3 Critical Decisions You MUST Make Before Spending £1 on Facebook Ads
You’ve got your Meta account set up. You’ve watched a few tutorials. You’re ready to hit “publish” on your first campaign.
Hold up.
Before you spend a single pound, there are three critical decisions you need to make.
Get them wrong, and you could watch hundreds — maybe thousands — disappear with nothing to show for it.
Get them right, and you’ll be set up for qualified leads at a fraction of what most KBB businesses pay.
Let’s break it down.
Why Most First-Time Ads Fail (It’s Not Facebook’s Fault)
Here’s the story I see over and over:
A KBB business owner decides to try Facebook ads. They throw together a quick campaign, pick some basic targeting, write a few lines of copy, and hit launch. Two weeks later: £500–£1,000 spent.Few leads. Low quality. Nothing to show.
The problem? Not Facebook.
The problem is skipping three fundamental steps before starting.
Think of it like designing a kitchen without knowing the client’s budget, style, or how they actually use the space. You might create something beautiful, but if it doesn’t match what they need, it’s worthless.
Same with Facebook ads.
Decision #1: WHO Exactly Are You Targeting?
This is the first big mistake that wastes most ad budgets: location targeting.
Here’s what usually happens:
You target your city or a general area.
Meta’s AI (Advantage+) shows your ads outside your service area, 20–30 miles away.
You get leads you can’t actually service.
Result? Wasted money. Frustrated prospects.
How to Fix It: Pin Your Exact Service Area
Step 1: Drop a Pin on Your Business
Not the city center. Not a landmark. Your actual address.
Step 2: Set a Realistic Radius
Ask: “What’s the furthest I’ll travel for a project?”
Small bathroom: 10 miles
Full kitchen: 15 miles
High-value project: 20 miles
Be honest. Don’t target further than you’ll actually go.
Step 3: Exclude Areas You Don’t Service
Rivers, motorways, or areas that are impractical
Use postcode exclusions to filter them out
Let Meta Do the Heavy Lifting
Once your location is nailed, keep it simple:
Age: 35–65 (homeowners)
Interest: home improvement
Audience: Advantage+ (let Meta find your ideal customers)
Too much manual targeting can hurt results.
Meta’s AI finds signals you might never think of — property investors, DIY enthusiasts, or luxury lifestyle followers — who are actually your ideal customers.
Quick Exercise:
Drop a pin on your business.
Draw your realistic service radius.
Exclude areas across rivers, motorways, or zones you won’t serve.
Write down your pin, radius, and exclusions.
Decision #2: WHAT Are You Actually Offering?
Most KBB businesses think: “I’ll offer a free design consultation. Done.”
Sure… but that’s not enough.
The Problem With Generic Offers
“Book Your Free Design Consultation” is vague. It doesn’t answer:
Why should they book with you?
What will they get from this consultation?
What makes it valuable right now?
My Recommended Offer (Proven to Work)
“Free Space Audit + 3D Design + Cost Estimate Pack + amount it’s worth”
Here’s why it works:
Space Audit – Identify problems & opportunities
3D Design – Show exactly what the new space will look like
Cost Estimate Pack – They see the investment upfront
Amount it’s worth - they know how much it costs
✅ Tangible value – they leave with something real
✅ Demonstrates expertise – you show, not just tell*
✅ Removes uncertainty – they can visualize results
✅ Filters tyre-kickers – only serious leads go through
✅ Higher perceived value – feels like £500+ of work
Pro tip: Give your offer a short, memorable name — like Kitchen Kickstart Session, so that it sticks in their mind – people remember and talk about it, feels valuable – like a branded program, not just a consultation and simplifies your messaging.
So your copy could be something like “Book your Kitchen Kickstart Session today and get a free space audit, 3D design, and cost estimate — without any pressure to commit.”
Decision #3: HOW Will You Follow Up With Leads?
Even perfect targeting and an amazing offer won’t work if your follow-up is slow or messy.
The 5-Minute Rule
Call or message leads within 5 minutes.
Why?
Because they’re thinking about their renovation right now.
Wait even an hour, and the excitement is gone. Next day? They’re comparing other KBB businesses.
Your Follow-Up System Must Include
Immediate (0–5 min): Automated SMS + first call attempt
First Hour: Second call + personalized email
First 24 Hours: Third call + case study email
Days 2–7: Calls at different times + design tips email
Week 2+: Monthly nurture + retargeting ads
Bonus Decision: Budget
Know what you’re willing to spend before you start.
Facebook ads need time to:
Test audiences
Test creative
Build a warm retargeting pool
Optimize based on results
Minimum Recommendation for KBB Businesses:
Month 1–2: £500–£800 (testing)
Month 3+: £800–£1,500 (scale winners, cut losers)
What to Expect:
Month 1: 10–20 leads, 2–5 consultations
Month 2: 15–30 leads, 5–10 consultations
Month 3+: 20–40 qualified leads, 8–15 consultations
Putting It All Together
Before launching your first Facebook ad campaign:
Define Your Service Area – Pin + realistic radius + exclusions
Craft Your Offer – Specific, tangible, high-value
Map Your Follow-Up System – Fast, structured, repeatable
Do this prep, and you’re set up for qualified consultations at £10–15 per lead — instead of burning £1,000+ with nothing to show.
Want Help Making These Decisions?
We offer FREE Ad Campaign Blueprint Sessions where we:
Map your ideal customer profile
Craft a high-converting offer
Document your follow-up system
Build a complete ad strategy (targeting, creative, budget)
Prepare lead forms and scripts
No guesswork. No wasted budget. Just a proven roadmap for your business.
[Book Your Free Blueprint Session →]
Limited spots each month. Each session is custom-built for your business.
