If you’re running a small business in South Africa, getting your adverts in front of the right people on Meta (that’s Facebook and Instagram) is key to making your budget work hard.
In 2025, Meta’s advert tools are sharper than ever, so let’s dive into a relaxed guide on how to target the right audience without wasting rands.
1. Define Your Ideal Customer
Before you touch Meta’s Ads Manager, get crystal clear on who you’re targeting.
Are they young professionals in Cape Town?
Parents in Durban?
Fitness fans in Joburg?
Picture their age, location, interests, and what they search for.
For example, if you run a coffee shop in Pretoria, your ideal customer might be 20-35-year-olds into “latte art” or “local cafés.”
A clear picture keeps your adverts from reaching people who won’t bite.
2. Master Meta’s Detailed Targeting
Meta’s targeting options are your ticket to reaching the right crowd.
In Ads Manager, go to the “Audience” section and tweak demographics (age, gender, location), interests (like “fitness,” “fashion,” or “foodie”), and behaviours (like “engaged shoppers” or “recent travellers”).
Get specific by targeting people who follow local influencers or engage with similar businesses.
3. Create Lookalike Audiences
Got a list of your best customers? Use it!
Upload their emails or phone numbers to Meta (anonymised, of course) to build a Lookalike Audience.
Meta’s algorithm finds people who behave like your top buyers, same interests, same habits.
It’s like finding new customers who already vibe with your brand. Start with a 1% lookalike for precision, then expand if you need more reach.
4. Retarget Warm Leads
Don’t let potential customers slip away. Retargeting shows adverts to people who’ve already engaged with your business, like those who visited your website, checked your Instagram profile, or added an item to their cart but didn’t buy.
Install the Meta Pixel on your site to track these folks, then serve them a nudge, like a “10% off your first order” advert. It’s cheaper than chasing new leads and feels personal, like a friendly reminder to finish what they started.
5. Test and Optimise with A/B Testing
Not sure what works? Don’t guess, test!
Meta’s A/B testing lets you try different audiences, advert creatives, or placements (like Stories vs. Feed) to see what performs best.
Spend a small budget (say, R200) on each, check the results in Ads Manager, and scale up the winner.
It’s like fine-tuning a recipe before serving it.
Bonus Tip: Add a Local Touch
South Africans connect with adverts that feel familiar.
Use local references, like mentioning nearby landmarks or cultural events, to make your campaigns resonate.
A bakery in Bloemfontein could target “muffin lovers” with an advert featuring a fresh vetkoek and a caption like “Grab a treat that hits all the right spots!”
Keep it authentic to build trust and stand out.
Make Your Adverts Count
Targeting the right audience on Meta is about being smart, not splashy.
Define your customer, use Meta’s tools to zero in, tap into lookalikes and retargeting, and test your way to success.
With these tips, your SME’s advert budget will go further than ever, reaching the people who matter most.
Now, get out there and make your campaigns shine!