Paid Media7 min read

A Meta Ads Playbook for African SMEs

Budget, creative, and targeting rules of thumb that keep CPL down when every cedi counts.

For an SME running Meta Ads on a lean budget, discipline beats cleverness. Keep the account structure simple, invest in creative, and let the algorithm do the heavy lifting.

Three rules

Start with broad targeting + one strong hook creative.
Never scale a winning ad by more than 20% in 24 hours.
Track leads in a spreadsheet or CRM — Meta's on-platform metrics lie without conversion tracking.