Small businesses often have limited marketing resources, but digital advertising can significantly increase opportunities. Over 80 percent of Swedes use the internet to find companies and services which makes the right strategy critical to getting noticed. Here you'll get concrete ways to use ads that suit small businesses, from Google Ads and Facebook to video and influencers, so you can reach more customers and make your marketing more accurate.
Table of contents
- 1 Keyword advertising with Google Ads
- 2 Social media ads on Facebook and Instagram
- 3 Display ads for increased visibility
- 4 Video advertising on YouTube
- 5 Native advertising that blends in
- 6 Remarketing to reach previous visitors
- 7 Influencer marketing for credibility and reach
Quick summary
| Takeaway | Explanation |
|---|---|
| 1. Use keywords in ads | Choose relevant keywords to appear in search results. This increases the chance of reaching the right customers directly. |
| 2. Tailor social media content | Create engaging and targeted content for Facebook and Instagram to increase your chances of conversion. |
| 3. Consider visual communication in display ads | Use visual design to grab attention on different websites, allowing you to reach potential customers effectively. |
| 4. Create authentic video ads | Use YouTube to tell your story visually and engagingly. Short clips can be effective in capturing interest. |
| 5. Build relationships with influencers | Collaborating with influencers can increase credibility and reach. Choose the right people who match your brand's values. |
1. Keyword advertising with Google Ads
Keyword advertising is a powerful digital marketing strategy that allows small businesses to be seen directly when potential customers search for products or services similar to yours. With Google Ads guide for small businesses You can target your ads precisely to the right audience.
How does keyword advertising work? The principle is simple. You choose specific keywords that are relevant to your business and create ads that appear at the top of Google search results when someone searches for those words. This means that you only pay when someone actually clicks on your ad – so-called Pay Per Click (PPC).
When setting up keyword advertising, you need to think strategically. Some important steps include:
- Identify exactly which keywords your ideal customer uses
- Create clear and compelling ad copy
- Design relevant landing pages that convert visitors
- Continuously optimize and improve your campaigns
A concrete example: If you run a dental office in Stockholm, you can use keywords like “emergency dentist”, “dental care Stockholm” or “dentist on call” to be visible exactly when potential patients are searching for your services.
The message is clear: Google Ads gives small businesses the opportunity to compete with larger players through smart and cost-effective marketing.
2. Social media ads on Facebook and Instagram
Social media ads are a great opportunity for small business owners to reach their dream customers directly where they spend the most time online. Understand the role of social media in business can be the key to successful digital marketing.
Facebook and Instagram offer incredibly powerful advertising tools that allow you to target exactly the right audience based on age, interests, behavior, and demographics. This means you can create tailored ads that reaches people who are truly interested in your products or services.
Some strategic ways to use social media ads include::
- Create engaging visual content that sticks in the viewer's memory
- Leverage detailed audience selection for precision
- Test different ad variations to optimize results
- Use remarketing to remind previously interested customers
A concrete example is a local hair salon that can target ads to people within a specific geographic area who are between 25 and 45 years old and have shown an interest in beauty and style.
The key to success lies in understanding your audience and creating content that truly speaks directly to them. Social media advertising is not just about being seen, it’s about creating genuine connections with potential customers.
3. Display ads for increased visibility
Display ads are visual digital advertisements that appear on various websites and help small businesses build brand awareness beyond search engines. What Are Display Ads? Complete Guide For Businesses can give you deeper insights into this powerful marketing method.
Unlike text-based ads, display ads use images, graphics, and sometimes moving elements to capture users' attention. These ads appear across websites within a network, allowing you to reach potential customers even when they're not actively searching for your products.
Strategic ways to use display ads include:
- Create memorable graphic designs that represent your brand
- Using retargeting to remind past visitors
- Choosing the right websites where your target audience is located
- Experiment with different image formats and messages
A concrete example is a local furniture store that can create stylish banner ads with its latest products and display them on interior design and lifestyle websites.
Success with display ads is all about creating visually appealing content that tells your brand’s story in seconds. It’s the art of getting noticed and sparking curiosity among potential customers.
4. Video advertising on YouTube
Video advertising on YouTube opens up a whole new world of opportunities for small business owners to tell their story and reach potential customers through moving content. Digital Advertising: Everything You Need to Know can give you further insights into this powerful marketing channel.
YouTube is the world's second largest search engine and offers unique opportunities to create engaging video ads that can appear before the main video or in the middle of the content. These ads can range from short commercials to longer narrative features that present your business in a personal way.
Strategic ways to use YouTube video advertising include:
- Create concise and memorable videos in 6 to 15 seconds
- Focus on telling a clear story about your brand
- Use the right keywords for better results
- Experiment with different ad formats, skippable or non-skippable
A concrete example is a local craft brewery that creates a 30-second video showing the brewing process and talking about its unique beers.
Success with YouTube advertising is all about authenticity and the ability to create content that not only sells but also engages and entertains your audience.
5. Native advertising that blends in
Native advertising is the most subtle art form of digital marketing where ads blend naturally into the content on websites and social media. The Role of Digital Advertising: Complete Guide can give you deeper insights into this sophisticated advertising method.
Unlike traditional intrusive ads, native ads look and feel like a natural part of the platform they appear on. This makes them less intrusive and more likely to engage the reader. They can take the form of sponsored articles discreetly placed on news websites or posts that look like regular social media content.
Strategic ways to use native advertising include:
- Create content that truly adds value to the reader
- Match the platform’s tone and style
- Be transparent about whether the content is sponsored
- Focus on storytelling rather than direct sales
A concrete example is a local yoga studio writing an informative article about stress management on a lifestyle blog with a discreet link to its services.
The success of native advertising is about creating content so well that readers don't even experience it as an ad, but as genuinely useful information.
6. Remarketing to reach previous visitors
Remarketing is digital marketing's second chance where you can reconnect with visitors who have previously shown interest in your business but have not yet made a purchase. This is how you drive more sales with digital tools can give you further insights into this powerful strategy.
Technically, remarketing works by placing a small piece of code on your website that then tracks visitors and allows you to show tailored ads when those people browse other websites or social media. It’s like a friendly reminder that says “Hey, you forgot something interesting.”.
Strategic ways to use remarketing include:
- Create ads that are specifically targeted to past website visitors
- Segment your audience based on their specific interactions
- Offer special discounts or unique deals
- Vary messages depending on the visitor's previous behavior
A concrete example is a bike shop that shows special ads for a customer who previously looked at a specific mountain bike but did not make the purchase.
Success with remarketing is about being personal, discreet and valuable. It's the art of reminding without being perceived as intrusive.
7. Influencer marketing for credibility and reach
Influencer marketing is a modern marketing strategy where small businesses collaborate with social media personalities to reach out more broadly and create genuine credibility. 7 Benefits of Social Media for Your Business can give you deeper insights into this powerful communication method.
Unlike traditional advertising, influencer marketing is based on personal recommendations from people who already have an established trust with their audience. It's not about having the most followers, but about finding the right influencer who fits your brand's values and reaches your ideal customer group.
Strategic ways to work with influencer marketing include:
- Identify influencers who have a genuine connection to your industry
- Create authentic collaborations based on mutual respect
- Focus on micro-influencers with higher engagement
- Build long-term relationships instead of one-off sponsored posts
A concrete example is a locally produced chocolate manufacturer collaborating with a food blogger who shares a passion for artisanal manufacturing.
Success with influencer marketing is about creating authentic stories that go beyond traditional advertising and truly engage people.
Below is a comprehensive table summarizing the key strategies and their use in digital marketing from the article.
| Strategy | Use | Expected results |
|---|---|---|
| Keyword advertising | Target ads with specific keywords like “urgent dentist.” Create optimal landing pages. | Increased visibility in search results, cost-effectiveness through PPC. |
| Social media ads | Use demographics and interest-based targeting on Facebook/Instagram. Create visually engaging content. | Direct connections with the target audience, higher engagement. |
| Display ads | Use graphic elements on web pages, retargeting strategies. Optimize website selection. | Increased brand awareness, visually appealing presentation. |
| Video advertising | Short videos on YouTube. Use of the right keywords and storytelling techniques. | High level of engagement, increased brand perception. |
| Native advertising | Create valuable content that blends into the platform. Transparency about sponsorship. | Reduced advertising fatigue, increased credibility. |
| Remarketing | Advertise to past visitors with tailored offers. Segment based on behavior. | Higher conversion rate, personal connection. |
| Influencer marketing | Collaborate with relevant influencers. Focus on micro-influencers for greater engagement. | Increased credibility and wider reach, genuine customer relationships. |
Maximize the impact of your online ads with the right partner
Navigating the digital advertising jungle can be overwhelming for small business owners. The article clearly shows the great opportunities but also the complex challenges of choosing the right advertising form such as Google Ads, social media ads or remarketing. Many recognize the struggle to reach the right audience, create engaging content and get the best value for their advertising budget.
We understand that you need more than just theory – you need the tools and expert help that will make your digital efforts truly grow. By combining smart web development with tailored digital marketing, we can help you create ads that really convert and a website that captures interest from the first click.
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Take the important step towards a stronger digital presence today and let's turn your online ads into real business successes together.
Frequently Asked Questions
What is keyword advertising and how does it work for small businesses?
Keyword advertising is a method where ads appear in search results when users search for specific keywords. To use it effectively, you should choose relevant keywords and write ads that attract clicks. Identify the search habits of your ideal customers to optimize your campaigns.
How can I use social media ads to reach my target audience?
Social media ads allow you to target your ads to specific demographic groups based on interests and behavior. To be successful, create engaging content and test different ad formats. Remember to focus your ads on people who are most likely to become customers.
What is remarketing and how can it benefit my business?
Remarketing is a strategy where you target ads to people who have previously visited your website but haven't made a purchase. By creating tailored ads, you can re-engage these visitors. Implement remarketing by setting up a tracking code on your website to maximize the impact.
How can I measure the effectiveness of my online ads?
You can measure the effectiveness of your ads by tracking click-through rate, conversions, and return on ad spend (ROAS). Analyze the results regularly to identify what's working and what could be improved. Do this at least once a month to optimize your campaigns faster.
What types of content work best for video ads on YouTube?
Effective video ads should be short, engaging, and narrative, with a clear call to action. Create videos that directly relate to your brand or product and focus on capturing the viewer’s attention in 6-15 seconds. Plan to test different narratives to see which ones get the best response.
What is influencer marketing and how can small businesses benefit from it?
Influencer marketing involves collaborating with people on social media who have high credibility and reach within your industry. To capitalize on this, identify relevant influencers who fit your brand’s values and engage them in genuine collaborations. Start with a micro collaboration to test its effectiveness over 2-3 months.
Recommendation
- 7 Examples of Google Advertising for Small Businesses – iMarketing
- top advertising tools for google ads – Expert comparison 2025 – iMarketing
- The Role of Digital Advertising: Complete Guide – iMarketing
- 7 benefits of Google Ads for small and medium-sized businesses – iMarketing
- Understanding Online Advertising: A 2025 Guide for Small Business | Inbrand media
- 7 Types of Google Ads Campaigns and How to Use Them – Fleek Consulting
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