Spending money to reach customers.
WHEN IT MAKES SENSE
You need customers now and search visibility will take months You have a specific offer with a clear margin Your site converts the traffic it already gets
WHEN IT DOES NOT
Sending paid traffic to a site that does not convert. You are paying to lose visitors. Before you know what a customer is worth to you.
WHAT TO ESTABLISH FIRST
What a customer is worth What you can afford to spend acquiring one Whether the site converts
Without those, you cannot tell whether advertising worked.
STARTING SMALL
A small daily budget, one clear offer, one landing page.
Measure enquiries or sales, not clicks.
WHAT TO ADVERTISE
Something specific with a clear action. Not your business in general.
THE USEFUL BY-PRODUCT
Paid campaigns reveal which queries actually produce customers, quickly. That tells you what content is worth writing.
This is the most underused benefit of advertising for a small business.
STOPPING
Stop what does not work, quickly. The discipline matters more than the strategy.
