Summary
Paid media involves paying to advertise content on platforms like social media and search engines to increase visibility and drive specific actions. Google and Meta are two of the most popular platforms, and they can be used by businesses of any size to promote products, services, or causes. A marketing funnel is an effective strategy for creating ad campaigns, guiding potential customers from initial awareness to taking a desired action.
– and Can They Help My Business?
(The following blog post was written by a guest writer, Charley P.)
"As the Bible says in 1 Corinthians 10:31, 'So, whether you eat or drink, or whatever you do, do all to the glory of God.'
Monday – September 15, 2025
Invest in yourself. You can afford it. The greatest returns are not in money, but in your own personal and spiritual growth. – Warren Buffett (adapted)
In today’s world, an increasing portion of our lives is spent online. Internet usage is growing globally, and social media has been popular over the past ten years. Whether we acknowledge it or not, this is where many potential supporters of your ministry or customers of your business are spending their time.
This shift has transformed advertising practices. We must consider the digital counterparts of traditional advertising methods, such as billboards, newspapers, and radio, and explore how to engage with people online effectively.
Paid Media Explained
Paid media refers to when an organization invests in advertising its content. This encompasses ads on social media platforms, search engines, or websites. The objective is to boost visibility, engage audiences with the content, or motivate them to take a specific action.
Google Ads and Meta Ads are the most popular paid media platforms. Google Ads enables you to advertise across Google’s services, such as Google Search, YouTube, and Gmail, whereas Meta Ads allows you to promote on Meta’s platforms, including Facebook and Instagram.
In our digital age, businesses of all sizes can leverage these tools to market themselves and expand by enhancing their visibility and facilitating online transactions. Examples include:
- A small retail store using Google Shopping ads to sell products online.
- A local home service business is using Google Call ads to get more bookings.
- A nonprofit organization uses Meta Awareness ads to spread the word about its cause.
Getting Started with Online Ads
Setting up online ads is usually straightforward. You can locate step-by-step guides for “Google Ads” or “Meta Ads.” However, the crucial factor is managing your ads effectively to avoid wasting money.
Think of a “marketing funnel” like a real funnel you’d use to pour something. It’s wide at the top and narrow at the bottom. In marketing, this refers to the process by which companies guide a large group of people toward a smaller, more focused group of customers.
- Awareness: Making people aware of your product, service, or cause.
- Consideration: Helping them consider whether it’s right for them.
- Action (Conversion): Allowing them to take the desired action (e.g., purchase, donate, sign up).
This mindset is essential when developing advertising campaigns on these platforms and determining your goals.
Here are a couple of examples:
- Example 1: Mattress Store: “How can I persuade someone to choose my local mattress store over a big chain?” You could target individuals in your area who search for “mattress stores” online by showing them ads that direct them to your website’s catalog. This would encourage potential customers to buy their mattresses from your store instead.
- Example 2: Nonprofit: “How can I raise awareness about our research and motivate people to donate?” Create informative videos and promote them through YouTube ads. You can then display follow-up ads to viewers who watched the videos, encouraging them to visit your website and donate. This process guides individuals from being unaware of your nonprofit to becoming donors.
Investment in Paid Media
When hiring an ad agency for paid media services, they usually employ an annual contract that includes:
- A setup fee.
- A monthly retainer fee.
- There is a clause regarding the percentage of ad spend. If your monthly ad spend exceeds a specific limit, the agency’s fee shifts from the monthly retainer to a percentage of your ad spend, usually higher.
This is a common practice because the initial setup requires more work, and as a business increases its advertising budget, the agency’s workload also rises.
A reputable agency may charge a setup fee ranging from $1,000 to $5,000 and a monthly retainer of at least $2,000. Additionally, they include a clause that charges 5% of ad spend after you exceed $40,000 in monthly spending. (These figures can vary considerably.)
My approach is different. I don’t bear the overhead costs associated with a traditional agency—such as salaries, office space, or profit targets. As a result, I charge minimal to no setup fees (depending on a digital audit) and maintain a very low monthly retainer fee (around $1), typically without a percentage of ad spend clause.
Return on ad spend (ROAS) is a standard metric for assessing the effectiveness of paid media. A minimum acceptable ROAS is typically 3x, indicating that for every $1 spent on ads, you earn $3 in revenue. While this excludes all business expenses, a 3x ROAS usually covers costs and generates profit.
I provide high-quality service at a lower price to support small businesses and organizations. My parents were small business owners, and I have close friends who run businesses. The Christian church and its ministries have positively influenced me. I want to use my skills to assist these organizations in their important work.
“I am committed to doing this work with the highest level of integrity for the glory of God.”
Sources
1. https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/
2. https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/
3. https://sproutsocial.com/glossary/marketing-funnel/
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