“What about social media advertising — is it worth it?”

Social media advertising can be very effective, but Ian’s experience suggests it works best for businesses that already have some brand awareness — it tends to perform better with warm audiences than cold ones. Facebook and Instagram are excellent for keeping your existing customers engaged and for retargeting people who’ve already visited your website. For bringing in brand-new customers who’ve never heard of you, Google Ads usually delivers a stronger return. A sensible, modest social media ad budget alongside a Google Ads campaign is often the right balance.