Paid Advertising

The Paid Advertising chapter of The Small Business Marketing Playbook — 3 practical guides you can read start to finish, or dip into as you need them.

01When Small Businesses Should Start Paid Advertising — and When They Shouldn'tPaid advertising is not the fastest path to new clients for a small services business. It is the fastest path to expensive data about whether your message and offer work. If you don't already know that from organic channels, you're paying for a test you could have run for free.
02How to Run a Small Budget Ad Campaign That Teaches You SomethingA small ad budget spent testing three messages against four audiences over two weeks produces one thing reliably: ambiguous results. A small ad budget spent testing one specific question produces an answer.
03The Three Ad Metrics That Tell You If a Campaign Is WorkingMost small businesses track six ad metrics and make zero decisions. The founders who make clear campaign decisions track three.

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