Instagram ads: how much to invest when you're starting out

Start with one clear goal

Do you want calls, quote requests, bookings or shop visits? One goal per campaign. That is how you will know whether the advertising works.

A sensible test budget

For a small local business, a first test is often run with a few dozen francs a week, over one to two weeks. The aim is not to make money yet, but to learn what works with your audience. Always adapt the amount to your situation.

Target locally

Limit delivery to a radius around your business, or to the towns where you work. There is no point paying to show your Vevey salon to someone in Zurich.

Test two or three visuals

A photo of your work, a short video, a clear offer. Let them run, then keep the one that gets the best results. Simple, authentic visuals often perform better than overly polished images.

Measure the cost per result

Divide the budget spent by the number of enquiries received. That is your cost per enquiry. Compare it with what a customer brings you: this figure tells you whether to continue, adjust or stop.

Mistakes to avoid

• Sending visitors to a slow or confusing page.
• Changing the campaign every day without giving it time to learn.
• Targeting everyone instead of your real customers.
• Not replying quickly to the messages you receive.

Good advertising always starts with a good website: that is where your future customers decide to get in touch.