The verdict in three sentences
For a caterer or a baker in Dakar, the "Boost post" button spends money without telling you how many orders it brings in. A properly built campaign towards WhatsApp, with a test budget of 2,000 to 5,000 FCFA a day, lets you measure a cost per message and then a cost per order. Once you know that figure, you know when to raise the budget, when to cut, and you can even run campaigns for other merchants.
Boost or real campaign: what changes
| Criterion | "Boost" button | Meta Ads Manager campaign | TikTok Ads campaign |
|---|---|---|---|
| Objective | Likes, reach | WhatsApp messages, orders | Views, messages, traffic |
| Targeting | Basic | Dakar neighbourhoods, age, interests | Age, interests, behaviours |
| Measurement | Views and reactions | Cost per conversation started | Cost per click or message |
| Practical minimum budget | 1,000 FCFA/day | 2,000 FCFA/day | 3,000 to 5,000 FCFA/day |
| A/B testing of visuals | No | Yes | Yes |
| Fit for cake and platter orders | Weak | Strong | Strong for preparation videos |
The figures a caterer or bakery should know
| Indicator | Dakar 2026 order of magnitude | What it means |
|---|---|---|
| Test budget | 2,000 to 5,000 FCFA/day for 7 days | 14,000 to 35,000 FCFA to learn |
| Cost per WhatsApp message | 50 to 250 FCFA | Varies with visual and season |
| Message to order conversion | 10 to 25% | Depends on your replies and prices |
| Average order | 15,000 to 60,000 FCFA | Birthday cake, platter, buffet |
| Target cost per order | 1,000 to 2,500 FCFA | Compare with your margin |
| Demand peaks | Tabaski, Korité, year end, naming ceremonies, weddings | Raise budget 10 days before |
| Campaign management for a client | 50,000 to 150,000 FCFA/month | Possible freelance income |
These figures are estimates: a high cost per message often signals a weak visual or too broad targeting, not necessarily a bad product.
Which course to choose
| Option | 2026 cost | Content | Limit |
|---|---|---|---|
| Free YouTube tutorials | 0 FCFA | Platform features | Nothing on the Dakar market or WhatsApp |
| One-day in-person workshop in Dakar | 30,000 to 100,000 FCFA | Demonstration | No follow-up on your real campaigns |
| Agency running everything | 50,000 to 150,000 FCFA/month + budget | Full delegation | You do not control your figures |
| Kolonell "Online advertising: Meta and TikTok" | 75,000 FCFA, 20 h | Prepare, launch, read, optimise | Requires some social media basics |
| Digital marketing and social media track (5 levels) | 350,000 FCFA instead of 450,000 | Content, community, ads, strategy | Commitment over several months |
The course Online advertising: Meta and TikTok on a small budget is level 3, intermediate, of the Digital marketing and social media track. It is taught in French. It explains how to prepare an offer, build a campaign towards WhatsApp, read results by cost per customer and optimise, with budgets of 3,000 to 20,000 FCFA a day.
Mini case study
Ndèye, 27, sells custom cakes from Ouakam, with an average order of 25,000 FCFA and a margin of about 40%, or 10,000 FCFA per cake. She spent 30,000 FCFA a month on boosts without tracking. After the 75,000 FCFA course, she runs a WhatsApp campaign at 3,000 FCFA a day, or 90,000 FCFA a month. She gets about 600 messages at 150 FCFA, and 15% turn into orders: 90 orders, or 900,000 FCFA of gross margin before ads, 810,000 FCFA after. Even with results half as good, the course pays for itself in the first week of the campaign. These figures remain a scenario to validate with your own tests.
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
FAQ
What minimum budget to start?
Allow 2,000 to 5,000 FCFA a day for 7 days, or 14,000 to 35,000 FCFA of testing. Below that, results are too thin to decide.
Should I choose between Facebook, Instagram and TikTok?
Start with Meta (Facebook and Instagram) with a WhatsApp messages objective. TikTok works well for preparation videos, with a recommended minimum of 3,000 FCFA a day.
How do I pay for ads from Senegal?
Meta and TikTok require a bank card or a prepaid virtual card. The course explains the options and precautions to avoid getting your ad account blocked.
Can I run ads for other merchants?
Yes, many freelancers charge 50,000 to 150,000 FCFA a month per client. Two clients are enough to repay the 75,000 FCFA course.
How do I pay for enrolment?
The 75,000 FCFA enrolment is paid with Wave or Orange Money. The full track costs 350,000 FCFA instead of 450,000 FCFA.
Take the next step. Enroll in Online advertising: Meta and TikTok on a small budget: 20 h online, 75,000 FCFA (about 115 EUR), Kolonell Academy certificate. Pay with Wave or Orange Money. Questions? WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
