Tori McElwain
Meta ads can be a game-changer for expanding your audience and increasing sales. However, before investing in an ad campaign, it’s essential to have the right strategies and tools in place. Here’s what you need to know to set yourself up for success.
I've created a checklist for you to use as you prepare for your Meta Ad that mirrors this blog post. It's a great reference. You can sign up for it here:
1. Understand the Difference Between Boosting and Ads
One of the most common mistakes new advertisers make is confusing boosting a post with running a proper ad. While both options are available through Meta’s platform (Facebook and Instagram), they serve very different purposes and are created in two different places.
When to Boost a Post
Boosting is designed to amplify your presence on social media. It can help you:
Grow your followers.
Increase likes, comments, and shares on specific posts.
Build your visibility quickly.
Boosting is ideal if your main goal is to build brand awareness or grow your audience on Meta platforms. The downside is that Meta tends to squash your reach on your other content when you choose this option (this isn't official from Meta, it's my experience).
When to Run a Meta Ad
If your goal is to drive sales on your own website or grow your email list, a Meta ad is the better choice. Ads allow for advanced targeting, better tracking, and the ability to align your campaign with specific business objectives. Not to mention, Meta likes to get paid and they do their best to get you results when you're giving the company reoccurring revenue.
You can find the Meta Ads Manager on your Facebook Feed. Click on the Menu circle and scroll down to the Professional section:
From here you can create your ad!
2. Know Your Ideal Customer
Before creating an ad, ask yourself: Who am I trying to reach?
Understanding your ideal customer goes beyond demographics like age or location. Dive deeper:
What are their struggles or pain points?
How does your product or service solve their problems?
What motivates them to make a purchase?
What other interests do they have?
What are they doing when they are not crafting?
Take the time to research and define your target audience. A clear picture of your ideal customer will help you create an audience for your ad that resonates and converts.
3. Define Your Ad’s Goal
An ad without a clear purpose is like quilting without a pattern—it’s a creative gamble and it may not turn out well. Meta ads can help you:
Generate leads for your email list.
Promote a new product or service.
Drive traffic to your website.
For quilters and crafters, lead generation is often the most cost-effective goal. A small budget (a few hundred dollars a week) can help you attract leads who give you their email address in return for a free resource or a small cost. From that point on you can build relationships with those that join your email list, and eventually convert those leads into paying customers.
Pro Tip: Your Ad Campaign needs to align with your overall marketing plan. Think about where this fits in your customer’s journey and how it supports your long-term goals. You don't want to design an Applique class and convert leads with a tip sheet on Foundation Paper Piecing, that will not bring you many customers who are interested in Applique.
4. Budget Wisely
Meta ads require a financial commitment, and success doesn’t happen overnight, its more like a fortnight (14 days). Here’s what to keep in mind:
Start with a budget of at least $250. This gives Meta enough data to understand your audience during its learning phase (3–7 days).
Consider this money an investment. You might not see immediate returns, but it’s part of a broader strategy to grow your business.
Be prepared to experiment. Testing different ad creatives (images, videos, and captions), audiences, and strategies will help you refine your approach over time.
It can be frustrating to watch the metrics hour by hour or day by day while Meta is in its learning phase. My advice? Schedule a 24-hour check-in to be sure your ad is performing, but otherwise turn off the notifications and take a few deep breaths.
ProTip: Set up a Google Sheet or Excel where you can track a few simple metrics to watch your ad gain traction. Track these key metrics:
Date/Time you checked on the Ad
Number of Impressions
Cost Per Result
Purchases (or sign-ups)
Budget (recording your daily budget or your overall)
Total Spent
Notes Section for additional notes on actions taken our what you're observing
I've created a checklist for you to use as you prepare for your Meta Ad that mirrors this blog post. It's a great reference. You can sign up for it here:
5. Build a Strong Foundation: Followers and Engagement
You don’t need thousands of followers to start running ads, but having an engaged audience helps. Meta’s "Lookalike Audience" feature uses your existing followers as a baseline to find new potential customers. Using this feature helps your ad perform quicker (again, this is my experience and experience I've heard from others - not Meta official) and there for more budget-friendly because the algorithm spends less time trying to find your customers when it has a reliable source to start from.
Start with a Dedicated Business Page
Before diving into Meta ads, ensure you have a business page on Facebook and an Instagram account specifically tailored to your quilting or crafting business. This is not the place to include family, friends, and acquaintances who are unlikely to purchase your products or engage with your services.
Focus on attracting your ideal customers—the people who would benefit from your patterns, workshops, or custom quilting services.
Share valuable and relevant content that speaks to your audience’s interests, like tutorials, tips, or behind-the-scenes insights into your creative process.
Keep your content professional and aligned with your brand identity to establish trust and credibility.
By building a strong foundation with the right followers, your ads will have a better chance of reaching the audience most likely to convert.
What’s the Ideal Starting Point?
At least 250 followers who align with your ideal customer profile. This isn't a magic number, but if you know your ideal audience your ad will do better. I need to emphasize, if this is 250 of your family, friends, coworkers, and community members who like your quilts or like to see what you create but NEVER buy - this won't help you.
Regular engagement with your audience to ensure your followers are active and relevant.
Even if you’re gaining followers slowly (a couple per week), focus on quality over quantity.
6. Create a High-Performing Landing Page
Your ad’s success hinges on what happens after someone clicks. Your landing page must:
Be visually appealing and aligned with your brand.
Clearly communicate the offer (e.g., a freebie, workshop, or discounted product).
Make it simple for visitors to take action (e.g., sign up, purchase, or download).
Check for:
Fast loading times.
Mobile responsiveness (it looks good on a phone!)
Minimal distractions—stick to one clear call-to-action (CTA).
Have a friend or colleague, someone who has never really spent time on your website or landing pages test it out. Ask them to explain their thinking process out loud as they go and sign up for what you're offering. This can help you pinpoint where you need to improve your Landing Page.
7. Assess Timing and Readiness
Timing is everything in advertising. Before you hit "launch," ask yourself:
Is your audience ready? Look at your metrics and trends. For example, if you sell quilting supplies, advertise during peak crafting seasons or before major holidays.
Are you ready? Life happens, and unexpected events can derail your plans. Make sure you can commit to the financial and time requirements of running ads and following through with your audience.
While there’s no such thing as “perfect timing,” a little preparation can go a long way in ensuring your success.
Ready to Start? Test the Waters First
Meta ads are a powerful tool for growing your quilting or crafting business. Start small, measure your results, and refine your strategy as you go. With patience, persistence, and the right tools in place, you’ll be well on your way to reaching a wider audience and making more sales.
Meta ads are an investment in your business growth. By following these steps, you’ll set yourself up for success and avoid common pitfalls. Whether you’re looking to fill your workshops, sell quilt patterns, or promote custom projects, the right ad strategy can help you reach your goals.
Do you feel ready to dive into Meta ads?
Let's Talk!
Meta Ads helps my audience grow between 175-250 email subscribers a month!
My client launched her first Quilt Class using Meta Ads as part of her marketing strategy, generating $1500 in revenue! See More Client Testimonials.
If you're ready to see if Meta Ads are going to work for you, book a Strategy Session with me, Tori, here!
I've created a checklist for you to use as you prepare for your Meta Ad that mirrors this blog post. It's a great reference. You can sign up for it here:
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