Paid Ads for Small Business: Costly Mistake or Strategic Tool?

Paid ads can feel like a double-edged sword for small business owners. One minute, they’re draining your budget with no returns, and the next, they’re fueling your most successful campaign of the year. At VBG Creative, we’ve run enough paid ad campaigns to know the difference—and we’ve built a process that takes the guesswork out of it.

Ads shouldn’t be “cross your fingers and pray” campaigns. When done right, paid ads become a reliable lever for growth. We’ve earned certifications, studied what works, and documented real-world outcomes that guide every decision.

Case in Point: The Summer Oasis Campaign

One of our recent nonprofit clients had never run paid ads before. Understandably, they were skeptical. But through a targeted strategy focused on high-engagement content, we helped them 3x their event attendance and grow their community in just a few weeks. You can read the full case study here.

Here’s a peek into our process and a few tips if you're considering running ads for your business or nonprofit.

1. Start With Industry Benchmarks

Your industry will heavily influence how far your budget can go. Some sectors are ultra-competitive when it comes to paid ads, and your cost per click (CPC) will reflect that.

According to WordStream, here are the latest CPC benchmarks:

• Average across all industries: $3.53

• Lowest CPC industries:

  • Travel: $1.40

  • Arts & Entertainment: $1.60

  • Sports & Recreation: $1.73

• Highest CPC industries:

  • Legal Services: $8.67

  • Dental Services: $6.49

  • Home Improvement: $5.75

Your bidding strategy, location, and keywords will all play a role here. Be informed before setting your expectations.

2. Know Your Budget’s Purpose

Boosting a high-performing post is a smart, low-risk move. But most of the time, paid ads should be part of a broader campaign. In the Summer Oasis project, paid ads amplified the campaign’s reach—but it was the strategic messaging and clear end goal that made the difference. Whether you’re driving traffic, registrations, or sales, make sure your campaign is working toward a specific outcome.

3. Prioritize Creative + Cultural Fluency

The ad creative is what grabs attention—but it has to resonate. We always combine strong visuals with cultural fluency that reflects your audience’s values and tone. That’s how you stand out. If your ad looks generic or off-tone, it won’t convert, no matter how good your targeting is.

4. Define the Destination

Paid ads should lead somewhere meaningful. In the Summer Oasis campaign, the call to action was clear: join the Women of TEP Facebook Group. This gave us a direct channel to engage attendees, share updates, and grow the community beyond the event.

Before you launch an ad campaign, ask yourself:

• Where are we sending people?

• What do we want them to do when they get there?

Final Word

If you’re a small business or nonprofit and you’ve been burned by paid ads before, we get it. But with a structured strategy, clear goals, and creative that connects, ads can become one of your most effective tools.

Need help? Let’s talk.