Welcome to the Small Business Guide to Advertising.

As a small business owner, your approach to advertising must be different. You don't have the spend, the bandwidth, or the reach of a major corporate brand, but that doesn't mean that you can't create advertising campaigns that are highly effective.

You'll want to take an approach to advertising that is just as unique and thoughtful as your approach to the rest of your business. Advertising is a key component of any smart marketing strategy, and understanding how to reach your audience and what to say once you've found them is all part of the game.

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Full table of contents

1 Google Local Services Ads

Google Local Services Ads are a must for any technicians or providers of services to homeowners. From electricians to pet sitters, Google Local Services allows small business owners to appear first in local search results and allows potential customers to read reviews and contact you directly. Here's more on the ins and outs of this important advertising tool.

2 Advertising and lead generation

Advertising is a key component in the first two segments of your marketing hourglass. It's what gets your name and brand out there in the world, what gets the attention of prospective customers, and what can drive them to learn more about your business and (eventually) convert. When done correctly, advertising can be a linchpin in the lead generation process.

3 Advertising and content

In today's digital age, advertising and content go hand-in-hand. Great advertising can lead new prospects to discover your content. Great content can help you drive conversions and increase returns on your advertising investment. You can even use content as advertising on paid platforms. These articles can help you make the most of this important symbiotic relationship.

4 Paid search - Google Ads (formerly AdWords) and Facebook

If your advertising strategy does not include Google and Facebook, you're missing out on a huge component of the online marketing world. With billions of users each month, these two sites dominate the digital marketing landscape, and you need to be aware of how to best use their paid search options to attract leads and generate conversions.

5 Advertising and customer journey

The customer journey is not a straight road. It's one filled with detours, twists, turns, and traffic circles. This means that your prospects and customers will continue to come in contact with your advertising again and again, no matter where they are in the journey. You'll want to be prepared to greet them with advertising that's useful and informative, solves a need, and reinforces trust in your brand.