The Truth About Paid Ads: How to Know When You’re Actually Ready to Run Them
Nov 06, 2025
Why “Just Running Ads” Isn’t the Quick Fix You Think It Is
There’s this belief floating around the online business world that if your growth feels slow, the solution is to “just run ads.”
Spoiler alert — it’s not that simple.
In this week’s episode of This Mother Means Business, I sat down with Britt Holmes, founder of Merit Media, who’s run campaigns for some of the world’s biggest brands and now helps small businesses use ads strategically (and profitably).
And let me tell you — this conversation is the antidote to all the “ads will fix everything” noise on the internet.
When Ads Work — and When They Don’t
Britt said something early on that stuck with me:
“If your website is crap and your social media is non-existent, running ads is basically lighting money on fire.”
It’s true. Ads amplify what already works. If your offer, funnel, or customer journey isn’t converting organically, ads won’t magically fix that — they’ll just expose the cracks faster.
So before you put a dollar into paid traffic, Britt recommends a few non-negotiables:
- Have a clear and functional website (it doesn’t have to be fancy, just effective).
- Be active and consistent on at least one platform.
- Know that your offer already converts with your warm audience.
When those things are in place? That’s when ads become the fuel that can take your business to the next level.
Google vs. Meta: Which Platform Is Right for You?
This part of our conversation was eye-opening.
If you’re a service-based business or someone who relies on clients booking calls, Britt says Google Ads should be your first stop. Why? Because those people are already searching for you.
For example:
“If someone types ‘therapist near me,’ that’s a warm lead. They’re actively looking for your service. Don’t miss that moment.”
Meta Ads (Facebook and Instagram), on the other hand, are great for awareness and brand building. They help you reach people who might not be searching yet but would absolutely buy once they see you.
And for those wondering about boosted posts? Britt said it best:
“If you’re running boosted posts, you’re paying to be popular, not profitable.”
Simplifying the Ad Process (and Cutting the Fluff)
One of the things I admire about Britt is how she’s built her agency differently.
She cut out the unnecessary “fluff” that bloats most agency retainers — the long meetings, the jargon-filled reports, the endless calls.
Instead, Merit Media focuses on what actually drives results.
Their goal? To make ads work quietly in the background while founders focus on what they do best.
Britt put it simply:
“Most of our clients just want to know it’s working — they don’t want another meeting on their calendar.”
As someone who’s worn all the hats, I felt that.
Authenticity Sells (Even in Advertising)
We ended the episode talking about something that goes beyond ad strategy — showing up as yourself in business.
Britt calls it her “unbuttoning from corporate.”
After years of blending in, she built her business and brand by embracing what makes her different — ADHD brain, bright colors, sparkly jackets, and all.
That authenticity not only makes her relatable, it also attracts the kind of clients who value real connection over perfection.
And isn’t that what we all want — in business and in life?
Final Thoughts
If you’ve ever wondered when it’s time to invest in ads, the answer is simple:
When your organic marketing is already working, and you’re ready to amplify it.
Until then, focus on your foundations.
Build your message. Strengthen your brand.
Because when you’re ready, ads will multiply the magic you’ve already created.
