Do you need leads? This is the surefire way to deliver people to your website and drive leads into your business. Paid ads don’t solve all your problems but they might just be the solution you are looking for.

There is so much hype around Google Ads and Meta Ads. This is because with the right product, you can see amazing results. Amazing results are what we are about. Creating ads that build interest and generate traffic.

Find out if Paid Ads are a good fit for you. Here is some more info that will lay it out for you!

What is a paid ad?

Paid ads are services that allow you to distribute marketing materials on platforms like Google, Facebook, Instagram, and many others. These services are often defined by their billing structure.

CPC – CPC or Cost Per Click advertising is where you pay for clicks to a link you provide. Most of the time each click is part of an action that determines the price of that click.

CPM – CPM or Cost Per Mille is the cost per 1000 impressions. Very simply, buying eyeballs.

The primary paid ads programs are Google Ads and Facebook Ads Manager. Both of these programs offer extremely targeted advertising opportunities. There are other ad offerings from companies like LinkedIn and TikTok that are growing but have less targeted options for your marketing efforts. That being said, your target audience may be more likely to interact on those platforms. It is worth investigating in many cases.

For the sake of this blog, I am going to stick to Google Ads and Facebook Ads Manager.

Google ads

Advertising with Google can be confusing. There are many different products and services packaged in different ways. So let’s break it down.

Search Ads – These ads show up as Sponsored search results at the top or bottom of a search page.

Shopping Ads – A shopping ad with Google shows up under the shopping tab within each search. These can also show up at the top of the search results on high-intent queries.

Display Ads – Google has a network of blogs, news websites, and other online sites that show ads for them. These come in the form of banner ads and mid-content ads.

Discover Ads – Discover ads are shown within Google platforms that show larger amounts of information. These can be within Gmail, on YouTube, or even in display ad placements.

Google Maps Ads – This ad will show your Google Business Profile to generate calls, clicks on your site, and people getting directions to your location. 

YouTube Ads – These are the ads before, during, and after a YouTube video. There are offerings like the 3-second skip ad, the unskippable ad, and the in-stream Shorts ad.

Gmail Ads – Gmail ads show up at the top of the promotion ads section of your inbox. You pay for clicks only so the low engagement here is not costly.

Wow, that is a lot. And on top of that, there are probably more that have come out since I wrote this. 

So how do you choose which one you want? This is where you need to select your campaign type.

The first is their Performance Max campaign. It brings together all the ad types into one campaign. This is perfect for many companies as it allows you to test out different ad types all at once and find out what works best for you. On top of that, Google’s AI is getting very good at showing people what they want, when they want it, in the way that they want it. The Performance Max campaign allows Google to pick the best ad for the moment. 

Next is a straightforward Search campaign. Nothing special here. You just get the sponsored search location on specific queries.

The Display campaign brings together YouTube ads, Gmail ads, and Display ads. This gives you the best opportunity to show off your product. Creative is king with these ads. Pictures and videos are the driving force behind these ads.

For those of you with online products, a Shopping campaign will be for you. This will take your product feed and display it on Search for those looking for what you sell.

Video Campaigns are exactly what they sound like. A combo of YouTube ads and Display ads. The difference between these and the Display is that you will not show up across apps and Gmail. 

Demand Generation campaigns are built to drive conversions. These ads are a mix and mash of YouTube, Discover, and Gmail ads. This is great for large budgets being used to create demand for a product or service that is not known in the market.

App campaigns have the singular purpose of driving downloads for an app. Through Google Search, you can promote Android and IOS apps. These ads show up on Search, Google Play, YouTube, and on Google partner sites that promote apps. 

Smart campaigns were put together for small businesses. These can be the golden ticket providing a mix of Search Ads, YouTube Ads, Gmail Ads, Discover Ads, and Maps Ads. Paired with hard location settings these ads create local traffic and demand.

Again, Wow. Google has made it their mission to make the best platform for advertisers. And it shows. But at the same time, it can be difficult to get started. This is where your in-house marketing team or agency will take the wheel and get you started with the right ads. 

We have helped lots of small and medium-sized companies build out great Google ads and drive traffic. The trick here is to pair the ads to the audience and make sure you show the value you add and the products that make the difference. 

If you are a small business, Smart campaigns and Performance Max campaigns can really help you grow in your community.

Meta ads

Meta ads are more straightforward in some ways and complicated in others. First off, it is still called Facebook Ads almost everywhere. 

There are two main products offered by Meta to advertisers. The first one is called a boosted post. This is a basic ad that everyone has access to. It increases the distribution of a regular post on Facebook, Instagram, or both. There is no hierarchy to the ads, structure, or advanced reporting on boosted posts. It also requires you to have posted to your regular feed before running the ad.

The second and much more powerful ad type offered on Facebook Ads is through the Facebook Ads Manager. This account allows you to build out campaigns, ad sets, and individual ads in a nested fashion targeting different groups and creating amazing A/B tests on almost any part of your ad. 

This one product does not have a bunch of different ad types like Google but does have goal targeting.

You can choose Awareness, Traffic, Engagement, Leads, App promotion, and Sales. What this will do is focus the ads you run on delivering the results you are looking for.

Selecting any of these will let you create all the same types of ads but will tell Meta what types of actions and events to prioritize. The algorithm at Meta is very good at targeting so this part is very important.

Here is what each one is best for.


Awareness is best for targeting reach. The primary goal of an Awareness campaign will always be impressions. Meta will do its best to show your content to the most possible accounts with high frequency. 






Traffic ads prioritize traffic. These types of ads care less about the total number of impressions and more about putting your ads in front of people who are likely to click on your links and visit your site.

These ads can also be good if you are looking to generate more interaction with your audience. There is a measure of messaging as one of the conversion goals.






If you are looking to focus on getting comments, messages, and likes on your content, the engagement campaign objective is for you. 

Meta will do its best to show your ads to people on Facebook and Instagram who often interact with ads. Account users with high engagement rates.






If you are looking for leads, Meta Lead ads are there for you. This is one ad that tracks a little differently than the rest. This ad will use a combination of data it collects through Facebook Lead forms and your pixel events to track value. You can set conversions on your site for when a lead comes from the ad. It will send that data over to Meta to target more users like the one who completed your on-site lead form.

This campaign is focused on conversions. If a user is likely to convert, meta will prioritize them over getting engagement or even more impressions. This is fantastic for higher ticket items where you want to sell the customer over a period of time.


App Promotion

App promotion is exactly what it sounds like. Meta will use Pixel data to find out how many people have downloaded your app based on the ads you run. This type of conversion is all Meta will care about. If you don’t use many apps you will never see one of these ads as you are not the target audience. Those who are app lovers will get a never-ending barrage of App Promotions.





Sales ads on Meta are focused on generating online sales. The data from each sale on your site can be passed over to your Meta account so that it can focus on profits and bring you a better return on your investment. Meta can also take a product feed to display your products directly on their platform. If set up properly you can take payment directly as well. All sale conversions are tracked and measured within sales objective ads.

All ads, no matter the platform, are built out of three key parts. The headline, creative, and call to action. Some ads allow for more things but these are the pillars of every ad.

Headlines and hooks

The most important part of any ad is the headline. This is where you want to hook the user. Create a reason for people to interact with the ad. While writing a headline you want to hit the value add you are creating for your customer with your best offer.

Advertising platforms know the headlines matter. In almost every case they allow you to have five or more headlines. Each of the platforms will test the headlines you create to see which one performs the best and offer that one primarily to users.


The creative is the second most important part of your ad. The creative is the videos and images that you use to represent your offer. Each image and video should be focused on getting people to engage and move into your funnel. Build awareness, drive leads, and create sales. 

Your content needs to be focused on driving people to move down your funnel.

Calls to action

The call to action is the last but not least important part of your ideal ad. Whether you are targeting leads or sales, you want to tell people what you want them to do next. If you want them to reach out, ask them to. This seems simple but is often missed. Make sure you call out the goal. Call now, Apply today, Sign up now, Reach out, Learn more, etc.

The one exception to a call to action is brand-building ads. These are meant to grow awareness for your brand and not a specific product or service. Not every ad needs a call to action as some are for building long-term trust by not asking in every connection.


Ads are a finicky thing. Each one can either hit or flop. There is no way of guaranteeing your ad will work. So how do you make a successful ad? You follow best practices and iterate. Each time you make another ad you have a chance of hitting it big. A regular schedule of taking your best ads and reiterating them, paired with throwing in new creative ideas, is key to success.

As ads are out in the world people see them and begin to recognize them. As a result, they lose the impact they had at the beginning. This is called creative fatigue. When you iterate you avoid that fatigue. You can keep your brand in the limelight without losing the impact you need to drive results. 

Paid ads is one of the key things Solis Sphere offers to clients. From the account setup to the iteration of new ads. We have been managing ads for years and would love to help you with your ads. This is my call to action. We would love to help you with your ads. If you would like to learn more or find out if Solis Sphere is a fit for you, get in touch.