5 Reasons For Small Businesses And Solopreneurs To Use Paid Social Ads
1. Expand Your Reach on a Small Budget
Organic social media reach is becoming more limited, making it harder for businesses to connect with new audiences. In fact, the typical engagement of an organic post on Facebook is about 2.6%, while on Instagram it’s around 4%.
Paid social media ads on platforms like Facebook, Instagram, LinkedIn, and TikTok have become essential in getting your brand in front of potential customers with engaging content.
For example, a personal trainer can run a sponsored Instagram video ad or boosted Facebook post offering a free consultation or touting valuable fitness advice. Any small businesses and solopreneur can spend as little as a few dollars a day to reach new people outside your community. In fact, with a small spend, Meta guarantees new reach. And, if you use their granular targeting capabilities in a smart way (see #2 below), you will engage people interested in health. fitness, and any related interest (e.g. organic cooking), action, and location you add, even if they aren’t actively searching for a trainer.
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2. Target the Right Audience with Precision
Unlike organic posts that rely on algorithms, paid social ads let you control exactly who sees your content. Targeting options include:
Interests and behaviors – Reach people who engage with content related to your industry.
Behaviors - Find people who have taken actions that indicate they’re in your market. For example, business coaches and fractional executives can target people who have launched a new company page or are new page admins.
Retargeting – Reconnect with users who have visited your website or interacted with past content.
Lookalike audiences – Find new customers who share characteristics with your existing audience.
This level of targeting ensures you’re spending ad dollars efficiently by reaching people most likely to be interested in your business, with less waste than pure demographic and geographic targeting.
3. Drive Engagement & Build Brand Trust
Paid social ads do more than increase visibility—they encourage interaction, helping potential customers become familiar with your brand. Eye-catching visuals such as LinkedIn carousels and Facebook gallery posts have been shown to significantly boost user engagement. According to a Forbes article published in January 2025, posts featuring multiple slides receive 3.7 times more engagement compared to standard text posts.
For example, a company selling ergonomic office chairs could run a LinkedIn carousel ad highlighting the benefits of better posture, paired with a limited-time discount. Even if users weren’t actively searching for a new chair, the ad introduces the product at the right moment.
This is an easy way to demonstrate your expertise and build a solid reputation with new people.
4. Flexible Pricing for Any Budget
Social media advertising offers different pricing models, allowing you to choose the best option for your business goals. Common options include:
Pay-Per-Click (PPC) – Pay only when someone clicks your ad.
Cost-Per-Thousand Impressions (CPM) – Pay for ad views to boost brand awareness.
Engagement-Based Pricing – Pay for interactions like video views, likes, shares, and landing page conversions.
This flexibility makes it easier to control costs while maximizing your return on investment.
5. Create Demand and Grow Your Business
Unlike search ads that target users actively looking for a product or service, social media ads introduce your brand to potential customers who may not have realized they needed it. This is especially valuable for small businesses and solopreneurs looking to stand out in competitive industries.
By investing in paid social media ads, you can increase brand awareness, connect with the right customers, and drive sales—all without needing a massive marketing budget.
