Should You Run Online Ads for Your Small Business? An Honest Look

Should You Run Online Ads for Your Small Business? An Honest Look

If you've been running a small business for any length of time, you've probably been told that you need to advertise online. Google Ads, Facebook Ads, Instagram promotions—everyone seems to be doing it, and there's no shortage of people promising that it'll transform your business overnight. But is it really worth it? And more importantly, is it right for you?

The truth is, online advertising can be incredibly effective when done properly. It can also be a fast way to waste money if you don't know what you're doing. Before you hand over your credit card details and start throwing cash at Google or Meta, it's worth taking a step back and understanding what you're getting into.

What Online Advertising Actually Does

At its core, online advertising is about getting your business in front of people who are actively looking for what you offer—or who might be interested if they knew you existed. It's a way to cut through the noise and reach potential customers quickly, without waiting months or years for organic search traffic to build up.

Google Ads, for example, lets you appear at the top of search results when someone types in a relevant query. If you're a plumber in Manchester and someone searches for "emergency plumber Manchester," your ad can be the first thing they see. That's powerful, because you're reaching people at the exact moment they need your service.

Facebook and Instagram ads work slightly differently. Instead of targeting people based on what they're searching for, you're targeting them based on their interests, demographics, and behaviour. This makes them particularly useful for businesses that sell products or services people might not be actively searching for, but would be interested in if they saw them.

Both approaches have their place, but they require different strategies and different levels of investment. The key is knowing which one suits your business and your goals.

The Benefits of Online Advertising

When online ads work well, they can deliver results that are hard to achieve through any other marketing channel. You can reach a large audience quickly, target specific groups of people with precision, and track exactly how your money is being spent. You can see which ads are working, which aren't, and adjust your approach in real time.

For small businesses, this level of control and transparency is invaluable. You're not throwing money into the void and hoping for the best. You're making data-driven decisions and optimising as you go. If an ad isn't performing, you can pause it. If one's doing brilliantly, you can scale it up.

Online ads can also level the playing field. You don't need a massive budget to compete with bigger companies. A well-targeted ad campaign with a modest budget can outperform a poorly executed campaign with ten times the spend. It's not about how much you spend—it's about how smart you are with your targeting, messaging, and timing.

The Downsides and Pitfalls

Of course, it's not all sunshine and roses. Online advertising has plenty of ways to trip you up, especially if you're new to it. The most common mistake is jumping in without a clear plan. You set up an ad, pick a budget, and hope for the best. A week later, you've spent a few hundred quid and have nothing to show for it.

This happens because online advertising isn't as simple as it looks. There's a learning curve, and if you don't understand the basics—things like keyword selection, audience targeting, ad copy, and landing pages—you can burn through money very quickly.

Another issue is that online advertising has become more competitive and more expensive over the years. Popular keywords on Google Ads can cost several pounds per click, and if your conversion rate isn't high enough, you'll struggle to make a profit. Similarly, Facebook and Instagram ads have become more crowded, meaning you need better creative and sharper targeting to stand out.

Then there's the issue of time. Running successful ad campaigns isn't a set-and-forget activity. You need to monitor performance, test different approaches, and continually refine your strategy. If you're already stretched thin running your business, finding the time to do this properly can be a challenge.

When Online Ads Make Sense

So when should you consider online advertising? The answer depends on your business, your goals, and your resources. If you're offering a service or product that people are actively searching for, Google Ads can be a great fit. If you've got a clear idea of who your ideal customer is and you want to build awareness or drive sales, Facebook and Instagram ads might work well.

Online ads also make sense if you've got a decent budget to test and learn. You're not going to crack the code on your first campaign. It takes experimentation, and experimentation costs money. If you can afford to invest a few hundred pounds a month for a few months while you figure out what works, you're in a much better position than someone who's trying to make it work on a shoestring.

Another factor is your website. If you're going to run ads, you need somewhere to send people that's going to convert them into customers. If your website is slow, confusing, or doesn't clearly explain what you do and why people should choose you, your ads will underperform no matter how good they are. Fixing your website first is often a better investment than running ads.

When to Avoid Online Ads

There are also times when online advertising isn't the right move. If you're just starting out and you don't have a clear understanding of who your customers are or what messaging resonates with them, you're better off focusing on other things first. Build your website, create some content, get some organic traffic, and learn what works before you start paying for clicks.

Similarly, if your margins are tight and you can't afford to lose money while you're learning, online ads might not be the best use of your budget. There are other, lower-risk ways to market your business—things like networking, partnerships, and word-of-mouth—that don't require upfront investment.

And if you simply don't have the time or inclination to manage ad campaigns properly, it's probably not worth starting. Badly managed ads are worse than no ads at all, because they cost you money and deliver nothing in return.

The Importance of Tracking and Measuring

One of the biggest advantages of online advertising is that you can track everything. You can see how many people saw your ad, how many clicked on it, and how many went on to make a purchase or fill out a contact form. This level of insight is something traditional advertising could never offer.

But here's the catch: if you're not tracking properly, you're flying blind. You need to set up conversion tracking so you know which ads are actually generating business, not just clicks. You need to understand metrics like cost per acquisition, return on ad spend, and lifetime customer value. Without this data, you can't make informed decisions, and you'll end up wasting money.

Setting up tracking isn't particularly difficult, but it does require a bit of technical know-how. If you're not comfortable doing it yourself, it's worth getting help. The investment in proper tracking will pay for itself many times over by helping you avoid costly mistakes.

DIY or Hire a Professional?

This brings us to an important question: should you manage your own ad campaigns, or should you hire someone to do it for you? The answer depends on your skills, your budget, and how much time you have.

If you're willing to learn and you've got the time to dedicate to it, managing your own campaigns can be a cost-effective option. There are plenty of resources available to help you get started, and platforms like Google and Facebook offer tutorials and support. You'll make mistakes along the way, but you'll also learn a lot, and that knowledge will serve you well in the long run.

On the other hand, if you'd rather focus on running your business and leave the advertising to someone who knows what they're doing, hiring a professional is a smart move. A good digital marketing agency or freelancer can save you time, avoid costly mistakes, and deliver better results than you'd achieve on your own. Yes, it costs money, but if they're good at what they do, the return on investment will more than justify the expense.

The key is to find someone who understands small businesses and isn't going to lock you into a long-term contract or charge you a fortune. Look for transparency, clear communication, and a willingness to explain what they're doing and why.

Getting Help from Eccleshall Websites

If you're considering online advertising but you're not sure where to start, Eccleshall Websites can help. They specialise in working with small businesses to create effective, affordable ad campaigns that actually deliver results. Whether you want to run Google Ads, Facebook Ads, or both, they'll guide you through the process and make sure your money is being spent wisely.

What sets them apart is their down-to-earth approach. They're not going to blind you with jargon or promise unrealistic results. They'll be honest about what's achievable, what it's going to cost, and what you need to do to make it work. If you're looking for someone who understands the realities of running a small business in the UK, they're worth talking to.

Understanding the Learning Curve

It's important to set realistic expectations when you start advertising online. Your first campaign probably won't be a runaway success. You'll need to test different audiences, different ad copy, different images, and different offers. You'll need to see what resonates and what doesn't. This process takes time, and it takes budget.

The good news is that once you've figured out what works, you can scale it up and start seeing consistent returns. But you have to be patient and willing to invest in the learning process. If you go in expecting instant results, you're setting yourself up for disappointment.

Avoiding Common Mistakes

There are a few mistakes that almost everyone makes when they start running online ads. The first is targeting too broadly. If you're trying to reach everyone, you'll end up reaching no one. The more specific you can be about who your ideal customer is, the better your ads will perform.

Another common mistake is neglecting your ad copy and creative. People scroll past hundreds of ads every day. If yours doesn't grab their attention in the first second or two, it's wasted. Your headline needs to be compelling, your image needs to stand out, and your offer needs to be clear.

Finally, don't forget about your landing page. If someone clicks on your ad and lands on a page that's slow, confusing, or irrelevant, they'll leave immediately. Your landing page needs to match the promise of your ad and make it easy for people to take the next step, whether that's making a purchase, filling out a form, or picking up the phone.

The Role of Organic Marketing

While online ads can deliver quick results, they're not a replacement for organic marketing. Building a strong online presence through SEO, content marketing, and social media takes time, but it pays off in the long run. Organic traffic is free, and it tends to convert better because people have found you naturally rather than being pushed towards you by an ad.

The best approach is to combine both. Use ads to get quick wins and generate leads while you're building your organic presence. Over time, as your organic traffic grows, you can reduce your ad spend or reinvest it in other areas of your business.

A Resource for Building Income Streams

If you're exploring ways to diversify your income or build additional revenue streams alongside your business, the guide Making Money From Home (2026) is an excellent resource. Priced at £27, this bundle provides clear, practical guidance on legitimate ways to earn money from home.

It's not filled with hype or get-rich-quick schemes. Instead, it offers grounded advice on what actually works, how to tell opportunity from illusion, and how AI is really affecting work and income in 2026. Whether you're looking to supplement your business income or explore new opportunities, this guide gives you the clarity and confidence to make informed decisions.

Making the Right Decision for Your Business

So, should you run online ads for your small business? The answer is: it depends. If you've got a clear understanding of your target audience, a decent budget to test and learn, and a website that's ready to convert visitors into customers, online ads can be a powerful tool. They can help you reach more people, generate more leads, and grow your business faster than organic methods alone.

But if you're not ready to invest the time and money required to do it properly, or if your business isn't at a stage where paid advertising makes sense, there's no shame in waiting. Focus on building a solid foundation first—get your website right, create some content, understand your customers—and then revisit the idea of online ads when you're in a stronger position.

The Bottom Line

Online advertising isn't a magic bullet, but it's not a waste of money either. When done properly, it can deliver excellent results and help small businesses compete with much larger competitors. The key is to go in with your eyes open, set realistic expectations, and be willing to learn as you go.

If you're serious about making online ads work for your business, consider getting professional help. The right guidance can save you a lot of time, money, and frustration. And if you're not ready to commit to ads just yet, focus on the fundamentals—build a great website, create valuable content, and establish a strong online presence. The ads can come later.

Whatever you decide, make sure it's a decision that's right for your business, your budget, and your goals. Don't do it just because everyone else is. Do it because it makes sense for you.