When I started promoting my small business online, I was honestly overwhelmed by the idea of ad platforms. Facebook, Google, Instagram, LinkedIn – where was I supposed to begin? Each one promised to connect me with the right people, but they all looked like complicated dashboards full of graphs, numbers, and settings I didn’t understand.
Sound familiar?
If you’ve ever felt lost trying to figure out how to advertise your brand effectively, you’re not alone. Whether you’re a solo operator, running a family-owned business, or part of a small team trying to grow your audience, understanding how to use ad platforms properly can feel like reading a foreign language.
But here’s the thing: once I took the time to figure out what works (and what doesn’t), I started seeing real results: more clicks, more phone calls, and more sales.
And I didn’t need to spend thousands or hire a fancy agency to get there.
In this guide, I’ll explain exactly how I use ad platforms to connect with real people—the kind who actually want what I’m offering. There will be no fluff, no complicated buzzwords, just straight-up, practical advice from someone who’s been through it all.
What Are Ad Platforms (And Why Should You Care)?
Let’s keep it simple. Ad platforms are online tools that let you show your product, service, or message to the people who are most likely to care.
Think of it like this:
· Facebook knows who likes gardening, dog videos, and fitness routines.
· Google knows what people are searching for at 2 am.
· LinkedIn knows who’s job hunting or looking for business tools.
When you use an ad platform, you’re tapping into that knowledge. You’re not shouting into the void – you’re speaking directly to the people who are already interested in your work.
And yes, you can set a budget that suits you. Even $10 a day can go a long way if you know what you’re doing.
Common Questions People Ask About Ad Platforms
Before I started, I had a million questions. Maybe you do, too. Here are some I hear all the time:
· Which ad platform should I use?
· How much do I need to spend?
· Are paid ads worth it?
· Can I manage ads myself without hiring an expert?
· What kind of ads work?
Based on my own experience (and a few hard-earned lessons), let’s tackle these one by one.
Which Ad Platform Works for What?
Not every ad platform fits every goal. Here’s a breakdown of how I use different platforms depending on what I want to achieve:
1. Google Ads – For People Actively Searching
If someone’s typing “emergency plumber in Sydney” or “buy running shoes near me,” they’re ready to act. That’s where Google Ads shine.
I use it for:
· Local services
· E-commerce with clear demand
· People searching for answers
Tip: Start with Search Ads, not Display. You’ll get better quality traffic, especially if you match your ad text to real search intent.
2. Facebook & Instagram Ads – For Building Awareness and Retargeting
Not everyone wakes up thinking they need your product. But that doesn’t mean they won’t want it once they see it.
That’s the beauty of Facebook and Instagram ads.
I use them to:
· Build brand recognition
· Retarget people who visited my site but didn’t buy
· Share engaging content like videos, testimonials, and promotions
Tip: Don’t just sell. Share real stories, behind-the-scenes photos, or helpful tips. People scroll for entertainment – not sales pitches.
3. LinkedIn Ads – For B2B and Professional Services
LinkedIn ads cost more but work well when targeting decision-makers, business owners, or job titles in specific industries.
I use it for:
· Promoting consulting services
· Reaching HR managers for training workshops
· Building authority through sponsored posts
Tip: Narrow your targeting by company size, role, and location. Don’t go broad – you’ll waste money.
4. YouTube Ads – For Telling a Story Visually
If your product or service needs more explanation, YouTube is brilliant. You can target by interest, behaviour, or even what people watch.
I use it for:
· Product demonstrations
· Tutorials
· Testimonials with a face and voice
Tip: If possible, keep videos short, under 30 seconds. And start strong—the first 5 seconds matter the most.
How Much Should I Spend?
I started with $5 a day. Seriously.
You don’t need to go big to see results. What matters more is:
· Writing clear, compelling ad copy
· Choosing the right audience
· Having a strong call to action
Over time, as I saw what was working, I increased my budget slowly. I keep most campaigns under $50 daily unless they convert well.
What Kind of Ads Work?
After testing hundreds of ads, here’s what I’ve learned:
Keep it human.
People respond to faces, names, and stories – not corporate-speak.
Use simple language.
Forget the big words. Say what you offer, who it’s for, and what they’ll get.
Be honest.
If your product isn’t perfect for everyone, say so. Trust builds faster that way.
Test everything.
Try different headlines, images, and calls to action. What works for me might not work for you.
My Go-To Ad Strategy (In 5 Steps)
If you’re ready to dive in, here’s how I start every new campaign:
1. Define one clear goal.
· Do you want leads? Sales? Appointments? Choose one.
2. Pick your platform based on that goal.
· Searching? Google. Scrolling? Facebook. Professionals? LinkedIn.
3. Create simple, relatable ads.
· Think conversation, not billboard.
4. Set a daily budget you’re comfortable with.
· Even $5 can teach you something.
5. Check results and tweak weekly.
· Don’t touch it daily unless something’s wrong.
Avoid These Common Ad Platform Mistakes
Learn from my blunders:
· Going too broad.
· If you target “everyone in Australia,” you’ll reach no one in particular.
· Using the same ad everywhere.
· Each platform has its vibe. Tailor your message.
· Sending people to a slow, messy website.
· You’ll lose them before they read a word.
· Quitting too soon.
· Some of my best ads took weeks to start performing. Patience pays off.
Tools I Use to Track and Improve My Ads
If you’re managing ads yourself, these tools can be lifesavers:
· Google Analytics – To see where traffic is coming from and what it’s doing
· Facebook Ads Manager – To adjust campaigns and review performance
· Canva – For quick, eye-catching ad visuals
· ChatGPT – I’ve used it to brainstorm ad headlines and copy!
Real Talk: Are Paid Ads Worth It?
Here’s the truth.
Yes – if you’re ready to learn, experiment, and adapt.
No ad platform is a magic switch. It’s a tool. It can bring amazing results, but only if you use it carefully and intentionally.
I’ve had ads flop, and I’ve had ads go viral. It’s a learning curve, but it’s one worth climbing.
Ready to Try It Yourself?
Consider this if you’ve been waiting for a sign to give ad platforms a proper go.
Start small. Think like your customer. Keep your message simple. Track what’s working, and don’t be afraid to adjust.
And if you’re already running ads, I’d love to hear what’s worked for you! What platform are you using? What kind of response are you getting?
Leave a comment, share your thoughts, or forward this article to a mate who is just starting out. Let’s help each other grow.