Running a small business is tough work!
You know people need what you offer, but how do you reach them when they’re actually looking? Especially when you might not have a fancy website (or any website at all!), or the one you have isn’t bringing in business yet?
This guide is for you. We’re cutting through the jargon to show you simple, practical ways to use online ads (like on Facebook, Instagram, and Google) to find local customers who are past just hearing about businesses like yours and are now actively comparing their options. This “comparing” stage is called the Consideration Stage, and reaching people here is key to getting new customers without wasting your hard-earned money.
What You’ll Learn (the Simple Way):
- What is this “Consideration Stage” and Why Should You Care?
- Why Targeting Matters (Even More!) When You’re Small
- Quick Tips: Figuring Out Who Your Best Customers Are
- Smart & Easy Ways to Target People Considering Your Business (Even Without a Great Website!)
- Focusing on Your Local Area (Super Important!)
- Using Interests People Show Online
- Reaching People Who Already Engaged With You Online
- Getting Leads Directly (No Website Needed!)
- Using Google Search the Smart Way
- What About Website Visitors? (If You Have a Site)
- Where to Do This: Quick Look at Facebook/Instagram & Google
- How to Tell If Your Ads Are Actually Working
- Simple Do’s and Don’ts for Your Targeting
- Wrapping Up: You Can Do This!
1. What is the “Consideration Stage” and Why Should You Care?
Think about how people shop. First, they realize they have a need (“My sink is leaking,” “I need a cake for a party,” “My back hurts”). Then, they start looking around for solutions (“plumbers near me,” “best bakeries in town,” “chiropractors reviews”).
That “looking around and comparing” part? That’s the Consideration Stage.
Why care?
- These folks are serious shoppers, not just Browse.
- They are actively looking for information and businesses like yours.
- Reaching them here means you have a better chance of becoming their choice.
If you only advertise randomly, you might miss these motivated potential customers. Targeting helps you find them.
2. Why Targeting Matters (Even More!) When You’re Small
As a small business owner, every dollar and every minute counts. “Targeting” just means aiming your ads at the rightgroup of people instead of spraying them everywhere.
- Saves Money: You show ads only to people more likely to be interested, not the whole world (or even the whole city). More bang for your buck!
- Gets Better Results: People pay more attention to ads relevant to what they’re already thinking about.
- Helps You Compete: You might not have a giant budget, but smart targeting lets you reach potential customers just as effectively (or even more so!) than bigger companies in your area.
- Less Wasted Effort: Focus on connecting with people genuinely considering a purchase.
3. Quick Tips: Figuring Out Who Your Best Customers Are
Before you target, take a minute to think about who you’re really trying to reach. Don’t overcomplicate it!
- Who Needs You Most? Think about your current best customers. Are they a certain age? Live in a specific neighborhood? Have particular needs (e.g., families, homeowners, other businesses)?
- What Problem Do You Solve? Be crystal clear on this. This helps you choose the right “interests” later. (e.g., “Quick, reliable plumbing repairs,” “Custom cakes for special occasions,” “Pain relief and wellness”).
- Where Do They Look for Info? Do they search on Google? Ask friends on Facebook? Look at Instagram photos? Read local community groups? Knowing this helps you choose where to advertise.
- What Questions Do They Ask? Think about the questions you get before someone buys: “How much does it cost?”, “How does it work?”, “Do you have examples/reviews?”, “Are you available soon?”. Your ads can start answering these!
If you have a basic website: Do people contact you through it? If you have simple analytics, which pages do they visit most? If you DON’T have a website: Pay attention to phone calls, walk-ins (if applicable), and questions people ask on your social media (like Facebook comments or Instagram DMs). This is valuable intel!
4. Smart & Easy Ways to Target People Considering Your Business
Okay, let’s get practical. Here are targeting methods that work well for SBOs, especially if your website isn’t your main focus:
a) Focusing on Your Local Area (Geo-Targeting) – DO THIS FIRST!
- What it is: Showing your ads only to people in a specific physical location.
- Why it’s crucial: If you serve a local area (like most SBOs!), you don’t want to pay for ads shown to people miles away.
- How to do it: In Facebook/Instagram Ads Manager or Google Ads, you can target by:
- City or Town
- Zip Code(s)
- A radius (e.g., 10 miles) around your business address.
- Action: Always set location targeting first for your local business ads.
b) Using Interests People Show Online
- What it is: Targeting people based on things they’ve shown interest in on platforms like Facebook or Instagram (pages they like, things they click on).
- Why it helps: Find people whose hobbies or needs align with what you offer.
- How to do it (Example on Facebook/Instagram):
- If you’re a local bookstore: Target people within your location + interested in “Reading,” “Fiction Books,” “Book Clubs.”
- If you’re a handyman: Target people within your location + interested in “Home Repair,” “DIY,” “Home Improvement.”
- Action: Combine Location + Relevant Interests. Start with a few strong interests.
c) Reaching People Who Already Engaged With You Online (Even Without a Website!)
- What it is: Showing ads specifically to people who have already interacted with your business’s social media.
- Why it’s great: These people already know you exist! They might be in the consideration phase. It’s often cheaper and more effective than reaching cold audiences.
- How to do it (Example on Facebook/Instagram):
- Create an “Engagement Custom Audience.”
- Choose to target people who have:
- Visited your Facebook Page
- Engaged with any post or ad (liked, commented, shared, clicked)
- Sent your Page a message
- Viewed your videos
- Visited your Instagram profile
- Action: Regularly run ads targeting these engaged users. Remind them about your services, share testimonials, or offer a small incentive.
d) Getting Leads Directly (No Website Needed!)
- What it is: Using ad formats that let people contact you or give you their info without leaving the platform (Facebook, Instagram, Google).
- Why it’s perfect if your website is weak/missing: It removes the website barrier!
- How to do it:
- Lead Form Ads (Facebook/Instagram/Google): People click the ad, and a simple form pops up pre-filled with their contact info (name, email, phone). They just hit submit! You get an email with their details. Target these using Location + Interests.
- Messaging Ads (Facebook/Instagram): The ad button says “Send Message.” Clicking it opens a chat with your business on Messenger or Instagram Direct. Great for starting conversations. Target using Location + Interests or Engagement.
- Call Ads / Call Extensions (Google): Your ad shows your phone number, and mobile users can click to call you directly. Essential for service businesses.
- Action: Experiment with these direct-response ad types if getting inquiries or calls is your main goal.
e) Using Google Search the Smart Way
- What it is: Showing your text ad on Google when people search for specific things (keywords).
- Why it helps: Catches people exactly when they are searching for solutions like yours.
- How to do it (Keep it Simple):
- Focus on keywords that show local intent and consideration: “emergency plumber [your city]”, “best birthday cakes [your town]”, “compare accountants near me”, “[your service] reviews [your neighborhood]”.
- Use Location Targeting: Only show ads to people searching from your service area.
- Use Call Extensions: Make it easy for people to call you from the ad.
- Use Location Extensions: Show your address and map pin if you have a physical location.
- Action: If people search for your type of service, try Google Search ads focusing on specific, local keywords and make it easy to call.
f) What About Website Visitors? (If You Have a Site)
- What it is (Retargeting): Showing ads to people who have already visited your website.
- Why it can work: Reminds people about your business after they’ve left your site.
- How it works (The Catch): You need a website with decent traffic AND you need to install a small piece of code called a “tracking pixel” (like the Meta Pixel for Facebook/Instagram or the Google Tag for Google Ads). This might be a “Phase 2” step.
- Action: If you have a website getting some visitors and are comfortable adding the tracking code (or can get help), then consider basic website retargeting. Show ads reminding visitors about your main services or offers. If your website is very new or gets very little traffic, focus on the other methods first.
5. Where to Do This: Quick Look at Facebook/Instagram & Google
- Facebook & Instagram (using Meta Ads Manager):
- Best for: Visual businesses (restaurants, crafts, retail, salons), community building, finding people by interests, targeting past engagers, Lead Form and Messaging ads.
- Focus on: Location + Interests, targeting Page/Profile Engagers.
- Google Ads:
- Best for: Service businesses people actively search for (plumbers, electricians, accountants, lawyers), catching immediate need.
- Focus on: Local Search keywords, Call Ads/Extensions, Location Extensions.
You don’t need to be on both! Start where you think your customers spend their time or search most often.
6. How to Tell If Your Ads Are Actually Working (Keep it Simple!)
You don’t need complex reports. Focus on real business results:
- Are you getting more phone calls? Ask people “How did you hear about us?” Use a simple call tracking number if possible.
- Are you getting more messages on Facebook/Instagram? Check your inbox!
- Are you getting leads from Lead Forms? Check your email for notifications.
- Did foot traffic increase (if applicable)?
- Look at basic ad numbers:
- Reach: How many people saw your ad?
- Clicks: How many people clicked?
- Cost per Result: How much did it cost you to get one message, one lead, or one call? (The ad platforms often calculate this for you if set up correctly).
Compare results week over week or month over month. If something isn’t working, pause it or try changing the targeting or the ad itself.
7. Simple Do’s and Don’ts for Your Targeting
Do:
- ✅ ALWAYS start with Location Targeting for local businesses.
- ✅ Combine Location + relevant Interests or Location + Engagement targeting.
- ✅ Use clear photos/videos of your product, service, or happy customers.
- ✅ Have a clear Call to Action (e.g., “Call Today,” “Send Message for Quote,” “Visit Us,” “Get Offer”).
- ✅ Check your ad performance regularly (at least weekly).
- ✅ Respond quickly to messages and inquiries generated by ads.
Don’t:
- ❌ Target too broadly (e.g., the entire state or country unless you serve it).
- ❌ Forget to set Location Targeting! (It’s that important).
- ❌ Use blurry or irrelevant images/videos.
- ❌ Make it hard for people to contact you.
- ❌ Set up ads and never look at them again.
- ❌ Target too narrowly at first (e.g., combining 10 different interests AND a tiny age range AND a specific behavior – start simpler).
8. Wrapping Up: You Can Do This!
Finding customers who are ready to choose doesn’t require a huge budget or a perfect website. As a small business owner, you can effectively use simple targeting options on platforms like Facebook, Instagram, and Google.
Key Takeaways:
- Focus on reaching people in your local area.
- Target based on relevant interests or past engagement with your social media.
- Use direct response ads like Lead Forms, Messaging, and Call Ads to make it easy for people to connect.
- If people search for you, try local Google Search ads.
- Track simple results like calls, messages, and leads.
- Start simple, test, and see what works for YOUR business.
You know your customers and your business best. Combine that knowledge with these smart, simple targeting techniques, and you’ll be well on your way to attracting more customers who are ready to buy!