As a small business owner, it is easy to feel pressure to get your ads in front of as many people as possible. More reach feels like more opportunity, right?
The truth: reach alone does not drive sales. What really works is relevance.
Relevance means showing the right message to the right person at the right time. When your ad feels like it was made just for someone, they are far more likely to stop scrolling, pay attention, and take action.
Why Relevance Wins
- It speaks directly to your customer’s needs and desires.
- It helps your small business stand out against big brands.
- It boosts engagement and lowers wasted ad spend.
- Meta rewards relevant ads with better delivery and lower costs.
How to Make Your Ads More Relevant
Here are simple, practical ways to increase ad relevance as a small business owner:
- Know your audience: Understand your ideal customers. What do they care about? What problems are they trying to solve?
- Segment your campaigns: Skip the “one-size-fits-all” approach. For example, a boutique could run one campaign for new parents shopping baby clothes and another for pet owners browsing accessories.
- Personalize your creative: Use images, videos, and copy that reflect your customers’ world. Relatable content feels like it was made just for them.
- Leverage Meta tools: Features like custom audiences, dynamic ads, and interest-based targeting make it easier to put the right content in front of the right people.
Relevance in Action
- Local services: A yoga studio targets people within a 5-mile radius who recently searched for stress relief.
- Products: A bakery runs one ad for wedding cakes and another for birthday cakes, each with tailored copy.
- Offers: A salon uses retargeting to reach past clients with a loyalty discount.
The Bottom Line
Reach gets your message out there. Relevance gets people to care. For small businesses, relevance can mean more engagement, higher conversions, and better ROI.
Pair relevance with curiosity, urgency, and strong calls to action, and you will have the foundation for Meta ads that stop the scroll and drive real results.
Book a call with JBC today and let us help you create ads that connect with the right people at the right time.
