What if ads didn’t feel complicated… expensive… or like a total gamble?
Because for a lot of business owners, that’s exactly how ads feel.
You’ve probably wondered:
Should I be running ads?
When is the right time?
And how do I even get started without wasting money?
In today’s episode of Smarter Online Business, I’m joined by Paul and Melissa Pruitt, who help entrepreneurs use ads as a growth tool in a way that actually makes sense for their business.
And what I love about this conversation is we really simplify things.
We talk about:
• What ads can realistically do for your business
• When it actually makes sense to start using them
• How to think about ads as part of your overall strategy
• And how to get started without overcomplicating everything
If ads have ever felt confusing or out of reach, this episode is going to help you see them in a completely different way.
Let’s Recap: How to Get Started with Ads (Without Wasting Money)
Paid ads often feel complicated because most business owners were never trained to think like marketers. Carrie Saunders talks with Paul and Melissa Pruitt about reframing Facebook ads and paid traffic as a practical growth tool instead of a gamble.
Their central point is simple: advertising works best when it amplifies what is already working. If your offer, positioning, and conversion message are unclear, ads do not fix the problem. They simply send more people into confusion.
Before spending money, get clear on the transformation you promise, who it is for, and the words that make your audience say, “That’s me.” Clear messaging is the foundation for lead generation, higher conversion rates, and a healthier return on ad spend.
Know Your Numbers Before You Spend
Readiness is not only about confidence, it is also about cash flow and risk tolerance. Some entrepreneurs can invest early because they have savings or stable revenue, while others need to stabilize their business first.
The key budgeting question is not “How much should I spend on ads?” but “How much can I afford to acquire a customer or qualified lead?” A $20 physical product with shipping and returns has very different margins than a digital course, coaching package, or membership.
Knowing your numbers, including fixed costs and per-client costs, turns ads from guessing into math. When you can define targets like cost per lead, cost per acquisition, and a reasonable return on ad spend, you can make decisions that feel grounded and strategic.
Improve Results Through Testing, Not Guessing
To improve performance, the conversation emphasizes iteration and testing, not constant reinvention. Melissa describes “pain testing,” starting with simple ads that test which audience pain points earn attention and clicks.
Paul adds a critical rule for ad testing: change one variable at a time. If you swap the hook, image, and call to action all at once, you will not know what caused the result.
A patient testing process mirrors the scientific method. It also reflects how adults build any skill, from learning to ride a bike to learning marketing. Ads provide a faster feedback loop than purely organic marketing because results and data arrive quickly. This helps you spot message mismatch, audience misalignment, or an offer that is not landing.
The Hidden Cost of “Free” Marketing
A powerful takeaway is the hidden cost of “free” organic marketing. Organic content, podcasts, SEO, and community participation still require time and energy, which are limited resources.
Paid ads can buy back time by creating more predictable visibility and a steadier funnel. The simplest place to start is often retargeting ads. Instead of “stranger danger” campaigns aimed at cold audiences, retargeting shows ads to people who already visited your website, engaged on social media, or nearly bought but hesitated.
This approach can run on a small daily budget while keeping you top of mind. When organic and paid traffic work together, you create a system that supports long-term online business growth without constant hustle.
Meet Paul & Melissa Pruitt
Paul and Melissa Pruitt are the husband-and-wife team behind the Adaptive Marketers and co-hosts of the Online Marketing Podcast . They help online entrepreneurs sell their offers using real-world business experience, smart marketing, and a deep understanding of human behavior. Whether on stage, Zoom, or in masterminds, they’re all about mixing strategy with heart to help people grow businesses they actually love.
Mentioned Resources
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