Paid social buys reach and outcomes on platforms where organic distribution is limited. Meta (Facebook/Instagram) dominates most Nepal SME budgets; LinkedIn and TikTok matter for specific audiences.
Common formats
- Image, video, carousel, collection/catalog
- Stories/Reels placements
- Lead forms (on-platform)
- Click-to-WhatsApp / Messenger destination ads for conversational sales
Targeting building blocks
- Location, age, language
- Interests and detailed demographics (use carefully; test broadly)
- Custom audiences: site visitors (pixel), customer lists, video engagers
- Lookalike / similar audiences from high-quality seeds (buyers, not raw page likers)
- Advantage+/platform automation — still needs clean creative and conversion tracking
Campaign setup hygiene
- Match objective to outcome (messages, leads, purchases — not “traffic” if you need sales)
- Install pixel / Conversions API where possible; define events
- Send traffic to mobile-ready landing or WhatsApp with a scripted first reply
- Creative testing: hooks in the first 3 seconds of video
- Read results on CPA/cost per messaging conversation + lead quality
Nepal practice: For services and ecommerce, message objectives often outperform cold website traffic campaigns. Reply speed is part of ROAS — a cheap conversation that sits unanswered overnight is wasted spend.
Case study: Click-to-WhatsApp vs landing page
An interior design studio in Lalitpur split budget 50/50 between traffic-to-site and message objective ads. Message ads produced more sales-qualified chats at similar spend because prospects skipped a slow portfolio site and asked budget questions in-thread. Site traffic ads still helped remarketing audiences — both stayed, with different KPIs.
Learn more: Facebook Ads services in Nepal.
