It takes time to build organic traffic, and as a small business you want to invest in short-term activities. Pay-to-play tactics that target high-intent buyers are great for short-term wins and to jump-start other objectives.

Google Ads are perfect if you know that your target group is searching for your product or solution online. If not, consider social media advertising instead. Individuals on social media have less purchase intent, but with highly targeted ads and enough impressions, you will capture your audience's interest.

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