Where should I run ads to promote my business?

Business ads are paid or organic marketing messages that help companies promote their products or services through digital, print, or broadcast media.

Did you know that 97% of people learn about local businesses online? But how do you know which one will actually drive customers to your business?

For small business owners, every pound spent on marketing needs to count. The wrong platform can mean wasted budget, missed opportunities, and no real return on investment.

But the right platform? It can put your business in front of the right people at the right time, helping you attract local customers and increase sales.

Choosing the best advertising platform is just one piece of the puzzle. Effective paid advertising management ensures your budget is spent wisely, delivering real results. In this guide, we’ll break down the most effective ad platforms for small businesses.

Let’s dive in.

TL;DR Ads for businesses

Business ads can be run on a variety of platforms, each offering unique benefits:

• Google Ads – Best for search-based advertising and high-intent leads.
• Social media ads – Facebook, Instagram, LinkedIn, TikTok, and YouTube for targeted campaigns.
• Retargeting ads – Bring back visitors who didn’t convert the first time.

To create effective ads for your business:

• Target the right audience based on location, interests, and intent
• Advertise where your audience spends their time
• Track and measure performance using analytics
• Focus on clear, benefit-driven messaging
• Keep ads simple, direct, and engaging.

What are business ads?

Business ads are promotional messages used to attract customers and grow brand awareness. They can appear across multiple channels, including online, print, and broadcast media. The most common types of business ads include:

1. Google Ads – Paid search advertising that targets high-intent searches.
2. Social Media Ads – Promotions on platforms like Facebook, Instagram, LinkedIn, and TikTok.
3. Email Marketing – Engaging newsletters and promotions sent directly to customers.
4. Print Ads – Advertisements in newspapers, magazines, and brochures.
5. TV & Radio Ads – Broadcast commercials for mass exposure.
6. Direct Mail & Media Relations – Physical mail promotions and press mentions.

Each type of ad serves a different purpose, whether it’s increasing brand awareness, driving sales, or retargeting potential customers. The key to success is choosing the right platform and optimising your campaigns to maximise ROI.

An introduction to online advertising for small businesses

Running a business is tough. Attracting new customers? Even tougher. That’s where online advertising comes in. It helps small businesses get noticed, compete with bigger brands, and bring in more sales—without needing a massive budget.

But before diving in, it’s important to understand how online advertising works and what you can realistically expect from your investment.

Why advertising matters for small businesses

Word-of-mouth and organic marketing can only take you so far. To grow, you need visibility. Online ads allow you to:

1. Reach the right people – Target potential customers based on their interests, location, and search behaviour.
2. Drive more sales – Ads can bring in people who are ready to buy, helping you grow your revenue.
3. Stay competitive – Your competitors are running ads. If you don’t, you’re missing out on potential customers.
4. Measure success – Unlike traditional ads, digital advertising provides clear data on what’s working and what’s not.

Paid vs. Organic Marketing: What’s the difference?

Many businesses rely on organic marketing (SEO, social media, email marketing) to attract customers. While this is great for long-term growth, it takes time and consistency to see results.

Organic marketing = Free, long-term growth (SEO, social media, content marketing).

Paid advertising = Instant visibility, but requires a budget (Google Ads, Facebook Ads, LinkedIn Ads).

The best strategy? A mix of both. Paid ads get quick results, while organic marketing builds long-term credibility.

Read more: How your PPC and SEO strategy can work together

What to expect from online advertising

Online ads aren’t magic. They require testing, optimisation, and a realistic budget. Here’s what to keep in mind:

• Results take time – Most campaigns need adjustments before they perform well.
• Not every click leads to a sale – The goal is to attract potential customers, not just random clicks.
• Budget matters – The more competitive your industry, the more you may need to spend.
• Tracking is key – Use analytics to understand what’s working and improve your campaigns.

When done right, online advertising can be one of the fastest ways to grow your business—but only if you choose the right platforms.

Understanding your business goals before running ads

Before launching ads, define who you want to reach and what you want to achieve. Without clear goals, you risk wasting budget on the wrong audience or platform.

1. Identify your target audience

Know your ideal customer—age, location, interests, and online behaviour. The right platform depends on where they spend their time.

2. Define your objectives

Decide on your primary goal:

Brand awareness – Increase visibility.

Website traffic – Drive more visitors.

Lead generation – Collect enquiries or sign-ups.

Sales & conversions – Directly drive purchases.

3. Set a realistic budget

Start with a small, test budget and adjust based on performance. Focus on refining targeting and messaging for better results.

With a clear strategy, your ads will be more effective.

Best online advertising platforms for small businesses

Choosing the right advertising platform depends on your business type, budget, and target audience. Below is an overview of the most effective options and how they can help your business grow.

“There’s no one-size-fits-all approach to ads. We look at each business, their goals, and budget to recommend the right platform—so they’re investing where it actually works.”
Deborah Keir, Head of Digital Marketing at Logic Digital

1. Google Ads – Best for high-intent searches

Google Ads puts your business in front of people actively searching for your products or services. It’s ideal for local businesses, e-commerce, and service providers.

• Search Ads – Appear at the top of Google search results when users search for relevant keywords.
• Display Ads – Show visual ads across websites in the Google Display Network.
• Local Service Ads – Perfect for businesses offering services in a specific area (e.g. plumbers, electricians).
• Best for: Businesses that rely on search traffic and need leads quickly.

3. Facebook & Instagram Ads – Best for targeted social media marketing

Meta’s advertising platform allows businesses to target users based on demographics, interests, and behaviours.

• Facebook Ads – Great for brand awareness, lead generation, and e-commerce sales.
• Instagram Ads – Ideal for visually appealing brands, such as fashion, beauty, and hospitality.
• Retargeting – Reach users who have visited your website but haven’t converted.
• Best for: Small businesses looking to engage their audience on social media and drive sales.

3. LinkedIn Ads – Best for B2B marketing

LinkedIn Ads are designed for professional and business-to-business (B2B) advertising.

• Sponsored Content & Video Ads – Promote posts in the LinkedIn feed.
• Lead Generation Ads – Capture leads directly within LinkedIn.
• Best for: Businesses targeting professionals, corporate clients, or B2B services.

4. YouTube Ads – Best for video marketing

YouTube is the second-largest search engine, making it a powerful platform for brand storytelling and product demonstrations.

• In-Stream Ads – Play before or during YouTube videos.
• Discovery Ads – Appear in YouTube search results and recommendations.
• Best for: Businesses with engaging video content, especially in e-commerce, education, and entertainment.

5. TikTok Ads – Best for reaching younger audiences

TikTok’s short-form video ads allow businesses to engage with a younger demographic through creative, viral content.

• In-Feed Ads – Appear in users’ feeds as they scroll.
• Branded Challenges & Influencer Partnerships – Drive engagement through trends.
• Best for: Brands targeting Gen Z and Millennials with fun, visual content.

6. Microsoft Ads (Bing Ads) – Best for alternative search traffic

Bing Ads work similarly to Google Ads but target a different audience—often older, higher-income users.

• Less competition than Google Ads = potentially lower cost per click.
• Best for: Businesses already running Google Ads and looking to expand search traffic.

Which platform is right for your business?

Each platform has its strengths. The best approach is often a mix of search and social media advertising to maximise reach and conversions.

Google Ads for small businesses

Google Ads is one of the most effective ways to reach potential customers who are actively searching for products or services like yours. It offers different ad formats to suit various business goals.

Search Ads (PPC)

These text-based ads appear at the top of Google search results when users search for relevant keywords. They work on a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad. This is ideal for local businesses and service providers looking for high-intent leads.

Google Display Network (GDN)

Display ads appear as banners or visuals across millions of websites. Unlike search ads, they target people based on interests, demographics, and browsing behaviour. Best for brand awareness and retargeting but not as effective for direct conversions.

Google Local Services Ads

Designed for service-based businesses (e.g., plumbers, electricians, estate agents), these ads appear at the top of Google with a “Google Guaranteed” badge. You only pay for leads, making it a cost-effective option.

Google Shopping Ads

If you sell physical products, Google Shopping Ads display your items directly in search results with images and pricing. This works well for e-commerce businesses looking to drive product sales.

Cost considerations and ROI

Google Ads pricing varies by industry, competition, and keywords. While cost-per-click (CPC) can be high, the potential for high-quality leads and strong ROI makes it worth the investment—if managed correctly.

Pros and cons of Google Ads

Pros of Google Ads

• Highly targeted – Ads appear when users are actively searching for what you offer.
• Scalable – Start with a small budget and scale up based on performance.
• Measurable – Track clicks, conversions, and ROI with Google Analytics.

Cons of Google Ads

• Competitive – Popular keywords can be expensive.
• Requires ongoing management – Needs optimisation to maintain performance.

Google Ads can be a powerful tool for small businesses, but success depends on strategy and ongoing optimisation.

“Scaling ads isn’t just about spending more. Without the right structure, costs rise without results. We help businesses refine their strategy to scale effectively.”
Cristina Cappelletti, Digital Marketing Expert at Logic Digital

Facebook Ad Manager for small businesses

Facebook Ad Manager is a powerful platform that helps small businesses create, manage, and track paid ads across Facebook and Instagram. It allows you to target the right audience, control your budget, and measure performance in real time.

Did you know 52% of small businesses utilise social media marketing, with 47% investing in social media ads, and 40% engaging in search advertising.

Best Meta ad formats for small businesses

• Image ads – Simple and effective for brand awareness.
• Video ads – Great for engagement and storytelling.
• Carousel ads – Showcase multiple products or features in one ad.
• Lead ads – Collect customer details without them leaving Facebook.

How Facebook’s detailed targeting works

Facebook allows precise audience targeting based on:

1. Demographics – Age, gender, location, income, education.
2. Interests & behaviours – Pages liked, purchasing behaviour, device usage.
3. Custom audiences – Target people who have interacted with your website or past ads.

The role of retargeting in Facebook advertising

Retargeting lets you re-engage users who have already shown interest in your business. You can serve ads to people who visited your website, engaged with a post, or left items in their shopping cart—helping boost conversions.

How much does it cost to advertise on Facebook?

Facebook ads operate on a bidding system, meaning costs vary based on competition and targeting. Small businesses can start with as little as £5 per day, but higher budgets often yield better results.

Instagram Ads: Are they worth it?

Instagram Ads run through Facebook Ad Manager and are ideal for visually driven businesses like fashion, beauty, and hospitality. They can be highly effective if your audience is active on Instagram.

Common mistakes small businesses make with Facebook Ads

• Poor targeting – Casting too wide a net leads to wasted spend.
• Ignoring analytics – Not tracking performance means missed optimisation opportunities.
• Weak ad creative – Low-quality visuals and copy reduce engagement.
• Not testing – A/B testing different ad versions helps improve performance.

Pros and cons of Facebook Ads

Pros of Facebook Ads

• Highly targeted – Reach the right audience based on detailed data.
• Flexible budget – Start small and scale as you see results.
• Multiple ad formats – Choose the best format for your goals.

Cons of Facebook Ads

• Requires testing – Optimisation is needed for the best ROI.
• Changing algorithms – Organic reach is low, making paid ads essential.

Facebook and Instagram Ads are great for businesses looking to build brand awareness, generate leads, and drive sales. But success depends on smart targeting and strong, engaging ad creative.

How to choose the best advertising platform for your business

With so many advertising options, choosing the right platform depends on your budget, audience, and business goals. Here’s how to make the best decision for your business.

Comparing cost, audience, and effectiveness

Different platforms have varying costs and audience reach.

Choosing the right platform for your industry

• Local service businesses – Google Search Ads, Google Local Service Ads, Facebook Ads.
• E-commerce brands – Google Shopping Ads, Facebook & Instagram Ads, TikTok Ads, Amazon Ads.
• B2B businesses – LinkedIn Ads, Google Ads, YouTube Ads.
• Hospitality & retail – Facebook & Instagram Ads, Google My Business, Yelp Ads.
• Tech & SaaS – LinkedIn Ads, Google Search Ads, YouTube Ads.

Understanding customer intent: Search vs. social media advertising

Search-based ads (Google, Bing, Amazon) target users who are actively looking for a product or service. These ads are best for high-intent leads and direct conversions.

Social media ads (Facebook, Instagram, LinkedIn, TikTok, YouTube) help build awareness and engagement with potential customers before they are ready to buy.

For the best results, combine search and social media advertising to attract both active searchers and passive browsers.

Read more: Social ads vs search ads: which is best for you?

Budgeting and managing your ad spend effectively

Online advertising works best when you manage your budget strategically.

• Understanding costs – Ads are priced on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis. Measure success using return on ad spend (ROAS).
• Start small, scale smart – Begin with a test budget (£5-£20/day), analyse performance, and increase spend on high-performing ads.
• When to invest more – Increase budget when ads deliver consistent leads, sales, or strong ROI. Avoid increasing spend on underperforming campaigns.
• DIY vs. hiring an agency – Managing ads yourself can work short-term, but for scalability, strategy, and better ROI, an experienced PPC agency can save time and improve results.

“Many small businesses come to us frustrated after spending money on ads that don’t convert. The problem isn’t the budget – it’s poor targeting and lack of strategy. We help businesses refine their approach, ensuring every pound spent works towards real, measurable results.”
Amy Mitchell, Senior Account Manager at Logic Digital

Looking for more budget management tips? Read our full guide on ad budgeting.

Measuring and optimising your advertising campaigns

Tracking ad performance is key to getting the best return on investment.

• Key metrics to monitor – Click-through rate (CTR), cost-per-click (CPC), conversion rate, and ROAS help assess ad effectiveness.
• Tracking performance – Use Google Analytics, Facebook Insights, and ad platform dashboards to measure success.
• A/B testing – Test different headlines, images, and calls to action to improve performance over time.
• Optimisation strategies – Adjust targeting, refine ad creatives, and tweak budgets based on data insights.

Want to optimise your campaigns like a pro? Check out our in-depth guide on how to leverage automation in your PPC campaigns.

Common mistakes small businesses make with online ads

Running online ads without a solid strategy can lead to wasted budget and poor results. Here are some of the most common mistakes to avoid:

• Lack of clear goals – Without a clear objective (leads, sales, traffic), your ad spend won’t be focused or effective.
• Targeting too broadly or too narrowly – Broad targeting wastes budget, while overly specific targeting can limit reach. Balance is key.
• Not tracking conversions – If you don’t measure results, you won’t know what’s working. Set up Google Analytics, Facebook Pixel, and UTM tracking.
• Expecting instant results – Ads need testing and optimisation. Give campaigns time to gather data before making major changes.
• Failing to test and optimise – A/B testing headlines, images, audiences, and landing pages can significantly improve performance.

Ads for business FAQs

What are the best ads for a small business?

Small businesses benefit most from Google Search Ads (for capturing high-intent buyers), Facebook & Instagram Ads (for targeted social engagement), and retargeting ads (to convert previous visitors).

How do I choose the right advertising platform for my business?

The best platform depends on your goals.

• If you need instant leads, try Google Ads.
• For brand awareness and engagement, use Facebook or Instagram Ads.
• If you’re in B2B marketing, focus on LinkedIn Ads.

Are Google Ads better than Facebook Ads?

Google Ads are better for capturing buyers searching for your product/service, while Facebook Ads allow precise audience targeting and are more effective for brand awareness and retargeting.

How much should a small business spend on ads?

Small businesses can start with £5-£20 per day, test performance, and adjust based on conversions. High-competition industries may require a larger budget to see results.

What’s the fastest way to get results with business ads?

The quickest strategy is to combine Google Search Ads (to capture ready-to-buy customers) with retargeting ads (to re-engage visitors who didn’t convert). This method helps increase conversions while optimising budget spend.

Final thoughts on ads for business

Online advertising is one of the most effective ways to grow your business – if done correctly.

Choosing the right platform, setting clear goals, managing your budget wisely, and continuously optimising your ads are all key to success.

The right strategy can help drive leads, sales, and business growth.

But managing online ads takes time, expertise, and ongoing optimisation. If you want to maximise your results without the guesswork, we can help.

Want expert PPC management? Contact us today to discuss how we can create a tailored advertising strategy that delivers real results.