How to advertise your business: smart strategies and tactics

Why advertising still matters (even in the digital era)

Even in today’s fast-paced digital world, visibility is hard to earn. Word of mouth and social media posts can help, but without a clear advertising strategy, your business risks getting lost in the noise.

The good news is you don’t need a huge budget or a marketing degree to advertise effectively. You just need a strategy that’s focused, practical and aligned with your goals. In this guide, you’ll learn how to define what success looks like, reach your audience where they are and turn smart advertising into sustainable business growth.

How to set advertising goals and budget 

Before you rush into implementing an advertising strategy, take the time to clarify what you want to achieve. Some businesses advertise to boost brand awareness, others to generate leads or drive direct sales. Each goal calls for a different approach. The clearer you are from the start, the easier it’ll be to measure your results later.

Once your goal is defined, decide how much you can afford to invest. Start small and scale as you learn what works. As a rough guide, many small businesses allocate between five and ten per cent of projected revenue to marketing and advertising. What matters most isn’t the size of the budget, but how strategically you spend it.

Understand who you’re talking to (and where to reach them)

Advertising only works when it reaches the right people. Understanding your audience – who they are, what they value and where they spend time – is the foundation of every successful campaign. 

Ask yourself:

• What problems do my ideal customers want solved?
• Which platforms do they use most (Facebook, Instagram, Google, TikTok, local print)?
• Are they local customers or online shoppers?

Once you know who you’re targeting, match your channels accordingly. Online advertising through platforms like Facebook, Instagram and Google Ads allows you to target specific interests and behaviours, while offline options such as flyers, radio spots or local sponsorships can strengthen community trust.

The best strategies often combine both. For instance, running Facebook ads to build awareness while reinforcing your presence through local partnerships or events.

Cost-effective advertising tactics for small businesses

You don’t need a huge ad budget to create an impact. Digital tools now make it easier and cheaper than ever to reach potential customers. What’s important is choosing tactics that fit both your audience and your budget, then tracking results so you know what’s working.

Here are some budget-friendly tactics:

• Social media ads: Facebook and Instagram let you target by location, interests and behaviour. This makes them perfect for small businesses looking to reach local clients.
• Google Ads: Show up when customers search for what you offer, allowing you to target relevant audiences.
• Influencer or micro-collaborations: Partner with local creators or complementary businesses to cross-promote, expanding your reach and building trust.
• Local offline tactics: Flyers, local press features, event sponsorships and noticeboards are still effective marketing tactics, especially in tight-knit communities.

Creating compelling advertising messages and creative

Adverts need to be engaging, relevant and compelling to work effectively. Lead with a clear, benefits-driven headline that speaks directly to your audience’s desires or challenges. Use strong visuals that reflect your brand and quality, and include a simple, direct call to action such as “Book Your Appointment Today” or “Claim Your Free Trial” to drive engagement.

Keep your message short, clear, and emotionally relevant. The goal is to make your audience feel that you understand exactly what they need.

Launching, testing and measuring your ads

Once your ads are live, the work has only begun. Successful advertising is built on constant testing and optimisation. Monitoring key metrics helps you understand how your ads are performing. These include:

• Impressions: how many people have seen your ad.
• Clicks: how many have engaged with it.
• Conversions: how many have taken your desired action such as bookings, purchases and sign ups.
• Return on Investment (ROI): how much revenue your ads are generating compared to what you’re spending.

Regular tracking helps you identify which ads are performing well and which ones need improvement. To maximise your advertising campaign, tests and optimisation are essential for improving your marketing strategy. Here are some ways to leverage your campaign:

• Test one variable at a time: Isolate variables to understand what’s working and what isn’t. Change a single element like your image, headline, copy or audience targeting and monitor how the performance shifts.
• Compare and learn from your results: Run small A/B tests by comparing two versions of the same ad with one different component such as a new headline or call-to-action. The data you collect will show which creative or message resonates most with your audience.
• Optimise based on data, not guesses: Use insights from your metrics to make informed decisions. If an ad performs well, consider increasing its budget or expanding the audience slightly. If it underperforms, pause it, adjust and test again.
• Review performance regularly: Schedule time each week or month to review your campaign data. Look for trends such as which platforms deliver the best ROI, what times or days perform best and which messages convert most effectively.

Scaling what works and avoiding common mistakes

Tracking your results is essential to understanding how to best reach your audience. When you find something that works, scale it gradually. Increase your budget, expand your reach or replicate the campaign across new platforms. 

To gain the most out of your ads, avoid these common pitfalls: 

• Targeting too broadly (wasting budget on the wrong people)
• Focusing on vanity metrics like likes instead of leads
• Neglecting creative quality weakens your credibility

Advertising is most effective when it’s consistent, creative and focused on real outcomes. Scale what performs, pause what doesn’t and keep testing new ideas.

Next steps

By setting clear goals, choosing the right channels, crafting strong messages and learning from your results, you can advertise your business with confidence and consistency.

Speak to our team today to learn more about how to best advertise your business and stand out from the crowd.