BIG Mistakes I Made with Paid Ads as a Photographer (and What to Do Instead)

Have you ever felt like your photography business could really take off if only you could reach the right people?

Maybe you’ve been working so hard to grow your business, but organic reach alone just isn’t cutting it. You’re posting, you’re showing up, but it still feels like your work isn’t getting seen by those who’d love to book with you.

Here’s where Facebook and Instagram ads can be a game-changer. Imagine reaching those new moms looking for the perfect newborn photographer or couples planning maternity sessions—people who are already searching for what you do. Ads can help bridge that gap and get you in front of them without feeling like you’re just waiting for visibility.

In this episode, we’re going to break down some myths that might be holding you back from using ads and why they’re not as complicated as they might seem. Let’s dig in, get excited, and see how ads can bring you closer to those dream clients who are out there waiting for you!

Myth 1: Paid Ads Means Facebook Ads

When I talk about paid ads most photographers think I’m talking about Facebook & Instagram ads specifically. And in this episode I am going to talk about Facebook ads specifically but I want to point out there are a lot of ways to use paid ads outside of social media ads.

For one, paying for Google ads is a great option for a lot of photographers. One of my favorite ways to pay for advertising is to get a booth at an in person event or expo. This is a great way to meet people in real life and connect with similar businesses!

In fact over the last few months I’ve had several marketing school students tell me they did in person events with massive success including adding dream clients to their email list and booking dream clients who met them at these events. So – do not sleep on in person events!

For the rest of this episode, we’re going to talk about myths photographers are believing about FACEBOOK and INSTAGRAM ads.

Myth 2: Paid Ads Will Magically Solve All Your Marketing Problems

The biggest myth a lot of photographers buy into is the idea that paid ads will magically fix all your marketing struggles.

A lot of photographers think if their facebook posts aren’t getting engagement, they should just boost them to get more engagement. They imagine ads to be like a magic button—press it, and bam! Your bookings explode, and you’re fully booked overnight.

But here’s the truth: ads alone don’t work that way.

Thinking ads will solve all your marketing problems is like thinking a fancy camera will instantly make you an amazing photographer. We know there’s so much more to it than just the gear, right?

If you’re relying on ads to “save” your business, you’re going to end up disappointed. Sure, ads can be super powerful, but only when they’re part of a bigger strategy. Think about it like this: If your website isn’t converting, your messaging is unclear, or you’re not clear on who your ideal client is, ads will just amplify those issues. Instead of fixing what’s broken, ads might even highlight what isn’t working well.

Let’s say you’re a newborn photographer, and you’re running ads without any solid strategy behind them. Maybe you’re randomly boosting a post or starting an ad to get people to book with you. People might click on your ad, but if they land on your site and feel confused about who you are or what you offer, they’ll probably just move on. That click ends up wasted, costing you money and bringing no results.

For example: So I teach a step by step ads strategy inside of Marketing School for Photographers on how I used ads to go full-time. And alllll the photographers want to skip ahead and start using the ads module, which is at the end of the course. And it’s at the end for a reason. You have to have things like your website, social media, email list and content set up before you can have success with ads.

Tiny Tip for Using Ads Right:

If you’re going to use ads, start by mastering the basics first. Make sure your website, social media, and booking process are all clear and easy to navigate. Only then do ads really have the power to amplify your hard work and bring in clients who are ready to book. Remember, ads are like a loudspeaker: they make what you already have louder. So, make sure what they’re amplifying is worth it!

Myth 3: You Need to See an Immediate ROI

This myth has a lot of photographers feeling frustrated with ads: the belief that they should deliver quick results right after you hit “publish.” You might be thinking, “I paid for this ad, so where are my bookings?”

Another way to look at it is like learning a new skill. Think back to when you first started with photography. You didn’t become an expert overnight; it took time, practice, and small adjustments along the way. Ads are the same. You’re putting yourself out there, building a presence, and getting familiar to your audience. Just like you wouldn’t expect to master photography in one day, it’s not realistic to expect ads to bring instant clients the moment they go live. Instead, ads need time to build trust and awareness with potential clients before they feel ready to book with you.

Why This Myth Can Hurt Your Photography Business

When you’re expecting a fast return on investment (ROI) from ads, it’s easy to get discouraged and shut them down before they’ve had a chance to actually work. If you’re relying on ads to bring in bookings right away, you might feel like they’re “broken” or a waste of money. But in reality, ads are often about getting your name and work in front of potential clients multiple times. This kind of recognition builds trust and familiarity, which often leads to bookings down the line—just not always tomorrow or next week.

Think of it like planting a seed. You wouldn’t expect a flower to bloom the same day you water it, right? Ads are similar.

They need time to reach the right people, warm up leads, and get those potential clients comfortable with the idea of booking you.

And sometimes, the real magic happens after they’ve seen your ad several times and had time to check out your work.

Tips for Seeing Success with Ads

Here are a couple of tips you can try with your ads while you’re testing them:

I always tell my marketing school students to give their ads 48 hours before they change ANYTHING. Don’t touch them for 48 hours, let Facebook learn!

Treat your ads like organic content. You have to make them captivating and interesting or no one is going to engage or click them.

Test at least 2 ads at the same time to see which performs better – the result might surprise you!

Instead of focusing on instant results, think of ads as part of a longer-term strategy. Plan on testing them for at least 2 weeks and set your daily budget accordingly!

Myth 4: Boosting a post is the same as running an ad

Most photographers start their ads journey by clicking that “boost post” button at the bottom of a post. And it makes sense—it’s right there, and it seems like a quick way to reach more people.

But here’s what’s important to know: boosting a post is NOT the same as running a full ad campaign in Ads Manager.

Boosting gives you a super quick and easy way to reach people, but Ads Manager lets you go deeper with features that can make your ad strategy even more effective.

I used to say never boost a post, so much so that one of my students inside The Content Club Courtney recently DM’d me and she was like – “Hey, I know you say to never boost a post, but I boosted a post and actually booked 2 clients from it and I only spent $30!” Which made me go hmmm maybe boosting a post has improved.

And it sure has!

While I still prefer ads manager inside of Facebook, now with boosting a post you actually refine your audience, set a budget, and even target specific interests.

A full ad campaign in Ads Manager gives you more control to customize your goals and track your results. With Ads Manager, you can choose objectives like driving traffic to your booking page, encouraging specific actions, or even re-targeting people who have already shown interest in your work.

Comparing Boosting a post with creating a campaign inside of Ads manager is kind of like switching from auto to manual mode on your camera—you get way more control, which means a better chance of reaching the people who are most likely to book with you.

Real Story: Boosting Done Right

Another reason I would suggest boosting over ads manager is if you find yourself locked out of your ads account. Just a couple of weeks ago, a marketing school student of mine was locked out of her Ads Manager account, and while working with Facebook to get it resolved, she boosted a post. It allowed her to stay engaged with potential clients and maintain some visibility even without a full campaign.

Bonus Myth: Paying for Facebook Ads will Stifle Your Organic Reach on Social Media

TRUTH: If your content is good, organic or ads, Facebook is going to show it to more people.

Facebook wants its users to be happy and stay in Facebook as long as possible. So if you’re content is good, causing people to watch your video multiple times or click to your profile, to follow, to DM, or engage — Facebook will push your account to more people.

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My friend, if you have a passion – it’s not an accident. Not everyone loves photography, or event planning, or real estate… whatever your passion is, it’s there for a REASON. What are you going to do with that passion? Get out there and make it happen! Have a great week y’all!

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Links Mentioned in This Episode:

Marketing School for Photographers Waitlist: http://www.thebeautyinbirth.com/booked

Join The Content Club: http://www.contentclubforphotographers.com

Download my Free 2 Week Content Calendar for Motherhood Photographers: http://www.thebeautyinbirth.com/contentcalendar-org