When Should you Run Ads?
Running ads is one of the fastest ways to get traffic and sales for your business. But here’s the truth most people don’t want to hear: ads won’t fix a broken business model. In fact, they often magnify problems. If you don’t already have the right foundations in place, you’ll probably burn money instead of making it.
So, the real question isn’t just “how do I run ads?” It’s “when should I start running Meta Ads or Google Ads?”
From my experience managing ad campaigns across multiple industries, there are three non-negotiables you need before you even think about paid media.
1. A Product or Service That’s Actually in Demand
The first step is obvious, but it gets overlooked. Your product or service needs to solve a problem people care about or create an outcome people actually want.
If you haven’t validated demand yet, ads won’t save you. They’ll only prove more quickly that no one is interested. The most successful campaigns I’ve seen always start with an offer people already want, not something business owners wish people wanted.
Key question to ask yourself: Would people buy this even if they never saw an ad for it?
2. A Website That Converts
Even if you have the best product in the world, a bad website will kill your chances. Ads can bring traffic, but if that traffic lands on a page filled with friction, confusion, or poor design, they won’t take action.
Before spending on ads, make sure your website is:
Fast on mobile and desktop
Clear with headlines, benefits, and call-to-actions
Easy to navigate without endless clicks
Trustworthy with social proof, reviews, or case studies
Think of your website as the salesperson who greets everyone you send through ads. If that “salesperson” can’t close, you’re wasting money.
3. Proof of Organic Momentum
This is the most underrated step. You need evidence that strangers (not just friends and family) are already willing to buy from you without ads. That’s organic momentum.
If you’ve made sales through word of mouth, referrals, TikTok posts, Instagram reels, or SEO traffic, you’re in a good position. Those sales prove your offer works in the real world. Ads should scale what’s already working, not validate ideas from scratch.
Why Ads Are Not for Validation
Many business owners think of ads as a way to “test the waters.” The problem is, advertising platforms like Meta and Google are designed to scale, not validate.
When you run Meta Ads, the algorithm looks for signals of success to expand your reach. When you run Google Ads, the platform pushes you into auctions where established competitors already dominate. If you don’t have the fundamentals, you’ll spend money learning hard lessons instead of generating real profit.
That’s why in most cases, if you’re not profitable without ads, you won’t be profitable with ads. Paid media amplifies results, but it doesn’t create product-market fit.
So, When Should You Start Running Ads?
You’re ready to run Meta Ads or Google Ads when:
You have a product or service that’s proven to be in demand.
Your website can take cold traffic and convert it into customers.
You’ve already seen organic sales and know people want what you’re offering.
If all three of these are in place, ads can be a powerful growth engine. At this stage, Meta Ads are perfect for scaling awareness, retargeting audiences, and building brand presence. Google Ads are ideal for capturing high-intent buyers who are already searching for solutions. Together, they can help you dominate both demand creation and demand capture.
Final Thoughts
Running ads too early is one of the biggest mistakes I see new businesses make. Instead of rushing, focus first on building demand, creating a smooth customer journey, and generating organic traction. Once those foundations are solid, that’s when Meta Ads and Google Ads stop being an expense and start becoming an investment.
So, if you’re asking yourself “when should I start running Meta Ads?” or “when should I start running Google Ads?”, the answer is simple: when you’re already winning without them. Ads aren’t there to prove your idea works. They’re there to pour fuel on the fire once you’ve already lit the match.
