The idea of when to start running ads for your new business is something that has given a lot of new businesses problems. Let’s say you’ve finally launched your new business in Nigeria and you’re getting some customers through referrals and organic reach. It’s normal to start wondering: “When should I start running ads?”
But here’s the truth: Most Nigerian entrepreneurs either jump into advertising too early (and burn through their money) or wait too long (and watch competitors take over their market).
Both mistakes can kill your business.
This guide shows you exactly when to start advertising, which campaign types to choose, and how to avoid the costly mistakes that destroy most new business ad campaigns.
The Reality Check: Why Most New Business Ads Fail
Before we talk about when to start advertising, let’s address the elephant in the room. Most new business owners in Nigeria approach marketing like they’re throwing money into a wishing well — close their eyes, make a wish, and hope something good happens.
They see Coca-Cola’s billboards or influencers promoting big brands and think, “Let me just copy what they’re doing.” Next thing you know, they’ve blown ₦500,000 on Facebook ads with zero sales to show for it.
The difference is that those big companies have:
- Proven products that people already want
- Systems to handle increased demand
- Budgets that can absorb testing costs
- Teams dedicated to managing campaigns
But you right now? You’re probably a one-person show trying to wear every hat. Which is why you need a smarter approach.
When NOT to Start Running Ads (Save Your Money!)
Understanding when to start advertising begins with knowing when NOT to start. Let’s save you from burning money on premature ads:
❌ When You Don’t Have Product-Market Fit Yet
If you’re still trying to figure out what to sell, who wants it, or how much to charge, running ads will only amplify your confusion. You’ll spend money driving traffic to a business that doesn’t know what it’s doing.
Signs you’re not ready:
- You change your product/service every few weeks
- Customers aren’t recommending you to others
- You’re not getting repeat customers
- You can’t clearly explain what problem you solve
❌ When You Can’t Handle More Customers
This sounds like a good problem to have, but trust me, it’s not. If you’re already struggling to deliver to your current customers, ads will bring more people you’ll disappoint.
Reality check: Can you handle 10x more orders tomorrow? If not, fix your operations first.
❌ When You Don’t Have Budget for Testing
Advertising isn’t a “spend ₦5,000 today, make ₦50,000 tomorrow” game. It’s a testing game. You need budget to experiment, fail, learn, and optimize.
Minimum viable budget: ₦50,000-₦100,000 per month that you can afford to lose while learning.
❌ When You Haven’t Validated Your Business Organically
If you can’t get customers through word-of-mouth, referrals, or organic social media, ads won’t magically fix your problems. They’ll just help you fail faster and more expensively.
Read Also: How to Promote Your New Business on Instagram
When to start running ads for your new business (The Sweet Spot)
Now, let’s talk about when advertising becomes your growth accelerator:
✅ When You Have Proven Demand
You’ve made sales. Customers are happy. People are referring others to you. You’ve proven that people want what you’re selling, now you just need ads to reach more people who want it.
Indicators you’re ready:
- You’re making consistent sales (even if small)
- Customers are leaving positive reviews/testimonials
- You get repeat customers
- People ask “How did I not know about this before?”
✅ When You Can Fulfill More Orders
Your operations are smooth. You can handle increased demand without compromising quality. You’re not scrambling to fulfill orders — you’re ready to scale.
✅ When You Know Your Numbers
Successful advertising requires knowing:
- How much each customer is worth to your business
- How much you can spend to acquire a customer and still profit
- Which products/services make you the most money
- Your conversion rates from different traffic sources
Example: If your average customer spends ₦10,000 and your profit margin is 40%, you make ₦4,000 per customer. This means you can spend up to ₦2,000 on ads to acquire each customer and still be profitable.
✅ When Organic Growth Hits a Ceiling
You’ve maxed out your network, your social media reach is plateauing, and word-of-mouth isn’t bringing enough new customers. It’s time for ads.
The tipping point: When organic methods can no longer sustain the growth rate your business needs.
✅ When You Have 3-6 Months of Operating Expenses Saved
Never bet your last money on advertising. Have enough runway to survive while you’re learning and optimizing.
The Direct-to-Sales Strategy: Skip the Funnel for Most Nigerian Businesses
Most Nigerian businesses selling products or services should start with conversion campaigns, not awareness campaigns. Here’s why:
Why Skip Awareness for Conversion-Ready Businesses
Limited Budget Reality: With ₦50,000-₦200,000 monthly budgets, you need immediate returns. Awareness campaigns are luxuries for businesses with unlimited budgets.
Clear Value Proposition: If you’re selling:
- Physical products (electronics, fashion, food)
- Clear services (web design, accounting, cleaning)
- Solutions to obvious problems (generator repair, phone screen replacement)
People don’t need to be “aware” of you – they need to find you when they’re ready to buy.
Local Market Dynamics: Nigerian consumers are price-conscious and action-oriented. They research quickly and buy faster than Western markets assume.
When to Go Direct to Sales
✅ E-commerce Businesses Selling products online? Start with conversion campaigns immediately.
Example Campaign Setup:
- Objective: Conversions (Purchase)
- Budget: ₦15,000-₦30,000/day
- Target: People who bought similar products online
- Success Metric: 3:1 ROAS minimum
✅ Service Businesses with Clear Pricing Car repair, catering, cleaning services, web design, etc.
Example Campaign Setup:
- Objective: Lead Generation or Messages
- Budget: ₦10,000-₦25,000/day
- Target: Local area + specific demographics
- Success Metric: Cost per lead under ₦2,000
✅ Businesses Solving Urgent Problems Generator repair, phone repair, emergency services, urgent delivery.
Example Campaign Setup:
- Objective: Conversions or Calls
- Budget: ₦8,000-₦20,000/day
- Target: Location-based + problem keywords
- Success Metric: Direct bookings/calls
The Smart Conversion-First Strategy
Phase 1: Conversion Campaign (Month 1)
- Start with Facebook/Instagram conversion ads
- Target warm audiences (website visitors, engaged users)
- Test 3-5 different ad creatives
- Budget: 80% of your ad spend
Phase 2: Expand Conversion Targeting (Month 2)
- Add Google Ads for high-intent keywords
- Create lookalike audiences from customers
- Test broader interests
- Budget: Still 70% on conversions
Phase 3: Add Supporting Campaigns (Month 3+)
- Add retargeting for cart abandoners
- Create awareness campaigns for new audiences
- Test video content
- Budget: 60% conversions, 40% supporting campaigns
Setting Up Your First Conversion Campaign
Facebook/Instagram Conversion Setup:
- Campaign Objective: Conversions
- Conversion Event: Purchase (e-commerce) or Lead (services)
- Budget: ₦500-₦1,000 per day to start
- Audience:
- Location: Your service area
- Age: Match your ideal customer
- Interests: Competitor brands + problem-related interests
- Ad Creative: Show your product/service solving the problem
- Landing Page: Direct to purchase/contact form
Google Ads Conversion Setup:
- Campaign Type: Search
- Goal: Sales or Leads
- Budget: ₦300-₦800 per day to start
- Keywords:
- “[Your service] Lagos”
- “Buy [your product] Nigeria”
- “[Problem] solution”
- Ad Copy: Price + benefit + call-to-action
- Landing Page: Match the search intent exactly
Understanding Ad Objectives: Choose Based on Your Business Model
Conversion Objectives (Start Here for Most Businesses)
🎯 Conversions (Purchase)
- Best for: E-commerce, online stores
- Budget: ₦15,000-₦50,000+ per day
- Success metric: 3:1 ROAS minimum
🎯 Lead Generation
- Best for: Service businesses, consultants, real estate
- Budget: ₦10,000-₦25,000 per day
- Success metric: Cost per lead under 20% of customer value
🎯 Messages
- Best for: High-touch sales, custom services
- Budget: ₦8,000-₦20,000 per day
- Success metric: 30%+ message-to-sale conversion
When to Use Other Objectives
Traffic Objectives: Use when you have valuable content that pre-sells your service (blog posts, calculators, guides).
Engagement Objectives: Use only after conversion campaigns are profitable – to amplify social proof.
Awareness Objectives: Use only when you have ₦200,000+ monthly budget and proven conversion campaigns.
Platform-Specific Strategies for Nigeria 2025
Facebook & Instagram: The Conversion Powerhouse
Why start here:
- Largest Nigerian audience
- Sophisticated conversion tracking
- Mobile-first (matches Nigerian usage)
Winning conversion tactics:
- Use video showing product in use
- Include price in ad copy
- Add “Order Now” or “Book Today” CTAs
- Target competitor followers
Google Ads: Catch Ready-to-Buy Customers
Search campaigns for immediate conversions:
- Target “[product/service name] + location”
- Use exact match keywords
- Include price and phone number in ads
- Send traffic to dedicated landing pages
WhatsApp Integration (Often Overlooked)
Many Nigerian businesses convert better through WhatsApp:
- Use “Send WhatsApp Message” as conversion objective
- Include WhatsApp number in all ads
- Set up WhatsApp Business with catalog
- Track WhatsApp conversions manually
Budget Allocation for Conversion-First Strategy
Starter Budget (₦50,000/month)
- 60% Facebook/Instagram Conversions (₦30,000)
- 25% Google Search Ads (₦12,500)
- 15% Testing/Retargeting (₦7,500)
Growth Budget (₦200,000/month)
- 50% Facebook/Instagram Conversions (₦100,000)
- 30% Google Ads (₦60,000)
- 20% Retargeting + Expansion (₦40,000)
Scale Budget (₦500,000+/month)
- 40% Facebook/Instagram Conversions (₦200,000)
- 30% Google Ads (₦150,000)
- 20% YouTube/Video Ads (₦100,000)
- 10% Testing New Platforms (₦50,000)
Your 30-Day Conversion-First Launch Plan
Week 1: Setup and Launch
- Day 1-2: Set up Facebook Business Manager and Pixel
- Day 3-4: Create first conversion campaign
- Day 5-7: Monitor and make initial optimizations
Week 2: Expand and Test
- Launch Google Ads search campaign
- Test 3 different ad creatives on Facebook
- Add WhatsApp integration
- Increase budget on winning ads
Week 3: Optimize for Profit
- Kill ads with poor ROAS
- Scale profitable campaigns
- Add retargeting for website visitors
- Test new audiences
Week 4: Plan for Scale
- Analyze which platforms work best
- Plan month 2 budget allocation
- Create content calendar for ads
- Document winning formulas
Measuring Success: Focus on Revenue, Not Vanity Metrics
Primary Metrics (Must Track Daily)
- Return on Ad Spend (ROAS): Revenue ÷ Ad Spend
- Cost Per Acquisition (CPA): Ad Spend ÷ Customers Acquired
- Customer Lifetime Value (CLV): Total customer value over time
Success Benchmarks for Nigerian Businesses
- E-commerce: 3:1 ROAS minimum, 5:1+ excellent
- Services: CPA under 20% of customer value
- Lead Generation: 30%+ lead-to-customer conversion
Red Flags (Stop and Fix)
- ROAS below 2:1 after 2 weeks
- Cost per click increasing while conversions decrease
- High website bounce rate (above 70%)
Common Mistakes That Kill Conversion Campaigns
❌ Mistake 1: Optimizing for clicks instead of sales
✅ Solution: Always optimize for your actual business goal
❌ Mistake 2: Targeting too broadly from day one
✅ Solution: Start narrow, expand what works
❌ Mistake 3: Sending traffic to your homepage
✅ Solution: Create dedicated landing pages for each campaign
❌ Mistake 4: Not tracking conversions properly
✅ Solution: Set up Facebook Pixel and Google Analytics correctly
❌ Mistake 5: Giving up before the algorithm learns
✅ Solution: Give campaigns 7-14 days with consistent budget
When to Add Awareness Campaigns (After Conversion Success)
Only add awareness campaigns when:
- Your conversion campaigns are profitable (3:1+ ROAS)
- You have ₦200,000+ monthly budget
- You want to expand to new markets
- You’re launching new products to existing customers
Learning from Nigerian Business Giants
MTN’s Multi-Platform Approach
- Awareness: TV, radio, billboards for mass reach
- Engagement: Social media for community building
- Conversion: Digital ads for specific services
- Retention: SMS and app notifications
Lesson: Different platforms serve different purposes.
Jumia’s Performance Marketing
- Heavy Google Ads for high-intent shoppers
- Facebook retargeting for cart abandoners
- Influencer partnerships for trust building
- Email marketing for repeat purchases
Lesson: Focus on performance marketing that drives sales.
GTBank’s Content-Led Approach
- Educational content about financial literacy
- Community building through social engagement
- Thought leadership positioning
- Customer service via social media
Lesson: Build trust first, sell second.
Common Mistakes That Kill Nigerian Businesses
❌ Mistake 1: Copying Big Brands Exactly
Big brands have different goals, budgets, and timelines. ✅ Solution: Adapt their principles, don’t copy their tactics.
❌ Mistake 2: Targeting Everyone
“Our product is for everyone” = your product is for no one. ✅ Solution: Start narrow. You can always expand later.
❌ Mistake 3: Focusing Only on Cheap Clicks
Cheap clicks from uninterested people are expensive. ✅ Solution: Optimize for conversions, not just traffic.
❌ Mistake 4: Not Testing Different Ad Formats
Running the same type of ads forever while competitors innovate. ✅ Solution: Test video ads, carousel ads, story ads, etc.
❌ Mistake 5: Giving Up Too Early
Advertising is a skill. You get better with practice and data. ✅ Solution: Give yourself at least 3 months to see real results.
Your 90-Day Launch Plan
Month 1: Foundation and Learning
Week 1-2: Setup and Strategy
- Choose your primary platform (Facebook/Instagram recommended)
- Set up business accounts and tracking
- Define your target audience
- Create your first ad creatives
Week 3-4: First Campaigns
- Launch Brand Awareness campaign (₦300-₦500/day)
- Launch Engagement campaign (₦200-₦400/day)
- Monitor results daily
- Test different audiences and creatives
Month 2: Optimization and Expansion
Week 5-6: Optimize and Scale
- Increase budget on winning campaigns
- Kill underperforming ads
- Test new ad formats (video, carousel)
- Launch Traffic campaigns to your website
Week 7-8: Add Conversion Tracking
- Set up Facebook Pixel or Google Analytics
- Launch Conversion campaigns
- Start building retargeting audiences
- Test different landing pages
Month 3: Advanced Strategies
Week 9-10: Multi-Platform Testing
- Launch Google Ads campaigns
- Test LinkedIn or YouTube ads
- Implement advanced retargeting
- Create lookalike audiences
Week 11-12: Scale and Systematize
- Scale winning campaigns aggressively
- Document what works for future campaigns
- Plan next quarter’s strategy
- Calculate your actual return on ad spend
When to Hire Help vs. DIY
DIY When:
- You’re just starting with limited budget
- You want to understand how ads work
- You have time to learn and experiment
- Your business is simple with clear value
Hire Help When:
- You’re spending ₦200,000+ per month
- You don’t have time to manage campaigns daily
- Your campaigns aren’t profitable after 3 months
- You want to scale aggressively
What to Look for in an Agency/Freelancer:
- Experience with businesses similar to yours
- Transparent reporting and communication
- Focus on your business results, not just ad metrics
- Understanding of the Nigerian market
The Bottom Line: Advertising is an Investment, Not an Expense
Here’s what separates successful Nigerian businesses from struggling ones: They understand that smart advertising isn’t a cost — it’s an investment that pays dividends.
While your competitors are still waiting for organic growth or hoping someone will stumble across their business, you could be systematically putting your products and services in front of thousands of potential customers every day.
But — and this is crucial — running ads without strategy is just expensive hope. The businesses that win are the ones that:
✅ Start advertising at the right time (not too early, not too late) ✅ Choose the right objectives for their strategy ✅ Test, measure, and optimize constantly ✅ Focus on results, not vanity metrics ✅ Scale what works, kill what doesn’t
The opportunity in Nigeria is massive. Nigerian internet users are growing every day. More people are buying online. More businesses are going digital. The question isn’t whether advertising works — it’s whether you’ll be part of the businesses that master it or the ones that get left behind.
Your next move? Stop planning and start testing. Pick one platform, choose one objective, set a modest budget, and launch your first campaign this week.
Because while you’re still thinking about when to start, your competitors are already taking your customers.
Ready to Launch Your First Campaign?
If you want expert help setting up your advertising strategy and running campaigns that actually generate sales, we’ve got you covered.
We help Nigerian entrepreneurs:
- Choose the right advertising platforms and objectives
- Set up proper tracking and analytics
- Create and manage profitable campaigns
- Scale successful campaigns for maximum growth
Call or WhatsApp: 08036509056
Email: info@qflex.com.ng
Because in the advertising game, the businesses that move fast and smart are the ones that win. The question is: Will that be you?
