If you’ve ever boosted a post “just to see what happens” — you’re not alone.
Plenty of NZ small businesses jump into digital advertising without a clear plan, then wonder why the results feel… underwhelming.

The truth? Successful campaigns aren’t about throwing money at Facebook or Google and hoping for the best. They’re about having a clear strategy, the right targeting, and creative that actually makes people care.

Here’s how to get digital advertising working for you — not against your budget.

1. Know What You’re Trying to Achieve

“Get more customers” is too vague.
Do you want more online sales? More leads for a service? More people in-store?
The clearer you are, the easier it is to choose the right channel and measure success.

Example:

• Online shop = Google Shopping or Meta catalogue ads
• Local service = Google Search + retargeting ads
• Brand awareness = Meta video ads or YouTube pre-roll

2. Choose the Right Platforms

Not every business needs to be everywhere.

• Google Ads work when people are actively searching for what you sell.
• Meta Ads (Facebook + Instagram) are great for creating demand with people who didn’t know they needed you yet.
• LinkedIn Ads can be powerful for B2B but are pricier — best for higher-value leads.

The right mix depends on your audience and your offer.

3. Target Smarter, Not Broader

You don’t need to target “everyone in New Zealand aged 18–65.”
Start with:

• Existing customer lists (upload for retargeting)
• Lookalike audiences based on your best customers
• Interests and behaviours that match your offer

Smaller, more accurate audiences nearly always convert better.

4. Measure What Matters

The platform telling you your ad got “10,000 impressions” is nice — but it’s not the goal.
Track results that matter to your business:

• Leads generated
• Sales made
• Cost per acquisition (CPA)
• Return on ad spend (ROAS)

If you can’t see where sales or leads are coming from, fix tracking before you spend more.

5. Don’t Forget the Creative

Even the best targeting fails if your ad creative doesn’t connect.
Your image, headline, and call-to-action should all point to one thing: why should someone care, right now?

• Use strong, benefit-led headlines
• Show your product/service in action
• Keep the call-to-action clear and obvious

When to Get Expert Help

If your ads feel like a money pit, or you’ve outgrown the DIY stage, outside help can save you time and wasted spend.
The right partner will:

• Audit your current campaigns
• Set up proper tracking and reporting
• Match the strategy to your goals
• Test and optimise for better ROI

The Bottom Line

Digital advertising can be one of the fastest ways to grow your business — but only if you have the right foundations in place. Get clear on your goal, pick the right platforms, target with intention, track properly, and keep testing your creative.

If you’re ready to stop guessing and start growing, we can help you put a smart, no-fluff digital advertising plan in place. Get in touch.

By Tymon Gudsell, Founder of The Goods Agency — helping NZ businesses grow through smart, marketing and brand thinking.