How to Run Effective Google & Facebook Ads Without Overspending

Running paid ads can feel like lighting money on fire—especially for small businesses trying to make every dollar count. But with the right strategy, you can get results from Google and Facebook Ads without blowing your budget. In this step-by-step guide, we’ll show you exactly how to set up and manage effective ads that convert—while staying in control of your costs.

Here's a step-by-step guide to setting up ads that convert on a budget.

Why Google & Facebook Ads Are Worth It (Even on a Budget)

You don’t need a $10,000/month ad budget to win online. With smart targeting and intentional setup, even a few hundred dollars can bring in new leads, sales, and traffic. Google helps you capture people actively searching for solutions, while Facebook lets you reach them based on interests, behaviors, and demographics.

Pro Tip: Running both platforms together can amplify your brand visibility and conversion rate.

Step-by-Step: Setting Up Budget-Friendly Ads That Convert

Step 1: Set Clear Goals

Start by defining what you want from your ads:

• Leads?

• Website traffic?

• Sales?

• Brand awareness?

Use SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound.

Step 2: Set a Realistic Daily Budget

You don’t need to spend a fortune. Here are good starting points:

• Google Ads: $10–$20/day

• Facebook Ads: $5–$15/day

Start small, test, and scale what works. Allocate more budget to the platform performing better.

Step 3: Target the Right Audience

For Google Ads:

• Use long-tail keywords (e.g., “affordable bookkeeping services in Austin”).

• Focus on search intent—what people are actually looking for.

• Use location targeting to narrow it down.

For Facebook Ads:

• Use lookalike audiences or retarget your website visitors.

• Layer interests, behaviors, and custom demographics.

• Exclude irrelevant audiences to avoid wasting money.

Step 4: Write High-Converting Ad Copy

Google Ads Tips:

• Use keywords in headlines.

• Focus on benefits and call-to-action (e.g., “Book Your Free Demo Today”).

Facebook Ads Tips:

• Grab attention with a strong hook (first 3 seconds matter).

• Use social proof, benefits, and a clear CTA.

• Test different versions (A/B testing).

Step 5: Build a Simple, High-Converting Landing Page

Your ad is only as good as the page it leads to. Make sure your landing page:

• Loads fast (under 3 seconds)

• Has one clear CTA

• Shows credibility (testimonials, trust badges, etc.)

• Is mobile-optimized

Use free tools like Carrd or low-cost builders like Leadpages for great landing pages.

Step 6: Monitor, Test, and Optimize

Don’t set it and forget it. Monitor these key metrics:

• Google: CTR, Quality Score, Conversion Rate, CPC

• Facebook: Relevance Score, Cost per Result, ROAS

Test different:

• Ad headlines & images

• Audience segments

• Landing page variations

Cut underperforming ads and scale the winners.

Bonus: Budget Hacks to Stretch Every Dollar

• Use retargeting: Show ads to people who already visited your site.

• Schedule ads: Run during your audience’s active hours.

• Limit placements: Choose where your ad shows (e.g., only on Instagram Stories).

• Use promo credits: Google and Facebook often offer free ad credits to new accounts.

You don’t need a massive ad budget to drive real results. With intentional targeting, compelling messaging, and smart optimization, small businesses can use Google and Facebook Ads to grow—without draining their wallets.

Need Help with Ads?

At thriveway.co, we partner with paid ad agencies to help small businesses launch and scale cost-effective ad campaigns that actually convert. Need help? Let us know and we can connect you with a partner —Get in Touch!