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For indie musicians building a brand from scratch, what Facebook/Google/TikTok ad objectives and strategies have you found most effective to actually drive sales (merch, music, tickets)?
Posted by on September 29, 2025 at 9:01 pmI’m particularly interested in insights from marketers or people with experience running paid campaigns in the music industry or similar fields.
Specifically:
Is it better to start with video views/engagement ads to warm up the audience, or can conversion campaigns themselves effectively warm up cold audiences (that also tease the music)?
How do you balance cost efficiency with results when targeting audiences who might not be ready to buy?
What’s your experience with retargeting audiences from cold conversion campaigns versus retargeting video watchers or website visitors?
Does the traditional marketing funnel (awareness > engagement > conversion) truly map onto how digital ad platform objectives perform in practice?
Any advice on choosing the right ad objectives based on a specific end goal?
Thanks in advance for any data-driven insights or tested strategies!
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1 Reply
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No NON Brand search ads across any of the channels mentioned.
No Meta Ads
Keys: stay away from ads
Keys: do organic
Keys: boost organicUGC – that you boost across TikTok, YouTube, Spotify and spend $500 a month on Disney.
Most importantly stay away from ads for now at least first year unless you do display on Disney.
Cheers
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Skip awareness campaigns and run direct conversion ads with strong creative then retarget site visitors and engaged viewers to drive merch and ticket sales efficiently.
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I have run music videos as “demand gen video ads” with lot of success. “YT Channel subscription” was set as the one and only goal to optimise towards
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