Digital Marketing Resources & Support

If you’re a small business owner, you’ve probably had at least one moment where you looked at your social media and thought, “Nothing is working.” The posts feel inconsistent. Ideas run dry. Engagement dips. Everything feels harder than it should be.

If you run ads on social or search platforms, you probably track clicks, conversions, cost-per-click, and return on ad spend. Those are important, but there is another metric that often gets overlooked: Search Lift.

For years, small businesses have heard the same advice: “Post every day if you want to grow.” But social media algorithms have evolved, and the focus has shifted from posting often to posting content that people actually care about.

For many small businesses, social media starts with consistent organic content. It is affordable, approachable, and helps you build a presence without immediately diving into ad spend. But at some point, every business reaches the same question: Is organic content still enough, or is it time to invest in paid social?

Meta ads can feel exciting, overwhelming, and sometimes a little mysterious. Especially for small business owners trying them for the first time. From our experience managing campaigns for dozens of small businesses, we’ve noticed a pattern: businesses that succeed on Meta ask themselves three simple questions before spending a dollar.