What is the difference between organic content and ads? Organic content is posted for free and grows over time, while ads are paid placements that reach a chosen audience quickly. Should I run ads before building organic content? Usually no; a few organic videos that show your work give ads something to point to and help you learn what messages resonate. How much should I budget to start? Begin with a small daily amount you can afford to test for a week or two, then increase spend only on the ad that earns the cheapest enquiries. What can I target? You can narrow your audience by location, age range, and interests, which is useful for local services that only want nearby viewers. How do I know if an ad works? Track the cost per result that matters to you, such as a message or a website visit, rather than views or likes. Do I need a separate video for ads? Not always; a strong organic video that already earns enquiries is often a good starting point for a paid test. When should I pause an ad? Pause ads that spend your budget without producing enquiries and move that budget to what converts.