Module 08 of 10
Online advertising basics
Paid ads can accelerate customer acquisition — but only when the foundation is solid. Before spending a dollar on ads, the most common problem isn't the ad itself. It's the destination you're sending people to, or the absence of reviews that would make them trust you once they arrive.
Before you run a single ad
Ads don't fix a broken foundation — they amplify it. A business with no reviews and a confusing website will waste every dollar it spends on ads. A business with 30 strong reviews, a clear website, and a working contact form will see ads pay for themselves quickly.
✓ A complete, verified Google Business Profile with at least 10 reviews
✓ A website that loads fast and clearly explains what you do in the first screen
✓ A specific, clear offer you're promoting — not "check us out"
✓ A working way to capture leads — phone, booking form, or contact page
✗ Running ads to a page with no reviews or social proof
✗ Promoting a Facebook page that hasn't posted in 3 months
✗ Using ads as a substitute for organic presence — ads stop the moment you stop paying
In this Module
Before you run ads
Google vs. Facebook Ads
Cost per customer calculator
Real-world examples
Related Modules
Local SEO
Social media
Google Ads vs. Facebook Ads — different tools for different jobs
Google Search Ads
Captures intent — appears when someone is actively searching for what you offer
Best for: Service businesses, emergency services,
high-intent purchases
Minimum budget: $300–500/month
for meaningful data;
$800+ to compete
in most markets
Complexity: Moderate — keyword research required;
easy to waste money
without it
Time to results: Fast — can generate leads within days
once live
Facebook / Instagram Ads
Creates demand — reaches people who match a profile, whether or not they're searching
Best for: Retail, restaurants,
events, brand
awareness, specific
local demographics
Minimum budget: $200–400/month
for local campaigns;
$10–15/day is a
reasonable start
Complexity: Lower entry barrier,
but targeting
decisions matter
significantly
Time to results: Slower — Meta needs
1–2 weeks of data to
optimize delivery
Cost per customer calculator
Use this to estimate whether your ad budget makes sense before you start spending.
COMMON MISTAKES THAT WASTE AD BUDGET
Targeting too broadly ("everyone in my state"), sending traffic to a homepage instead of a specific landing page, not tracking conversions, and pausing after one week before the algorithm has data to work with. Most campaigns need 2–4 weeks to optimize.
Real-world examples
Summit Pest Control — Google Ads
Started Google Ads for "pest control [city]" at $600/month. After 6 weeks of optimization: averaging 8 new customer calls per month from ads. Average job value $280. Monthly ROI: 3.7×. Key: tight geographic targeting and a landing page focused on a phone call, not the homepage.
The Candle Co. — Facebook Ads
Ran a Facebook video ad showing candles being poured, targeting women 28–55 within 8 miles. Budget: $15/day. After 3 weeks: 22 online orders, 6 new in-store visitors who mentioned the ad. Ad spend: $315. Revenue from campaign: approximately $1,100.