Overview
When considering investing in paid ads, small business owners need to consider the right platform to align with their goals, budget, and target audience. Making the correct choices can quickly propel both your business growth and visibility.
Highlights
- •Google Ads
- •Google Shopping Ads
- •Local Service Ads
- •Social Media Ads
- •Get the Most Out of Your Paid Ads With LinkNow
Introduction
When it comes to digital marketing, paid ads offer one of the fastest paths to visibility—but only if you’re using them correctly. With so many options available, from Google Search to Facebook Ads, understanding which types of ads align with your business goals can make or break your return on investment.
In this blog, we’ll explore the most effective types of paid ads for small businesses, outlining the strengths, costs, and use cases of each, so you can confidently invest your budget where it counts most.
Google Ads
When someone types a search into Google, they’re typically looking for a fast solution. This is where Google Search Ads shine. These ads place your business right in front of potential customers at the exact moment they’re searching for what you offer.
What Are Google Ads?
Google Ads (formerly Google AdWords) is Google’s paid advertising platform. The most common format is Search Ads, which show up at the top of Google search results when someone types in a relevant query.
Similar to organic results, these ads are powered by keywords. You bid on words or phrases related to your product or service, and your ad appears when people search those terms. You only pay when someone clicks—hence the term pay-per-click (PPC).
If someone searches “emergency plumber near me” and you’ve set up your Google Ads correctly, your business can be right at the top of the results above the organic listings.
When To Use Google Ads
Google Ads work best when there’s already demand for what you offer. Industries like home services, legal services, and medical practices all benefit from this high-intent visibility.
You should consider Google Ads for your business if:
- •You provide specific services or products that people are likely to search for online
- •Your business serves a local, regional, or national audience (Google Ads are customizable for any size)
- •You want to appear instantly in search results while working on long-term SEO
What Are the Advantages of Google Ads?
- •High buyer intent: These ads reach users actively looking to buy or take action. You’re not interrupting their scroll—you’re answering their question.
- •Real-time tracking: Google Ads comes with built-in tools to track impressions, clicks, conversions, and ROI.
- •Custom targeting: These ads allow you to control when, where, and to whom your ads show.
What Are the Budget Considerations for Google Ads?
As mentioned, Google Ads uses a pay-per-click model, meaning you only pay when someone clicks your ad. You can choose to spend daily or monthly.
The cost per click (CPC) depends on the competitiveness of your industry and keywords. For example, legal services may see CPCs over $12.50 per click, while home services often range from $6-$8.
Google Ads can work with small or large budgets, but keep in mind: higher competition = higher cost. Start with a budget you’re comfortable testing and scale as you see results.
Tips for Success
- •Use negative keywords: These help prevent your ads from showing up for unrelated searches (for example, adding “free” as a negative if you only offer paid services).
- •Write strong ad copy: Include the keyword in your headline and make sure your copy speaks to the searcher’s intent.
- •Track conversions, not just clicks: Use Google’s free conversion tracking to measure real results—calls, purchases, form submissions—not just traffic.
Summary
Google Ads remains one of the most powerful tools for small businesses trying to reach customers right when they need them most. It’s flexible, data-driven, and highly effective when set up with a clear goal in mind.
Google Shopping Ads
If your business sells physical products, Google Shopping Ads give you a way to shine. These visual, product-based ads appear in Google search results, on the Shopping tab, and even across Google’s display network. They don’t just tell people what you sell—they show them, complete with images, pricing, and your business name.
What Are Google Shopping Ads?
Google Shopping Ads are designed specifically for online retailers and eCommerce stores. These ads are generated through your product feed and submitted through your Google Merchant Center account. When someone searches for something like “wireless noise-canceling headphones,” your product can appear alongside other options with visuals that grab attention.
Unlike standard text-based Google Ads, these appear in a carousel-style layout that includes:
- •A product image
- •Price
- •Product title
- •Your business name or store
- •Ratings and promotions
When To Use Google Shopping Ads
Google Shopping Ads are especially effective for direct-to-consumer brands and retailers who want to increase exposure, drive traffic, and move inventory faster.
If you have a strong product catalog, professional photos, and competitive pricing, Google Shopping Ads give you a leg up against less optimized competitors.
What Are the Advantages of Google Shopping Ads?
- •Highly visual and engaging: The image-first format naturally draws attention in search results.
- •High purchase intent: People who click a Shopping Ad are usually closer to buying than browsing.
- •Multiple products per search: A single user search can trigger multiple listings from your store, increasing your visibility and conversion chances.
What Are the Budget Considerations for Google Shopping Ads?
Like standard Google Ads, Shopping Ads run on a pay-per-click (PPC) model. But because they’re less competitive in some industries, CPC can be lower—especially for niche or less saturated product categories.
You’ll also need to set up a Google Merchant Center account to upload your product feed. Once synced with your Google Ads account, you can start advertising in search and Shopping results.
Tips for Success
- •Optimize titles and descriptions: Include relevant keywords people actually search, but keep it clear and concise. Don’t stuff keywords and instead focus on describing your product naturally.
- •Use high-quality images: Make sure your photos are clear, professional, and follow Google’s image guidelines. The better your visuals are, the more likely you are to get clicks.
- •Maintain a clean product feed: Ensure pricing, availability, and descriptions are accurate and up to date. Google will flag outdated listings, which can affect your ad performance.
Summary
Google Shopping Ads drive ready-to-buy clicks. If you’re running an online store or selling retail products, these visual listings are a no-brainer to get your brand in front of customers already searching for what you sell.
Local Service Ads
If your business relies on local customers calling, booking, or messaging you directly, Google Local Services Ads (LSAs) can be a game-changer. These ads help you earn trust from your target customers, thanks to the prominent Google Guaranteed badge that appears right at the top of the search results.
What Are Local Service Ads?
Local Services Ads are Google’s pay-per-lead advertising option for local, service-based businesses. Unlike traditional Google Ads, you’re not paying for clicks—you’re paying for actual leads, such as phone calls or messages from potential customers.
These ads are easy to spot. They sit above both organic results and standard paid ads and prominently display:
- •Your business name
- •Star ratings and reviews
- •Business hours
- •A Google Guaranteed or Google Screened badge (depending on your industry)
When To Use Local Service Ads
LSAs are ideal for local service professionals who want to generate consistent leads, especially in competitive markets.
Some of the industries that these ads work best for include:
- •Contractors
- •Plumbers
- •HVAC technicians
- •Electricians
- •House cleaners
- •Lawn care services
- •Pest control
What Are the Advantages of Local Service Ads?
- •Pay for real leads: With LSAs, you only pay when someone contacts you through the ad. This means no more paying for accidental clicks or general traffic.
- •Top placement: These ads show above everything else, giving you premium visibility without the effort of managing complex campaigns.
- •Google Guarantee builds trust: This badge reassures potential customers that your business has passed Google’s background checks, which helps you stand out from the crowd.
What Are the Budget Considerations for Local Service Ads?
Since Local Service Ads run on a pay-per-lead model, your cost per lead will vary. Some of the factors that could affect the cost of your leads include your industry, local competition, and market demand.
Unlike Google Search Ads, you don’t have to worry about managing keywords or writing ad copy. You simply set your budget, choose your service areas, and list your business categories. Google handles the rest.
Tips for Success
- •Complete your entire profile: Make sure to upload your business license, insurance info, and service details. Google requires this to verify and badge your business.
- •Respond quickly: Leads can go to other businesses if you don’t reply fast. Fast response times will improve your visibility and lead quality.
- •Encourage reviews: More 5-star reviews boost your chances of appearing in top positions. Remember to ask satisfied customers to leave feedback directly through Google at the end of a job.
Summary
LSAs are perfect for local service providers who want guaranteed leads without managing complex ads. With top placement, pay-per-lead pricing, and Google’s backing, they’re one of the most powerful tools available for businesses that rely on trust and local visibility.
Social Media Ads
If your business thrives on storytelling, visuals, or community engagement, advertising on social media platforms can be a powerhouse. These platforms let you reach highly targeted audiences with content that stops the scroll, builds trust, and drives action over time.
What Are Social Media Ads?
Social media ads are paid promotions that appear on platforms like Facebook and Instagram. Whether you’re promoting a product, a service, a blog, or a special offer, you can format your message with images, videos, carousels, or even interactive polls.
But here’s what really makes social media ads powerful: audience targeting. Meta offers tools that allow you to show your ad to the right people based on interests, behaviors, location, age, and more.
Some of the places these ads can show up include:
- •News feeds
- •Stories
- •Reels
- •Marketplace
- •Sidebars
- •Instagram Explore
When To Use Social Media Ads
If your business relies on strong branding, community connection, or repeat business, social ads can play a huge role in your growth.
We recommend Facebook or Instagram ads for businesses that want to:
- •Build brand awareness and stay top of mind with customers
- •Retarget past website visitors or social media engagers
- •Visually showcase products, services, or customer stories
- •Nurture buyers with longer decision cycles or encourage impulse purchases
What Are the Advantages of Social Media Ads?
- •Hyper-targeted audiences: These ads allow you to reach people based on detailed criteria like interests, life events, job titles, shopping behavior, and more.
- •Highly visual and interactive: You can use videos, images, carousels, and stories to create engaging experiences.
- •Lower CPC: Compared to search ads, the cost per click (CPC) on Facebook and Instagram is often lower, especially when targeting niche or local audiences.
- •Increased engagement: An added benefit of social media ads is that they encourage liking, sharing, and commenting, which can also give your content an organic lift.
What Are the Budget Considerations for Social Media Ads?
Meta’s platform lets you optimize for different goals, such as traffic, conversions, messages, awareness, or even leads. This means you’re strategically driving results instead of just spending money.
Since one of the biggest advantages of Facebook and Instagram Ads is their flexibility, you can start small and scale up as you identify what works for your business. A starting budget of as little as $5-$10 a day allows you to test multiple audiences and creative ideas without a huge investment upfront.
Tips for Success
- •Use strong visuals and video: Eye-catching graphics and short-form videos (especially in Reels and Stories) tend to outperform static images.
- •Test content and formats: Try different images, headlines, CTAs, and placements. This allows the algorithm to find what performs best.
- •Track engagement and conversions: Use Meta Pixel on your website to track what happens after someone clicks your ad. Measure what matters for your business, such as purchases, leads, or page views.
- •Don’t forget about retargeting: Showing ads to people who’ve already visited your website or interacted with your posts is a cost-effective way to turn interest into action.
Summary
Whether you’re introducing your brand to a new audience or staying connected with loyal customers, Facebook and Instagram Ads give small businesses a creative, flexible, and effective way to reach people where they spend their free time.
Discover the Power of Paid Ads in LinkNow’s Case Studies
Still wondering if paid ads are worth it? At LinkNow, we’ve helped thousands of small businesses generate real leads and grow faster with smart, strategic ad campaigns. See the power of our paid ads in action in these two examples:
- •In this case study, one client received 91 high-quality leads in just their first month using Google Ads.
- •In another success story, our client’s campaign performed so well that they had to reduce their budget to keep up with demand.
Get the Most Out of Your Paid Ads With LinkNow
There’s no one-size-fits-all approach to paid advertising—and that’s a good thing! Whether you’re trying to generate leads, showcase products, build brand awareness, or stay top of mind, each ad platform offers unique strengths that align with different goals.
Many successful businesses use a mix of these strategies to reach customers across every stage of the buying journey, from awareness to action.
If you’re not sure where to start or how to get the best results from your ad budget, the team at LinkNow is here to help. We specialize in paid ad campaigns for small businesses and can tailor a strategy that fits your goals, budget, and audience. Contact us today to learn more!
