Running ads on social media sounds fancy, right? But if you’re a small business or startup, it can feel a bit overwhelming. Where do you start? Which platform should you use? How much should you spend? Take a deep breath—this guide will walk you through the top paid social media strategies that actually work. And guess what? You don’t need a million-dollar budget to see results.
Why Social Media Advertising Matters
Whether you’re selling cookies or coding apps, people are scrolling. They’re on Facebook, Instagram, TikTok, and more—probably right now as you read this! Paid social media ads help your brand pop up in front of the right people at the right time.
Still not convinced? A few cool facts:
- Over 4.8 billion people use social media worldwide.
- Over 75% of users say ads help them discover new products.
- Paid ads offer detailed targeting so your money isn’t wasted.
1. Start Small with Facebook & Instagram Ads
Meta owns both Facebook and Instagram, which means you can run ads on both platforms from one place. Handy, right?
Why start here?
- Huge user base
- Affordable ad options
- Great targeting tools (age, interests, location, behavior—you name it!)
Start with a small budget—think $5 to $10 a day. Use a simple goal: get clicks or engagement. Try video or carousel ads to show off your brand.
Pro tip: Use a clear call-to-action (CTA) like “Shop Now” or “Learn More.”
2. Use Retargeting to Re-Mind & Re-Engage
Have you ever looked at a product and then seen it again (and again and again) on your social feed?
That’s retargeting. And it’s magical.
Retargeting ads are shown to people who:
- Visited your site
- Added items to cart
- Engaged with your post
These ads usually convert better. Why? Because the audience already knows you!
How to use it: Install Facebook Pixel or LinkedIn Insight Tag on your website. These tools track visitors and let you retarget them automatically.
3. Tap into TikTok for Creative Campaigns
Think TikTok is just for dances and funny cat videos? Think again.
With over 1 billion users, TikTok is a goldmine—especially if your target audience is under 35.
Here’s how to play the TikTok ad game smart:
- Use short, super-creative videos
- Show real people using your product
- Add text overlays to keep viewers engaged
Bonus: TikTok’s algorithm is powerful. Even small accounts or low-budget ads can go viral if the content is legit!
4. Target B2B Clients with LinkedIn Ads
If you’re selling to other businesses, LinkedIn is your bestie.
It’s the go-to platform for professionals and decision-makers. That means it’s perfect for B2B startups.
Types of LinkedIn ads:
- Sponsored InMail (slides into inboxes)
- Sponsored content (posts boosted in feeds)
- Lead gen forms (gather leads directly on LinkedIn)
Hot tip: Use job title, company size, or industry to laser-target your audience.
5. Run Instagram Story Ads for Quick Wins
People love stories. They’re full screen, immersive, and great for capturing attention fast.
Why they work:
- Visual and fun
- Get fast impressions
- Great for limited-time offers
Use bold text, keep it short, and always include a swipe-up or tap CTA. Make it feel native—not overly polished.
6. Test Different Ad Formats
Don’t just stick to one type of ad. Try out:
- Images
- Videos
- Slideshows
- Carousels
Why? Some people scroll past an image but will watch a video. Others love clicking through a carousel. By testing formats, you’ll learn what works best for your brand.
Quick experiment idea: Split your ad spend into two formats. Run the same message in both. See which one performs better!
7. Lookalike Audiences = Magic Growth
This is where things get exciting.
A lookalike audience is a group that’s similar to your current customers. Facebook and other platforms can create these automatically based on your existing data.
That means your ads will reach people who are likely to love your brand—without having to find them manually!
What you need: An email list, website traffic, or customer data. Upload it, and boom—Facebook builds your next best audience.
8. Use Geo-Targeting for Local Success
Are you a bakery in Brooklyn? A barber shop in Austin? Then stop advertising to the whole country!
Geo-targeting lets you show ads only to people in specific locations—your city, zip code, or even neighborhood.
Best platforms for this:
- Google Ads (yep, still counts as “social” if used smart!)
Hot idea: Promote time-sensitive deals like “Happy Hour Specials” or “Weekend Discounts.” Locals love it.
9. Budget Smart, Not Big
You don’t need celebrity-level spending to succeed with social ads. What you need is data.
Set a small daily budget ($5-$15). Track it for 7 days. Check what worked. Rinse and repeat.
Focus on:
- Click-through rate (CTR)
- Cost per click (CPC)
- Return on ad spend (ROAS)
Pro tip: Kill the ads that aren’t working. Double down on ones that are.
10. Keep Learning & Experimenting
Every social platform changes. Algorithms shift. Trends come and go.
Stay curious. Watch tutorials. Follow marketers on YouTube. Read recent blog posts. Take online mini-courses. Try new things every month.
Paid social isn’t “set it and forget it.” It’s more like gardening—you tweak, water, test, and grow.
Final Thoughts
Paid social media doesn’t need to be a budget-buster or a brain teaser. Keep things simple, stay consistent, and always lead with creativity.
Start small. Be bold. And most of all—have fun with it!
Now go get those clicks, likes, and sales. You’ve got this.
