Local businesses often split a small Meta budget across too many campaigns and audiences, so none of them get enough data to improve. A simpler structure usually performs better.
One campaign, one goal
Start with one campaign built around the outcome you want, usually leads or calls. Set the location to the radius you actually serve.
Keep the audience broad
Within your service area, let Meta find the right people rather than stacking narrow interests. Your creative tells the algorithm who the ad is for.
Test three to five creatives
Run several different ads at once: a short video of your work, a before-and-after, a customer review, and a clear offer. Change one main idea per ad so you can learn what resonates.
Give it time and budget
Let ads run long enough to collect results before judging them, and avoid editing every day, which resets learning. Then turn off the weakest ads and make new variations of the winners.
Measure leads that become customers
Track every lead back to the ad that produced it and note which ones become customers. Judge the campaign on customers won and client acquisition cost, not on cheap clicks.