized city or a suburb uses Facebook or Instagram regularly. You don't have to wait for someone to search for you. You can put your message in front of them while they're already scrolling.
You can target with surgical precision
Google targets by what people are actively searching. Meta targets by who people are. You can reach homeowners aged 35–60 within 15km of your business, who have recently shown interest in renovation or have a household income above a certain threshold. For local service businesses roofing, HVAC, mortgage, physiotherapy, this kind of targeting is invaluable.
The cost is manageable
Unlike Google, where competitive keywords can cost $20–$50 per click, Meta allows you to generate leads for a fraction of that when your creative and targeting are dialled in. A well-run campaign for a local service business can generate qualified leads for $15–$40 each, depending on the vertical.
The intent gap
One thing to understand: Meta is an interruption platform, not an intent platform. People aren't searching for you, you're showing up in their feed. That means your ad needs to earn attention fast. But that's a creative challenge, not a structural disadvantage. Done right, it means you're building demand before your competitors even show up in a Google search.
The bottom line
If you're a local business with a defined service area and a clear offer, Meta gives you the reach, targeting, and cost-efficiency to grow faster than almost any other paid channel. The rest of this newsletter series will show you exactly how.
The next issue would be released in 2 weeks. Before then if you have an offer you want to test, here is how you could do it with Micro-testing.