How Ads Really Work (and What They Can’t Do)

The Real Role of Paid Ads in Business Growth

Paid advertising is often sold as a quick fix for slow sales — but that’s a dangerous myth. Whether you’re running Google Search Ads, Meta campaigns (Facebook + Instagram), or LinkedIn Ads, the role is the same: ads drive qualified traffic. They don’t magically fix a weak offer, a slow website, or unclear messaging.

What Ads Can Do (Across All Platforms)

• Generate Awareness Quickly — Meta and LinkedIn are especially good for getting in front of people who don’t yet know your brand.

• Capture High-Intent Searches — Google Ads shine when customers are actively searching for what you sell.

• Deliver Precise Targeting — LinkedIn’s job titles and industry filters are unmatched for B2B campaigns.

• Provide Performance Data — All three platforms give insights you can use to refine your targeting, creative, and offer.

What Ads Will Never Do

• Compensate for unclear offers or poor landing pages

• Guarantee instant ROI (especially in competitive industries)

• Replace the need for consistent brand building

Pro Tip

Before running ads, pretend you’re a cold lead landing on your page. If you can’t tell in 5 seconds what you do, who it’s for, and why it’s worth it — fix that first.

Ready for an ad strategy that works on the right platform for your business? Book your free discovery call with Merit Media.