The Perfect Meta Ad: 10-Point Checklist for Local Businesses
If you’re a local business owner, there’s a good chance you’re not running Meta ads (Facebook + Instagram). And that’s a missed opportunity. Why? Because most of your competitors aren’t either — which means you can stand out fast and grab market share.
We’ve worked with local retailers across industries, and one thing is clear: when Meta ads are set up right, they don’t just bring clicks — they bring people into your store and grow your revenue.
That’s why I built this 10-point checklist for creating the perfect Meta ad campaign for local businesses. Follow this step-by-step guide and you’ll be ahead of 99% of businesses in your area.
TL;DR — The Perfect Meta Ad Checklist for Local Businesses
Pick the right campaign objective (Traffic or Sales)
Set a budget of at least 2% of annual revenue
Create an ad set for new customers using detailed targeting
Create an ad set for existing customers using your POS data
Build lookalike audiences from your best customers
Create still image ads with soundbites from your video
Record a 60–90 second video walkthrough of your business
Build a carousel ad with your images
Install the Meta Pixel on your website
Track results (cost per click + in-store sales)
Step 1: Select the Right Campaign Objective
Meta makes you choose a campaign objective before building ads. The objective you pick tells Meta what to optimize for.
Traffic (Link Clicks): Best if you want people to click through to your website, pre-shop online, and then come into your store. This is the most flexible starting point for local retailers.
Sales (Conversions): Best if you have an e-commerce site where customers can complete purchases online. This lets Meta optimize for buyers instead of just browsers.
Engagement: Best if you don’t have a website at all. Use this to build awareness and remind locals you exist.
👉 Pro Tip: If you’re a brick-and-mortar business with a website but no e-commerce, start with Traffic. It brings the right balance of visibility and store visits.
Common mistake: Choosing “Reach” or “Brand Awareness” because they sound good. They just get your ads in front of people, but they don’t optimize for action.
Step 2: Set Your Budget (At Least 2% of Revenue)
Most businesses set budgets based on what “feels affordable.” That doesn’t work. You need a formula tied to your revenue goals.
Spend 2% of your annual revenue on Meta ads.
Example: $2M in sales = ~$40K/year ($3,500–$4,000/month).
Across all marketing, spend 4–6% of revenue (Meta should be a big part of this).
Why 2% works:
It gives Meta enough spend to gather data and optimize ads.
It ensures you’re showing up consistently — not disappearing after a week.
It puts you on track for double-digit revenue growth.
Common mistake: Spending $200/month and expecting results. That’s not enough reach for Meta to learn and optimize.
👉 Pro Tip: Split your budget:
40% new customers
30% existing customers
20% dormant customers
10% testing (video vs. carousel vs. offers)
Step 3: Build Your Audience for New Customers
FAQ: How do I target new customers with Meta ads?
This is where most campaigns fail. Too many businesses target “everyone” in their city. That wastes money. Instead:
Use radius targeting (3–10 miles depending on city size).
Add demographics (age, gender).
Layer interests (running shoes, parents with kids, jewelry buyers, etc.).
Example:
A store in Midland, NC:
10-mile radius = 103,000 people.
Narrow to women 35–45 with kids under 12 = 11,500 people.
That’s your sweet spot.
👉 Pro Tip: Ideal audience size for local targeting = 5,000–50,000 people.
Common mistake: Going too broad (hundreds of thousands). Ads get expensive fast, and most viewers aren’t qualified buyers.
Step 4: Build an Audience for Existing Customers
Your past customers are your cheapest wins. Yet most businesses only email them (if that). Meta lets you retarget them with ads.
How? Upload your POS or CRM data (names, emails, phone numbers, addresses) to Meta to create a Custom Audience.
Now you can:
Show “We miss you!” ads to people who haven’t bought in 6 months.
Promote new arrivals to repeat buyers.
Offer loyalty perks or reminders.
📊 Stat: 59% of customers shop once and never return. If you only rely on email, you’re leaving money on the table.
Step 5: Create Lookalike Audiences
Lookalike audiences are one of Meta’s most powerful tools.
Upload your customer list → Meta finds new people in your community who “look like” your current customers.
Example:
A boutique uploads 2,000 past buyers.
Meta identifies 10,000 more locals with similar demographics and interests.
That becomes your next new customer pool.
👉 Pro Tip: Always base your lookalikes on your highest-value customers (not one-time buyers).
Step 6: Create Still Image Ads
Don’t overthink it — simple works best.
Take 10 photos of your store, products, or team.
Add short captions with your key selling points:
“Serving Charlotte since 1985”
“Locally owned & operated”
“Average price: $50–$150”
“Conveniently located near Uptown”
Each photo = a single ad.
👉 Pro Tip: Ads don’t have to be fancy. Authentic local photos usually perform better than stock images.
Step 7: Create a 60–90 Second Video Ad
Video builds trust faster than any other format.
Film a simple walkthrough:
Introduce yourself.
Show your store or service in action.
Highlight what makes you unique.
Invite people to visit.
Why it works:
Customers feel like they’ve “met you” before coming in.
Meta prioritizes video in its algorithm (often cheaper reach).
Common mistake: Overproducing. A natural iPhone video is often better than a high-budget shoot.
Step 8: Build a Carousel Ad
Carousel ads let people swipe through multiple offers or products.
Use your 10 photos from Step 6 to create a carousel. Pair each with a caption and call-to-action.
Now you’ve got:
10 single-image ads
1 video ad
1 carousel ad
That’s 12 total ads. And here’s a secret: only 1% of advertisers run more than 11 ads. Doing this puts you instantly ahead.
Step 9: Install the Meta Pixel
The Meta Pixel is a simple code snippet you add to your website. Without it, you can’t track or retarget effectively.
The Pixel lets you:
Retarget people who visit your site.
Track conversions (purchases, form fills, etc.).
Build better lookalikes based on site visitors.
Common mistake: Running ads without Pixel installed. You’re blind to what’s working.
👉 Pro Tip: Install Pixel today — even if you’re not ready to advertise. It will start collecting valuable data immediately.
Step 10: Track and Measure Results
If you don’t measure, you can’t improve.
There are two levels of tracking:
Vanity Metrics:
Cost per click (CPC).
Example: If average CPC = $0.53, kill ads above that, scale ads below.
Real ROI:
Track in-store sales. Use:
Discount codes.
Asking “How’d you hear about us?” at checkout.
Uploading POS sales data into Meta for direct match.
👉 Pro Tip: Always keep 12–15 ads running. Pause the weak ones, double down on the winners.
Conclusion: Run This Checklist, Grow Your Business
There you have it — the 10 steps to running a perfect Meta ad campaign for local businesses:
Smart objectives
A real budget
Precise targeting
Ads that tell your story
Tracking that proves ROI
If you’re a local retailer and you’re not doing this yet, you’re behind. But the good news is — your competition probably isn’t either.
👉 Ready to grow foot traffic, bring customers back, and finally track your Meta ads properly?
Schedule a demo with Omni Digital Group and let’s put this into action.