You posted something great. It got a solid number likes and comments. Instagram gently suggested, “Want to boost this post?” And you thought, “Sure, why not?”

No shame. We’ve all hit that Boost button (or at least thought about it).

But here’s the truth: boosting posts and running a real ad strategy are not the same thing.

What Boosting Actually Does

When you boost a post, you’re paying to get more eyeballs but usually with minimal control. The default settings often:

• Prioritize engagement over real conversions
  (More likes? Sure. But likes don’t equal sales.)
  
  
• Target vague or broad audiences
  (Think: “people who like fitness” vs. “busy moms looking for a sustainable workout”)
  
  
• Send people to your profile instead of a funnel
  (This can be valuable but it needs context.)

Here’s the nuance: boosting or running a traffic campaign to your Instagram profile can be smart. It’s a way to warm up cold audiences, get in front of new leads, and encourage the right people to follow you based on interest, not gimmicks.

But it’s only one part of the puzzle.

On its own, a boosted post won’t consistently drive the deeper actions that grow your list, book your calls, or sell your course. For that, you need a broader strategy.

What a Real Ad Strategy Looks Like

A true ad strategy is intentional. It starts with a clear goal (email opt-ins, course sales, booked calls) and builds around that outcome. That includes:

• Custom targeting based on data, not guesses
  (Using pixel data, strategic interest-based audiences, lookalikes, and warm audience segments that actually convert.)
  
  
• Messaging that meets your dream client where they are
  (Different messages work for cold vs. warm audiences)
  
  
• Landing pages or next steps designed to convert
  (No more sending people to your homepage and hoping for the best.)

In other words: it’s not about likes. It’s about movement down the path of your sales process.

Why This Matters for Course Creators

If you’re selling something (especially a leveraged offer like a course), you need more than visibility. You need clarity. You need systems.

Boosting a post is like handing out flyers in a random crowd. Ads strategy is like setting up a booth with a clear sign, a welcome mat, and a direct path to your offer.

One grabs attention. The other converts it.

What to Do Instead

Before you boost another post, ask yourself:

• What do I actually want this content to do?
  (Spark a signup? Drive traffic to a landing page? Invite DMs?)
  
  
• Do I have a clear next step for someone who clicks?
  (A strong CTA should be obvious, not hidden in the caption.)
  
  
• If I were building an full ad campaign, would this post meet the mark for something I’d want to put money toward?
  (Gut check: is it worth investing in or just “nice to see”?)

If the answer is fuzzy, hold off.

Instead, consider:

• Promoting a lead magnet with a conversion-focused ad
  (Give people a reason to say yes and get on your list.)
  
  
• Retargeting warm audiences who already know you
  (These can be your hottest leads, most ready to convert.)
  
  
• Running a traffic campaign to warm up new leads
  (Then follow it up with more intentional offers once they’ve engaged.)
  
  
• Booking an Ads Power Hour to map it out (shameless but useful plug)
  (Because sometimes you just need a second brain on it.)

Try This: Your “Boost-Ready” Audit

Next time you’re tempted to boost a post, pause and do this quick check-in:

1. Is there a clear call to action? (And does it lead somewhere intentional?)
2. Does the message connect emotionally with your ideal client?
3. Is this post aligned with a bigger campaign or offer?
4. Is your profile optimized to convert interest into action? (If that’s where you’re sending them!)

If it checks all the boxes? It might be worth boosting or running traffic to it. If not? Save your budget for something more strategic.

Let’s Make That Budget Work Smarter

Boosting isn’t bad. It’s just not the whole story.

If you’re ready to move beyond likes and into real results, your ad plan needs to be just as intentional as the offer behind it.

And hey, you don’t have to figure it out alone. Let’s make your ad budget work smarter, not just louder.