Are Meta Ads a Marketing Cost or a Growth Investment?

When small business owners track their numbers, Meta ad spend usually ends up under “marketing costs.”

That mindset creates a cost‑center approach and the goal automatically becomes minimizing spend, not maximizing returns.

But what if Facebook, Instagram, Tik Tok and Google ads are better viewed as a profit-driving engine, not just another expense line?

In this issue of Digital Ad Snack, I’ll explore how to reframe Meta Ads from a marketing cost to a growth investment.

Let's talk mindset shift and the key metrics that help guide smarter decisions.

If you treat Meta Ads like rent or payroll…and you’ll try to cut them.

Which makes sense for fixed costs.

But Meta Ads aren’t fixed. They’re a channel for growth.

So the better mindset isn’t:

❌ “How can I reduce ad spend?”

But:

✅ “How can I spend more?”

Ads are a tool scale your business. And thinking of them as “just another bill to pay” limits your potential before you even begin.

When you shift from cost-cutting to growth-scaling, everything changes:

Your mindset, your budget, and your outcomes.

Every penny not spent is still a decision.

So instead of asking, “How much will Meta Ads cost me?”, ask this:

“What am I missing out on by not investing in marketing?”

Here’s the opportunity cost of not advertising:

👉 Your competitors are reaching new audiences—you’re not

👉 You’re relying only on organic, referrals, or word of mouth

👉 You’re missing out on brand visibility and top-of-mind awareness

👉 You’re invisible on the one device your customers use constantly: their phones

You might think you’re "growing slowly, organically", but in reality, steady means shrinking.

💬 Note to self: And I had to learn this the hard way. My agency lived on referrals for years—but I was missing out on so much. That’s why I started this newsletter, to explore new growth opportunities.

Yes, you need a starting budget. Yes, it’s a cost.

But nothing good grows without investment.

So ask yourself:

“How much can my business afford to invest in growth over the next 3–6 months… without it hurting operations?”

It’s like inventory:

✅ Stock sitting on shelves is a cost, until it turns into revenue.

Meta Ads are the same.

✅ Think of them as strategic inventory for acquiring customers.

Because if you can serve more people, that “cost” becomes one of your highest-return investments.

“But how do I know if ads are working for my business?”

I get this question a lot.

Here’s the simple answer: Know your margins.

If you understand your gross and net profit margins, you can evaluate ad performance with confidence.

And if you work with a knowledgeable agency or media buyer, even better.

Two key metrics act as your north star here:

👉 GPM (Gross Profit Margin) and

👉 PAAC (Profit After Ad Cost)

If you’re not tracking these yet, go to DAS #59 - 2 Metrics That Reveal If Your Meta Ads Are Failing, where I break down exactly how to calculate and use them.

If you want to know all metrics go back to DAS #01 - Facebook Ads Metrics: What Matters and What Doesn't.

If marketing is eating up your profits, the issue likely isn’t the ads, it’s your pricing structure.

Ads only amplify what’s already there.

If your margins can’t support customer acquisition costs, no amount of optimization will save you.

Too many businesses price their products or services by calculating cost + desired profit, and only afterward try to “throw in” marketing costs.

That’s a huge mistake.

You’re setting yourself up for failure before the first campaign even runs.

Pricing must account for growth, including marketing. 

If it doesn’t, your strategy is broken at the foundation.

Once you understand how Meta Ads work, and see results, the question becomes:

“If I invest €5000 and hit my target ROI… how can I scale that?”

If It Works, Spend More.

Don’t aim to spend less. Aim to spend more profitably.

So really, we’re back to where we (should have) started:

👉 “How can I spend more?”

Ask yourself these two questions:

✅ What’s the amount I can confidently spend on Meta Ads over the next 3–6 months without hurting operations?

✅ If my current ad spend is profitable… how can I free up more budget to scale?

Get clear on your numbers.

Then treat Meta ads like the growth engine they are.