Marketing
Mastering Social Media Ads: How to Get the Best ROI in 2024
Nithin Mukundan
Sep 1, 2024
In today’s digital world, social media is more than just for fun—it’s where businesses get discovered, and money starts moving. If your MSME isn't tapping into this, you're missing real opportunity.
Why Social Media Ads Deserve Your Attention
Every day, people scroll through Facebook, Instagram, YouTube, TikTok—and while they’re doing that, they’re also discovering new places to eat, services to hire, and things to buy. Studies show businesses spent over $276 billion on social ads in 2025—because they work.
When executed thoughtfully, social media ads don't just get seen; they bring people to your doorstep—physically or virtually.
What Makes Social Ads Actually Work?
Many believe social ads are about fancy visuals. But real success starts long before you hit “Publish.”
Step 1: Understand Your Customer
Who are they? Parents, tourists, young professionals? The clearer you define your audience, the smarter your ad spend.
Step 2: Spend Smart, Not Big
Even modest budgets like ₹10,000/month can deliver great returns—if you plan and test wisely. Start small, learn, then grow.
Step 3: Timing and Relevance Matter
For example, a restaurant we worked with ran ads during just lunch and dinner hours around its area—and achieved a 10× return. A resort saw 60% more bookings by targeting nearby cities in regional languages during weekends.
What Really Makes an Ad Click-Worthy?
Ads must feel like they were made just for the viewer—because people connect with connection, not decoration.
Tell a story, don’t just show a product. Let people imagine using it.
Keep the message simple and clear. What’s the offer? Why should they care?
Use local flavor. Ads in a familiar language (like Tamil) performed better for one of our resort campaigns.
Where Should You Run Ads?
Choose platforms that match your goals:
Facebook & Instagram: Great for local shops, services, restaurants, and events.
LinkedIn: Ideal if you serve other businesses—consulting, recruitment, etc.
YouTube: Best for how-to videos, demos, or storytelling.
TikTok & Reels: Perfect for fun, short, shareable content.
Start with one or two—don’t spread yourself thin.
Real MSME Wins
A Resort That Refilled Rooms
They had a slow season—no big discounts, just targeted ads in local languages for nearby couples. The message? "Easy weekend getaway." Result: a spike in bookings without slashing prices.
A Restaurant That Stood Out
New in a crowded neighborhood, they offered “Free dessert this weekend!”—only to foodies nearby during lunch and dinner. It worked—crowded tables in under two weeks.
Measure What Matters
Forget vanity stats like likes or views. Focus on:
Who clicked your ad
Who visited, called, or ordered
How much you earned compared to what you spent
Even a 5x return—₹5,000 in ads bringing ₹25,000 in revenue—is a win.
AI: The Game Changer of 2025
Here’s what’s happening—and why it matters to your small business:
Smarter Ads with AI
Meta’s AI-powered tools—such as Advantage+—help businesses run smarter campaigns with less manual effort. Advertisers are now seeing an average 4.5× revenue for every ₹1 spent, and cost-per-action drops by 9%. (Social Media Today)
Advantage+ campaigns also drive 37% more conversions over manual setups. (Billo)
A Cautionary Note on “AI Slop”
A recent study highlights the risk of generic, uninspired ads from too much AI reliance—called “AI slop.” These may perform, but they don’t stand out. The best ads blend automation with your unique touch. (Wall Street Journal)
Meta Is Betting Big on AI
Meta plans to enable full AI-created ad campaigns—text, visuals, targeting—by late 2026. That could simplify ads for small businesses even more. (The Guardian)
Yet, despite automation’s efficiency, many marketers still want control over their message and branding. (Investor’s Business Daily)
Final Takeaway: How MSMEs Can Win in 2025
Start small and build learnings.
Focus on one clear audience.
Test multiple versions of your ad to find winners.
Track real outcomes, not just views or likes.
Embrace AI for efficiency—but keep your own creative voice.
Social media ads don’t require expertise—just strategy, clarity, and a willingness to experiment. With the right approach, even the smallest businesses can see big results. Ready to start?
