Running a small or mid-sized business is no small feat. You’re managing inventory, answering customer questions, dealing with shipping headaches—and trying to get more people in the door (or on your site). That’s where digital ads come in. When done right, they’re a powerful tool. When done wrong, they’re a money pit.
Let’s break down what works—and what to avoid.
What Are Google Search Ads?
Google Search Ads are the listings that show up at the top of a search results page when someone types in a keyword, like “best noise-canceling headphones” or “affordable laptop chargers.” You’re not paying to show your ad to everyone—you’re paying to show it to people who are actively searching for what you sell.
You choose keywords relevant to your business, then bid to “win” a top spot. Like an auction, you tell Google the most you’ll pay per click. But it’s not just about the highest bid; Google also weighs how relevant your ad and your landing page are to the buyer’s search.
The Right Keywords Matter More Than the Budget
You don’t need a giant list of keywords—just the right ones. If you sell smart home equipment, skip the broad stuff like “electronics” and focus on specific terms like “smart thermostat for apartment” or “best home security camera under $100.”
Use “Exact Match” or “Phrase Match” to control what triggers your ads. Avoid Broad Match unless you’re testing. And always add negative keywords to keep your ads from showing up for irrelevant searches, like “free electronics” or “DIY repair.”
Geo-Targeting: Yes, Even Online Stores
Even if you sell nationwide, prioritize high-converting zip codes or regions. If you’re a local business with a storefront, this is non-negotiable. Only show ads to the city and suburbs you serve. No sense paying for clicks in places you can’t ship to.
Are Social Media Ads Worth It?
Usually, yes—especially if you sell products that are visual, portable, or popular with specific interest groups. Facebook and Instagram are the most effective platforms for small and mid-sized product-based businesses. Their targeting options let you reach people based on hobbies, behaviors, demographics—even devices used. Don’t try to be everywhere. If you’re selling portable Bluetooth speakers, focus on social platforms where your audience scrolls.
What Is Retargeting?
Here’s the truth: most people won’t buy the first time they visit your site. Retargeting shows ads only to people who’ve already interacted with your website or social media, reminding them to come back. For example, if someone browses your site for headphones but doesn’t buy, you can show them an ad a day or two later with a product reminder or promo. These ads typically perform better because they’re talking to a warmer audience. Retargeting can be done on Google Display Network, Facebook, or even YouTube.
Budget Breakdown Example: $1,500/month
Let’s say you own a small online electronics store with a local showroom. Here’s how you could break down your monthly ad budget:
- Google Search Ads – $700 (47%)
- Target high-intent searches like “gaming monitor deals” or “portable projector for backyard.” Use geo-targeting.
- Facebook/Instagram Ads – $400 (27%)
- Run product carousels, bundle promos, or short videos. Focus on tech-focused interests.
- Retargeting – $200 (13%)
- Re-engage visitors who left your site or added items to their cart but didn’t buy.
- Testing – $100 (7%)
- Try out a new platform, ad format, or creative concept.
- Tools/Support – $100 (6%)
- Use it for campaign management help, ad design tools, or analytics platforms.
How Do You Know If Your Ads Are Working?
Start with these metrics:
- Click-through rate (CTR): Are people clicking your ads? A low CTR may mean your ad copy or image needs work.
- Conversion rate: Of those who click, how many are buying? Low conversions? Your landing page may need improvements.
- Cost per acquisition (CPA): How much are you paying for each sale? If you sell a $200 monitor and you’re paying $90 to get a customer, that’s probably too high.
- Return on ad spend (ROAS): If you spend $1 and make $4, your ROAS is 4:1. Aim for at least 3:1 to stay profitable.
- Impression share: This tells you how often your ad is showing compared to competitors. A low share may mean you’re being outbid.
- Google Ads and Meta Ads dashboards provide all this data. The key is to review results weekly, not monthly. Catch issues early, test new variations, and adjust based on performance.
Final Thought
A $1,500 digital ad budget can go far—if it delivers results. Expect a ramp-up period to test creative, copy, placements, bids, and other variables. Can you do it yourself? Sure—if you’re a copywriter, designer, digital marketing expert, and have time to track ever-changing algorithms and best practices. Or you could call us. We do this work every day.