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Social Media Adverts, Google Ads & Organic Traffic: How to Choose?

Cinch Communications-branded title image that says, "The Power of Ads: Strategies for Small Businesses".

Every small business wants to grow, attract new customers, and build a loyal audience. But with limited resources, deciding how to spend your marketing budget can feel overwhelming. Should you focus on organic efforts or invest in paid ads? Which platforms will work best for your social media adverts? Understanding the purpose of ads and when to use different strategies can make a huge difference in your success.


We're breaking down key advertising strategies, explaining the difference between organic and paid approaches, and exploring popular ad types on Google and Facebook. If you’re a small business owner or part of a team looking for clear guidance on digital marketing strategy, this is your roadmap to making smart advertising choices.


Why Advertising Matters for Small Businesses


Advertising is not just about selling products or services. It’s about connecting with the right people at the right time. For small businesses, ads can:


  • Increase brand awareness quickly

  • Drive targeted traffic to your website or store

  • Promote special offers or new products

  • Build trust and credibility in your community


Without advertising, even the best products can go unnoticed - but, advertising isn’t one-size-fits-all. Knowing when and how to use different marketing strategies helps you get the most value from your budget.


Understanding Organic vs. Paid Online Advertising


What is Organic Advertising?


Organic advertising refers to the natural ways your business gains visibility without paying for placement on search engine results pages. This includes:


  • Posting on social media

  • Publishing blog content

  • Engaging with customers through comments and messages

  • Optimizing your website for search engines (SEO)


Organic efforts build relationships and trust over time. They are cost-effective and long-lasting, but usually take longer to show results.


What is Paid Advertising?


Paid advertising means paying platforms to show your ads to specific audiences. This includes:


  • Google Ads (search, display, video)

  • Facebook Ads (news feed, stories, Messenger)

  • Sponsored posts or influencer partnerships


Paid ads deliver faster results and allow precise targeting, but they require a budget and ongoing management.


When to Use Organic vs. Paid


  • Use organic methods when you want to build a long-term audience, improve your website’s search ranking, or engage with customers regularly without extra costs.


  • Use paid ads when you need quick visibility, want to promote a time-sensitive offer, or need to target specific groups based on location, interests or behaviour.


Many successful small businesses combine both strategies to maximize reach and impact.


Cinch Communications marketing team in Red Deer fist-bumping over strategy success

Popular Types of Paid Ads



Google Ads offer several formats to reach customers actively searching or browsing online. Here's an example:


Example of a Google search for "dog food" to represent how Google Ads can boost product marketing. Cinch Communications Digital Marketing Agency

  • Search Ads: Text ads that appear at the top of Google search results when users type relevant keywords. Great for capturing demand when people look for products or services you offer.


  • Display Ads: Visual banner ads shown on websites within Google’s network. Useful for brand awareness and retargeting visitors who didn’t convert.

  • Video Ads: Ads that play before or during YouTube videos. Effective for storytelling and for visually engaging audiences.


Example: A local bakery might use search ads targeting “fresh bread near me” to attract nearby customers ready to buy.



Facebook Ads (AKA Meta Ads) provide powerful targeting options based on demographics, interests and behaviours for a variety of social media adverts:


Example of sponsored ad to illustrate "Organic Vs. Paid" blog written by Cinch Communications, a digital marketing company.

  • News Feed Ads: Appear in users’ main feed as native posts with images or videos. Good for engagement and conversions.


  • Stories Ads: Full-screen vertical ads that appear between stories. Capture attention with immersive visuals.


  • Messenger Ads: Appear in Facebook Messenger inboxes, allowing direct conversations with customers.


Example: A boutique fitness studio could run Facebook ads targeting women aged 25-40 in its area who are interested in wellness and exercise.


Social Media Adverts or Google Ads?


Your end goals can tell you which digital marketing channels to choose for your campaigns. Here's a step by step guide to getting it right.


1) Define Your Marketing Goal


Start by clarifying what you want to achieve:


  • Increased website visits?

  • Sales leads or sign-ups?

  • Sales boost for a specific product?

  • Brand awareness?


Your goal helps to determine which ad type and platform to choose.


2) Match Ad Type to Goal and Audience


Understand who your customers are, where they spend time online, and what messages resonate with them. Use customer data, surveys, or social media insights to build a clear profile.


  • For immediate sales, Google Search Ads target users ready to buy.


  • For brand awareness or retargeting, Google Display Ads or Facebook News Feed Ads work well.


  • For engagement and storytelling, Facebook Stories or YouTube video ads can create emotional connections.


3) Budget Your Resources


Paid ads require ongoing investment and monitoring. Start small, test different ads, and scale what works. Organic efforts need time and consistent content creation, but cost less.


Ad Campaign Tips for Small Businesses


  • Set a clear budget and stick to it. Even $5-$10 a day can make a difference when used wisely.


  • Test multiple ads with different images, headlines and calls to action to see what performs best.


  • Use tracking tools like Google Analytics and Facebook Pixel to measure results and adjust campaigns.


  • Focus on local targeting if your business serves a specific area. This reduces wasted spend and increases relevance.

  • Combine organic and paid strategies. Share your paid ads on your social channels and create content that supports your campaigns.


Get Advice on Your Advertising Before You Spend


Advertising is a powerful tool for small businesses when used thoughtfully. Organic efforts build a solid foundation and community, while paid ads deliver faster, targeted results. Understanding the differences and knowing when to use each strategy helps you spend your marketing budget wisely.


If you’re unsure where to start or want to improve your current advertising, working with an agency can provide expert guidance tailored to your business goals. The right strategy unlocks growth and connects you with customers who matter most.


Get started with Cinch Communications, your solution for social media management & online advertising for local and national audiences.


Let's get started!




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