The purpose of running Ads is to invest small > gain big. It's good business. After managing countless campaigns and fucking up often enough to disappoint even my dead relatives, here are some tips for gaining as much ROI as possible without maxing your credit card. Make Your Product Obvious as Fuck You only have a second to grab your audience's attention, so use images and headlines that clearly outline the benefit you offer. If you sell custom shoes; don't use a photo of a woman smiling just because you heard it's good for conversions. She better be holding a fucking shoe. On the same token; brainstorm more channels than Facebook or Google. Websites for your niche can blow ROI out of the water but you face more competition. Advertising on websites outside of your industry means zero competition and the opportunity to brand yourself better. Start small and try them all. Great Ads Are Like Collector Items, or Wives Get used to seeing your successful Ad(s) for a very long time. Consistency is key, but it's also hard. You naturally want to keep optimizing but you'll notice the most successful Ads keep popping up for months or even years. The longer your Ad is run, the more familiar everybody becomes with you and the more favorable your CPC/CPA. So after you split tested it to death and found your superstar, slowly increase its budget instead of altering it. Border that Bitch This makes your Ad seem far bigger, stand out from the rest of the page and just seem way more important. Split test a border with the same color scheme as the website and one that's a completely different color to see what works. Your goal is to make it clickable. (IMPORTANT: Blue isn't always best, as in the food industry where blue is associated with illness and bacteria. Culinary education on the other hand works great with blue.) Make Sure Idiots Can Respond You must remember that people are stupid. I'm one of those people, so I would know. You must stress your Call-To-Action, make it easy to respond. Want your phone to ring? Emphasize that call number. Want more foot traffic? Bold the shit out of your address. Adding "Learn More" may seem like the best choice but in fact you just added more stairs to your order form. You cannot leave this to chance. Get used to showing people what to do if you want to make money. Bottom line: Test your Ads and the channels you use to find what works, start with tiny budgets and fertilize the Ads that perform best, and then use them over and over again. Although this post is about smart budgeting, the worst thing you can do is focus on saving over earning. Always prioritize your revenue, you can decrease costs down the road but it all starts with money flowing in. Don't be afraid to spend money if it makes more money.