The Truth About DIY Ads: Why ‘Boosting Posts’ Isn’t a Strategy

DIY ads are where most small business owners start—and often get stuck.

A couple of years ago, I was sitting across the table from a local business owner here in Jacksonville, let’s call him Mike. He runs a lawn care company based in the Southside, and he’s the kind of guy who built everything from scratch, one mower and one handshake at a time.

He had just pulled out his phone and proudly showed me a boosted Facebook post that had “reached” over 2,300 people.

“Pretty good for 20 bucks, right?” he said with a grin.

Without hesitation I asked, “How many calls or appointments did you actually get from it?”

Mike paused. His smile faded a little.

“…None, I think. Maybe one person liked it.”

That’s when it hit him and it might be hitting you too: boosting posts isn’t necessarily an effective form of digital marketing. A lot of times, done randomly, it can easily become gambling with your business’s money.

Boosting Posts: The Modern-Day Digital Scratch-Off

If you’re a small business owner in Jacksonville whether you’re a salon in Riverside, a car detailer in Arlington, or a boutique in San Marco, the chances are you’ve “boosted” a post before. It’s convenient. Just two taps and Meta (We know, we still call it Facebook too) tells you that your post will be shown to thousands. But let’s be real. Boosting a random post in the hopes of getting warm leads or even sales can be like buying a digital lottery ticket. There’s no targeting strategy. No funnel. No retargeting. No measurement of qualified leads.

It’s not advertising, it’s exposure roulette. We don’t depend on “luck” and we definitely aren’t going to help your marketing efforts through giving random suggestions in hopes of more “digital lottery tickets” to get a “win”.

Why Do So Many Business Owners Fall for Boosting?

It’s Easy – Meta makes it simple because it profits from it. One click and you feel like you’re doing “marketing.”
It Shows Big Numbers – “Reach” and “Impressions” look impressive. But you can’t pay the rent with likes.
There’s No Guidance – Most Jacksonville businesses don’t have a marketing strategist guiding them. You’re left guessing.

But here’s the truth…

What You Really Need: A Marketing Strategy That Moves the Needle

Let’s contrast boosting with what a real marketing strategy looks like. Take our branded solution, Adivra. It’s a done-for-you advertising program designed to take the guesswork out of paid marketing.

Here’s what actual, effective strategy includes:

1. Intent-Based Targeting

With randomly boosting Facebook or Instagram posts, your ad may show up to anyone scrolling in Duval County. But that doesn’t mean they care, nor does it mean they’re within your service area, in need of your service or many other data points that give you the advantage when utilizing an effective marketing campaign.

Adivra builds audiences based on purchase intent, which means, people in Jacksonville actively looking for your services and ready to buy. Think Google Search Ads for “emergency plumber in Mandarin” or Meta retargeting for people who already visited your website and clicked on your services, clearly being interested in your business and service.

2. Conversion Goals That Matter

When you boost, your objective is usually just “engagement.” They keep you interested with “vanity metrics”, seeing random high-numbers that don’t necessarily translate to sales or even leads.

Our ad strategies use actual business goals: calls, form fills, bookings. We track leads, not likes. Having the only metrics that matter, your ROI, ensuring sales are in focus per our marketing efforts, not just likes or engagements.

3. Budget Efficiency

And Mike and his landscape company? He ended up spending nearly $300 over a few months boosting random posts, with Facebook not being straightforward on his total budget, which lead to his monthly budget doubling and costing him a lot more than he anticipated for little to no results. We helped him spend less than that with better targeting and his phone started ringing consistently, with a strategy he could actually depend on.

Paid ads aren’t about how much you spend. They’re about what you spend it on. With Adivra, we can limit your monthly budget according to your specifications, ensuring Facebook or any other social media platforms don’t charge you more than the budget you allocated and have set utilizing Adivra.

4. Retargeting and Follow-Up

Did you know that 97% of first-time visitors to your website don’t convert?

Adivra uses retargeting ads to bring people back. Like showing an ad for your salon to someone who looked at your service menu but didn’t book. Social posts boosting can’t do that.

Jacksonville Case Studies: Local Proof That Strategy Wins

Case 1: Local HVAC Company in Orange Park

They spent $150/month on boosted posts. After switching to Adivra:

● 2X their monthly leads

● Reduced cost per lead by 60%

● Had calls coming in within the first 7 days

Case 2: Mobile Auto Detailer in Arlington

Used to run their own Google Ads with no conversions. Our Adivra team set up call-only campaigns + local landing pages. Result? 14 booked appointments in 2 weeks.

So… Is Boosting Ever Okay?

Here’s where we’ll be real with you.

Boosting isn’t useless yet can be very limited. Think of it like shouting in a crowded room. If your goal is brand awareness for a one-time event (like a pop-up or flash sale), boosting might help. But for actual growth?

You need strategy. You need structure. You need visibility that turns into dollars.

The Sales Psychology Behind Paid Ads (and Why You Should Care)

This isn’t just about algorithms. It’s about human behavior.

Here’s what smart ads tap into:

● Repetition: The more people see your brand, the more trust they feel. That’s why retargeting matters.

● Urgency: Strategic ads can push limited offers or deadlines that prompt action.

● Relevance: Showing the right message to the right person (like a “Mold Inspection for Ortega Homes” ad during summer humidity season).

● Authority: When your ad is professional and consistent, you instantly gain trust.

Boosting? It skips all of that.

What Makes Adivra Different Than “Doing It Yourself”?

We’re based right here in Florida. We know Jacksonville neighborhoods, keywords, and consumer behavior. Our mission at MarketingAid isn’t to sell ads—it’s to help small businesses actually grow.

What you get with Adivra:

● Custom campaign setup (no templates)

● Dedicated Jacksonville-focused keyword research

● Ongoing optimization

● Clear ROI reports

● A team you can actually talk to

Plus, we offer a 90-day money-back guarantee. If we don’t generate engagement or leads, you get your investment back.