Can I Manage Paid Ads Myself, or Should I Hire an Agency?
You’re staring at your Meta Ads Manager at 11:43pm, frantically Googling “what is ROAS,” wondering if DIY-ing your paid ads was a bold move or a slow-motion budget explosion. Sound familiar? Whether you’re a solo founder, small biz owner or marketing manager wearing ten hats, paid ads often look deceptively simple – until you’re neck-deep in audience segments, conversion tracking, and creative testing. So, should you roll up your sleeves and manage ads yourself? Or hand it off to the pros? This article breaks it down so you can make the right move based on time, budget, skill and risk. Let’s settle the debate. DIY Ads: The Hustler’s Approach What it means You run your own paid campaigns using platforms like Google Ads, Facebook Ads, or TikTok Ads. You’re in charge of everything – strategy, copywriting, design, targeting, reporting, and performance. Why it works (sometimes) If you’re just starting out, DIY can be a smart move. It forces you to learn what platforms work best for your business, especially if you’re still figuring out which ad channel suits your goals. You’ll build a foundational understanding of how ads actually drive (or don’t drive) results. Why it backfires Even worse? You might think your ads are working because you’re getting clicks – but your landing pages aren’t converting. If that’s happening, this breakdown of why ads get clicks but no sales will hit close to home. Hiring an Agency or Freelancer: the Pro Move What it means You outsource your ad campaigns to an expert or team who manages strategy, creative, targeting, budget allocation, testing, optimisation and reporting. You get your time back – at a price. Why it works The best agencies also help you set a realistic ad budget upfront – one that’s tailored to your goals, business stage and industry. (And if you’re not sure how to do that, here’s how to set the right ad budget without winging it.) Why it might not be right for you The Middle Ground: When to Start DIY and When to Call in Help Here’s a rough rule of thumb: And remember: hiring an expert isn’t about spending more, it’s about making more from what you’re already spending. Still unsure? Use your data. If you’re running ads but not clear on performance, you might need to revisit how to measure paid ad effectiveness before scaling anything. Final Thought Managing paid ads yourself can be empowering – or completely overwhelming. The right move comes down to what stage you’re at, how much you’re willing to learn, and whether you’d rather spend your time tweaking audiences or running your actual business. Whatever you decide, don’t fly blind. Use your data, understand your goals, and keep evolving. Paid ads are powerful – but only when they’re done right. And if “done right” sounds like something you’d rather not DIY, Aesthetic Studios is here to take the wheel.
How Do Agencies Typically Report Results to Clients?
You’re spending money on paid ads, but all you’re getting back is a PDF full of buzzwords and vanity metrics. Sound familiar? A good agency doesn’t just tell you how your ads look. It tells you exactly how they performed, what was learned, and what happens next. Clear reporting isn’t a bonus – it’s how you know if your marketing is actually working. So how do the best agencies report results to clients? Here’s what it should look like – and what to run from. What Does a Proper Ad Report Include? At minimum, a solid paid ad report should show: Why it matters If your report just says “you got 50,000 impressions” and calls it a win, you’ve got a problem. What matters is the business result – sales, leads, bookings – not just eyeballs. What to expect A good agency report should break down: Want to know which numbers matter most? Here’s how to measure paid ad effectiveness properly. Common Reporting Tools Google Analytics 4 Shows what users do after clicking your ads – on-site behaviour, conversion paths, and attribution. It’s not built for pretty reports, but it’s critical for verifying data accuracy. Looker Studio (formerly Data Studio) Google’s free reporting tool lets agencies turn raw numbers into clear dashboards. Expect visual charts, comparisons, and filters you can interact with. Native Ad Platform Reports Meta Ads Manager, Google Ads, TikTok Ads, etc. – these show platform-specific performance: CTR, CPC, CPM, impressions, ad set breakdowns and more. A good agency uses these, but doesn’t stop there. They pull key data into a report that tells a story – not just a stat dump. Bonus: Heatmaps & Screen Recordings Tools like Hotjar or Microsoft Clarity show how users behave on your site. If you’re getting clicks but no conversions, this helps diagnose landing page issues. (Need help with that? Here’s why your ads might be getting clicks but not sales.) What Real Transparency Looks Like Transparency = no hiding behind jargon. It means showing wins and losses, explaining what happened, and being clear about what’s next. Why it matters If every report says “great month” but your bank account disagrees, you’re not getting transparency – you’re getting bs. A credible agency will: This kind of clarity is why many clients ditch DIY ads or freelancers and hire an agency instead. Monthly vs Real Time Reporting Monthly reports are standard – but smart agencies offer live dashboards you can check anytime. You should know: If you only hear from your agency once a month, you’re in the dark 29 out of 30 days. That’s not how growth happens. Final Thought A great ad report doesn’t just recap data. It builds trust, shows accountability, and helps you make better business decisions. You should walk away knowing: If your current agency isn’t giving you that, it’s time for a new one. At Aesthetic Studios, we don’t just show you the numbers – we show you the why, the how, and the what’s next. Because performance without clarity isn’t really performance.
Lost their attention? Win it back in 8 words.
That headline is the lesson in action – short, human, and promising a fix. This post shows you how to write headlines that do the same for your ads: Hook → Solution, nothing wasted. Read Their Minds, Tell Their Story (PEP Method) The modern consumer ignores “Top 10” lists and safe-sounding advice. They stop for headlines that call out their pain and offer an immediate, believable fix. We’ve tested thousands of ads. We’ve written lines that flop and lines that pull customers out of their scroll. The difference? One is relevant, the other is polite. This post is for you if: Read on and you’ll leave with simple, battle-tested formulas to write better headlines now. What Makes a Modern Hook Work? What is a hook? A modern ad hook is short, human, and emotionally charged. It names a problem your audience already feels, then hints at a quick fix. Why are hooks important? Attention is tiny. You have about two seconds to stop the scroll and earn a click. The right hook does that by being blunt, relatable, and actionable. How to structure a hook Use this simple structure: Pain Point → Short, Real-World Fix The first half calls out the pain. The second half promises a precise, believable relief. The “Problem-First, Human-Voice” Formula Speak like your audience speaks – not like a corporate brochure. Short, honest, and slightly impatient works best. Why it’s important People don’t connect with jargon. They connect with problems stated plainly: “Your ads work. The rest doesn’t.” How to do it Use a two-liner: one punch, one payoff. Problem Hook Human Fix “You’re wasting ad spend.” “Let’s fix your targeting in 10 minutes.” “People click, then bounce.” “You need a funnel that actually converts.” “Your site looks good.” “But it’s silently killing conversions.” “You don’t need more traffic.” “You need to convert what you’ve got.” “Still guessing with your marketing?” “There’s a smarter, proven way.” Test these as headline + subheadline pairs. Let the hook stop the scroll: let the subheadline deliver the promise. Headlines That Convert are Conversations, Not Commands What it means? Write like a person, not a podium. A conversational hook builds trust instead of forcing action. Why it’s important People avoid ads that feel like a sales pitch. They respond to lines that sound like a peer saying, “Yep, that’s you.” How to do it Imagine your ideal reader mid-scroll – distracted, busy, skeptical. What phrase makes them stop and mumble, “That’s me”? Make your headline feel like a short, empathetic call-out – not a lecture. Bonus: Hook Ideas You Can Steal Right Now Quick swipe file – plug these into creative, landing pages, or social posts: Want more examples or platform-specific versions (Meta, LinkedIn, TikTok, Google)? Say the word and I’ll map these to where they’ll perform best. Final Thoughts: Write Like a Human, Convert Like a Pro The best headlines are short, candid, and useful. If your headline doesn’t make someone feel seen or offer them a clear next step, it’s noise. Need help polishing a set of headlines or rewriting this post into a LinkedIn article or carousel? Get in touch. Or steal our style. We’ll be flattered.
What’s Retargeting, and Why Is It Important?
Retargeting is a form of online advertising that shows your ads specifically to people who’ve already interacted with your business – but didn’t convert. It’s important because most people won’t take action the first time they see you, and retargeting gives you a second (and third) chance to bring them back, build trust, and turn interest into sales. In other words, it’s the secret sauce behind the “I swear I just looked at this once and now it’s everywhere” experience – and when used properly, it can dramatically improve your return on ad spend (ROAS) while reducing wasted budget. Let’s break down how it works, why it’s so powerful, and how to use it without annoying the hell out of your audience. What Is Retargeting? What it means Retargeting (also called remarketing) is a form of online advertising that shows tailored ads to people who’ve already interacted with your business – visited your website, added something to cart, clicked an ad, or even watched a video. These users are tracked using pixels or first-party data, then re-engaged through platforms like Meta Ads, Google Display Network, TikTok, or email. Why it matters 98% of users won’t convert on the first visit. Retargeting gives you a second (and third, and fourth) shot at conversion – without having to attract brand new people each time. It’s also cost-efficient. Since you’re targeting warm audiences, your cost per acquisition (CPA) tends to drop and your return on ad spend (ROAS) goes up. We’re talking real performance metrics here, not just vanity clicks. And when done right, retargeting works at every stage of the funnel – from recovering abandoned carts to turning curious scrollers into loyal customers. Why Retargeting Converts Better Than Cold Ads It builds familiarity Humans buy from brands they know. Even if someone doesn’t click your ad the first time, just seeing your brand name again and again builds trust. It makes you look established, consistent and worth remembering. It fights distraction Let’s be honest – most people don’t abandon checkout because they’re not interested. They got distracted. The dog barked. The baby cried. Their Uber Eats delivery showed up. Retargeting brings them back when they’re ready to finish what they started. It segments your audience You can retarget based on specific behaviours: This lets you tailor your messaging based on intent, not guesswork. Not sure how retargeting fits into your funnel? Understanding the difference between paid search vs paid social can help you decide where retargeting should show up and how to use it across platforms. Real-World Retargeting Examples Abandoned cart ads Someone adds a product to their cart, bounces without checking out, then sees an ad on Instagram with a cheeky “Still thinking about it?” message. Bonus points if you add a discount to nudge them over the line. Viewed but didn’t buy A customer clicks your Google ad, browses a service page, then leaves. A few days later, they see a Facebook ad showcasing testimonials or a value-packed offer for the same service. That’s retargeting in action – and a great way to reinforce your wider marketing strategy. Past purchasers Retargeting isn’t just for new sales. You can re-engage past buyers with upsells, new product launches, or re-orders (think skincare, supplements, subscriptions). Lead nurturing Someone downloads your free guide or signs up for a webinar. Retarget them with content-rich ads, success stories, or even A/B-tested creative that pushes them closer to booking a call or making a purchase. How to Set Up a Retargeting Campaign (Without Screwing It Up) Step 1: Install your pixel You need the Meta Pixel, Google Tag, or TikTok Pixel on your site to start collecting data. No pixel = no retargeting. Do this before you run any paid ads. Step 2: Define your retargeting audiences Decide who you want to re-engage. Start with: Make sure your audience is big enough – most platforms need at least 100 people in an audience before they’ll serve ads. Step 3: Tailor your creative and offer The messaging should match where the user is in the journey: If you’re wondering what creatives work best at each stage, check out our breakdown on funnel-specific ad creative. Step 4: Optimise your frequency and duration Too much retargeting and you risk annoying people. Too little and they forget you exist. Start with a 7 – 14 day window and adjust based on your sales cycle. And don’t forget to exclude buyers. Nothing kills the vibe like retargeting someone who already converted. Final Thought Retargeting isn’t optional – it’s essential. If you’re only running cold ads, you’re working harder (and paying more) for fewer conversions. Whether you’re chasing sales, leads or long-term brand equity, retargeting helps you turn attention into action – and action into ROI. And if you want someone to set it all up without breaking your budget or your brain, Aesthetic Studios knows exactly how to do it.
Wrong Platform, Wasted Budget: Here’s the Fix
Here’s the truth: the best advertising platform depends on your goal. If you want immediate sales, start with Google Search Ads. If your goal is brand awareness or social engagement, Meta Ads (Facebook & Instagram) are usually the winner. For B2B leads, Google and LinkedIn are the clear choices. TikTok, Pinterest, and Reddit all shine in the right contexts, but only if your offer and creative align with the platform’s strengths. If you’re new to this, it’s worth starting with our guide on what paid advertising is and how it works before diving into platform selection. Step 1: Define Your Goal Before Choosing a Platform Before you even think about where to advertise, decide what you want most right now: Your goal determines the platform, not the other way around. Google Ads: Best for High Intent Search Best for: capturing people ready to buy now. Facebook and Instagram Ads (Meta Ads): Best for Targeted Social Reach Best for: e-commerce, local services, lifestyle brands, and retargeting website visitors. For troubleshooting underperformance, see why your ads are getting clicks but not converting. LinkedIn Ads: Best for B2B Marketing Best for: SaaS, consultants, and businesses selling to decision makers. TikTok Ads: Best for Creative, Viral Potential Best for: consumer products, lifestyle brands, and event marketing. Want to improve creative performance? Read about A/B testing in paid ads. Reddit Ads: Best for Niche Communities Best for: brands targeting hobby, tech, or gaming audiences where community validation drives conversions. YouTube Ads: Best for Storytelling and Education Best for: brands with strong stories, product demos, or tutorials. Pinterest Ads: Best for Visual Discovery Best for: e-commerce brands in visual categories. Curious about timelines? See how quickly paid ads work. How to Choose Your First Platform Where to Go Next The bottom line: no single platform is the “best.” The right one is where your audience’s attention, your offer, and your creative skills intersect. If you need expert guidance, talk to Aesthetic Studios before you spend another dollar in the wrong place.
Confused About Advertising Channels? Compare Search vs Social
Here’s the quick answer: Paid search works best when people are already looking for what you sell – think Google users typing in a problem or product name. Paid social is for reaching the right people even before they know they need you – think Meta, Instagram, TikTok or LinkedIn, where you create demand and build audiences you can later convert. If you’re brand new, start with the basics in what is paid advertising. The quick answer Paid search captures people who are actively looking right now. Paid social finds people based on who they are and what they do online. Use search when demand already exists. Use social to create demand, build brand, and warm up audiences. For help choosing channels, see which advertising platform should I use. Area Paid search Paid social Where ads show Search results and partner networks Feeds, Stories, Reels, in-stream Targeting Keywords, queries, intent signals Demographics, interests, behaviors, lookalikes User mindset Problem aware and solution seeking Scrolling and open to ideas, not always shopping Creative Text-led with intent aligned copy Visual-led with strong hooks Pricing Mostly CPC CPM or CPC Best use case Capture existing demand Create demand, build brand, retarget Audience targeting What it means Search targets the words people type. Social targets the people themselves and their on-platform behavior. Why it matters If people already want your offer, search wins on precision. If people don’t know yet, social wins on reach and creative testing. Get more guidance in our platform guide. How to do it Intent What it means Intent is readiness to act. Search users raise their hand with a query. Social users are interruptible – you earn attention with story and value. Why it matters High intent traffic converts at higher rates and can support higher CPCs. Lower intent traffic needs nurturing, which impacts funnel design. See the bigger picture in how paid ads support marketing strategy. How to do it Budget allocation What it means How you split spend between channels and funnel stages. Why it matters All harvest and no planting leads to plateau. All planting and no harvest hurts revenue. See how to set a paid ads budget and check cost ranges in paid advertising cost. How to do it Results and speed What it means Search often delivers conversions quickly because you ride existing demand. Social ramps as the algorithm learns and your creative sharpens. Why it matters Realistic expectations prevent panic pauses. Compare timelines in how quickly will I see results from paid ads. How to do it Creative and landing pages What it means Search is copy-led. Social is visual-led with hooks. Both need fast pages, congruent offers, and proof. Why it matters Mismatched creative or slow pages inflate CPAs. Strong headlines and aligned landing pages cut waste. How to do it When to use each How to combine search and social Common mistakes Are you ready to launch your paid ads? Test yourself with the quiz below. Next steps
Why Are My Ads Getting Clicks But Not Converting into Sales?
You’re getting clicks. The ad looks good. The targeting seems on point. But sales? Nada. Crickets. Tumbleweeds. If your ads are attracting traffic but no one’s buying, the problem isn’t your ads – it’s what happens after the click. Clicks mean your ad worked. But conversions depend on your landing page, offer, audience alignment, and user experience. So before you throw more budget at the problem, let’s break down what’s really going wrong – and how to fix it. Problem 1: Your Landing Page Isn’t Built to Convert Users are clicking your ad but bouncing the moment they hit your site. That’s usually a sign your landing page isn’t doing its job: building trust, delivering value, or making it easy to take action. Why it matters You’ve already paid for the click. If the landing page doesn’t load fast, look legit, or clearly tell the user what to do next, you’re burning budget. A high bounce rate = money down the drain. How to fix it Design for action: Clean, high-converting landing pages aren’t just pretty – they’re functional. If your site needs a strategic overhaul, check out our website design services to get pages that actually convert. Match the message: Your landing page should reflect the exact promise made in your ad – same language, same offer, same tone. Cut the clutter: Focus on one CTA. Remove distractions. You’re not building a website – you’re building a conversion machine. Boost speed + mobile UX: Most clicks are from mobile. If your site takes 5 seconds to load or buttons are too small, you’re losing people. Add social proof: Testimonials, logos, or reviews can make or break trust. If you’ve got it, flaunt it. Problem 2: You’re Targeting the Wrong Audience Your ads might be reaching people… just not the right people. If your targeting is too broad, too generic, or based on weak signals, you’ll get curiosity clicks – not buying intent. Why it matters A click without intent is worthless. Worse, it can skew your data and trick you into thinking your campaign is working when it’s not. How to fix it If you’re unsure whether your platform is even right for your business, step back and look at which ad platform actually suits your offer. Problem 3: Your Messaging Doesn’t Align with Intent Your ad might be clever, catchy, even high-converting but if the message doesn’t speak to your audience’s real pain, urgency or desire, it won’t drive action. Why it matters Misaligned messaging causes a disconnect. People click because they’re intrigued, but don’t buy because they don’t see how it solves their problem. How to fix it Messaging issues are often most visible in retargeting campaigns. If people saw you once, clicked, and didn’t buy – you’ve got one shot to realign the message. Here’s how retargeting ads work and how to use them strategically. Problem 4: You’re Attracting Clicks Without Context High click-through rate (CTR), low conversion? That could mean your ad is too broad or clickbaity – it gets attention but doesn’t set the right expectation. Why it matters If your ad overpromises or feels misleading, users won’t convert. The copy needs to qualify the click, not just win it. How to fix it Problem 5: Your Offer Just Isn’t Compelling Enough What it means Clicks are coming, but the offer isn’t strong enough to move them from interest to action. Why it matters No urgency, no incentive, no conversion. In competitive markets, your offer needs to feel like a no-brainer – especially for cold traffic. How to fix it If your funnel’s fully built but still not converting, go back and test each layer – from the ad copy to landing page design to the offer itself. Paid ads aren’t magic. They just expose where your funnel is weak. Final Thought Getting clicks but no sales is one of the clearest signs your funnel needs attention – not more traffic. Fix the leak before you pour more budget in. Optimise your page. Align your message. Qualify your audience. Refine your offer. And then scale with confidence. If you’re tired of high-CTR, low-conversion campaigns, Aesthetic Studios can help you fix the leaks and turn your traffic into profit.
How Quickly Will I See Results from Paid Ads?
Here’s the short answer: most businesses start seeing early data from paid ads within the first 3-7 days, while consistent results and ROI typically take 3-6 weeks depending on the platform, your funnel, and your creative. Google Ads can show intent-driven leads fastest, Meta Ads usually need more time to learn, TikTok can be hit-or-miss but quick, and Pinterest often plays the long game. If you’re brand new to paid ads, you might want to first check out What is Paid Advertising and How Does it Work? before diving into timelines. The Big Picture: Paid Ads Aren’t a One-Night Stand Still wondering if paid ads are worth it at all? Read Is Paid Advertising Worth It for Small Businesses? Google Ads: Fast Data, Slower Sales (Sometimes) What it means: Google Ads, especially Search, gets you in front of people with intent. They’re literally Googling for what you sell. High intent means high potential. Timeline expectations: Want more on the channel breakdown? Check out What’s the Difference Between Paid Search and Paid Social Ads? Meta Ads (Facebook & Instagram): The Frenemy You Love to Hate Timeline expectations: Trying to DIY your ads? Read Can I Manage Paid Ads Myself, or Should I Hire an Agency? TikTok Ads: Viral or Bust? Timeline expectations: Want to know how to test creative faster? See What’s A/B Testing in Paid Ads, and Why Do I Need It? Pinterest Ads: The Quiet Achiever Timeline expectations: Still unsure which platform is best for you? Read Which Advertising Platform Should I Use for My Business? Ad Results Cheat Sheet Platform Early Data Learning & Optimisation Full Performance Google 3-7 days 2-4 weeks 1-3 months Meta 3-5 days 1-2 weeks 3-6 weeks TikTok 1-3 days 5-10 days 2-4 weeks Pinterest 5-10 days 2-6 weeks 1-3 months Final Word: Stop Watching the Clock, Start Watching Your Funnel Paid ads aren’t a silver bullet. They’re a spotlight. They amplify what’s already working, or expose what’s broken. If you’re running ads and not seeing sales, check out Why Are My Ads Getting Clicks But Not Converting into Sales? Want to get the most from your spend? Don’t miss How Do I Set the Right Budget for My Paid Ad Campaigns? And when it’s time to measure your results like a pro, read How Do I Measure the Effectiveness of Paid Ads? and How Do Agencies Typically Report Results to Clients? Need help fast-tracking your ads without wasting cash? Book a strategy session with Aesthetic Studios.
How Do Paid Ads Help Improve My Overall Marketing Strategy?
Think paid ads are a standalone hustle? Think again. When done right, paid ads don’t just drive clicks – they supercharge your entire marketing ecosystem. From content and SEO to email and branding, PPC acts like high-octane fuel that powers up every other channel. If your marketing feels like a slow burn (or worse, a bonfire of wasted time), integrating paid ads might just be the strategic shift you need. Let’s break down how it all fits together. Paid Ads + SEO: The Dream Duo What it means While SEO works to build long-term visibility through organic search, paid ads give you immediate visibility – especially for keywords you don’t rank for (yet). The two can run side-by-side without stepping on each other’s toes. Why it matters SEO is a long game. It takes months to climb the ranks. Paid search fills the gap while your organic content gains traction. Plus, the keyword data from your Google Ads campaigns can actually guide your SEO strategy. You’ll know what converts, what gets clicks, and what your audience is searching for right now. How to do it Paid Ads + Content Marketing: The Amplifier What it means You’ve got great content – blogs, guides, freebies – but no one’s seeing it? Paid ads fix that by promoting your content to the right people at the right time. Why it matters Content without distribution is just a fancy journal. Paid ads get eyeballs on your most valuable content faster than any organic strategy ever will. That visibility turns into engagement, shares, email signups and eventually… customers. How to do it And if you’re wondering what kind of content works at each funnel stage, here’s how to map your ad creative to your funnel. Paid Ads + Branding: Instant Familiarity What it means Paid ads aren’t just about clicks and conversions – they’re about visibility, perception and recall. Think of every ad impression as a tiny brand touchpoint. Why it matters The more someone sees your brand in their feed, on YouTube, or in Google results, the more familiar and trustworthy you become. Even if they don’t click right away, you’re planting seeds for future action. And branding isn’t just about aesthetics. It’s about trust. Consistent ad creative reinforces your value props, tone of voice, and positioning across every channel. How to do it If you’re already running ads but aren’t seeing conversions, the issue might not be the strategy – it could be your messaging. Here’s how to fix ads that get clicks but no sales: ads getting clicks, no conversions? Paid Ads + Email Marketing: Data Goldmine What it means PPC brings the leads in. Email keeps them warm (and sells to them later). The combo is 🔥 when you’ve got the right strategy. Why it matters Email sequences can convert leads that aren’t ready to buy today – but might be in a week. Paid ads help build your list fast, and email helps monetise that list over time. Plus, email engagement can be used to create powerful retargeting segments. How to do it Final Thought Paid ads are more than just a way to “get traffic.” They’re the connective tissue that links all your marketing channels together – filling in the gaps, amplifying what’s working, and speeding up the stuff that takes forever organically. When integrated properly, your PPC strategy makes everything else work harder, faster, and smarter. And if you need a partner who actually knows how to stitch it all together? Aesthetic Studios is built for that.
What is Paid Advertising and How Does it Work?
Ever feel like organic marketing is just shouting into the void? You post, you pray, and if you’re lucky, the algorithm throws you a pity like. Paid advertising? That’s your shortcut. Your fast pass. Your “stop scrolling and look at me” moment. If you’re trying to grow your business without waiting around for organic reach to kick in sometime between now and the heat death of the universe, this blog is for you. You’ll walk away knowing what paid advertising is, how PPC works, and how ads are actually structured, without needing a dictionary or a digital marketing degree. Let’s clear the fog. So, What Is Paid Advertising? The gist:Paid advertising is when you pay platforms like Google, Meta, LinkedIn or YouTube to get your stuff seen. Instead of waiting for your content to organically reach the right people, you pay to put it directly in front of them. Why it matters:You get eyeballs. Fast. And not just any eyeballs, qualified ones. People searching for what you sell. People who’ve already checked out your site. People who don’t even know they need you yet, but will the moment they see your ad. How it works:You create an ad, set your audience (by interest, behaviour, keyword, demographic etc), pick your budget, and launch. The platform shows your ad based on your criteria and you pay based on the type of campaign, usually per click, view or conversion. More on that in our breakdown of paid advertising cost. Still with me? Cool. Because this is where PPC comes in. What is PPC (Pay-Per-Click)? The gist:PPC is a model where you pay only when someone clicks on your ad. Google Ads is the MVP here, but PPC also happens on Bing, Meta, LinkedIn, Pinterest, even TikTok. Why it matters:You’re not paying for impressions or vague “brand awareness”. You’re paying for action. Someone clicked because your ad spoke to them. That’s intent, and intent is where conversions start. How it works:Each time someone searches a keyword you’re targeting, Google runs a little auction behind the scenes. Your ad competes based on: Better ad quality = lower cost. Not everything is pay-to-win. For more on performance tracking, head to how to measure paid advertising effectiveness. How Paid Ads Are Structured The gist:Ads aren’t just pretty pictures and persuasive copy. They’re built to hook, hold, and convert. And different platforms have different flavours. Google is all about text. Meta is all about visuals. Most paid ads include: Why it matters:People scroll fast. You’ve got seconds to make them stop, click and care. The right structure makes that happen. The wrong one? Wasted budget, no conversions, sad marketer. Want more on this? Check out why your ads are getting clicks but not converting into sales and A/B testing in paid ads to optimise your creative and copy. Final Thoughts: Is Paid Advertising Worth It? If you’ve been relying on organic reach alone, paid ads might feel like a cheat code. That’s because, when used right, they kinda are. But they’re not magic. They’re tools, and tools work best when you know how to use them. From picking the right platform for your business, to understanding retargeting, to deciding whether to DIY or hire an agency, we’ve got you covered. Check out the full series to get the big picture, or start with how to set your paid ads budget so you don’t blow it on day one. Next up: How much does paid advertising cost? Want the bigger picture? Start here: Paid Advertising.