I had a chance to sit down with Facebook ad expert Carol Kabaale to demystify Meta’s advertising platform. Whether you’re a social media newbie or someone who’s been burned by past ad campaigns, Carol offers practical advice on how to navigate the Meta algorithm and create ads that actually work. As an advocate for women entrepreneurs, Carol breaks it down step by step, making Facebook ads less intimidating and more accessible for business owners at any level.

Start with What’s Already Working
Carol’s first piece of advice is simple: look at your best-performing organic content and turn it into an ad. Whether it’s a reel, carousel, or post, your winning content is likely already sitting on your page. Why reinvent the wheel when you can put a small budget behind what’s proven to resonate?

Pay to Play: Why It’s Worth It
Meta platforms are no longer a free-for-all when it comes to organic reach. Even a small budget—think as little as $5—can make a significant difference. It’s about getting more eyes on your content without spending hours creating posts that no one will see.

Tackle Business Manager with a Plan
If the Facebook Business Manager gives you a headache (like it does Lorraine!), Carol encourages taking it slow. Focus on one simple campaign, and start with a clear goal—whether it’s gaining leads or building your email list. Meta actually wants you to succeed, and their system offers plenty of tutorials and support along the way.

Target the Right People
When it comes to audience targeting, start with the people you already enjoy working with. Let Meta’s algorithm expand from there. It’s not about creating rigid, specific categories; it’s about giving Meta a direction and letting the algorithm do some of the heavy lifting.

Reels and Engagement Strategies
Reels can be powerful tools for growing your page or even generating leads. Use a “soft ask” approach, like inviting viewers to comment on the reel to receive a free resource via DM. This way, you’re engaging people in a low-pressure conversation that can lead to bigger actions later.

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LORRAINE Ball Marketing Strategist

After spending too many years in Corporate America, Lorraine said goodbye to the bureaucracy, glass ceilings and bad coffee to follow her passion to help small business owners succeed

Today, this successful entrepreneur, author, professional speaker, and host of a weekly marketing podcast, More than a Few Words, brings creative ideas, practical tips, and decades of real-world experience to every conversation.

As the founder of the Digital Toolbox Community, she helps business owners use internet marketing to grow. And in her spare time, she loves to travel, and take photos. You can see her photos at lorraineball.com