Episode•July 18, 2024•17 min

How Small Businesses Can Leverage Google and Facebook Ads for Growth | Ep. 328

In this informative episode of Money Talk With Tiff, Tiffany Grant welcomes Zaid Ammari to the show. With 300+ episodes under her belt, Tiffany is thrilled to delve into the realm of digital advertising for small businesses—an untouched subject on her podcast until now! Zaid, an expert in online advertising, divulges the essentials of setting up and running successful Google and Facebook Ads. From understanding costs, margins, and conversion rates to practical steps in creating ads, this episode is packed with indispensable insights for entrepreneurs eager to explore the vast opportunities digital ads offer. Zaid also shares handy tools like the Google Keyword Planner and offers a free audit for listeners. Tune in to discover how to navigate the complex world of Google and Facebook Ads and maximize your business's potential! About Our Guest Zaid is a leading expert on data-driven digital marketing, focusing on analytics and actionable insights from data. As the founder of PPC Masterminds, he helps businesses build and run profitable data-driven digital campaigns. Connect with Zaid Zaid’s Website: http://ppcmasterminds.com LinkedIn: Zaid Ammari Connect with Tiffany Website: https://www.moneytalkwitht.com Facebook: Money Talk With Tiff Twitter: @moneytalkwitht Instagram: @moneytalkwitht LinkedIn: Tiffany Grant YouTube: Money Talk With Tiff Pinterest: @moneytalkwitht TikTok: @moneytalkwitht Timestamps [00:00] Assess margins, calculate ad costs, plan ahead. [03:53] Analyze conversion rate, costs, and tools for advertising. [08:56] Google offers keyword targeting or product uploading. Facebook's targeting options range from broad to specific. Mistake: too many or too broad campaigns. [12:05] Invest in optimized account for higher returns. [14:09] Facebook and Google Ads daily budgets explained. Key Topics Types of Google and Facebook ads Importance of profit margins Calculating conversion rates and costs Setting up and tracking ads Budgeting for ad campaigns Specific targeting strategies Additional Links & Resources Google Keyword Planner Spreadsheet for Ad Cost Calculations Support this Podcast Make sure to subscribe and leave a review if you enjoyed this episode! See you next time on Money Talk With Tiff! This podcast uses the following third-party services for analysis: Podcorn -...

Apple Podcasts Spotify YouTube Overcast Amazon Music

Key Takeaways

1
Assess profit margins and calculate ad costs before launching campaigns
Determine if margins are sufficient to cover ad spend and remain profitable
Use conversion rate, expected cost per click, and projected budget to estimate revenue and profit
Plan ad spend for at least six months to avoid spreading yourself thin
2
Start with Google Ads for easier learning curve and higher purchase intent
Google users actively search for products/services, signaling stronger intent
Facebook users are often distracted while scrolling, lowering conversion likelihood
Google Keyword Planner provides estimated cost-per-click data for planning
3
Avoid common Facebook Ads mistakes: too many narrow campaigns or overly broad targeting
Too many campaigns spread budget thin and delay data collection
Too broad campaigns waste money on unqualified audiences
Balance specificity with enough reach to gather meaningful performance data
4
Daily budgets on Google and Facebook are not strictly daily
Google averages spend over 30 days; daily amounts may fluctuate
Set a comfortable monthly budget to avoid cash-flow stress
Only scale spend when return on ad spend (ROAS) is proven
5
Invest in proper tracking and account optimization for higher returns
Send traffic directly to the conversion page, not the homepage
Set up conversion tracking to measure leads and sales accurately
Start small, learn, then scale once the account is optimized

Intro

Tiffany Grant welcomes Zaid Ammari, founder of PPC Masterminds, to discuss how small businesses can profitably use Google and Facebook Ads—an untouched topic across 300+ episodes of Money Talk With Tiff.
Zaid Ammari is a data-driven digital marketing expert specializing in analytics and profitable PPC campaigns for businesses.

Website LinkedIn

– What Are Google and Facebook Ads?

Google Ads appear in search results, Shopping, YouTube, and Maps. Facebook Ads show in feeds and sidebars on Facebook and Instagram.

Google ads are ads that you see when you go into Google search or Google shopping. YouTube is also part of the Google network.
– Zaid Ammari

– Key Considerations Before Running Ads

Evaluate profit margins to ensure ad spend can be profitable. Plan a six-month budget rather than winging it.

You want to kind of look at your margins and see if your margins are good enough for you to be even profitable doing ads.
– Zaid Ammari

– Calculating Whether Ads Make Financial Sense

Use conversion rate, average revenue per sale, and estimated CPC (via Google Keyword Planner) to forecast clicks, sales, and profit.

Once you plug all these three metrics in with your projected monthly budget, you'll get your estimated number of clicks, sales, cost per sale, expected revenue and profit.
– Zaid Ammari

– Setting Up Campaigns: Process & Tracking

Account creation is simple, but campaign setup, conversion tracking, and landing-page decisions require planning. Start small and learn as you go.

Signing up is easy. Setting up an account could be a little difficult, especially if you're not very code savvy.
– Zaid Ammari

– Targeting Strategies & Common Pitfalls

Google: keyword targeting or product uploads. Facebook: granular demographic and interest targeting. Avoid extremes—too many micro-campaigns or two overly broad campaigns.

The biggest mistake people do when they do Facebook ads is they set up either too many campaigns... or they set up too broad of a campaign.
– Zaid Ammari

– Determining the Right Ad Budget

Budget based on proven ROAS. If $1 in ads returns $5, scaling spend makes sense. Budget for at least six months to sleep well at night.

If you're spending a dollar in ads, you should be getting back $5.
– Zaid Ammari

– How Daily Budgets Actually Work

Google averages spend over 30 days; daily amounts can fluctuate above or below the stated daily budget.

They calculate it on a 30-day basis.
– Zaid Ammari

Resources

Topics

Google AdsFacebook AdsPPC StrategyDigital AdvertisingSmall Business MarketingConversion TrackingAd BudgetingROASKeyword ResearchAudience Targeting