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Using Paid Advertising to Drive Sales-Led Growth
Paid ads target your audience and boost visibility. Get step-by-step advice for setting up campaigns that deliver real results.
Paid ads target your audience and boost visibility. Get step-by-step advice for setting up campaigns that deliver real results.
You want to grow your business, attract more customers, and increase sales—but how do you get your message out there? One way to get right in front of your audience is through paid ads.
Paid advertising is when businesses pay to display their ads to a specific audience, targeting the people most likely to be interested in their products or services. You can reach your ideal customer, generate quality leads, and grow your sales pipeline if done right.
This blog will break down what paid advertising is, how it works, and how to use it to drive sales lead growth—even if you’re just starting.
Paid advertising is any kind of ad that a business pays to display. You might see these in various forms, like Facebook ads, Google search results, or promoted tweets.
Think of all those Instagram posts labeled as “Sponsored” or those YouTube videos with the “Skip Ad” button—they’re examples of paid ads in action.
Here’s how it works: businesses pay platforms like Facebook, Google, or TikTok to show their ads to specific people, typically based on demographics like age, interests, or location.
These platforms use algorithms to place these ads in front of the right eyes, maximizing the chances that they’ll get clicked or noticed by the right audience.
Now, let’s talk about the good and the not-so-good. One of the biggest perks of paid ads is how measurable they are. You can track exactly how many people saw your ad, clicked on it, or even bought something because of it.
You can also ensure your ads are shown to the right crowd—whether that’s a specific age group, job title, or interest. Plus, 84% of brands and marketers report positive results from their PPC advertising campaigns.
On the downside, it does take some upfront investment. You’re paying before you know for sure if your ads will result in leads or sales. That’s why creating an effective ad campaign is so important—you want to make the most of every dollar spent.
Posting on social media and selling products or services organically is great—it gets your message out there, but it can feel like you’re playing the waiting game. Enter paid social media ads.
They’re like throwing gasoline on the fire, giving your posts and offerings the fuel they need to take off. Here’s how to get started:
Knowing your target audience is the cornerstone of any good marketing strategy, especially for paid advertising. You might think, “I already know my audience,” but paid ads take this to the next level.
When you know who you're speaking to, crafting messages that resonate is easier. Plus, you’ll know which platforms they spend the most time on, so you can meet them there.
For instance, if you’re selling trendy clothes for teens, your audience is probably all over Instagram and TikTok. However, if you’re a B2B software company, LinkedIn might be your playground. Narrowing down the “who” makes the “where” much more straightforward.
One of the biggest perks of paid ads is targeting. You can set specific parameters—like age, gender, location, or even interests—so your ads show up in front of those most likely to engage. But before you can hit that target, you need to define it.
Take a moment to think about your ideal customer. What are they interested in? What problems are they trying to solve? Where do they go online? Once you’ve painted a clear picture, you’re ready for the next step.
Now that you know who you’re targeting, it’s time to decide where to reach them. There are plenty of platforms to choose from, but you’ll want to consider where your audience hangs out and where they’re most likely to take action.
Here are a few things to keep in mind:
This is great if you want to target people when they’re actively searching for something. Google is the go-to for people looking for products, services, or answers to questions.
80% of Gen Z, 62% of millennials, 66% of Gen X, 35% of Boomers, and 52% of the general population primarily use mobile search.
If someone’s searching for “best running shoes,” an ad for your brand could pop up right at the top of the results. Google Ads are often good for businesses selling products or services with high search volume.
These two are powerhouse platforms for reaching a broad range of audiences. Facebook offers super detailed targeting options (everything from age and interests to job titles).
Facebook was the top social media platform for marketers in 2023, with a better ROI than any other platform. However, Instagram posts generate 23% more engagement than Facebook posts despite Facebook having twice as many monthly users.
Instagram, on the other hand, is perfect for visual products. If you’ve got something that photographs well—like fashion, food, or fitness gear—Instagram is a great way to showcase your offerings.
This platform is perfect for B2B companies or anything career-related. If your target audience includes professionals, this is the spot. LinkedIn allows you to target by company, job title, industry, and even seniority level.
For example, if you offer leadership coaching services, you can target people with job titles like “CEO” or “Director.”
Social media usage is practically a constant part of modern life, but your job is to find out where your customers are most active. About 60% of the global population uses social media.
Are they scrolling Instagram stories? Watching TikTok videos? Searching for solutions on Google? Once you’ve figured that out, setting up your first ad campaign is the next step.
So, now that you’ve nailed down your audience and your platform let’s dive into the nuts and bolts of setting up your first paid ads campaign. A popular method is PPC—pay-per-click—which means you only pay when someone actually clicks on your ad.
There are two major players: Google Ads (for search campaigns) and social media platforms like Facebook, Instagram, and LinkedIn.
With Google, you’re mainly focusing on people actively searching for something. This could be anything from “best restaurants near me” to “how to fix a leaky faucet.”
Google Ads are text-based and show up either at the top of the search results or across Google’s display network.
First, you’ll want to create a Google Ads account and research the right keywords—these are the words people type in when searching for something.
Tools like Google’s Keyword Planner can help you find the right terms that are both relevant and popular. Then, you’ll bid on those keywords (this is where the "pay-per-click" part comes in). When someone searches for those terms, your ad has a chance to show up at the top.
Once your campaign is live, you can adjust your settings to narrow your audience based on location or time of day. You’ll see which keywords perform well and adjust to get the best bang for your buck.
While Google Ads is about catching people in the moment of need, social media ads are all about being seen where people are already hanging out. When you set up a campaign on platforms like Facebook or Instagram, you can get incredibly specific about who sees your ad.
Are you targeting people between 18 to 35 who live in New York and are into fitness? No problem. Do you want to reach stay-at-home parents interested in eco-friendly products? You can do that, too.
Start by creating an ad through Facebook Ads Manager (which works for both Facebook and Instagram). You’ll upload your visuals or video, write your ad copy, and set your budget and target audience.
Just like with Google Ads, you can monitor your campaign performance and tweak it as needed to see what’s working best.
Getting in front of your audience is one thing, but if your message is irrelevant, generic, or flat-out boring, you might as well be invisible. And what about all that cash you’ve spent? To ensure your investment pays off, remember these strategies.
With proper optimization, pay-per-click (PPC) ads can deliver an average return of $2 for every $1 spent, resulting in a 200% ROI. Think of these as your PPC campaign power moves:
Not all ads are created equal, and neither are all platforms. What works on Facebook might fall flat on TikTok, and a great LinkedIn ad might not land on Instagram. Tailor your ad format, tone, and style to fit the platform and, more importantly, the audience you’re trying to reach.
For example, a highly polished video ad might crush it on Instagram, where people love curated, visually appealing content, but on LinkedIn, a text-heavy, informative ad could work better.
LinkedIn users are more business-focused and prefer ads that offer value, such as industry insights or professional tools.
Similarly, a playful, meme-style image might engage younger audiences on TikTok, but that’s probably not what will appeal to executives on LinkedIn. It’s all about knowing who you're targeting and delivering something that feels native to their environment.
You’re not just selling a product or service—you’re selling what it can do for your audience. No one wants to buy paint just for the sake of buying paint. They’re buying the feeling of a fresh, stylish room that makes their home feel cozier and more inviting.
This is where great ad copy comes in. When writing your ads, focus on the outcome your product delivers.
If you’re selling a meal kit service, don’t just tell people about the ingredients. Tell them how much time they’ll save, how stress-free their weeknights will become, or how they’ll wow their family with chef-level meals without breaking a sweat.
It’s all about tapping into what your audience values. If you know your audience well—because remember, that’s step one in any PPC strategy—you’ll know what problems they’re trying to solve.
People love a deal, especially when it feels like they’re getting something exclusive. That’s where offers like limited-time discounts, flash sales, or “Buy One, Get One” deals come into play. And the more urgent you can make it, the better.
Adding time-sensitive language—like “Only 24 hours left!” or “Sale ends soon!”—taps into the sense of FOMO (fear of missing out) that can motivate people to take action right now.
That said, you don’t want to overdo it. If every single ad you run is a sale or discount, it can start feeling disingenuous.
Use these offers strategically, maybe for special launches or during shopping seasons like Black Friday, and mix them up with other types of content to keep your audience engaged.
Visuals are the first thing people notice in an ad, so you can’t forget about them. Whether it’s a static image, an eye-catching video, or even a carousel of products, the visual element of your ad needs to grab attention and be memorable.
Make sure it’s high quality and aligned with your brand identity. If you’re running ads on Instagram or Facebook, try experimenting with different formats—videos, carousel ads, stories, or even reels.
Each offers a unique way to engage with your audience, and depending on the product or service you’re advertising, one format may perform better than another.
Even if your ad is ticking all the right boxes, don’t assume you’ve nailed it on the first try. In the world of PPC, split testing (also known as A/B testing) is your best friend. It’s essentially experimenting with different versions of your ad to see which performs better.
Try changing one element at a time—maybe start with the headline, then test a different image or tweak the call-to-action (CTA). For example, one version of your ad might say “Shop Now” while another says “Learn More.”
Over time, you’ll gather data that shows you exactly what resonates with your audience. You’ll make more informed decisions than guessing which ad is working. Plus, it can save you money in the long run by focusing your budget on the ads that gain more sales leads.
Retargeting is the digital equivalent of the “follow-up” that salespeople live by. You need it to keep your brand visible to people who are already somewhat interested, making it easier for them to take the next step.
Let’s say someone visited your website, added a product to their cart, but then left without checking out. A retargeting ad can remind them of that item and give them a nudge to complete the purchase. You might even sweeten the deal by offering a small discount in the ad.
You can also use retargeting ads to stay top-of-mind with people who’ve shown interest but haven’t yet taken action. Maybe they watched one of your videos or clicked on an ad without buying anything.
Retargeting gives you the opportunity to show them a new message, perhaps with a different CTA, to push them toward conversion.
Paid advertising might seem intimidating at first, but once you break it down into these simple steps, it becomes much more manageable. Start with understanding your audience, choosing the right platform, and setting up targeted, data-driven campaigns.
Here’s a final tip: paid ads are as much about learning as they are about gaining immediate results. Use each campaign as a stepping stone, gathering valuable insights that help you fine-tune your future efforts.
Over time, this approach will drive both short-term success and sustainable, long-term growth for your business.
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