Stop Boosting, Start Booking: Why Facebook’s ‘Easy Button’ Is Failing Your Shop

Facebook makes it easy to “boost” a post — you pick a post you already published on your page, throw some money behind it, and Facebook shows it to more people. Sounds great, right? It feels like you’re advertising.

But here’s the catch: You have almost zero control over who sees your boosted post. It might show up to your customers’ friends, random local people, or people who have zero interest in outfitting, bedliners or anything else you happen to sell. 

Boosted posts optimize for engagement — likes, shares, comments — not for leads or sales. That means you’re paying for people to react, not to buy.

You get lots of eyeballs, but those eyeballs rarely turn into calls or booked jobs. That’s why you see low ROI and no predictable lead flow.

PLUS... You can’t track what really matters — the actual calls, form fills, or sales that come from that post.

Simply put: boosting posts is spraying and praying. You spray money hoping something sticks, but most of it just gets wasted and Zuckerberg laughs at you, all the way to the bank.

Running a real Facebook ad campaign is a completely different ballgame. This isn’t about “boosting” a post and hoping for the best. It’s about designing your ads with a purpose — to get you leads for specific products and/or services, and booked installs.

Here’s what makes campaigns better:

• Targeting: You can pinpoint your ideal customers based on location, interests (like sprayed-on rocker protection, off-roading, local vehicle events), and behaviors. This way you're not throwing money on anyone who won’t, or is unlikely to buy.
• Objectives: Facebook lets you pick what you want — leads, website visits, phone calls, or sales. You’re telling Facebook exactly what action you want people to take, and their algorithm and machine-learning works to make it happen.
• Creative that Converts: Campaigns let you split test different images, videos, headlines, and offers designed to grab your prospect’s attention and push them to call or book a quote. Winning elements are kept, losers are discarded.
• Tracking & Optimization: You see real numbers — how many leads you’re getting, how much each call costs, and which ads perform best. Again, you can kill the losers and scale the winners.
• Sales Funnel Integration: The ads link and send prospective buyers to your sales pages or lead forms optimized to capture contact info, so you don’t lose prospects who just scroll past. Instead, you get to follow up, and turn these leads into buyers when they're ready to buy!

Your shop isn’t a running a popularity contest (at least, I hope it's not). That said, FORGET "LIKES", they are NOT an objective. You want jobs on your calendar. Your Facebook ad campaigns MUST focus on that goal, and that goal only: turning interest into action.

When you run ads aimed at generating leads or calls, here’s what happens:

• Prospects who are actually looking for bedliners or outfitting services see your ad.
• They click the call button, fill out a quote form, or message you directly — real people ready to buy.
• Your install calendar fills up predictably, and you stop stressing over dry spells.
• You build a local reputation for being the go-to shop with a strong brand presence online.
• You free yourself from relying on random referrals and Facebook Marketplace deals that don’t pay your bills.

If you keep boosting posts, here’s what you’re risking:

• Wasted ad spend on people who won’t buy.

• Months of slow weeks, hoping for a lucky break.

• Watching competitors run real campaigns and steal your customers.

• Stagnant or shrinking revenue, leading to burnout or even having to sell the business.

1. Stop boosting posts.
2. Start running Facebook ad campaigns focused on lead generation or sales.
3. Get help from someone who understands your industry and the kind of customers you want.
4. Track your results. Stop ads that don’t work. Double down on ads that bring real calls and jobs.
5. Watch your install calendar fill up and your stress go down.

Mike's boosted posts are the lazy, amateur way to “advertise.” They don’t build a business. Real Facebook ad campaigns — built to generate leads and sales — do.

If you want consistent customers, more installs, and a brand people trust, you have to play the long game with ads designed to convert. And if you’re not sure where to start, don’t waste another dime trying to DIY this marketing stuff. Get the right help because Facebook done right WILL generate more revenue than the dollars you invest.

Also, your time is better spent running the shop and building your legacy — not throwing money all willy-nilly at posts that don’t pay.