The cheapest way to get an ad right is not to invent it: take a post of yours that already worked without paying anything and put budget behind it. It is an idea already validated by your own people, so the risk of it not working is far lower.

How to recognise a good candidate. It is not the one with the most likes in absolute terms, but the one that stands out from your average: considerably more reaction than is normal for your account, and above all comments and shares, which are worth more than a like because they take more effort.

What Markettai does. The system compares every post with your average and, when one stands out, proposes turning it into an ad. It can only do so if you left the promotion permission switched on for that particular post, which is a switch per post on the Posts screen (see «Posts»). Without that permission it touches nothing.

What to check before saying yes. That the post leads somewhere where something can be done, whether that is your capture page or your profile with the contact details visible. A beautiful post with no way out spends budget on applause.

And the pace, meanwhile. This only works if you publish regularly, because you need candidates. Three or four good posts a week are enough (see «Why what you publish for free decides what works when paying»).