Why “Boosting” Posts Isn’t a Real Ad Strategy
If you've ever posted on Facebook or Instagram and seen that tempting little “Boost Post” button, you're not alone. It seems like a quick win… spend a few bucks, reach more people, get more likes. And while boosting a post might give you a temporary bump in visibility, it’s not a true advertising strategy. It’s the fast food of marketing: convenient, but not built for long-term results.
Here’s why boosting posts isn’t enough, and what you should be doing instead if you want your ads to actually grow your business.
Boosting Is Basic
When you boost a post, you're essentially telling Meta, “Show this to more people.” That’s it. You don’t have much control over who sees it, when they see it, or what action you want them to take. You can choose a general audience, set a budget, and hope for the best. That’s not strategy, it’s spray and pray.
You’re Paying for Impressions, Not Results
Boosted posts prioritize engagement like likes, comments, and shares. But here’s the thing: engagement doesn’t always lead to business results. Someone liking your post doesn’t mean they’ll visit your website, call your office, or book your service.
A real ad strategy focuses on conversions, whether that’s leads, calls, form submissions, purchases, or visits. Boosted posts usually stop short of that.
Limited Targeting and Objective Options
One of the biggest advantages of running ads through Meta Ads Manager is the ability to choose detailed objectives and targeting options. You can:
run ads for traffic, leads, or purchases
target people with specific demographics
exclude people who’ve already converted
test different versions of your message
track performance more precisely
Boosting skips all of that. You’re locked into a simplified version of the system that doesn’t give you the same tools to optimize your campaign.
No Funnel, No Follow-Up
Marketing works best when it’s part of a system. Boosted posts don’t move people through a funnel. They just appear and disappear. There’s no way to follow up, retarget, or build on what’s working. It’s a one-time push with no structure behind it.
Real ads are part of a broader strategy. You build awareness, capture interest, and convert leads over time. Boosted posts stop at the awareness stage, and often don’t even do that well.
What You Should Do Instead
If you want to advertise on Facebook or Instagram the right way, use Meta Ads Manager. It gives you the tools to:
define your objective clearly (like lead generation or website clicks)
create custom audiences and retargeting lists
set up A/B tests to improve performance
track results and see what’s actually working
It takes more time than clicking “boost,” but the results are far more valuable.
Related Article: Google Ads vs. Facebook Ads: Which One Is Right for Your Business?
The Bottom Line
Boosting posts isn’t a strategy, it’s a shortcut. And while it might help you reach more people in the short term, it won’t build sustainable growth for your business.
If you’re going to spend money on advertising, make sure it’s part of a plan that actually leads somewhere. At Seven4 Marketing, we help small and mid-sized businesses run smart, targeted ad campaigns that get real results, no guesswork, no wasted budget, and no empty clicks.
Ready to ditch the boost button and run ads that work?