What paid ads are
It's paying to show up in front of the right people: on Instagram and Facebook (Meta), on Google, on YouTube and on other platforms. The big advantage is speed. In a few days your offer is already in front of people who can buy.
Before you turn on your first ad
- Set the goal. A WhatsApp message, a sign-up, a phone call or a sale on the website.
- Know your customer. Where they live, what they're looking for and what makes them decide.
- Get the destination ready. WhatsApp with fast replies, or a landing page that's ready to go.
- Set up tracking. Without a pixel, tags and UTMs, you don't know what worked.
Meta or Google?
On Google, you show up for people who are already searching for what you sell. On Meta, you show up for people who match your customer's profile, even if they aren't searching yet. For many businesses, the two complement each other: Google captures the demand that already exists and Meta creates new demand.
The first 30 days
Start with a few campaigns, a few audiences and a handful of different creatives. Let them run long enough to get data, cut what doesn't work and scale up what brings quality contacts. Judge by what turns into customers, not by likes or views.