The Real Cost of a Meta Media Buy in Zambia — and How to Make It Pay

We’ve run media buys that delivered millions of impressions for a few thousand kwacha — and others that delivered silence at twice the price. The difference is almost never the budget. It’s the targeting, the creative and the offer.

Impressions are a vanity metric until they convert

Reaching three million people means nothing if none of them were ever going to buy. We’d rather pay more per impression to reach the right three hundred thousand than blanket the country cheaply.

Creative is the real targeting

The algorithm finds the people your creative speaks to. A sharper ad doesn’t just perform better — it lowers your cost per result by telling Meta exactly who to chase.

For one travel client, a focused Meta buy turned into 3M+ impressions and 200+ qualified enquiries in three months — not because we spent more, but because every shilling was pointed at intent.