Paid ads promise quick visibility, more leads and a boost in sales, but are they really worth the cost for small businesses?
If you have ever felt unsure about spending money on ads, you are not alone. Many business owners I speak to worry they will waste their budget or not get results. The truth is, paid ads can work brilliantly, but only when you approach them with a clear strategy, not guesswork.
In this article, we will cover:
- What paid ads are and how they work, and if they are right for you
- The pros and cons of platforms like Google, Facebook and Instagram
- How to decide the types of ads that will work best for specific campaigns
What are paid ads?
Paid advertising is when you pay to promote your business online. Unlike organic marketing (which takes time), paid ads let you reach potential customers quickly.
Types of paid ads include:
- Search ads (Google): Your business shows at the top of search results when someone looks for keywords related to your product or service.
- Social media ads (Facebook, Instagram, LinkedIn): Ads appear in users' feeds based on interests, behaviours and demographics.
- Boosted posts: A simplified way to promote an existing social media post to a wider audience.
Google Ads: pros, cons and best uses
Pros:
- Reaches people actively searching for what you offer
- Highly customisable by location, device, time of day and more
- Excellent for targeting local searches like “plumber in Nottingham”
Cons:
- It can get expensive quickly if not managed well
- Requires keyword research, testing and ongoing optimisation
Best for: I always suggest running an Ad for a specific campaign instead of just trying to appear at the top of Google, so you are ahead of your competitors. It can be very expensive to run ads continuously for general search terms.
I spoke with the owner of a Mobile Valet Cleaning Company. He told me all his new customers came through Google Ads and were local to him. This made complete sense because it is a very specific service, and people typing in 'mobile valet cleaning near me' could easily find him.
Having attended training on running Google Ads, I have learnt that it is very easy to spend a lot of money and achieve very low Return On Investment (ROI) if you don't set up the ads properly. If anyone is considering running some ads, I can put them in touch with local companies that specialise in this area.
Facebook and Instagram Ads
Pros:
- Precise targeting by age, location, interests, behaviours and more
- Great for visually engaging campaigns, you can use images and videos
- Ideal for building brand awareness or promoting special offers
Cons:
- May not result in immediate sales
- Needs strong visuals and compelling copy to perform well
Best for: Retailers, lifestyle brands, hospitality, and events. On Facebook, there is a wide range of ads that you can test out, from driving traffic to your website to generating more LIKES/Followers. Again, the principle for creating these ads is the same as above: test them for a very specific campaign with a clear call to action. For example, I may run an Ad to promote 'LinkedIn Training for businesses.' Rather than just 'marketing support'.
Boosted posts: quick wins or money pit?
Pros:
- Easy to set up, just click “Boost post”
- Can increase visibility and engagement for existing content
Cons:
- Limited targeting compared to the full ads manager
- Less control over placements and performance
Best for: Highlighting content that is already doing well, such as a popular post, announcement, or upcoming event. Don’t boost every post. Only promote the ones that are already getting good engagement and tie them to a clear business goal (e.g. more bookings, visits, or website clicks).
How to decide if paid ads are right for you
Before spending a penny, ask yourself:
- What is the goal? (Sales? Leads? Brand awareness?)
- Who am I trying to reach?
- Do I have a clear offer or landing page ready?
The third point here is that having a landing page is essential. If you just drive people to your homepage, it's hard to measure success, and those who land there may not move to the pages you want them to see. Whereas if you have a specific landing page that explains what you are offering, with a buy button or enquiry form, you will be able to see whether people act.
Start small. A test budget of £20–£50 can help you learn what works. Use that first campaign as a learning tool, not an instant solution.
Common mistakes to avoid
- Running ads without a clear goal or target audience
- Targeting too broadly (e.g. “everyone in the UK”)
- Not checking ad performance or letting ads run too long without review
- Sending ad clicks to a weak landing page (make sure the page is clear, focused and mobile-friendly)
Conclusion: Ads can work, but only with a strategy
Paid ads are not a magic solution, but they can be a powerful tool if used strategically. Whether you are promoting a product, generating leads or simply building brand awareness, the key is to start small, test what works, and build from there.
If you would like personalised support getting started, then get in touch with me. You can call me on 0115 880 0247 or email shamshad@shamshadwalker.co.uk
Want to have a quick chat? Book in a free, no-obligation online chat using this link – Book a 20-minute call with Shamshad.
