Budget-Friendly Campaigns Guide: Google Ads and Facebook Ads

General Tips for Budget-Friendly Campaigns

Let's start with the best tip to create buget-friendly campaigns: using AI tools like Roya. Why? Because AI helps optimize targeting, budget allocation, and performance, ensuring you get the most value out of every dollar. So you don't have to spend your time on marketing. Learn more in our AI-powered advertising guide.

Set a Daily Budget and Stick to It

Google and Facebook give you control over your daily ad spend, which helps you manage costs and avoid overspending. Start small, you can start with a budget of $5-$10 per day, and track which campaigns give you the best results. Once you find out which campaigns are working, slowly increase your budget for those while pausing underperforming ones.

Keep your focus on creating high-quality ads that resonate with your target audience rather than spreading your budget thin across ineffective ads.

Target Your Ads Carefully

Precise targeting is very important to getting the most out of your ad budget. Both Google and Facebook offer detailed targeting options, such as demographics (age, gender, income), interests, behaviors, and location.

On Google, use long-tail keywords to attract users with specific intent (e.g., “affordable wedding photographer in [city]” instead of just “photographer”). On Facebook, leverage interest-based targeting by focusing on users who have shown interest in similar services or products.‍

Tip: Regularly review and adjust your targeting. If you’re seeing high impressions but low engagement, narrow down your audience to make sure your ads are reaching people who are genuinely interested in what you offer.‍

Use Ad Extensions

Ad extensions on Google allow you to enhance your ads with additional information like phone numbers, addresses, or links to specific pages on your website. These extensions not only make your ad more informative but can also improve your click-through rate (CTR) by offering quick access to key details potential customers are searching for.

For example, adding a call extension can let mobile users contact your business directly from the search results, or a location extension can guide local customers to your physical store. Sitelink extensions can highlight special promotions or services, making it easier for users to find what they need.

Google Ads on a Budget‍

Google Ads can be an affordable and effective way to reach your audience, even with a limited budget, by focusing on smart targeting and ad strategies. If you’re new to Google Ads, check out our guide on creating your first Google Ads campaign to get started with your first campaign.

Search Ads

Best for: Businesses just getting started with a limited budget.

How they work: Search ads are displayed when users search for keywords directly related to your business. If you’re a local shoe store, your ad could show up when someone searches for “best running shoes near me” or “affordable shoes in [your city].” You only pay when someone clicks on your ad, so you’re not spending money unless someone shows real interest.

Advantages: Search ads are very targeted because they appear when potential customers are actively looking for something you offer. You also have full control over your daily budget, so you can avoid overspending while testing what works.

Display Ads

Best for: Increasing brand awareness and generating leads on a budget.

How they work: Display ads are shown on websites that are part of the Google Display Network, which includes millions of sites. These ads are visually driven, helping to introduce your business to a larger audience, even if they aren’t actively searching for your product or service at the moment.

Advantages: Display ads are a cost-effective way to reach a broader audience. While they’re less targeted than search ads, they allow you to visually showcase your brand across a variety of websites, making them great for building brand recognition. You can still control your spending by setting a daily budget, and display ads tend to be less expensive per click compared to search ads.

Local Service Ads

Best for: Service-based businesses looking to generate local leads, such as plumbers, electricians, or home cleaners.

How they work: Local Service Ads appear at the very top of Google search results when users search for specific services in their area (e.g., “plumber near me”). These ads display your business name, rating, and a direct call button, allowing potential customers to contact you straight from the search results without even visiting your website.

Advantages: Local Service Ads are ideal for businesses that rely on local clients. They work on a pay-per-lead basis, so you only pay when a customer contacts you directly through the ad. They also build trust by featuring your business with a Google Guarantee badge, giving potential clients confidence in your services.

Tip: To get the most out of Local Service Ads, make sure your Google business profile is fully optimized with up-to-date contact information, reviews, and service details. Positive reviews can greatly improve your ad’s effectiveness by boosting your business’s visibility and trustworthiness in local searches. Check out our guide on optimizing Local Service Ads for service-based businesses.

Facebook Ads on a Budget

Facebook Ads are a great way to reach your local audience without needing a huge budget. With the right targeting and a bit of creativity, you can connect with the right people. Not sure where to start? Check out our guide on setting up your first Facebook Ads campaign to get going.

Facebook Ads

Best for: Reaching a broad local audience with targeted messaging.

How they work: Facebook Ads are versatile and allow you to target potential customers based on their location, interests, behaviors, and more. These ads appear in users’ feeds, stories, and even on Instagram, helping you reach people in your community where they spend time online.

Advantages: Facebook Ads allow you to create visually engaging ads with images, videos, or carousels, and you only pay when someone clicks on your ad or takes action (depending on the objective). You can set a daily budget, giving you full control over your spending while targeting specific groups that matter most to your local business.‍

Tip: Make sure to use geo-targeting to focus your ads on your local area. This ensures that you’re not spending money showing your ads to people who are too far away to visit your business.

Facebook Call Ads

Best for: Getting immediate phone calls from potential customers.

How they work: Facebook Call Ads allow users to contact your business directly by tapping on the ad to call you. These ads are particularly effective for local service-based businesses (like plumbers, HVAC, or salons) that rely on phone bookings or consultations.

Advantages: Call Ads are designed to get immediate results. Instead of clicking through to a website, users can contact you with one tap, which is perfect for people looking for urgent services or for businesses wanting to make quick connections with potential customers.

Tip: Include a clear call-to-action (CTA) in your ad, such as “Call Now for a Free Quote” or “Schedule Your Appointment Today,” and make sure someone is ready to answer the phone during business hours to avoid missed opportunities.

Conclusion

Running ads on a budget doesn’t have to be complicated. By starting with small, targeted Google Search Ads and/or creative Facebook Ads, you can reach the right people without overspending. Keep monitoring your ads, and keep adjusting your campaigns as you go. As you see results, slowly increase your budget.