Should Your Small Business Use Paid Ads? A Few Things to Consider First

Do you really need to pay for ads?

For many small business owners, the idea of using paid advertising can be both appealing and intimidating. Online platforms like Google Ads, Facebook, and Instagram promise a chance to get your business in front of potential customers quickly—but knowing whether it’s the right step for your business isn’t always clear.

Before you dive into paid ads, it can be helpful to step back and think through a few key considerations.

First, it’s important to understand what you want your ads to accomplish. Are you looking to bring more visitors to your website, generate calls, increase local foot traffic, or raise awareness of a new product or service? Being clear on your goal can help guide your ad strategy and determine which platform may be the best fit.

Equally important is where you're sending people once they click. If your ad links to a website or landing page, that destination should be ready to make a good impression. A confusing layout, outdated information, or slow loading speed can lead potential customers to move on quickly, no matter how good your ad was.

Audience also plays a major role in whether paid advertising makes sense. Not all platforms reach the same types of people. If you’re hoping to catch potential customers at the moment they’re searching for your services, Google Ads might offer the right opportunity. If you’re more focused on building awareness and staying top-of-mind in your community, social platforms like Facebook and Instagram could be more effective. The key is knowing who you want to reach and where they spend their time online.

Budget is another factor to consider. One of the benefits of digital ads is flexibility—you don’t have to start with a big spend. Many businesses begin with a modest budget to test different messages, images, and targeting options before scaling up. That said, some trial and error is often part of the process, and it helps to be comfortable with that reality from the start.

Even the best ad campaign needs attention. If you’re managing your own ads, be prepared to check performance regularly and make adjustments based on what’s working and what isn’t. If you’re already juggling a full plate, it might make sense to delay or delegate this task to someone who can focus on it consistently.

Finally, consider whether your business is in a good place to handle more visibility. A bump in traffic or interest can be positive, but only if you’re ready to respond quickly, follow up, and provide a good customer experience.

Paid advertising isn’t a guaranteed solution, and it isn’t the right move for every business at every stage. But for some, it can be a useful part of a broader marketing strategy—especially when implemented thoughtfully and backed by clear goals.

If you’re weighing whether ads make sense for your business, take the time to reflect on where you are, what you hope to achieve, and how much you’re willing to test and learn along the way. It’s not about quick fixes—it’s about building visibility in a way that aligns with your long-term goals.