Question · Paid ads
Should I reply to comments on my Facebook and Instagram ads?
Answered by Nathan Frater ·
The short answer
Yes. If you want cheap impressions, respond to every comment on every ad, including the sceptical ones. Only delete the comments that are genuinely rude or offensive.
Engaging content gets cheaper impressions, and comments, replies and shares all count as engagement. When someone shares your ad with a friend, that view is organic, so you don’t pay for it. The more conversation an ad generates, the lower your CPM drops, and a lower CPM means cheaper customers. It’s one of the levers nobody talks about much.
It’s also why I’m careful about excluding existing customers too aggressively. You do want them on your ads commenting. Happy customers in the comments add social proof for everyone else scrolling past.
Don’t let it take over your day, though. You don’t need to be a founder glued to your phone. Put it in the calendar and make it your spot in the week where you reply to comments on ads.
Keep an eye out for the good ones while you’re in there. A founder reading out a comment on camera and answering it makes a perfectly good ad.