Most small budgets fail for one reason: they chase too many people. A narrow audience — one city, one problem, one offer — lets every rupee teach you something instead of disappearing into the feed.
Start with a single buyer in mind. Write the ad as if only they will read it, pick one neighbourhood or interest cluster, and run it long enough to collect fifty clicks before judging anything.
When the narrow test converts, widen slowly: add one lookalike or one adjacent area at a time. Scale is just a winning narrow audience, repeated.
