Is It Time to Start Advertising Online?

Getting Started with Digital Advertising

When I help small businesses develop their growth plans, I'm always surprised by how many owners aren't advertising online. Some feel overwhelmed by the options, others think its too expensive, and many simply don't know where to start. But in today's digital world, where your customers spend hours each day scrolling, searching, and clicking, the question isn't whether your business should advertise online – it's whether you can afford not to.

The good news? Online advertising doesn't have to be complicated or expensive. In fact, small businesses have natural advantages that can make digital marketing particularly effective when approached thoughtfully. Let's walk through how to get started with online advertising in a way that works for your business, your budget, and your comfort level.

Is It Time to Start Advertising Your Business Online?

If any of the following sound familiar, it's probably time to consider online advertising:

• Your competitors are showing up in online searches, but your business isn't
• You've noticed your walk-in traffic declining as more people shop online
• You offer something special but struggle to reach people who would value it
• Your business depends on attracting customers from a specific geographic area
• You know exactly who your ideal customers are, but aren't sure how to reach them

Online advertising has transformed from a nice-to-have into a necessity for most businesses. Unlike billboards or newspaper ads that reach everyone (including many people who will never become your customers), online advertising lets you show your message only to people who match your ideal customer profile – making your marketing dollars work harder.

But I understand the hesitation. Getting started can seem overwhelming with so many platforms, technical terms, and options. That's why we're going to break it down into simple, manageable steps that any small business owner can follow – no marketing degree required.

The Essentials: What You Need for Any Online Campaign

Before diving into specific platforms, there are a few basics every business should have in place. Think of these as your online advertising foundation.

1. Claim Your Online Presence

Before spending a dollar on advertising, make sure you've claimed your free business listings. This is one of the simplest yet most powerful things you can do.

• Google Business Profile (formerly Google My Business): This free listing allows your business to appear in local search results and on Google Maps. It includes your address, hours, phone number, and customer reviews.
• Social media profiles: Claim your business name on the major platforms (Facebook, Instagram, Twitter, LinkedIn) even if you only actively use one or two of them.
• Industry-specific directories: Depending on your business, claim listings on Yelp, TripAdvisor, Angie's List, or other relevant directories.

Why this matters: When someone sees your ad and wants to learn more, they'll often search for your business name. Having complete, accurate listings builds credibility and makes it easier for customers to contact you.

Keep it simple: Start with just Google Business Profile and Facebook, as these are the most widely used. You can expand to other platforms later.

2. Create Basic Visual Assets

You'll need some visual elements to make your ads stand out, but don't let this step paralyze you.

• Logo: A clear, high-resolution version of your business logo
• Photos: Real images of your products, services, location, or team
• Graphics: Simple text overlays or graphics that highlight special offers

Why this matters: Visual elements catch attention in crowded social feeds and search results. They also help customers recognize your brand across different platforms.

Keep it simple: Yes, you can absolutely use photos from your website, menu, or product catalog. Authentic images often perform better than stock photos anyway. If you need to create simple graphics, free tools like Canva have templates specifically designed for social media ads.

Underdog Advantage: This is where your Positioning principle comes into play. Instead of trying to create slick, corporate-looking imagery like bigger competitors, embrace what makes your business unique and authentic. A behind-the-scenes photo of your team or workspace often resonates more with customers than a perfectly polished studio shot.

3. Define Your Call to Action

What do you want people to do after seeing your ad? This is your call to action (CTA), and it should be clear and simple.

Common CTAs include:

• Call now
• Visit our website
• Book an appointment
• Order online
• Sign up for our newsletter
• Get directions
• Read our reviews

Why this matters: Without a clear next step, people might like your ad but never become customers. Your CTA bridges the gap between interest and action.

Keep it simple: For many small businesses, especially service businesses, your phone number can be the perfect CTA. A "Call Now" button is straightforward and effective. If your business requires appointments or consultations, a simple contact form works well too.

Underdog Advantage: Your Proximity principle is your secret weapon here. Unlike big businesses with complicated automated systems, when someone calls your business, they often get a real person who cares. Make this personal touch part of your value proposition.

4. Set a Realistic Budget

One of the biggest misconceptions about online advertising is that you need thousands of dollars to get started. In reality, you can begin with as little as $5-10 per day.

When setting your initial budget, consider:

• Start small and increase gradually as you learn what works
• Test for at least 2-4 weeks before making major changes
• Focus on one platform initially rather than spreading your budget thin

Why this matters: A focused, consistent approach yields better results than sporadic, scattered efforts. Even a modest budget can drive meaningful results when targeted effectively.

Keep it simple: Start with whatever you're comfortable spending – even $150-300 per month can generate results. Most platforms allow you to set daily limits to ensure you never exceed your budget.

Choosing Your First Advertising Platform

With your fundamentals in place, it's time to choose where to advertise. While there are dozens of options, I recommend starting with just one platform. This allows you to learn the system properly and measure results clearly before expanding.

The two most powerful platforms for beginners are Google and Facebook (which also owns Instagram). Let's look at when each might be right for your business:

Google Ads

Best for: Businesses whose customers are actively searching for their products or services.

How it works: Your ads appear when people search for specific keywords related to your business. You only pay when someone clicks on your ad.

Choose Google if:

• Customers typically search for your type of business when they need it (e.g., "plumber near me" or "Italian restaurant")
• You want to reach people at the exact moment they're looking for what you offer
• Your business solves an immediate need or problem

Keep it simple: Start with Google's "Smart Campaigns" which automate much of the process for beginners. Focus on 5-10 keywords that directly relate to your business and set a geographic radius that matches your service area.

Underdog Advantage: Your Positioning principle can help you select keywords that target your specific niche. While bigger competitors try to rank for broad terms, you can focus on more specific phrases that better match what your ideal customers are searching for.

Facebook & Instagram Ads

Best for: Businesses that benefit from visual storytelling and whose target customers can be defined by interests, behaviors, or demographics.

How it works: Your ads appear in users' feeds based on targeting criteria you select. Multiple formats are available, including single images, carousels, and video.

Choose Facebook/Instagram if:

• Your products or services are visually appealing
• You have a clear idea of your customer demographics and interests
• Your business benefits from building awareness over time
• You want to reach people even before they're actively searching

Keep it simple: Start with a single image ad and Facebook's "Boost Post" option, which allows you to promote content from your business page. Choose 2-3 specific audience characteristics rather than trying to target everything at once.

Underdog Advantage: This is where your Purpose principle can shine. Share the story behind your business and why you do what you do. People connect with authentic businesses that have real missions and values – something often missing from larger competitors.

Targeting: Finding Your Ideal Customers

The real power of online advertising lies in targeting – showing your ads only to people who are likely to be interested in your business. This is how even small budgets can generate meaningful results.

Essential Targeting Options

Regardless of which platform you choose, consider these targeting methods:

Geographic Targeting

Restrict your ads to specific locations such as:

• Cities or zip codes
• A radius around your business location
• Custom areas you draw on a map

Keep it simple: Start with a radius that makes sense for your business – typically 5-15 miles for local services, potentially wider for specialty businesses that customers will travel further to reach.

Demographic Targeting

Basic demographics include:

• Age ranges
• Gender
• Income levels (on some platforms)
• Education levels

Keep it simple: Only use demographics that are truly relevant to your business. If your product or service appeals to all ages or genders, don't limit your audience unnecessarily.

Interest & Behavior Targeting (primarily for social media)

These options allow you to target based on:

• Hobbies and interests
• Purchase behavior
• Life events (moving, getting married, etc.)
• Other pages or businesses they follow

Keep it simple: Choose 2-3 interests that most directly relate to your business. You can refine over time as you learn what works.

Keyword Targeting (primarily for search engines)

For Google Ads, you'll select keywords such as:

• Products or services you offer
• Problems you solve
• Questions customers ask
• Your business category + location

Keep it simple: Start with 5-10 very specific keywords that directly describe what you offer. Add your location to keywords when relevant (e.g., "haircut downtown chicago" rather than just "haircut").

Underdog Advantage: Your Positioning principle gives you clarity about exactly who you serve best. This knowledge allows for more precise targeting than larger competitors who try to appeal to everyone. The more specific your targeting, the more efficient your ad spend becomes.

Measuring Results and Managing Your Investment

One of the greatest advantages of online advertising is the ability to measure exactly what you're getting for your money. This allows you to make data-driven decisions about where to invest more and what to adjust.

Key Metrics to Track

Don't get overwhelmed by all the available data. Focus on these essential metrics:

Impressions

How many times your ad was shown. This tells you about your reach but doesn't indicate engagement.

Clicks

How many people clicked on your ad. This shows initial interest in your offer.

Click-Through Rate (CTR)

The percentage of people who see your ad and click on it. A higher CTR suggests your ad is relevant to your audience.

Cost Per Click (CPC)

How much you're paying for each click. This helps you understand if you're getting good value.

Conversions

How many people took your desired action after clicking (calling, purchasing, filling out a form, etc.).

Keep it simple: If tracking conversions seems too technical, start by simply asking new customers how they found you. For many small businesses, this straightforward approach can be very effective.

Managing Your Campaign

Once your campaign is running, follow these guidelines:

• Give it time: Allow at least 2 weeks before making major changes
• Make one change at a time: If you change multiple elements simultaneously, you won't know what caused any improvement or decline
• Set a regular review schedule: Check results weekly or bi-weekly, not daily
• Increase budget for what works: When you find a targeting method or ad that performs well, gradually increase its budget

Underdog Advantage: Your Proximity principle gives you direct feedback from customers that bigger businesses don't have. Use these conversations to understand how customers found you and what made them decide to choose your business. This insight can help refine your advertising approach.

Getting Started: Your First Campaign

Now that you understand the essentials, here's a simple action plan for launching your first campaign:

1. Claim and complete your Google Business Profile and Facebook Page (if you haven't already)
2. Choose one platform (Google or Facebook) based on your business type and customer behavior
3. Gather your basic visual assets – your logo and 3-5 good photos of your business, products, or services
4. Decide on your call to action – what do you want people to do after seeing your ad?
5. Set a modest initial budget – $5-10 per day is fine to start
6. Create a simple targeted campaign using the platform's guided setup
7. Let it run for 2-4 weeks, asking new customers how they found you
8. Review results and adjust based on what you learn

Remember: Simple and Focused Wins

The biggest mistake I see small business owners make with online advertising is trying to do too much too soon. They create complex campaigns across multiple platforms, targeting too broadly, and then get frustrated when results don't materialize immediately.

The most successful small business advertisers start small, focus narrowly, and expand gradually based on what works. They leverage their natural advantages – their deep understanding of specific customers, their authentic connection to their community, and their clear purpose beyond just making money.

These Underdog Principles aren't weaknesses in the digital advertising world – they're strengths that allow you to create more relevant, meaningful connections with potential customers than many larger competitors can achieve.

So don't be intimidated by online advertising. Start small, stay focused, and let your natural advantages shine through. The digital world is waiting for businesses like yours.