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Why Boosting Posts on Facebook and Instagram Is Costing Sydney Businesses Money

  • Writer: William Staber
    William Staber
  • Jan 14
  • 2 min read

If you’re running a small business in the Northern Beaches, North Shore, Sydney CBD, or Eastern Suburbs, it’s tempting to “boost” posts on Facebook or Instagram. It feels easy, quick, and cheap.


Here’s the truth: boosting posts is almost never the most effective way to get results.



The problem with boosting


When you boost a post, Facebook shows it to more people — but not necessarily the right people.


  • People who like your page may not be buyers.

  • Interests and demographics are broad, and targeting is limited.

  • You pay for engagement, not action.


You end up with likes, maybe comments, and minimal actual leads or sales.


Ads Manager is the real power tool


Using Meta Ads Manager lets you:


  • Define audiences by location, age, interests, behaviour, and even income brackets

  • Track conversions like form submissions, messages, and purchases

  • Test ad creative (images, videos, copy) and optimise over time


Instead of spending money on “reach,” you’re spending money on people who actually want your service.


Targeting Sydney locals effectively


Random boosting ignores nuance. Sydney suburbs behave differently:


  • North Shore business owners respond differently than Northern Beaches consumers.

  • CBD office workers may engage with lunch or after-work promotions.

  • Bondi and Eastern Suburbs users interact with lifestyle or wellness products differently.


Meta Ads allows you to layer targeting: location + behaviour + intent. That’s how small businesses get measurable ROI.


Why conversion tracking is non-negotiable


If you’re not tracking results, you’re guessing.


  • Messages sent? Track via click-to-message.

  • Bookings? Track via landing page.

  • Purchases? Track with Meta Pixel.


Boosting posts doesn’t give this clarity. You’ll never know if your dollars are working.


Focus on strategy, not speed


The fastest campaigns aren’t always the most effective.


  • A boosted post can reach thousands in an afternoon.

  • A properly targeted Meta Ads campaign can bring qualified leads over weeks with far higher ROI.


For Sydney businesses, consistent, well-managed Meta Ads campaigns outperform ad-hoc boosts every time.


Will Staber

Director, Outsider Digital

 
 
 

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