BlogAdvertising, explained.
Practical explanations about advertising and marketing, for people who run a business. No jargon, but numbers and examples.
New to advertising?
Start here. Three articles that lay the basics.
All articles
- What does advertising on Facebook and Instagram cost?Advertising on Facebook and Instagram has no fixed price. You choose how much you spend and pay that directly to Meta. On top comes what it costs to set up and follow up your ads: your own time, an agency or an app.28 October 2026 · 4 min
- Your Facebook ad isn’t working? How to find the causeAn ad that does nothing almost always has one of these causes: it isn’t being shown, people don’t click, or they click but don’t buy. Start with the column in Ads Manager that shows whether your ad is running, and work through this list from top to bottom.28 October 2026 · 3 min
- Ready to advertise: page, ad account and pixelTo advertise on Facebook and Instagram you need three things: a Facebook page, an ad account at Meta and, if you want to measure sales or enquiries, a pixel on your website. All three are free. With this list you get them ready.28 October 2026 · 3 min
- Your holiday campaign: a plan from now until JanuaryThe busiest weeks of the year are coming. If you start now, you are ready when everyone wants to advertise at the same time.23 October 2026 · 2 min
- How to work out your break-even ROASYour break-even ROAS is 1 divided by your margin. With a 40% margin that is 2.5: every €1 of ads must bring in at least €2.50 before you make money. Here is how to work it out, with the costs you must not forget.20 October 2026 · 2 min
- Writing ad copy that people actually readMost people only read the first line of your ad. That line has to do the work. The rest is for people who already want to be convinced.13 October 2026 · 2 min
- Who is your customer? Describe them in five questionsThe better you know who your customer is, the better your ad speaks to them. You don’t need a marketing plan for it, just five honest answers.9 October 2026 · 2 min
- Advertising as a local business: how to reach people in your neighbourhoodYou don’t want to reach the whole of Belgium, just the people who can get to you. That makes advertising simpler and cheaper than you think.2 October 2026 · 2 min
- Video with your phone: how to make a strong first secondOn Instagram, someone decides in a fraction of a second whether to keep watching. Here is how to win that second, without a camera or a studio.29 September 2026 · 2 min
- When do you stop an ad, and when do you give it more time?Stopping too early is just as expensive as waiting too long. With a few rules of thumb you know when an ad has had its chance.24 September 2026 · 2 min
- What AdSweet does with your ads every nightEvery night, AdSweet fetches yesterday’s numbers and compares every ad with your goal. In the morning a short list is ready with what to do. AdSweet never switches off an ad by itself. This is what such a night looks like.18 September 2026 · 2 min
- Ads for service providers: from click to enquiryA click is not a customer yet. For a service provider, most of the money lies between the enquiry and the first job.15 September 2026 · 2 min
- Why do people buy from you? How to sharpen your offerEveryone says quality and good service. That is why it no longer says anything. What makes you different, in one sentence your customer believes?8 September 2026 · 2 min
- Is your product page ready for ads?Your ad brings people as far as your online shop. Your product page has to convince them. Go through this list before you spend your budget.1 September 2026 · 2 min
- Why Meta and your online shop show different numbersMeta says 12 sales, your online shop says 9. Or the other way round. That is normal: Meta counts a sale up to 7 days after a click or 1 day after someone saw your ad, and misses sales from people who refuse cookies. Your online shop simply counts every order.25 August 2026 · 2 min
- People who already showed interest: how retargeting worksRetargeting is advertising to people who already know you: people who visited your website, watched your video or follow your page. Most people don’t buy on their first visit, and this is how they see you again.18 August 2026 · 2 min
- Your marketing year in Belgium: the moments you don’t want to missSome weeks sell better on their own, if you are ready for them. Put these moments in your diary now.11 August 2026 · 2 min
- What your ROAS does and doesn’t tell youROAS is the number everyone looks at. It is useful, but it only tells part of the story.4 August 2026 · 2 min