If you’ve been in business for any length of time, you’ve probably heard about social media ads — Facebook, Google, Instagram, TikTok, and all that. But are they a good idea? A bad idea? What are the alternatives? 

Now, everything I share in this episode is based on my perspective and experience, but it’s important to consider your own unique situation before applying anything. For some, social media ads might be a great idea. For others, it might not be the best fit. So don’t take what I say as gospel — always evaluate what works best for your business.

In today’s episode, we’re going to cover three major things:

1. What you need to consider before running ads.
2. My personal reservations about social media ads.
3. Alternative ways to advertise if you choose not to run ads.

First, are you just starting out, or are you scaling? If you’re scaling, social media ads might be a great tool because you already have a proven offer, messaging, and customer base — you’re just multiplying results. But if you’re still figuring out your market and messaging, running ads can be risky because you don’t yet know what works. You might end up wasting money without getting meaningful results.

A great example is a story Ben Settle once shared about a client in the self-defense niche. After analyzing his customer list, he realized his buyers weren’t martial arts enthusiasts but professionals — businesspeople, police officers, career-driven individuals who wanted practical self-defense knowledge. If he had blindly run ads in a fitness magazine instead of first understanding his audience, he would have wasted a lot of money.

The second thing to consider is the type of business you’re building. Do you need a large volume of customers every month, or do you cater to a smaller number of high-value clients? If you’re selling low-ticket items — say, supplements priced under $100 — ads might make sense because you need volume. But if you’re selling a high-ticket offer like coaching or consulting, quality matters more than quantity.

The third factor is patience. Many people expect instant returns from ads, but only a small percentage of people buy immediately. The rest need time to warm up to your brand. If you’re not patient or don’t have a long-term strategy, ads can feel like a money drain.

Now, I know ads can work, but I have a couple of reservations.

First, social media platforms have restrictive and sometimes unpredictable policies. Even if you follow all the rules, your ads — or worse, your entire account — can get banned without warning. I’ve seen business owners lose everything overnight because of a random policy change or a hacked account. If your business relies too heavily on one platform, you’re at risk.

Second, the mindset and behavior of social media users don’t always align with strong buying intent. Unlike traditional direct mail marketing, where you target people who have recently bought similar products, social media ads rely on demographics and interests, which don’t always translate to actual sales. Some people love engaging with ads but rarely buy. Others prefer different buying channels, like influencer recommendations or email marketing.

So, what can you do instead? Here are three alternative ways to generate leads and grow your business:

1. Email Solo Ads — This is where someone with an existing email list promotes you to their audience. You can either pay for the promotion, exchange it for a service, or do a mutual promotion. This works well because you’re reaching an audience that’s already engaged with emails and more likely to convert.
2. Podcast Features — Being a guest on other people’s podcasts helps you tap into their audience and establish credibility. Plus, podcast listeners tend to be more engaged and trust the host, making them great potential leads.
3. Strategic Partnerships — Collaborating with other business owners who serve a similar audience but aren’t direct competitors can be a powerful way to grow. This could include joint webinars, affiliate promotions, or cross-promotions.

Social media ads can be a useful tool, but they aren’t the only way — or always the best way — to grow your business. Before diving in, consider your stage of business, your business model, and your patience level. And if ads aren’t a fit for you, explore alternatives that align better with your goals.

If you’d like to learn more, head over to https://ikonmedia.net/ to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.

If you want to listen to it, go here: