The Simple Guide to Running Paid Ads That Actually Work

If you’ve ever tried running ads for your business, you’ll know the feeling: you set a budget, launch the campaign, and… nothing much happens.

I’ve spoken to countless business owners who’ve said the same thing: “I boosted a post once, but it didn’t bring me any new customers.”

The truth is, paid ads do work — but only when they’re done with a clear plan. And the good news? It doesn’t need to be complicated.

Start with the Right Audience

The biggest mistake I see is ads being shown to everyone.

For example, imagine a café in a holiday destination. If they run ads to the whole country, they’ll waste money on people who are hundreds of miles away and never likely to visit. But if they target only people currently in their town, or those searching for “coffee near me,” suddenly the ads are relevant — and customers start walking through the door.

Ads are powerful when they speak directly to the right people, at the right time.

Set Clear Goals

Before you even press “publish,” ask yourself: What do I want this ad to achieve?

• Is it more enquiries?

• More bookings?

• More online sales?

• Or simply brand awareness?

For instance, a fitness coach might want more people to sign up for a free trial session. Their ad shouldn’t just promote their business — it should offer a direct action: “Book your free session today.”

Without a clear goal, you’ll never know if your ads are working.

Keep It Simple

Too often, business owners try to say everything in one ad. But attention spans are short.

One of the most effective ads I’ve seen was for a local home services business.

The ad simply showed a before-and-after image, with text: “Book your free quote today.” Nothing fancy. No clutter. Just problem → solution → action.

The simpler the message, the stronger the results.

Track and Improve

Here’s the best part: ads give you data. You can see how many people saw your ad, clicked, or took action.

Let’s say you’re running Google Ads for a property rental service. You notice lots of clicks but few enquiries. That’s a clue: maybe the landing page needs a clearer call-to-action.

Small adjustments, week by week, can turn a “just okay” campaign into one that consistently brings in leads.

Final Thoughts

Paid ads aren’t about throwing money into the digital void. They’re about investing wisely, targeting carefully, and keeping things simple.

When done right, ads can put your business in front of the exact people you want to reach — whether that’s on Google, Facebook, or Instagram.

At Otis Media, we build campaigns designed to actually work. No jargon, no wasted spend — just clear strategies, measurable ROI, and ads that bring real customers to your door.

If you’d like to see what paid ads could do for your business, Book a Free Discovery Call and let’s make it simple.