You want more customers, and you’re ready to advertise your business.

But how should you do it?

There’s Google Ads. Instagram. Flyers. Billboards. TikTok. And dozens of other online and offline options.

Some deliver better results than others:

But that doesn’t mean they’ll work for you:

You have to find the right channels for your business, not just the ones that are popular.

At the agencies I’ve worked with, I’d often see small businesses like auto repair shops and restaurants boost ad returns by 50-200% — just by switching to better-fit channels.

In this guide, I’ll help you pinpoint the winning channels for your business — the ones that can unlock real revenue potential.

I’ll go through it step by step in three phases, covering:

1. How to choose the right channels
2. How to set up winning campaigns
3. How to measure your results (and what to do with the data)

And I’ll show you exactly how I’d do it if I had a starting budget of $500.

Phase 1: Choose the Right Channels to Advertise On

There are dozens of channels you can use to advertise your business.

But unless you have a lot of time and budget, you can’t be everywhere.

In this phase, we’ll find out which ones are actually worth testing for your business.

I’ll use a local furniture store as a running example. But you can follow the same steps no matter what you sell.

Let’s start with the step most people skip:

Step 0: Should You Even Invest Money in Paid Ads?

If you’re short on time and want results fast, paid ads can absolutely work.

But that doesn’t mean they’re the best move right now.

Think of it like this:

• Paid ads = renting attention. You pay, you get traffic. Stop paying, the traffic stops too.
• Organic marketing = earning attention. It takes longer, but the traffic builds over time (and keeps going even when you stop).

Ideally, you’d do both.

Paid gets you quick wins, while organic builds trust and visibility in the long run.

But when you’re working with limited time and budget, you’ll need to choose:

• Want calls, sales, or visits this week? Paid ads are your fastest bet.
• Want to build long-term traffic without spending monthly? Start with organic.

(Check out our ultimate SEO tutorial to get started with organic marketing.)

If you’re ready to move forward with ads, let’s lock in your #1 goal.

Step 1: Pick One Result You Want from Your Ad

You can’t run effective ad campaigns until you know what you want it to achieve.

Your goal decides everything, from where you advertise to what your ad looks like.

One goal = one outcome = one high-converting ad.

Not “get more attention.”

Not “build awareness.”

We’re talking actual business outcomes, like:

• Phone calls
• Website visits
• DMs
• Online orders
• Store walk-ins
• Form submissions

Can ads do more than one thing? Sure.

But when you’re starting out, trying to get five outcomes with one campaign just spreads your budget thin and hurts your ROI.

So pick one.

Ask yourself: “When someone sees my ad, what’s the one action I want them to take?”

Let’s say I run a local furniture store. I’m not trying to sell sofas online, I just want people to visit the showroom.

That’s my goal, and everything in the ad should lead there.

Make yours just as clear (and measurable).

Step 2: Find Out How Your Last 20-30 Customers Found You

Before you spend a dollar, look at how your last 20-30 customers found you.

Because chances are, your next customers will come from the same places.

Here’s how to do it:

• Think back to recent calls, emails, or walk-ins
• Skim your DMs or contact form entries
• Ask your team: “Where did that lead come from?”

You’re looking for repeat mentions, or anything that stands out.

For example:

If 12 out of 30 found you on Google? That’s a sign to use Google Ads.

If multiple people say they found you on Instagram? That’s your sign to create ads on Instagram.

If you don’t have the answers yet, start collecting data now.

Ask every new lead: “How did you hear about us?”

Track the next 30 manually. Write each one down in Google Sheets or Docs.

Here’s what that might look like for my local furniture store:

Step 3: Analyze How Your Top Competitors Are Advertising

Your competitors are already advertising. Which means they’ve already spent time and money figuring out what works.

So instead of guessing, reverse engineer them.

Here’s how it might look for my local furniture store:

One competitor sends weekly promo postcards. Another runs billboard ads on the freeway and has flyers at the nearby mall.

That tells me they’re spending heavily on local print and outdoor ads (and likely getting results from it).

I won’t copy them blindly. But I’ll take notes:

• What channels they’re using
• What offers they’re promoting
• Whether they’re trying to drive foot traffic, calls, or website visits

Then I’ll go online.

I’ll start by manually checking if my competitors are running ads on major platforms.

Many ad platforms have public ad libraries you can search.

Like Google’s Ad transparency, where I can see if my competitors are running ads on Google Search, Google Shopping, and YouTube:

I can also look up their Instagram or Facebook ads in Meta’s Ad Library:

TikTok, LinkedIn, and Pinterest have similar ad libraries.

I’ll go to each one manually and check what they’re running.

If I want to save time and go deeper, I’ll use a tool like Semrush’s Advertising Research.

I simply plug in my competitor’s domain and instantly see:

All the keywords they’re bidding on in Google Ads and how much they’re paying per click:

The exact text they’re using in their ads:

And what landing pages they’re using in their campaigns:

To analyze competitors’ display and social ads, I’ll use the AdClarity App.

It shows how much they’re spending and how visible those ads are:

It also shows what kind of ad creatives they’re using:

Both tools give me a sharper picture of what’s working in my niche.

If I’m researching just one or two competitors, I’ll stick to manual checks.

But if I’ve got five, seven, or more? I’ll use Semrush. It saves time, and it surfaces details I’d miss on my own.

Once I’ve gathered everything, it’s time to look for overlap:

Let’s say two of my top competitors are running Google Ads for “recliner sofa,” and both are pushing showroom visits in their CTAs.

That’s a clue that these ads drive in-store visits that lead to sales.

Or maybe I notice all three competitors are mailing out seasonal promo postcards.

That’s not something I planned to do. But if everyone’s doing it, there’s probably a reason.

This is how to use competitor data to narrow down which channels are actually worth testing.

Step 4: List the Channels Your Audience Pays Attention To

Before you finalize your three channels, sanity-check them.

Just because a platform is popular doesn’t mean your audience is paying attention there.

You need to use what you know about your ideal customer’s habits to spot the right fit for your business specifically.

For instance, for my furniture store, let’s say I know that most of my buyers are homeowners in their 40s or 50s shopping for higher-ticket items.

(Ideally, you’ll have internal data to help here, but tools like Semrush can help here with their demographics feature.)

Based on that insight, they’re probably searching on Google, browsing Facebook, checking mailers, and listening to local radio. Not scrolling Snapchat or TikTok.

So I’ll cross those off my list, and I’ll focus on the ones that match how they already consume info.

To validate that, I’ll use Semrush’s Audience Intelligence app.

The tool’s Online Habits report shows when my audience is most active and how likely they are to use each social network.

Meanwhile, the Media Affinity report shows which offline sources (e.g., newspapers, radio, and magazines) they pay attention to.

It also shows what kinds of online media they prefer:

If I see strong signals around Google and local news (but nothing for Instagram or YouTube), I know which channels belong on my list.

That way, I’m picking channels based on actual behavior, not assumptions.

Step 5: Pick 3 Channels Worth Testing

You’ve done the research. Now it’s time to lock in your top three channels.

Pick channels that line up with your goal, your audience’s behavior, and what’s already working for others in your space.

And make sure they fit your budget.

For example, some competitors can afford to run full-page ads in The New Yorker, which can cost tens of thousands of dollars.

Or they may run radio ads that can cost up to $1400 for a 30-second spot, depending on the state.

That’s fine if you’ve got the budget and it’s where your target audience is reading or listening. But if not, skip it.

Remember: in this guide, we’re working with a $500 test budget.

For my furniture store, I’m going with:

• Google search ads
• Facebook ads
• Direct mail postcards

Write yours down. These are the first three channels you’ll test.

Phase 2: Set Up and Launch Your Campaigns

In this phase, you’ll choose what to promote, craft your offer, build the ads, and launch your first campaign.

Here’s what this process looks like at a glance:

I’m working with a small $500 budget, and I’m treating this as a live test.

The goal: get your ads live, see how people respond, and make sure everything runs the way it should.

Step 6: Learn How Each Channel Actually Works

Before you build anything, learn how your three chosen channels actually work.

You don’t need to master everything.

But you do need to know:

• What ad formats are available (text, video, image)
• How targeting works (location, age, intent, behavior)
• What counts as a result (clicks, calls, visits, impressions)

That’s how you avoid beginner mistakes to launch campaigns that achieve positive ROI. (And save you from wasting time and money.)

Let me walk you through the three channels I picked.

How to Advertise Your Business on Google Search Ads

Google search ads appear when someone actively searches for something you sell.

For example, I can bid on the keyword “buy recliner sofa queens.” This way, whenever someone searches this phrase, my ad might appear.

Google search ads follow the pay-per-click (PPC) model. You only pay when someone clicks on your ad.

These are great for local businesses.

Why?

Because they let you show up right when someone’s actively looking to buy.

But to make them work, you need to know the basics, like:

• How to pick keywords that match what buyers are actually searching for
• How bidding works (so you don’t overspend on low-intent clicks)
• What affects your ad rank, like your Quality Score and relevance
• How to track results like “Get Directions” or “Call Now” clicks

How to Advertise Your Business on Instagram or Facebook

In my example, I also chose Facebook for one of my channels.

But Facebook and Instagram both use the same Meta ad platform.

So I can run one ad and show it on both platforms if I want.

Instead of targeting keywords (like Google Ads), you can reach people based on:

• Location (like everyone within 10 miles of your store)
• Demographics (homeowners aged 35–55)
• Interests and behaviors (e.g., “interior design” or “recent movers”)

You can choose from image ads, videos, carousels, or Stories.

Meta lets you set your own budget and charges you per result (like per click, impression, or DM).

Before you run your ad, there are a few things you should understand to ensure good ROI:

• What ad format matches your goal
• How Facebook’s algorithm picks who sees your ad
• What action you want people to take, and how to optimize for it

How to Advertise Your Business Locally with Postcards

Postcard campaigns are straightforward.

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.

But to get real results, you need to understand the fundamentals:

• How to target delivery routes effectively (without needing a mailing list)
• What goes into pricing, including printing, postage, and quantity requirements
• How early to plan your drop date so cards arrive during your promo window
• How to track responses, like adding a unique offer code or asking “how did you hear about us?”

This is one of the simplest ways to advertise your business locally if you’re trying to drive foot traffic fast.

Where to Learn More

Some channels are simple. Like designing a flyer and dropping it off.

Others take more time and practice to get right. Like running Meta ads or setting up Google Ads campaigns.

You don’t need to master every feature. But you do need a handle on how your chosen channels actually work.

That way, your campaign isn’t based on guessing. It’s grounded in real data.

That’s why I’ve 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.

Step 7: Choose One Product or Service to Promote

Don’t try to promote everything all at once.

When you focus on one product or service, everything gets easier — from writing the ad to measuring results.

Pick something simple, proven, and easy to sell. Ideally:

• A best-seller
• Something seasonal or in demand
• Something customers already ask about often
• Something your competitors are actively promoting

For my furniture store, I might go with loft chairs. They’re popular and high-margin.

And one of my competitors is promoting them in Google ads:

You can test other products later. But for your first campaign, keep it focused.

Step 8: Create a Clear, Time-Sensitive Offer

Even the best ad won’t work if there’s no reason to act.

That’s what your offer does. It gives people a reason to click, call, or visit now — not “later.”

Great offers are:

• Easy to understand in 1-2 seconds
• Focused on one product or service
• Time-sensitive (like “ends soon” or “limited quantity”)
• Backed by a clear benefit (like discount, free bonus, or fast delivery)

For my furniture store, I’ll offer “25% off all loft chairs until Sunday, June 22, while stock lasts.”

Like this competitor does:

It’s clear. It’s specific. And it makes people move.

A lot of small businesses don’t want to cut into their margins. That’s totally fair.

There are plenty of other ways to make your offer feel urgent, without lowering your price.

You could offer:

• Free delivery (especially if competitors don’t)
• A small bonus (like a free cushion or add-on service)
• Priority scheduling (e.g., “Book this week for earliest delivery”)
• A real deadline (something that ends or runs out, like an event or quantity)

Write down your offer clearly before you move on. This is what you’ll build your ad around.

Step 9: Define the Action You Want People to Take

Every ad needs one clear next step.

Click. Call. Visit. Book.

Not all four. Just one.

For my furniture store, I want people in my showroom.

So across Google Ads, Facebook, and postcards, the action would be the same: to get directions to my store.

One of my competitors does this with Google ads:

Whatever action you choose, make it obvious.

• If you want calls, put the number up front
• If you want bookings, link straight to your calendar
• If you want foot traffic, use a bold address or a map pin

Step 10: Build Your Ad Content

This is where it all comes together — your channel, your offer, and your CTA.

Now you decide the ad format, write the copy, and choose (or design) the visuals.

For my furniture store, I’m running three ads across three channels: Google Search, Facebook, and postcards.

On Google, I’ll keep it tight. The ad will match what someone’s searching for. Like “recliner chairs near me.”

The headline? Something like: “20% Off Loft Chairs – This Week Only.”

The description line makes it actionable: “Visit our showroom in Queens. Free parking. Sale ends Sunday.”

No fluff. Just keywords + urgency + next step.

On Facebook, I’ll go visual. I’ll use a clean image of the actual loft chair in a styled room.

The headline might match the offer (“20% Off Loft Chairs”) and the text could highlight one feature. Like “Reclines fully, fits small spaces.”

The CTA button would be something like “Get Directions.” Like this:

For postcards, I’ll design it around simplicity.

Large product photo. Bold offer right up top. Short subtext that reinforces the benefit.

And the bottom section will show store hours, our address, and a small map.

No matter the channel, the roles of each part of your ad are the same:

• Your offer is what grabs attention
• Your visual or headline is what earns you that extra half-second before they scroll or toss it
• Your CTA tells them exactly what to do

If anything’s vague, crowded, or trying to do too much, it gets ignored.

So before you launch, ask yourself:

• Would I stop for this?
• Would I click it?
• Would I know what to do next?

If the answer isn’t yes within 3 seconds, it’s not ready yet.

But if it is ready, it’s now time to work out how to get the most out of your ad budget.

Step 11: Allocate Your $500 Budget Across the 3 Channels

Not every advertising channel costs the same to get results. And not every channel works the same way.

That’s why you don’t want to split your $500 evenly.

Instead, think through each channel using three simple questions:

• How much does it cost to show up on this channel?
• How likely is this channel to drive your goal?
• What’s the minimum budget I need to test it properly?

Let’s walk through my setup.

For my ads on three channels, here’s how I’d split the budget:

Google Ads: $250

People are literally searching for what I sell. So the intent is high — and I want to show up.

But clicks cost more here.

$1.11 is the average cost per click for a keyword like “buy lounge chair.”

Just to give you a sense of scale:

If I spend $250 at $1.11 per click, I’ll get roughly 225 clicks. (This is an estimate. CPC is an average, not a fixed price per click.)

And if just 5% of those people visit the showroom, that’s 11 visits.

That’s why I’m putting the biggest share of my budget here.

It costs more to show up, but the intent is also higher. And that makes it worth testing.

Facebook Ads: $130-$150

I can reach local homeowners for less on Facebook than I can on Google Ads.

These ads aren’t as targeted by intent, but they’re great for visuals and awareness.

I’ll test a couple of versions to see what lands.

Postcards: $100-$120

These have a flat cost with no bidding to worry about.

I’ll send around 500 cards to homes near the store and track if anyone brings one in.

This will cost me approximately $115 to print at FedEx.

Will this split be perfect? No.

But that’s not the point.

You’re not trying to get every dollar “right.”

You’re 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.

Step 12: Launch All Ads Within the Same 1-2 Day Window

You’ve built the ads. You’ve set your budget.

Now it’s time to launch.

And when you do, launch everything at once.

Here’s why:

If your Google ads go live on Monday, your Facebook ads on Wednesday, and postcards land the week after, that’s three different tests. You won’t know what’s working and what’s just a matter of timing.

Launching all campaigns within the same 1-2 day window gives you a clean read.

Same market. Same conditions. Real signals.

That means:

• Hit “publish” on your digital ads
• Confirm your start dates on each platform
• Submit postcards for mailing (or schedule the drop if you’re batching it)

And once they’re live, don’t touch anything.

No tweaking. No pausing. No panic edits.

You’ll optimize later.

In the next phase, you’ll learn how to track the results and double down on what’s working.

Phase 3: Measure What Worked and What to Do Next

Your ads are live. The budget’s spent.

This phase is simple: Check your results, keep what worked, and fix or cut what didn’t.

Over the next few steps, you’ll learn how to track, compare, improve, and reallocate budget across your three channels.

This will help ensure your next ad campaign achieves better ROI (and avoid you wasting money).

Step 13: Track One Clear Result per Channel Over 14 Days

Don’t try to measure everything.

Just focus on the one action you wanted each ad to drive.

For my furniture store, here’s what I’m tracking:

• Google search ads: How many people clicked “Get Directions”
• Facebook ads: How many tapped the CTA or sent a message
• Postcards: How many walked in with their card and/or mentioned the offer

Log your results in a simple spreadsheet, and check once a day for 14 days.

Two weeks should give your ads enough time to generate meaningful data for this small $500 budget.

Here’s how my spreadsheet might look:

Ad platforms generally provide detailed campaign reports that show metrics like clicks, impressions, cost, and more.

Like Google Ads:

And Facebook:

If you’re running offline ads, they’re harder to measure.

But here’s what I’ve seen work:

• Add a promo code they need to show in-store
• Ask every customer how they heard about your business
• Use a unique phone number or custom page link for each flyer or postcard

You don’t need a fancy tool — just a clear record of what happened.

Because you’ll need that data to figure out what paid off, and what didn’t.

We’ll get into that next.

Step 14: Compare Results to Cost

You’ve seen what happened. Now it’s time to make sense of it.

Ask this question: Was this ad worth my money?

Let’s say, for my furniture store:

• Google search ads brought in about 11 showroom visits (from 75 clicks)
• Facebook ads brought four (from 48 DMs)
• Postcards yielded 8 walk-ins

Let’s say 10 of those visits turned into customers, and each sale averaged $350.

That’s around $3,500 in revenue from a $500 budget.

If I have a 30% profit margin, that’s $1,050 in profit.

This isn’t deep analytics.

It’s a simple check to understand your ROI.

Later, as you test more channels and scale up your spend, you’ll want better tracking systems. But for your first campaign, this level of insight is enough.

Next, we’ll figure out why certain channels didn’t perform and what to do about them.

Step 15: Diagnose What Didn’t Work (and Fix It)

Some ads hit. Some didn’t. That’s normal.

The important part is knowing why.

Because a low-performing channel doesn’t always mean it was the wrong channel.

It might just mean the message was off. Or the audience was too broad. Or the offer didn’t land.

In my experience working with clients, there are four main reasons an ad doesn’t perform:

• Wrong channel: It simply wasn’t built to drive the result you wanted
• Weak targeting: The right message reached the wrong people
• Low-impact creative: The ad didn’t stop the scroll or earn attention
• Flat offer: The incentive wasn’t strong or urgent enough to act on

Go back to your underperforming ads and assess them against these factors. Write down where the breakdown likely happened.

And don’t just look at what failed: do the same for what worked.

For my Google Search ads, here’s what likely helped:

• The offer matched exactly what people were searching for
• The copy was short, specific, and action-focused
• The CTA (“Get Directions”) matched the goal: showroom visits

For my postcards campaign, here’s what may have held it back:

• I didn’t promote the right product
• The headline didn’t stand out enough
• The design felt too busy for a quick glance
• It arrived too early and lost its urgency by the time the sale started

Don’t guess. Use your campaign data to spot friction and fix it before the next round.

Step 16: Plan Sprint 2 with Smarter Inputs

Your sprint 1 campaign is done. Now it’s time to level up.

You’ve seen what worked. You’ve seen what didn’t.

Here’s what you’ll typically do in the second sprint:

• Finalize your channels, keeping what worked, and replacing what flopped.
• Set a new, slightly bigger budget, and allocate it accordingly
• Refine or upgrade your offer (e.g., stronger incentive, tighter deadline)
• Create fresh creatives for each channel
• Lock in your next 1-2 day launch window
• Track results like before

In my case, for my next cycle, I’ll:

• Double Google Ads spending (most visits, clean way to track ROI)
• Rework the Facebook ad entirely (lots of clicks, poor conversion rate)
• Replace postcards with flyers (cheaper, easier to test)

And I’m going to increase my budget to $1,000. Because now I know what works, I’m comfortable putting in more.

Eventually, as every subsequent sprint improves based on data, we’ll optimize our ads even further.

And with that, our ROI will go up.

Launch Your First Ad Campaign

How you advertise your small business comes down to three things:

• Knowing how each ad channel works
• Having practical ways to promote your product or service
• Following a clear, step-by-step roadmap

To make things easier for you, we’ve put together a downloadable worksheet that includes:

• A resource library to learn the top ad channels
• A list of real ways to promote your business across different channels
• A checklist to launch your first campaign

Download it here.

Then, when you’re ready to go beyond ads, read our article on 19 digital marketing tactics that actually work.

The post How to Advertise Your Business with a $500 Budget appeared first on Backlinko.

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