A small online artisanal shop from Zagreb contacted us in March with a problem: “We have a great website, quality products, but sales have been stagnant for three months.” We analyzed their existing Google ads – they were spending €480 per month with a conversion rate of 1.2%. We shifted €60% of the budget to Facebook and Instagram ads, focusing on visually appealing content and retargeting campaigns to those who had visited the site. The result after a month? The conversion rate jumped to 4.1%, and total sales increased by €340%. Same budget, different approach – that's the difference between guessing and strategy when choosing social networks for advertising.
It's a lesson we learned the hard way: there are no "best" social networks for advertising. There are those that are best for your business, your audience and your goals. And that's the difference between throwing money down the drain and campaigns that really pay off.
Why choosing the wrong platform costs more than you think
The biggest mistake we see clients make? They think advertising on all platforms is better than focusing on one or two. They end up with five bad campaigns instead of one great one.
Here's why this happens:
Every platform has its own audience. LinkedIn users don't behave like TikTok users. What works on Instagram may completely fail on Facebook. Social media marketing It's not a one-size-fits-all approach.
Creative content is different. A video that explodes on TikTok will look more amateurish on LinkedIn. A formal post that works on LinkedIn will be boring on Instagram. Customizing content costs time and money.
The algorithms are different. Facebook favors engagement and comments. Instagram loves short, visually appealing content. LinkedIn rewards professional insights. When you don't know the rules of the game, there is no way to win.
Before advertising: is your website ready?
This is the part that no one likes to hear, but I have to say it: the best Facebook ads in the world won't help if your Web page not ready for conversions.
We learned this the hard way with one client. Creative studio, beautiful Instagram ads, great targeting - but conversion percentage 0.3%. Problem? The page took 8 seconds to load, it didn't mobile friendly, and the contact form did not work on all browsers.
Before you invest a euro in ads, check:
Loading speed: Optimized page loads under 3 seconds. Every second longer costs you 7% conversions.
Mobile experience: 601% of traffic in Croatia comes from mobile. If your site doesn't look perfect on a phone, you're losing more than half of your potential customers.
Clear CTA (Call-to-Action): “Contact us” is too generic. “Book a free consultation” or “Request a quote within 24 hours” work much better.
Which platform really suits your business?
Instead of giving you statistics that you'll forget in five minutes, here's how to actually choose the right platform:
Facebook and Instagram – For local business and e-commerce
Facebook still rules when you need to reach a local audience over 30. Instagram dominates with a younger audience who likes visually appealing content.
Best for: Restaurants, fitness centers, beauty salons, local services, online stores
Why it works: Precise geographic targeting, retargeting options, easy creation Facebook ads
Actual result: Our client (fitness studio) gets 15-20 new members per month just through Facebook ads. Cost per new member: 28 euros.
LinkedIn – For B2B and professional services
If you're selling to other companies, LinkedIn is your best friend. There are people in "business mode" and more open to professional offers.
Best for: Consultants, software, professional services, education, recruiting
Why it works: Quality audience with more purchasing power, less competition than Facebook
Example: One of our clients (an IT consultant) generates 3-5 quality leads per month through LinkedIn, with an average contract value of €5,000.
TikTok and YouTube Shorts – For young audiences and viral content
If your audience is under 25 or if you can create fun, engaging content, these platforms can be a gold mine.
Best for: Fashion, beauty, gaming, entertainment, education for youth
Why it works: Organic reach still exists, creative video content is rewarded
Google Ads – Technically not a social network, but…
Google Ads is often forgotten when they talk about “social media,” but for many businesses it is the best investment.
Best for: Everything people are actively searching for (plumbers, dentists, lawyers, online stores)
Why it works: People are already looking for your service, you just need to be at the top of the results
A practical approach to selection (without losing money)
Here is our proven approach when creating advertising strategy for new clients:
Step 1: Identify where your audience is
Don't guess. Ask existing customers where they spend their time online. When was the last time they were contacted by 10 new customers, and how?
Step 2: Start with one platform
Choose the one where your customers are most active. Master one, then expand to the other.
Step 3: Test with a small budget
Start with 100-200 euros per month per platform. It is better to have data to make a decision than to waste large sums on assumptions.
Step 4: Measure true success
Not how many 'likes' or 'shares' you have. How many people signed up for the service? How much did it cost per customer? These numbers are valid., the rest is vanity.
The most common mistakes that cost money
Error #1: Same content on all platforms
A LinkedIn post won't work on TikTok. An Instagram Story won't be as effective as a Facebook post. Customize content every platform.
Mistake #2: Focus on reach instead of conversions
Million views won't pay your bills if no one calls for the service. Optimize for results, not for vanity metrics.
Error #3: Termination due to slow initial results
Algorithms take time. to teach your audience. The first three weeks are for learning, not for giving up.
Error #4: Ignoring retargeting
95% People won't buy on first contact. Retargeting is there to bring back those who have shown interest but aren't ready to buy yet.
How do you know you've chosen the right platform?
Simple: numbers don't lie.
Good signs:
- The cost per lead decreases over time
- Quality Score (on Google Ads) is increasing
- The interaction rate is above the industry average
- Conversions increase with the same budget
Bad signs:
- You spend more and get less results
- The audience is not responding to the content
- High cost per click, but low conversion
- The feeling of “throwing money away”
Our advice: Start smart, not broad
You don't have to be everywhere. It's better to dominate on one platform than to be invisible on five.
Choose the platform where your audience is most active, create content specifically for that platform, optimize until you get consistently good results. Only then think about expansion.
We are here to help with by choosing the right strategy for your business. Because at the end of the day, conversions are what matter, not vanity metrics.
What is your biggest struggle with social media advertising? Maybe it's time to change your approach.
