{"id":13574,"date":"2025-07-25T14:49:34","date_gmt":"2025-07-25T14:49:34","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/"},"modified":"2025-07-25T14:49:34","modified_gmt":"2025-07-25T14:49:34","slug":"how-to-advertise-your-business-with-a-500-budget","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/","title":{"rendered":"How to Advertise Your Business with a $500 Budget"},"content":{"rendered":"<p>You want more customers, and you\u2019re ready to advertise your business.<\/p>\n<p>But how should you do it?<\/p>\n<p>There\u2019s Google Ads. Instagram. Flyers. Billboards. TikTok. And dozens of other online and offline options.<\/p>\n<p>Some deliver better results than others:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Average Monthly SEO Retainer by Industry Competitiveness\" alt=\"Average Monthly SEO Retainer by Industry Competitiveness\" data-aspect-ratio=\"0.74571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/average-monthly-seo-retainer-by-industry-competitiveness.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But that doesn\u2019t mean they\u2019ll work for <strong>you<\/strong>:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reddit \u2013 Right channels for your business\" alt=\"Reddit \u2013 Right channels for your business\" data-aspect-ratio=\"0.60307692307692\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/reddit-right-channels-for-your-business.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You have to find the <strong>right<\/strong> channels for your business, not just the ones that are popular.<\/p>\n<p>At the agencies I\u2019ve worked with, I\u2019d often see small businesses like auto repair shops and restaurants boost ad returns by 50-200% \u2014 just by switching to better-fit channels.<\/p>\n<p>In this guide, I\u2019ll help you pinpoint the winning channels for your business \u2014 the ones that can unlock real revenue potential.<\/p>\n<p>I\u2019ll go through it step by step in three phases, covering:<\/p>\n<ol>\n<li>How to choose the right channels<\/li>\n<li>How to set up winning campaigns<\/li>\n<li>How to measure your results (and what to do with the data)<\/li>\n<\/ol>\n<p>And I\u2019ll show you exactly how I\u2019d do it if I had a starting budget of $500.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Want a quick list of ad ideas? <a title=\"Resources to Advertise Your Business | Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1KirZjegQjiY9_-6kmbSlJRt0Xq4uFI4nFDZu7CY2JXY\/copy\" target=\"_blank\" rel=\"noopener\">Grab this free sheet<\/a> with 30 ways to promote your business.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Phase_1_Choose_the_Right_Channels_to_Advertise_On\" >Phase 1: Choose the Right Channels to Advertise On<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_0_Should_You_Even_Invest_Money_in_Paid_Ads\" >Step 0: Should You Even Invest Money in Paid Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_1_Pick_One_Result_You_Want_from_Your_Ad\" >Step 1: Pick One Result You Want from Your Ad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_2_Find_Out_How_Your_Last_20-30_Customers_Found_You\" >Step 2: Find Out How Your Last 20-30 Customers Found You<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_3_Analyze_How_Your_Top_Competitors_Are_Advertising\" >Step 3: Analyze How Your Top Competitors Are Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_4_List_the_Channels_Your_Audience_Pays_Attention_To\" >Step 4: List the Channels Your Audience Pays Attention To<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_5_Pick_3_Channels_Worth_Testing\" >Step 5: Pick 3 Channels Worth Testing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Phase_2_Set_Up_and_Launch_Your_Campaigns\" >Phase 2: Set Up and Launch Your Campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_6_Learn_How_Each_Channel_Actually_Works\" >Step 6: Learn How Each Channel Actually Works<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#How_to_Advertise_Your_Business_on_Google_Search_Ads\" >How to Advertise Your Business on Google Search Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#How_to_Advertise_Your_Business_on_Instagram_or_Facebook\" >How to Advertise Your Business on Instagram or Facebook<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#How_to_Advertise_Your_Business_Locally_with_Postcards\" >How to Advertise Your Business Locally with Postcards<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Where_to_Learn_More\" >Where to Learn More<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_7_Choose_One_Product_or_Service_to_Promote\" >Step 7: Choose One Product or Service to Promote<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_8_Create_a_Clear_Time-Sensitive_Offer\" >Step 8: Create a Clear, Time-Sensitive Offer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_9_Define_the_Action_You_Want_People_to_Take\" >Step 9: Define the Action You Want People to Take<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_10_Build_Your_Ad_Content\" >Step 10: Build Your Ad Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_11_Allocate_Your_500_Budget_Across_the_3_Channels\" >Step 11: Allocate Your $500 Budget Across the 3 Channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_12_Launch_All_Ads_Within_the_Same_1-2_Day_Window\" >Step 12: Launch All Ads Within the Same 1-2 Day Window<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Phase_3_Measure_What_Worked_and_What_to_Do_Next\" >Phase 3: Measure What Worked and What to Do Next<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_13_Track_One_Clear_Result_per_Channel_Over_14_Days\" >Step 13: Track One Clear Result per Channel Over 14 Days<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_14_Compare_Results_to_Cost\" >Step 14: Compare Results to Cost<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_15_Diagnose_What_Didnt_Work_and_Fix_It\" >Step 15: Diagnose What Didn\u2019t Work (and Fix It)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Step_16_Plan_Sprint_2_with_Smarter_Inputs\" >Step 16: Plan Sprint 2 with Smarter Inputs<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/25\/how-to-advertise-your-business-with-a-500-budget\/#Launch_Your_First_Ad_Campaign\" >Launch Your First Ad Campaign<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Phase_1_Choose_the_Right_Channels_to_Advertise_On\"><\/span>Phase 1: Choose the Right Channels to Advertise On<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are dozens of channels you can use to advertise your business.<\/p>\n<p>But unless you have a lot of time and budget, you can\u2019t be everywhere.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Popular Advertising Channels\" alt=\"Popular Advertising Channels\" data-aspect-ratio=\"0.96\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/popular-advertising-channels.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>In this phase, we\u2019ll find out which ones are actually worth testing for your business.<\/p>\n<p>I\u2019ll use a local furniture store as a running example. But you can follow the same steps no matter what you sell.<\/p>\n<p>Let\u2019s start with the step most people skip:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_0_Should_You_Even_Invest_Money_in_Paid_Ads\"><\/span>Step 0: Should You Even Invest Money in Paid Ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019re short on time and want results fast, paid ads can absolutely work.<\/p>\n<p>But that doesn\u2019t mean they\u2019re the best move <strong>right now<\/strong>.<\/p>\n<p>Think of it like this:<\/p>\n<ul>\n<li><strong>Paid ads<\/strong> = renting attention. You pay, you get traffic. Stop paying, the traffic stops too.<\/li>\n<li><strong>Organic marketing<\/strong> = earning attention. It takes longer, but the traffic builds over time (and keeps going even when you stop).<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Paid Ads vs. Organic Growth: What You Get Over Time\" alt=\"Paid Ads vs. Organic Growth: What You Get Over Time\" data-aspect-ratio=\"0.99428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/paid-ads-vs-organic-growth-what-you-get-over-time.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Ideally, you\u2019d do both.<\/p>\n<p>Paid gets you quick wins, while organic builds trust and visibility in the long run.<\/p>\n<p>But when you\u2019re working with limited time and budget, you\u2019ll need to choose:<\/p>\n<ul>\n<li>Want calls, sales, or visits this week? Paid ads are your fastest bet.<\/li>\n<li>Want to build long-term traffic without spending monthly? Start with organic.<\/li>\n<\/ul>\n<p>(Check out our <a title=\"The Ultimate SEO Tutorial\" href=\"https:\/\/backlinko.com\/seo-tutorial\" target=\"_blank\" rel=\"noopener\">ultimate SEO tutorial<\/a> to get started with organic marketing.)<\/p>\n<p>If you\u2019re ready to move forward with ads, let\u2019s lock in your #1 goal.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_1_Pick_One_Result_You_Want_from_Your_Ad\"><\/span>Step 1: Pick One Result You Want from Your Ad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can\u2019t run effective ad campaigns until you know what you want it to achieve.<\/p>\n<p>Your goal decides everything, from where you advertise to what your ad looks like.<\/p>\n<p>One goal = one outcome = one high-converting ad.<\/p>\n<p>Not \u201cget more attention.\u201d<\/p>\n<p>Not \u201cbuild awareness.\u201d<\/p>\n<p>We\u2019re talking actual business outcomes, like:<\/p>\n<ul>\n<li>Phone calls<\/li>\n<li>Website visits<\/li>\n<li>DMs<\/li>\n<li>Online orders<\/li>\n<li>Store walk-ins<\/li>\n<li>Form submissions<\/li>\n<\/ul>\n<p>Can ads do more than one thing? Sure.<\/p>\n<p>But when you\u2019re starting out, trying to get five outcomes with one campaign just spreads your budget thin and hurts your ROI.<\/p>\n<p>So pick <strong>one<\/strong>.<\/p>\n<p>Ask yourself: \u201cWhen someone sees my ad, what\u2019s the one action I want them to take?\u201d<\/p>\n<p>Let\u2019s say I run a local furniture store. I\u2019m not trying to sell sofas online, I just want people to visit the showroom.<\/p>\n<p>That\u2019s my goal, and everything in the ad should lead there.<\/p>\n<p>Make yours just as clear (and measurable).<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Use the SMART framework to help you choose the right goal.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SMART\" alt=\"SMART\" data-aspect-ratio=\"0.50857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/10\/smart.png\" loading=\"lazy\" \/><\/p><\/figure>\n\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_2_Find_Out_How_Your_Last_20-30_Customers_Found_You\"><\/span>Step 2: Find Out How Your Last 20-30 Customers Found You<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you spend a dollar, look at how your last 20-30 customers found you.<\/p>\n<p>Because chances are, your next customers will come from the same places.<\/p>\n<p>Here\u2019s how to do it:<\/p>\n<ul>\n<li>Think back to recent calls, emails, or walk-ins<\/li>\n<li>Skim your DMs or contact form entries<\/li>\n<li>Ask your team: \u201cWhere did that lead come from?\u201d<\/li>\n<\/ul>\n<p>You\u2019re looking for repeat mentions, or anything that stands out.<\/p>\n<p>For example:<\/p>\n<p>If 12 out of 30 found you on Google? That\u2019s a sign to use Google Ads.<\/p>\n<p>If multiple people say they found you on Instagram? That\u2019s your sign to create ads on Instagram.<\/p>\n<p>If you don\u2019t have the answers yet, start collecting data <strong>now<\/strong>.<\/p>\n<p>Ask every new lead: \u201cHow did you hear about us?\u201d<\/p>\n<p>Track the next 30 manually. Write each one down in Google Sheets or Docs.<\/p>\n<p>Here\u2019s what that might look like for my local furniture store:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Where Our Last 10 Customers Came From\" alt=\"Where Our Last 10 Customers Came From\" data-aspect-ratio=\"0.91428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/where-our-last-10-customers-came-from.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> If you\u2019re a brand new business with zero customers, clearly you won\u2019t have any data yet. You can still use advertising channels, but your market research and competitor analysis (see below) will become even more important.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_3_Analyze_How_Your_Top_Competitors_Are_Advertising\"><\/span>Step 3: Analyze How Your Top Competitors Are Advertising<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your competitors are already advertising. Which means they\u2019ve already spent time and money figuring out what works.<\/p>\n<p>So instead of guessing, reverse engineer them.<\/p>\n<p>Here\u2019s how it might look for my local furniture store:<\/p>\n<p>One competitor sends weekly promo postcards. Another runs billboard ads on the freeway and has flyers at the nearby mall.<\/p>\n<p>That tells me they\u2019re spending heavily on local print and outdoor ads (and likely getting results from it).<\/p>\n<p>I won\u2019t copy them blindly. But I\u2019ll take notes:<\/p>\n<ul>\n<li>What channels they\u2019re using<\/li>\n<li>What offers they\u2019re promoting<\/li>\n<li>Whether they\u2019re trying to drive foot traffic, calls, or website visits<\/li>\n<\/ul>\n<p>Then I\u2019ll go online.<\/p>\n<p>I\u2019ll start by manually checking if my competitors are running ads on major platforms.<\/p>\n<p>Many ad platforms have public ad libraries you can search.<\/p>\n<p>Like Google\u2019s <a title=\"Ads Transparency Center\" href=\"https:\/\/adstransparency.google.com\/\" target=\"_blank\" rel=\"noopener\">Ad transparency<\/a>, where I can see if my competitors are running ads on Google Search, Google Shopping, and YouTube:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Transparency Center \u2013 Bel Furniture\" alt=\"Google Ads \u2013 Transparency Center \u2013 Bel Furniture\" data-aspect-ratio=\"0.75857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-ads-transparency-center-belfurniture.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>I can also look up their Instagram or Facebook ads in <a title=\"Search the Meta Ad Library\" href=\"https:\/\/www.facebook.com\/ads\/library\" target=\"_blank\" rel=\"noopener\">Meta\u2019s Ad Library<\/a>:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Meta \u2013 Ad Library \u2013 Bel Furniture\" alt=\"Meta \u2013 Ad Library \u2013 Bel Furniture\" data-aspect-ratio=\"1.4657142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/meta-ad-library-belfurniture-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><a title=\"TikTok Ad Library\" href=\"https:\/\/library.tiktok.com\/ads\" target=\"_blank\" rel=\"noopener\">TikTok<\/a>, <a title=\"LinkedIn Ad Library\" href=\"https:\/\/www.linkedin.com\/ad-library\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, and <a title=\"Pinterest Ads\" href=\"https:\/\/ads.pinterest.com\/ads-repository\/\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a> have similar ad libraries.<\/p>\n<p>I\u2019ll go to each one manually and check what they\u2019re running.<\/p>\n<p>If I want to save time and go deeper, I\u2019ll use a tool like Semrush\u2019s <a title=\"Advertising Research: Competitor PPC Analysis\" href=\"https:\/\/www.semrush.com\/analytics\/adwords\/positions\/\" target=\"_blank\" rel=\"noopener\">Advertising Research<\/a>.<\/p>\n<p>I simply plug in my competitor\u2019s domain and instantly see:<\/p>\n<p>All the keywords they\u2019re bidding on in Google Ads and how much they\u2019re paying per click:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Research \u2013 EmmaMason \u2013 Paid Search Positions\" alt=\"Advertising Research \u2013 EmmaMason \u2013 Paid Search Positions\" data-aspect-ratio=\"0.43571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/advertising-research-emmamason-paid-search-positions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The exact text they\u2019re using in their ads:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Research \u2013 EmmaMason \u2013 Ads Copies\" alt=\"Advertising Research \u2013 EmmaMason \u2013 Ads Copies\" data-aspect-ratio=\"1.0042857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/advertising-research-emmamason-ads-copies.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And what landing pages they\u2019re using in their campaigns:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Research \u2013 EmmaMason \u2013 Pages\" alt=\"Advertising Research \u2013 EmmaMason \u2013 Pages\" data-aspect-ratio=\"0.47571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/advertising-research-emmamason-pages.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>To analyze competitors\u2019 display and social ads, I\u2019ll use the <a title=\"AdClarity - Advertising Intelligence\" href=\"https:\/\/www.semrush.com\/apps\/adclarity-advertising-intelligence\/\" target=\"_blank\" rel=\"noopener\">AdClarity App<\/a>.<\/p>\n<p>It shows how much they\u2019re spending and how visible those ads are:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 AdClarity \u2013 EmmaMason\" alt=\"Semrush \u2013 AdClarity \u2013 EmmaMason\" data-aspect-ratio=\"0.49571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-adclarity-emmamason.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It also shows what kind of ad creatives they\u2019re using:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 AdClarity \u2013 Advertising Intelligence \u2013 EmmaMason\" alt=\"Semrush \u2013 AdClarity \u2013 Advertising Intelligence \u2013 EmmaMason\" data-aspect-ratio=\"0.48571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-adclarity-advertising-intelligence-emmamason.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Both tools give me a sharper picture of what\u2019s working in my niche.<\/p>\n<p>If I\u2019m researching just one or two competitors, I\u2019ll stick to manual checks.<\/p>\n<p>But if I\u2019ve got five, seven, or more? I\u2019ll use Semrush. It saves time, and it surfaces details I\u2019d miss on my own.<\/p>\n<p>Once I\u2019ve gathered everything, it\u2019s time to look for overlap:<\/p>\n<p>Let\u2019s say two of my top competitors are running Google Ads for \u201crecliner sofa,\u201d and both are pushing showroom visits in their CTAs.<\/p>\n<p>That\u2019s a clue that these ads drive in-store visits that lead to sales.<\/p>\n<p>Or maybe I notice all three competitors are mailing out seasonal promo postcards.<\/p>\n<p>That\u2019s not something I planned to do. But if everyone\u2019s doing it, there\u2019s probably a reason.<\/p>\n<p>This is how to use competitor data to narrow down which channels are actually worth testing.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Use our <a title=\"Spy on Competitor&#039;s Google Ads - Backlinko\" href=\"https:\/\/backlinko.com\/tools\/competitor-search-ads\" target=\"_blank\" rel=\"noopener\">free Google Ads competitor analysis tool<\/a> if your rivals are using search ads.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_4_List_the_Channels_Your_Audience_Pays_Attention_To\"><\/span>Step 4: List the Channels Your Audience Pays Attention To<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you finalize your three channels, sanity-check them.<\/p>\n<p>Just because a platform is popular doesn\u2019t mean your audience is paying attention there.<\/p>\n<p>You need to use what you know about your ideal customer\u2019s habits to spot the right fit for your business specifically.<\/p>\n<p>For instance, for my furniture store, let\u2019s say I know that most of my buyers are homeowners in their 40s or 50s shopping for higher-ticket items.<\/p>\n<p>(Ideally, you\u2019ll have internal data to help here, but tools like Semrush can help here with their <a title=\"Semrush demographics feature\" href=\"https:\/\/www.semrush.com\/analytics\/traffic\/demographics\/\" target=\"_blank\" rel=\"noopener\">demographics feature<\/a>.)<\/p>\n<p>Based on that insight, they\u2019re probably searching on Google, browsing Facebook, checking mailers, and listening to local radio. Not scrolling Snapchat or TikTok.<\/p>\n<p>So I\u2019ll cross those off my list, and I\u2019ll focus on the ones that match how they already consume info.<\/p>\n<p>To validate that, I\u2019ll use Semrush\u2019s <a title=\"Audience Intelligence\" href=\"https:\/\/www.semrush.com\/apps\/audience-intelligence\/\" target=\"_blank\" rel=\"noopener\">Audience Intelligence app<\/a>.<\/p>\n<p>The tool\u2019s Online Habits report shows when my audience is most active and how likely they are to use each social network.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Audience Intelligence \u2013 Online Habits\" alt=\"Semrush \u2013 Audience Intelligence \u2013 Online Habits\" data-aspect-ratio=\"0.81428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-audience-intelligence-online-habits-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Meanwhile, the Media Affinity report shows which offline sources (e.g., newspapers, radio, and magazines) they pay attention to.<\/p>\n<p>It also shows what kinds of online media they prefer:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Audience Intelligence \u2013 Media Affinity\" alt=\"Semrush \u2013 Audience Intelligence \u2013 Media Affinity\" data-aspect-ratio=\"0.64857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-audience-intelligence-media-affinity.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If I see strong signals around Google and local news (but nothing for Instagram or YouTube), I know which channels belong on my list.<\/p>\n<p>That way, I\u2019m picking channels based on actual behavior, not assumptions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_5_Pick_3_Channels_Worth_Testing\"><\/span>Step 5: Pick 3 Channels Worth Testing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You\u2019ve done the research. Now it\u2019s time to lock in your top three channels.<\/p>\n<p>Pick channels that line up with your goal, your audience\u2019s behavior, and what\u2019s already working for others in your space.<\/p>\n<p>And make sure they fit your budget.<\/p>\n<p>For example, some competitors can afford to run full-page ads in The New Yorker, which can cost tens of thousands of dollars.<\/p>\n<p>Or they may run radio ads that can <a title=\"Radio Ad Prices by State 2025\" href=\"https:\/\/worldpopulationreview.com\/state-rankings\/radio-ad-prices-by-state\" target=\"_blank\" rel=\"noopener\">cost up to $1400<\/a> for a 30-second spot, depending on the state.<\/p>\n<p>That\u2019s fine if you\u2019ve got the budget <strong>and<\/strong> it\u2019s where your target audience is reading or listening. But if not, skip it.<\/p>\n<p>Remember: in this guide, we\u2019re working with a $500 test budget.<\/p>\n<p>For my furniture store, I\u2019m going with:<\/p>\n<ul>\n<li>Google search ads<\/li>\n<li>Facebook ads<\/li>\n<li>Direct mail postcards<\/li>\n<\/ul>\n<p>Write yours down. These are the first three channels you\u2019ll test.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Need help choosing your three ad channels?<\/p>\n<p>We put together a detailed prompt you can upload to Claude, Gemini, or ChatGPT.<\/p>\n<p>It\u2019ll ask you a few questions, then suggest three ad channels that fit your business, goals, and budget.<\/p>\n<p>It\u2019s not a replacement for manual research. But it can help you move faster, with a starting plan that actually makes sense.<\/p>\n<p><a title=\"Sample prompt for phase 1_Advertise your business by Backlinko\" href=\"https:\/\/docs.google.com\/document\/d\/1xLj922GONr3oaLKvncDB0LxpHymzy7EnG28u4UgayR8\/copy\" target=\"_blank\" rel=\"noopener\">Download the prompt file<\/a> and drop it into your LLM tool to get started.<\/p>\n<p><em><strong>Note:<\/strong> This works best with reasoning models.<\/em><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Phase_2_Set_Up_and_Launch_Your_Campaigns\"><\/span>Phase 2: Set Up and Launch Your Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In this phase, you\u2019ll choose what to promote, craft your offer, build the ads, and launch your first campaign.<\/p>\n<p>Here\u2019s what this process looks like at a glance:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Your Campaign Launch Plan\" alt=\"Your Campaign Launch Plan\" data-aspect-ratio=\"0.48285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/your-campaign-launch-plan.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>I\u2019m working with a small $500 budget, and I\u2019m treating this as a live test.<\/p>\n<p><strong>The goal:<\/strong> get your ads live, see how people respond, and make sure everything runs the way it should.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_6_Learn_How_Each_Channel_Actually_Works\"><\/span>Step 6: Learn How Each Channel Actually Works<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you build anything, learn how your three chosen channels actually work.<\/p>\n<p>You don\u2019t need to master everything.<\/p>\n<p>But you do need to know:<\/p>\n<ul>\n<li>What ad formats are available (text, video, image)<\/li>\n<li>How targeting works (location, age, intent, behavior)<\/li>\n<li>What counts as a result (clicks, calls, visits, impressions)<\/li>\n<\/ul>\n<p>That\u2019s how you avoid beginner mistakes to launch campaigns that achieve positive ROI. (And save you from wasting time and money.)<\/p>\n<p>Let me walk you through the three channels I picked.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_to_Advertise_Your_Business_on_Google_Search_Ads\"><\/span>How to Advertise Your Business on Google Search Ads<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Google search ads appear when someone actively searches for something you sell.<\/p>\n<p>For example, I can bid on the keyword \u201cbuy recliner sofa queens.\u201d This way, whenever someone searches this phrase, my ad might appear.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Buy recliner sofa queens\" alt=\"Google SERP \u2013 Buy recliner sofa queens\" data-aspect-ratio=\"0.81714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-serp-buy-recliner-sofa-queens.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Google search ads follow the pay-per-click (PPC) model. You only pay when someone clicks on your ad.<\/p>\n<p>These are great for local businesses.<\/p>\n<p>Why?<\/p>\n<p>Because they let you show up right when someone\u2019s <strong>actively looking to buy<\/strong>.<\/p>\n<p>But to make them work, you need to know the basics, like:<\/p>\n<ul>\n<li>How to pick keywords that match what buyers are actually searching for<\/li>\n<li>How bidding works (so you don\u2019t overspend on low-intent clicks)<\/li>\n<li>What affects your ad rank, like your Quality Score and relevance<\/li>\n<li>How to track results like \u201cGet Directions\u201d or \u201cCall Now\u201d clicks<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"How to Use Keyword Match Types in Google Ads\" href=\"https:\/\/backlinko.com\/keyword-match-types\" target=\"_blank\" rel=\"noopener\">How to Use Keyword Match Types in Google Ads<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"How_to_Advertise_Your_Business_on_Instagram_or_Facebook\"><\/span>How to Advertise Your Business on Instagram or Facebook<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In my example, I also chose Facebook for one of my channels.<\/p>\n<p>But Facebook and Instagram both use the same Meta ad platform.<\/p>\n<p>So I can run one ad and show it on both platforms if I want.<\/p>\n<p>Instead of targeting keywords (like Google Ads), you can reach people based on:<\/p>\n<ul>\n<li>Location (like everyone within 10 miles of your store)<\/li>\n<li>Demographics (homeowners aged 35\u201355)<\/li>\n<li>Interests and behaviors (e.g., \u201cinterior design\u201d or \u201crecent movers\u201d)<\/li>\n<\/ul>\n<p>You can choose from image ads, videos, carousels, or Stories.<\/p>\n<p>Meta lets you set your own budget and charges you per result (like per click, impression, or DM).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Facebook Library \u2013 Meta Ad Details\" alt=\"Facebook Library \u2013 Meta Ad Details\" data-aspect-ratio=\"1.3328571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/facebook-library-meta-ad-details-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Before you run your ad, there are a few things you should understand to ensure good ROI:<\/p>\n<ul>\n<li>What ad format matches your goal<\/li>\n<li>How Facebook\u2019s algorithm picks who sees your ad<\/li>\n<li>What action you want people to take, and how to optimize for it<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"How_to_Advertise_Your_Business_Locally_with_Postcards\"><\/span>How to Advertise Your Business Locally with Postcards<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Postcard campaigns are straightforward.<\/p>\n<p>You create a physical card, choose the delivery area (like ZIP codes or neighborhoods), and send it to local homes through a provider like USPS Every Door Direct Mail or FedEx.<\/p>\n<p>But to get real results, you need to understand the fundamentals:<\/p>\n<ul>\n<li>How to target delivery routes effectively (without needing a mailing list)<\/li>\n<li>What goes into pricing, including printing, postage, and quantity requirements<\/li>\n<li>How early to plan your drop date so cards arrive during your promo window<\/li>\n<li>How to track responses, like adding a unique offer code or asking \u201chow did you hear about us?\u201d<\/li>\n<\/ul>\n<p>This is one of the simplest ways to advertise your business locally if you\u2019re trying to drive foot traffic fast.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Where_to_Learn_More\"><\/span>Where to Learn More<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Some channels are simple. Like designing a flyer and dropping it off.<\/p>\n<p>Others take more time and practice to get right. Like running Meta ads or setting up Google Ads campaigns.<\/p>\n<p>You <strong>don\u2019t<\/strong> need to master every feature. But you <strong>do<\/strong> need a handle on how your chosen channels actually work.<\/p>\n<p>That way, your campaign isn\u2019t based on guessing. It\u2019s grounded in real data.<\/p>\n<p>That\u2019s why I\u2019ve put together a free resource library with guides for all major channels. This will help you get up to speed with how each channel works.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><a title=\"Resources to Advertise Your Business | Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1KirZjegQjiY9_-6kmbSlJRt0Xq4uFI4nFDZu7CY2JXY\/copy\" target=\"_blank\" rel=\"noopener\">Download the free resource library<\/a> with curated guides for popular ad channels.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_7_Choose_One_Product_or_Service_to_Promote\"><\/span>Step 7: Choose One Product or Service to Promote<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t try to promote everything all at once.<\/p>\n<p>When you focus on one product or service, everything gets easier \u2014 from writing the ad to measuring results.<\/p>\n<p>Pick something simple, proven, and easy to sell. Ideally:<\/p>\n<ul>\n<li>A best-seller<\/li>\n<li>Something seasonal or in demand<\/li>\n<li>Something customers already ask about often<\/li>\n<li>Something your competitors are actively promoting<\/li>\n<\/ul>\n<p>For my furniture store, I might go with loft chairs. They\u2019re popular and high-margin.<\/p>\n<p>And one of my competitors is promoting them in Google ads:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Loft chairs\" alt=\"Google Ads \u2013 Loft chairs\" data-aspect-ratio=\"0.84428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-ads-loft-chairs.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can test other products later. But for your first campaign, keep it focused.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_8_Create_a_Clear_Time-Sensitive_Offer\"><\/span>Step 8: Create a Clear, Time-Sensitive Offer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Even the best ad won\u2019t work if there\u2019s no reason to act.<\/p>\n<p>That\u2019s what your offer does. It gives people a reason to click, call, or visit now \u2014 not \u201clater.\u201d<\/p>\n<p>Great offers are:<\/p>\n<ul>\n<li>Easy to understand in 1-2 seconds<\/li>\n<li>Focused on one product or service<\/li>\n<li>Time-sensitive (like \u201cends soon\u201d or \u201climited quantity\u201d)<\/li>\n<li>Backed by a clear benefit (like discount, free bonus, or fast delivery)<\/li>\n<\/ul>\n<p>For my furniture store, I\u2019ll offer \u201c25% off all loft chairs until Sunday, June 22, while stock lasts.\u201d<\/p>\n<p>Like this competitor does:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Loft chairs \u2013 Competitor\u2019s ad\" alt=\"Loft chairs \u2013 Competitor's ad\" data-aspect-ratio=\"1.11\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/loft-chairs-competitor-ad-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s clear. It\u2019s specific. And it makes people move.<\/p>\n<p>A lot of small businesses don\u2019t want to cut into their margins. That\u2019s totally fair.<\/p>\n<p>There are plenty of other ways to make your offer feel urgent, without lowering your price.<\/p>\n<p>You could offer:<\/p>\n<ul>\n<li>Free delivery (especially if competitors don\u2019t)<\/li>\n<li>A small bonus (like a free cushion or add-on service)<\/li>\n<li>Priority scheduling (e.g., \u201cBook this week for earliest delivery\u201d)<\/li>\n<li>A real deadline (something that ends or runs out, like an event or quantity)<\/li>\n<\/ul>\n<p>Write down your offer clearly before you move on. This is what you\u2019ll build your ad around.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_9_Define_the_Action_You_Want_People_to_Take\"><\/span>Step 9: Define the Action You Want People to Take<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Every ad needs one clear next step.<\/p>\n<p>Click. Call. Visit. Book.<\/p>\n<p>Not all four. Just one.<\/p>\n<p>For my furniture store, I want people in my showroom.<\/p>\n<p>So across Google Ads, Facebook, and postcards, the action would be the same: to get directions to my store.<\/p>\n<p>One of my competitors does this with Google ads:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Competitor\u2019s ad\" alt=\"Google Ads \u2013 Competitor's ad\" data-aspect-ratio=\"1.206\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-ads-competitors-ad-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Whatever action you choose, make it obvious.<\/p>\n<ul>\n<li>If you want calls, put the number up front<\/li>\n<li>If you want bookings, link straight to your calendar<\/li>\n<li>If you want foot traffic, use a bold address or a map pin<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Step_10_Build_Your_Ad_Content\"><\/span>Step 10: Build Your Ad Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is where it all comes together \u2014 your channel, your offer, and your CTA.<\/p>\n<p>Now you decide the ad format, write the copy, and choose (or design) the visuals.<\/p>\n<p>For my furniture store, I\u2019m running three ads across three channels: Google Search, Facebook, and postcards.<\/p>\n<p>On Google, I\u2019ll keep it tight. The ad will match what someone\u2019s searching for. Like \u201crecliner chairs near me.\u201d<\/p>\n<p>The headline? Something like: \u201c20% Off Loft Chairs \u2013 This Week Only.\u201d<\/p>\n<p>The description line makes it actionable: \u201cVisit our showroom in Queens. Free parking. Sale ends Sunday.\u201d<\/p>\n<p>No fluff. Just keywords + urgency + next step.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Search Ad Mockup \u2013 Local furniture store\" alt=\"Google Search Ad Mockup \u2013 Local furniture store\" data-aspect-ratio=\"0.52428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-search-ad-mockup-local-furniture-store.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>On Facebook, I\u2019ll go visual. I\u2019ll use a clean image of the actual loft chair in a styled room.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Furniture Store Postcard\" alt=\"Furniture Store Postcard\" data-aspect-ratio=\"0.66714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/furniture-store-postcard.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The headline might match the offer (\u201c20% Off Loft Chairs\u201d) and the text could highlight one feature. Like \u201cReclines fully, fits small spaces.\u201d<\/p>\n<p>The CTA button would be something like \u201cGet Directions.\u201d Like this:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Carousel Ad\" alt=\"Carousel Ad\" data-aspect-ratio=\"1.404\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/carousel-ad-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For postcards, I\u2019ll design it around simplicity.<\/p>\n<p>Large product photo. Bold offer right up top. Short subtext that reinforces the benefit.<\/p>\n<p>And the bottom section will show store hours, our address, and a small map.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Postcard Ad Mockup\" alt=\"Postcard Ad Mockup\" data-aspect-ratio=\"0.69142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/postcard-ad-mockup.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>No matter the channel, the roles of each part of your ad are the same:<\/p>\n<ul>\n<li>Your offer is what grabs attention<\/li>\n<li>Your visual or headline is what earns you that extra half-second before they scroll or toss it<\/li>\n<li>Your CTA tells them exactly what to do<\/li>\n<\/ul>\n<p>If anything\u2019s vague, crowded, or trying to do too much, it gets ignored.<\/p>\n<p>So before you launch, ask yourself:<\/p>\n<ul>\n<li>Would I stop for this?<\/li>\n<li>Would I click it?<\/li>\n<li>Would I know what to do next?<\/li>\n<\/ul>\n<p>If the answer isn\u2019t yes within 3 seconds, it\u2019s not ready yet.<\/p>\n<p>But if it is ready, it\u2019s now time to work out how to get the most out of your ad budget.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_11_Allocate_Your_500_Budget_Across_the_3_Channels\"><\/span>Step 11: Allocate Your $500 Budget Across the 3 Channels<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not every advertising channel costs the same to get results. And not every channel works the same way.<\/p>\n<p>That\u2019s why you don\u2019t want to split your $500 evenly.<\/p>\n<p>Instead, think through each channel using three simple questions:<\/p>\n<ul>\n<li>How much does it cost to show up on this channel?<\/li>\n<li>How likely is this channel to drive your goal?<\/li>\n<li>What\u2019s the minimum budget I need to test it properly?<\/li>\n<\/ul>\n<p>Let\u2019s walk through my setup.<\/p>\n<p>For my ads on three channels, here\u2019s how I\u2019d split the budget:<\/p>\n<p><strong>Google Ads: $250<\/strong><\/p>\n<p>People are literally searching for what I sell. So the intent is high \u2014 and I want to show up.<\/p>\n<p>But clicks cost more here.<\/p>\n<p>$1.11 is the average cost per click for a keyword like \u201cbuy lounge chair.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 Buy lounge chair \u2013 CPC\" alt=\"Keyword Overview \u2013 Buy lounge chair \u2013 CPC\" data-aspect-ratio=\"0.60857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/keyword-overview-buy-lounge-chair-cpc.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Just to give you a sense of scale:<\/p>\n<p>If I spend $250 at $1.11 per click, I\u2019ll get roughly 225 clicks. (This is an estimate. CPC is an average, not a fixed price per click.)<\/p>\n<p>And if just 5% of those people visit the showroom, that\u2019s 11 visits.<\/p>\n<p>That\u2019s why I\u2019m putting the biggest share of my budget here.<\/p>\n<p>It costs more to show up, but the intent is also higher. And that makes it worth testing.<\/p>\n<p><strong>Facebook Ads: $130-$150<\/strong><\/p>\n<p>I can reach local homeowners for less on Facebook than I can on Google Ads.<\/p>\n<p>These ads aren\u2019t as targeted by intent, but they\u2019re great for visuals and awareness.<\/p>\n<p>I\u2019ll test a couple of versions to see what lands.<\/p>\n<p><strong>Postcards: $100-$120<\/strong><\/p>\n<p>These have a flat cost with no bidding to worry about.<\/p>\n<p>I\u2019ll send around 500 cards to homes near the store and track if anyone brings one in.<\/p>\n<p>This will cost me approximately $115 to print at FedEx.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"FedEx \u2013 Quick postcards\" alt=\"FedEx \u2013 Quick postcards\" data-aspect-ratio=\"1.1\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/fedex-quick-postcards-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Will this split be perfect? No.<\/p>\n<p>But that\u2019s not the point.<\/p>\n<p>You\u2019re not trying to get every dollar \u201cright.\u201d<\/p>\n<p>You\u2019re testing to see which channel shows real promise. Then you can double down in the next round with more data, more confidence, and better returns.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_12_Launch_All_Ads_Within_the_Same_1-2_Day_Window\"><\/span>Step 12: Launch All Ads Within the Same 1-2 Day Window<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You\u2019ve built the ads. You\u2019ve set your budget.<\/p>\n<p>Now it\u2019s time to launch.<\/p>\n<p>And when you do, launch everything at once.<\/p>\n<p>Here\u2019s why:<\/p>\n<p>If your Google ads go live on Monday, your Facebook ads on Wednesday, and postcards land the week after, that\u2019s three different tests. You won\u2019t know what\u2019s working and what\u2019s just a matter of timing.<\/p>\n<p>Launching all campaigns within the same 1-2 day window gives you a clean read.<\/p>\n<p>Same market. Same conditions. Real signals.<\/p>\n<p>That means:<\/p>\n<ul>\n<li>Hit \u201cpublish\u201d on your digital ads<\/li>\n<li>Confirm your start dates on each platform<\/li>\n<li>Submit postcards for mailing (or schedule the drop if you\u2019re batching it)<\/li>\n<\/ul>\n<p>And once they\u2019re live, don\u2019t touch anything.<\/p>\n<p>No tweaking. No pausing. No panic edits.<\/p>\n<p>You\u2019ll optimize later.<\/p>\n<p>In the next phase, you\u2019ll learn how to track the results and double down on what\u2019s working.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Setting up and launching your first ad campaign takes time.<\/p>\n<p>It has a steep learning curve and can feel overwhelming.<\/p>\n<p>Here are a few things that\u2019ll make it easier:<\/p>\n<ul>\n<li>Check <a title=\"Resources to Advertise Your Business | Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1KirZjegQjiY9_-6kmbSlJRt0Xq4uFI4nFDZu7CY2JXY\/copy\" target=\"_blank\" rel=\"noopener\">our resource library<\/a>, where we\u2019ve curated useful links for various ad channels to help you learn how to maximize your budget<\/li>\n<li>Hire freelancers from platforms like Upwork or Fiverr for setup or design help<\/li>\n<li>Use <a title=\"33 Top Digital Marketing Tools for Every Budget\" href=\"https:\/\/backlinko.com\/best-digital-marketing-tools\" target=\"_blank\" rel=\"noopener\">digital marketing tools<\/a> like Semrush, Canva, and ChatGPT to move faster<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Phase_3_Measure_What_Worked_and_What_to_Do_Next\"><\/span>Phase 3: Measure What Worked and What to Do Next<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your ads are live. The budget\u2019s spent.<\/p>\n<p>This phase is simple: Check your results, keep what worked, and fix or cut what didn\u2019t.<\/p>\n<p>Over the next few steps, you\u2019ll learn how to track, compare, improve, and reallocate budget across your three channels.<\/p>\n<p>This will help ensure your next ad campaign achieves better ROI (and avoid you wasting money).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_13_Track_One_Clear_Result_per_Channel_Over_14_Days\"><\/span>Step 13: Track One Clear Result per Channel Over 14 Days<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t try to measure <strong>everything<\/strong>.<\/p>\n<p>Just focus on the <strong>one action<\/strong> you wanted each ad to drive.<\/p>\n<p>For my furniture store, here\u2019s what I\u2019m tracking:<\/p>\n<ul>\n<li><strong>Google search ads:<\/strong> How many people clicked \u201cGet Directions\u201d<\/li>\n<li><strong>Facebook ads:<\/strong> How many tapped the CTA or sent a message<\/li>\n<li><strong>Postcards:<\/strong> How many walked in with their card and\/or mentioned the offer<\/li>\n<\/ul>\n<p>Log your results in a simple spreadsheet, and check once a day for 14 days.<\/p>\n<p>Two weeks should give your ads enough time to generate meaningful data for this small $500 budget.<\/p>\n<p>Here\u2019s how my spreadsheet might look:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Furniture Store \u2013 Ad Tracker\" alt=\"Furniture Store \u2013 Ad Tracker\" data-aspect-ratio=\"0.46428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/furniture-store-ad-tracker.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Ad platforms generally provide detailed campaign reports that show metrics like clicks, impressions, cost, and more.<\/p>\n<p>Like Google Ads:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Ads \u2013 Ads\" alt=\"Google Ads \u2013 Ads\" data-aspect-ratio=\"0.62857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-ads-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And Facebook:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Meta \u2013 Ads Manager\" alt=\"Meta \u2013 Ads Manager\" data-aspect-ratio=\"0.25714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/meta-ads-manager.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If you\u2019re running offline ads, they\u2019re harder to measure.<\/p>\n<p>But here\u2019s what I\u2019ve seen work:<\/p>\n<ul>\n<li>Add a promo code they need to show in-store<\/li>\n<li>Ask every customer how they heard about your business<\/li>\n<li>Use a unique phone number or custom page link for each flyer or postcard<\/li>\n<\/ul>\n<p>You don\u2019t need a fancy tool \u2014 just a clear record of what happened.<\/p>\n<p>Because you\u2019ll need that data to figure out what paid off, and what didn\u2019t.<\/p>\n<p>We\u2019ll get into that next.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_14_Compare_Results_to_Cost\"><\/span>Step 14: Compare Results to Cost<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You\u2019ve seen what happened. Now it\u2019s time to make sense of it.<\/p>\n<p>Ask this question: Was this ad worth my money?<\/p>\n<p>Let\u2019s say, for my furniture store:<\/p>\n<ul>\n<li>Google search ads brought in about 11 showroom visits (from 75 clicks)<\/li>\n<li>Facebook ads brought four (from 48 DMs)<\/li>\n<li>Postcards yielded 8 walk-ins<\/li>\n<\/ul>\n<p>Let\u2019s say 10 of those visits turned into customers, and each sale averaged $350.<\/p>\n<p>That\u2019s around $3,500 in revenue from a $500 budget.<\/p>\n<p>If I have a 30% profit margin, that\u2019s $1,050 in profit.<\/p>\n<p>This isn\u2019t deep analytics.<\/p>\n<p>It\u2019s a simple check to understand your ROI.<\/p>\n<p>Later, as you test more channels and scale up your spend, you\u2019ll want better tracking systems. But for your first campaign, this level of insight is enough.<\/p>\n<p>Next, we\u2019ll figure out why certain channels didn\u2019t perform and what to do about them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_15_Diagnose_What_Didnt_Work_and_Fix_It\"><\/span>Step 15: Diagnose What Didn\u2019t Work (and Fix It)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Some ads hit. Some didn\u2019t. That\u2019s normal.<\/p>\n<p>The important part is knowing why.<\/p>\n<p>Because a low-performing channel doesn\u2019t always mean it was the wrong channel.<\/p>\n<p>It might just mean the message was off. Or the audience was too broad. Or the offer didn\u2019t land.<\/p>\n<p>In my experience working with clients, there are four main reasons an ad doesn\u2019t perform:<\/p>\n<ul>\n<li><strong>Wrong channel:<\/strong> It simply wasn\u2019t built to drive the result you wanted<\/li>\n<li><strong>Weak targeting:<\/strong> The right message reached the wrong people<\/li>\n<li><strong>Low-impact creative:<\/strong> The ad didn\u2019t stop the scroll or earn attention<\/li>\n<li><strong>Flat offer:<\/strong> The incentive wasn\u2019t strong or urgent enough to act on<\/li>\n<\/ul>\n<p>Go back to your underperforming ads and assess them against these factors. Write down where the breakdown likely happened.<\/p>\n<p>And don\u2019t just look at what failed: do the same for what worked.<\/p>\n<p>For my Google Search ads, here\u2019s what likely helped:<\/p>\n<ul>\n<li>The offer matched exactly what people were searching for<\/li>\n<li>The copy was short, specific, and action-focused<\/li>\n<li>The CTA (\u201cGet Directions\u201d) matched the goal: showroom visits<\/li>\n<\/ul>\n<p>For my postcards campaign, here\u2019s what may have held it back:<\/p>\n<ul>\n<li>I didn\u2019t promote the right product<\/li>\n<li>The headline didn\u2019t stand out enough<\/li>\n<li>The design felt too busy for a quick glance<\/li>\n<li>It arrived too early and lost its urgency by the time the sale started<\/li>\n<\/ul>\n<p>Don\u2019t guess. Use your campaign data to spot friction and fix it before the next round.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_16_Plan_Sprint_2_with_Smarter_Inputs\"><\/span>Step 16: Plan Sprint 2 with Smarter Inputs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your sprint 1 campaign is done. Now it\u2019s time to level up.<\/p>\n<p>You\u2019ve seen what worked. You\u2019ve seen what didn\u2019t.<\/p>\n<p>Here\u2019s what you\u2019ll typically do in the second sprint:<\/p>\n<ul>\n<li>Finalize your channels, keeping what worked, and replacing what flopped.<\/li>\n<li>Set a new, slightly bigger budget, and allocate it accordingly<\/li>\n<li>Refine or upgrade your offer (e.g., stronger incentive, tighter deadline)<\/li>\n<li>Create fresh creatives for each channel<\/li>\n<li>Lock in your next 1-2 day launch window<\/li>\n<li>Track results like before<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"How Each Ad Sprint Works\" alt=\"How Each Ad Sprint Works\" data-aspect-ratio=\"0.88142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/how-each-ad-sprint-works.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>In my case, for my next cycle, I\u2019ll:<\/p>\n<ul>\n<li>Double Google Ads spending (most visits, clean way to track ROI)<\/li>\n<li>Rework the Facebook ad entirely (lots of clicks, poor conversion rate)<\/li>\n<li>Replace postcards with flyers (cheaper, easier to test)<\/li>\n<\/ul>\n<p>And I\u2019m going to increase my budget to $1,000. Because now I know what works, I\u2019m comfortable putting in more.<\/p>\n<p>Eventually, as every subsequent sprint improves based on data, we\u2019ll optimize our ads even further.<\/p>\n<p>And with that, our ROI will go up.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Launch_Your_First_Ad_Campaign\"><\/span>Launch Your First Ad Campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>How you advertise your small business comes down to three things:<\/p>\n<ul>\n<li>Knowing how each ad channel works<\/li>\n<li>Having practical ways to promote your product or service<\/li>\n<li>Following a clear, step-by-step roadmap<\/li>\n<\/ul>\n<p>To make things easier for you, we\u2019ve put together a downloadable worksheet that includes:<\/p>\n<ul>\n<li>A resource library to learn the top ad channels<\/li>\n<li>A list of real ways to promote your business across different channels<\/li>\n<li>A checklist to launch your first campaign<\/li>\n<\/ul>\n<p><a title=\"Resources to Advertise Your Business | Backlinko\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1KirZjegQjiY9_-6kmbSlJRt0Xq4uFI4nFDZu7CY2JXY\/copy\" target=\"_blank\" rel=\"noopener\">Download it here<\/a>.<\/p>\n<p>Then, when you\u2019re ready to go beyond ads, read our article on <a title=\"19 Effective Digital Marketing Tactics\" href=\"https:\/\/backlinko.com\/marketing-tactics\" target=\"_blank\" rel=\"noopener\">19 digital marketing tactics that actually work<\/a>.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/how-to-advertise-your-business\" target=\"_blank\" rel=\"noopener\">How to Advertise Your Business with a $500 Budget<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>You want more customers, and you\u2019re ready to advertise your business. But how should you do it? There\u2019s Google Ads. Instagram. Flyers. Billboards. TikTok. And dozens of other online and offline options. Some deliver better results than others: But that doesn\u2019t mean they\u2019ll work for you: You have to find the right channels for your business, not just the ones that are popular. At the agencies I\u2019ve worked with, I\u2019d often see small businesses like auto repair shops and restaurants boost ad returns by 50-200% \u2014 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13575,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-13574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/07\/average-monthly-seo-retainer-by-industry-competitiveness-JFsXDy-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/07\/average-monthly-seo-retainer-by-industry-competitiveness-JFsXDy-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13574","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=13574"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13574\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/13575"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=13574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=13574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=13574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}