Running a hospitality business is like hosting the ultimate dinner party—you need the perfect ambiance, a great menu, and, of course, a steady stream of guests. But in today’s digital world, getting people through the door often means investing in paid social media ads.

The problem? Budgets are tighter than ever. Between rising costs, staff wages, and those unexpected expenses (hello, broken espresso machine), there’s not always a lot left over for marketing.

So, how do you make every penny of your ad spend count? Let’s dig in.

1. Get Laser-Focused with Targeting

Throwing money at broad, generic ads is like putting a billboard in the middle of the ocean—no one’s going to see it. Instead, target the right people.

  • Use location-based targeting to reach people near your restaurant, café, hotel, or bar.
  • Create lookalike audiences based on your best customers.
  • Retarget past visitors—those who’ve checked out your menu but haven’t booked yet.

Pro tip: Facebook and Instagram allow you to target people by interests. If you run a cocktail bar, target users who follow mixology pages. If you have a boutique hotel, target frequent travellers.

2. The Power of Mouth-Watering Creative

Social media is visual-first. A boring ad will get scrolled past faster than an overcooked steak.

  • Invest in high-quality photos and videos of your food, rooms, or drinks.
  • Use short, snappy captions that make people want to take action.
  • Test different styles—carousel ads for menus, videos for behind-the-scenes, and single-image ads for promos.

Pro tip: User-generated content (UGC) is your best friend. Repost great customer photos—they feel authentic and build trust.

3. Run Budget-Friendly Campaigns

The good news? You don’t need to spend thousands to see results.

Smart budget tips:
– Start with as little as £5–£10 per day—just enough to test the waters.
– Focus on one clear goal per campaign (e.g., bookings, table reservations, event sign-ups).
– Use seasonal offers to boost engagement (think Christmas menus, summer cocktails, or weekend getaways).

Example: Instead of spending £500 on a single campaign, run smaller, highly-targeted ads to different customer segments. You’ll get better results without overspending.

4. Leverage Free & Low-Cost Strategies

Paid ads work best when combined with organic social media marketing.

  1. Post engaging content regularly (behind-the-scenes, specials, staff highlights).
  2. Use Instagram and Facebook Stories to showcase daily promotions.
  3. Encourage check-ins and reviews—this boosts your organic reach.

Pro tip: Facebook Groups and local community pages are free goldmines for exposure. Share your latest promotions where locals hang out online.

5. Track, Test, and Tweak

Spending money without checking the results? That’s like cooking without tasting the food.

  • Use Facebook and Instagram insights to track your ad performance.
  • Test different ad creatives, headlines, and audiences.
  • Adjust your budget based on what’s working.

Pro tip: If an ad is performing well, put a little extra budget behind it. If it’s not? Cut it and try something new.

Final Thoughts: Small Budgets CAN Deliver Big Results!

Yes, marketing budgets are tight—but that doesn’t mean paid social ads are out of reach. With the right targeting, creative content, and smart spending, your hospitality business can stand out without burning through your budget.

Need help making your paid ads work harder for you? Let’s chat! We specialise in helping hospitality businesses get real results from paid social—without wasting a single penny.

Get in touch today and let’s grow your bookings!