How to Run Simple Ads That Actually Work for Unsigned Bands

Running ads can feel intimidating when you're an unsigned band. You’re working with limited funds, you’ve probably been stung before by “boosting” a post that went nowhere, and the idea of creating an ad campaign sounds more suited to a marketing agency than a DIY outfit.

But done right, a small budget can go a long way. The key is to approach it with intention, not guesswork.

Let’s say you’ve got a new single coming out. You don’t need to blanket the internet. You need to focus on the people most likely to listen, enjoy it, and support you. That starts by knowing who those people are – and no, the answer isn’t “everyone who likes music.” Think about who your sound aligns with. Is it fans of post-rock? UK metalcore? Dreamy indie pop? Nail that, and the rest becomes clearer.

Platforms like Facebook and Instagram are still the best places for most unsigned bands to start, especially when paired with a bit of TikTok content or YouTube if you’ve got a music video. Set a realistic budget – even £10-£30 can give you useful reach if you target wisely. Run your ad to people who like similar artists, live in relevant areas (especially if you’re pushing a gig), and ideally, already follow your page or have interacted with your content before.

The biggest mistake bands make is boosting random posts with no clear goal. Every ad should have a purpose. Are you trying to get streams? Gig ticket sales? Email sign-ups? Pick one and build everything around that. A single clip or photo, a strong caption, and a call to action – that’s all you need. Keep it short. Keep it real. Don’t overthink it.

If you're promoting a live show, the sweet spot is usually 5–10 days before the event. Use a clip from rehearsal or a past gig, and make it feel like you're inviting someone to be there, not just announcing it. Mention the location, the vibe, and make it feel like a night worth showing up to.

For releases, your best weapon is a 10–15 second video. It could be a clip from the track, lyrics over a moody image, or even just the band talking about why the song matters. Pair that with a direct link to stream or pre-save, and run it to people who’ve interacted with your page in the past 90 days – your warmest audience.

You don’t need to go viral. You just need to reach more of the right people than your organic posts can.

If your ad makes someone curious enough to click, listen, or turn up, it's done its job. And the more you experiment and learn, the more powerful your future releases and show campaigns will become.

It's not about big money. It's about making every pound count. That’s the unsigned band way.