The opportunities for advertising local businesses on Facebook are gradually expanding. It is perfectly clear that this goal is not a top priority, but it is necessary for users and therefore it will be given the necessary attention, at least for now. A few months ago, we were contacted by a company with locations in over 20 Bulgarian cities. They asked us for an offer, and given the great opportunity (to attract a client of such caliber), we created an acceptable offer that was about 70% higher than those we prepare for clients without local presence. Honestly, the terms were quite difficult for us to fulfill, and so I unilaterally decided to tie the offer to prepayment for three months. Something that created a powerful incentive to fulfill the commitments made. After sending the offer, we were met with the breath of silence. Perhaps it seemed too high to them, or perhaps there was another reason. I often receive inquiries about whether it is appropriate to promote an entire retail network with one Facebook page or whether a Facebook page should be created for each location. My answer is firmly that a business should be represented with only one page. This is exactly where we need the ability provided by Facebook to add multiple locations. Why? ... It is simple: one business, one page, several locations, and several target audiences.
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The opportunities for advertising local businesses on Facebook are gradually expanding.
It is perfectly clear that this goal is not a top priority, but it is necessary for users and therefore it will be given the necessary attention, at least for now. A few months ago, we were contacted by a company with locations in over 20 Bulgarian cities. They asked us for an offer, and given the great opportunity (to attract a client of such caliber), we created an acceptable offer that was about 70% higher than those we prepare for clients without local presence. Honestly, the terms were quite difficult for us to fulfill, and so I unilaterally decided to tie the offer to prepayment for three months. Something that created a powerful incentive to fulfill the commitments made. After sending the offer, we were met with the breath of silence. Perhaps it seemed too high to them, or perhaps there was another reason. I often receive inquiries about whether it is appropriate to promote an entire retail network with one Facebook page or whether a Facebook page should be created for each location. My answer is firmly that a business should be represented with only one page. This is exactly where we need the ability provided by Facebook to add multiple locations. Why? ... It is simple: one business, one page, several locations, and several target audiences.
But how do we create and structure our ad campaigns?
Regardless of the marketing goals, it is essential to avoid one of the most common mistakes when creating campaigns for local businesses. When there are locations in different geographical areas, we need a different approach for each location. People from Pernik and people from Burgas are two different types of people, people we could engage in radically different ways. “One-size-fits-all” campaigns can be successful, but not if we have long-term goals and optimal results. In short, people from Pernik like their metal bars, while people from Burgas prefer the sea. How do we achieve optimal results? It is simple... Facebook offers enough targeting options, and that is exactly its strength. Create engaging posts for every location where you are present.This is the button that helps you direct your posts to the right place. Different content will help you engage the audience better. Of course, you can also test general content, but I guarantee you that a combination of the two will deliver perfect results. As for ad campaigns. By creating a separate campaign for each audience, you will be able to tailor your messages more precisely, more personally, and more engagingly. You can use different visuals, different tools, as well as different headlines and texts. “Hello Varna, we have opened a new location!” Will it have any effect if people in Plovdiv see it? /Rhetorical question/. Test the different campaigns and compare them against one another. That way you will find out where your audience is most interested and where it is worth directing a larger share of your budget. Of course, financial results matter most, but when we talk about internet advertising and a local business, measuring results is difficult. It is important to see upward movement; if we are moving in that direction, everything is fine. If you do your job properly with the budget allocated for advertising, you will certainly have the opportunity to pay attention to other important details. Conclusion.. The offer I gave as an example was quite difficult to execute. If you receive such an offer, you should definitely accept it. I managed to show you the amount of work that needs to be done... yes, multiplied by a lot. On average, 4 campaigns per month for 20 locations - 80 campaigns with 200 variations each equals 16,000 ad variants that must be analyzed and optimized every day. This is the shortest path to success for a local business with multiple branches. The idea is to get the maximum benefit from the resources you invest.Tell us in the comments: do you have your own online business, or is it also local?RELATED TOPICS:Facebook Ads: Pros and ConsRELATED TOPICS:The Most Effective Ad: Google Ads in 2026
But how do we create and structure our ad campaigns?
Regardless of the marketing goals, it is essential to avoid one of the most common mistakes when creating campaigns for local businesses. When there are locations in different geographical areas, we need a different approach for each location. People from Pernik and people from Burgas are two different types of people, people we could engage in radically different ways. “One-size-fits-all” campaigns can be successful, but not if we have long-term goals and optimal results. In short, people from Pernik like their metal bars, while people from Burgas prefer the sea. How do we achieve optimal results? It is simple... Facebook offers enough targeting options, and that is exactly its strength. Create engaging posts for every location where you are present.
This is the button that helps you direct your posts to the right place. Different content will help you engage the audience better. Of course, you can also test general content, but I guarantee you that a combination of the two will deliver perfect results. As for ad campaigns. By creating a separate campaign for each audience, you will be able to tailor your messages more precisely, more personally, and more engagingly. You can use different visuals, different tools, as well as different headlines and texts. “Hello Varna, we have opened a new location!” Will it have any effect if people in Plovdiv see it? /Rhetorical question/. Test the different campaigns and compare them against one another. That way you will find out where your audience is most interested and where it is worth directing a larger share of your budget. Of course, financial results matter most, but when we talk about internet advertising and a local business, measuring results is difficult. It is important to see upward movement; if we are moving in that direction, everything is fine. If you do your job properly with the budget allocated for advertising, you will certainly have the opportunity to pay attention to other important details. Conclusion.. The offer I gave as an example was quite difficult to execute. If you receive such an offer, you should definitely accept it. I managed to show you the amount of work that needs to be done... yes, multiplied by a lot. On average, 4 campaigns per month for 20 locations - 80 campaigns with 200 variations each equals 16,000 ad variants that must be analyzed and optimized every day. This is the shortest path to success for a local business with multiple branches. The idea is to get the maximum benefit from the resources you invest.Tell us in the comments: do you have your own online business, or is it also local?
