What Kind of Ads Work Best for Small Businesses?

Running ads can feel like gambling with your marketing budget, but when done right, it’s more like planting seeds in well-prepared soil. The challenge? Many small businesses expect instant growth when what’s really needed is strategy, patience, and a willingness to test.

There’s no shame in starting small. Ads require experimentation - swapping images, testing calls-to-action, refining targeting, and letting the data guide you. AI can help speed up early testing, but even with the best tools, success usually comes from testing, not luck.

So what kind of ads make sense for your business? Here's a breakdown of the most common types of online ads small businesses can explore, along with where they shine best.

Google Search Ads
These show up when people are actively searching for something specific—like "custom curtain installation near me" or "best matte plaster finish for kitchen walls." These ads are great for local services, product-based businesses, and anything with clear buying intent.

Google Display Ads
These appear across websites, blogs, apps, and YouTube as image-based banners. Display ads work best when you're building brand recognition or staying top of mind after someone visits your website.

Meta Ads (Facebook and Instagram)
These platforms are ideal for lifestyle-oriented, visual, or emotionally engaging content. Meta ads are best when you're showing people what’s possible—whether that's a beautiful transformation, a behind-the-scenes moment, or an irresistible offer.

Pinterest Ads
Pinterest users are planners. They're often collecting ideas for a future purchase, renovation, or life event. If your product or service lends itself to inspiration boards (like wall finishes, lighting, or design layouts), Pinterest ads can work beautifully to meet people right before they decide.

YouTube Ads
If your business involves high-investment decisions or processes that benefit from trust-building, YouTube can be powerful. A short, informative video ad can help people understand what makes your work unique—and see your face, hear your voice, or watch your process.

Bonus: Retargeting Ads
Retargeting ads show up after someone has already interacted with your business—like visiting your website, watching your video, or clicking on a product. These can be run on most major platforms, including Google, Meta, Pinterest, LinkedIn, and TikTok. They’re especially useful when you're trying to nudge a warm lead toward the finish line.

Ads aren't one-size-fits-all. Each platform connects with your audience at a different stage of their decision-making process:

• Google is for people already searching.

• Social media is for sparking desire and discovery.

• Pinterest is for planners.

• YouTube is for building trust.

• Retargeting is for reminding the ones who already know you.

The key is to match your message to where your audience is on their journey—and be ready to adjust as you go. Even with all the best tools available, most ad success comes from testing and learning, not launching once and hoping it sticks.

The truth is, great ads aren't about being everywhere—they're about being intentional. By understanding how each type of ad functions and what it's best suited for, you can choose the approach that makes the most sense for your business. Take your time, get the foundations in place, and when you're ready, you'll be able to move forward with clarity and confidence. In the next post, we’ll walk through the signs that your business has a solid foundation for ads—and what to work on if you're not quite there yet.