Fingers tapping on a tablet with technological icons floating

If you’re getting started with online advertising, the two foundations are Google and Facebook (or Meta) Ads. Google Ads allows you to have ads appear in searches and on any of Google’s services, e.g. YouTube. Meta’s ad platform lets you put ads on the two social media juggernauts: Facebook and Instagram. Naturally, ads on these two have major online coverage. This is why they hold more than 52% of total ad spending worldwide and over 64% in North America. That online advertising is essential for your business’ growth. Creating effective ads with strong leads turns into conversions and sales. Today 65% of people click on an ad before making a purchase. You’ve probably looked at and maybe even begun advertising on both. Are you wondering where to start making those ads, or maybe you aren’t seeing great conversions? Here are three important things to consider when starting any ad on Google or Meta.


All your advertising should have certain targets in mind. That doesn’t just mean a single general audience. For example, some products or services you provide may have a typically different target customer or clientele than others. Any demographic information may be important, such as gender, age group, location, etc. Certain advertising or communication tactics are going to resonate better or worse with these different groups, so you will want to tailor ads accordingly. If your business’ services are primarily for women around Aurora, ON, there is little to no tangible benefit that a man living in Vancouver, BC see your ads. Use audience segments to ensure your ads are targeting those they are most likely to convert.  

Platforms and Ad Types

Both Google and Meta provide a set of places to present your ads. Google Ads can appear in various kinds of searches such as web, shopping, or maps. They also have ads that appear in Gmail and video ads for YouTube. Meta provides a whole suite of ads, with different kinds for Facebook and Instagram. On these platforms ads can appear as stories, reels, videos, posts in timelines and feeds, etc.

To start creating impactful ads, you need to know where you plan to put ads because that will tailor what kind of leads you need to create. For example, search ads are primarily text. Google shopping promotions will be specific product listing recommendations. Instagram and Facebook promoted stories, however, are primarily visual with an image, graphic, or short video. You will want to focus effort in creating ad content that will reach its target audience on the platforms they use, especially for the Meta suite. For example, Facebook’s userbase is predominantly between the ages 25-54, while Instagram skews younger at 18-34


Both Google and Facebook Ads provide an incredible amount of data and metrics for your ads’ viewership, conversion rates, and overall performance. However, those numbers will not be especially informative if you have nothing to compare to. It’s best to experiment by running at least two ads to get a sense of how they perform differently. This kind of testing will provide you with a lot of valuable information for identifying what qualities create impactful ads and resonate with customers/client. This is so essential that both Google and Meta Ads provide tools to make experimenting easy and informative.

When running multiple ads for experiments, try to minimize differences. For example, if you change copy and target demographics, and the ad performs differently, you will be left wondering if it was because of the copy, its target, or both. One effective method of testing is to split a similar audience into two segments that each see different versions of the ad (otherwise known as A/B testing). This should provide an informative comparison for discovering what kind of ads best capture and convert.

Once You Start Making Ads, Never Stop

Creating ads on Google and Meta or Facebook is a continuous process. They should be repeatedly updated and/or changed to reflect your business and home in on the developing interests of your own changing audience. Once you start making ads, you shouldn’t stop or settle. Keep targeting, identifying the right platforms and ad types, and experimenting. Remember, if a certain ad doesn’t do as well, that can be just as informative as one that transcends. If you’re looking for help to start your Google or Facebook Ads, Rosewood’s marketing team are virtuosos. They can help you create and improve your ads and identify and interpret key metrics

Micro-Influencer Sitting on Stool in Front of Camera.

By now, everyone should be familiar with how important social media is for growing their business. For example, 83% of Instagram users now discover new products there. Part of this surge in social media’s role has increased the prominence of influencer marketing. Influencer marketing is where a brand partners with someone with a considerable social media presence. In exchange for free goods or monetary compensation, that influencer recommends and promotes the brand’s products or services. At least 61% of users say they trust an influencer’s recommendations, and their endorsement transfers that trust onto your brand. Through influencer marketing, not only do you reach more people, but they also have a positive perception of your brand and business.

For small businesses, influencer marketing is an effective tool for growth. However, it’s not just huge influencers that will give your brand reach. In fact, micro-influencers and their smaller followings can have a much bigger benefit to your business.

Why not mega-influencers?

Today, the most prominent influencers have hundreds of thousands and some even millions of followers. Some of these are celebrities, while others have entirely made their careers as prominent influencers on a variety of social media. These macro- and star- or mega-influencers have incredible reach for brand awareness, but they also can have limited availability or exclusivity agreement. Plus, that large following comes with a matching price tag. A mega-influencer typically charges a minimum of $1000 for a single piece of content. Some can even charge up to a staggering $50,000.

These larger influencers also have reduced engagement. On Instagram, macro-influencers have an average engagement rate of only 1.62%, mega-influencers 1.21%. The scale of such massive audiences prevents these influencers from being able to feasibly engage with their audience personally. Similarly, followers feel less connected to these mega-influencers because they are one among a much larger group. As a result, most followers are silent, never engaging with these larger influencers and thereby the brands they promote. 

What is a micro-influencer?

A micro-influencer is typically defined as someone with 10,000 to 100,000 followers. Since we’ve covered most of the terminology already, that last category is a nano-influencer with 10,000 or less. Micro-influencers have smaller followings than their macro and mega counterparts, but they still have considerable reach. 

The Benefits of Micro-Influencers

The dynamics of micro-influencers and their smaller followings can be tremendously beneficial for smaller businesses. Smaller followings tend to be more dedicated to that influencer, hence higher engagement rates. Micro-influencers have an average of 3.86% on Instagram, more than triple their larger counterparts. Their engagement rates are even higher on TikTok. Micro-influencers have an average engagement rate of 18%, while mega-influencers are under 5%. Those higher engagement rates mean more attention for your business whenever a micro-influencer promotes your products or services. 

Along with more engagement, users trust smaller influencers more than larger ones. They have a stronger perceived personal connection as a more prominent member of that influencer’s audience and community. Micro-influencers are more like towns or boroughs, where people are attached to the community. That same association does not typically exist for influencers whose follower numbers rival cities. Therefore, a micro-influencer’ recommendations feel less like a celebrity sponsorship and more like from a friend. Their endorsements appear more sincere to audiences than those from macro- and mega-influencers, and that transfers authenticity onto your brand by association. 

Micro-influencers’ audiences also tend to be more niche and specialized. Most businesses don’t cater their products or services to everyone. They have specific demographics and audiences, and so do micro-influencers. Choosing the right micro-influencers allows you to focus and target your brand’s niche audience turning into a much higher conversion rate. 

That increased engagement and resonating recommendation all come with less financial cost to your business. Micro-level influencers cost much less for content than bigger influencers. They may even accept free products or services instead of monetary compensation. That itself will only further contribute to recommendations that appear trustworthy to their audiences. An influencer is recommending your product or service because they use it. This all creates opportunities to create personal ties between the influencer, your business, and their audience who become yours. 

In Summary

Though their follower numbers may be small, they are fierce. Micro-influencers have smaller audiences, but they can much bigger benefits for your business. They are overall more effective at fostering trust and reaching that audience than an influencer with a following ten times bigger. Plus, that better engagement and authenticity all comes with less investment from your business.

A lot of this can also apply to the smaller, nano-influencers. They are typically even cheaper with slightly more engagement, but also significantly less followers. Overall, if you are looking to invest heavily into influencer marketing, the most effective influencer marketing strategy is to engage with multiple levels of influencers. A macro-level influencer allows you to cast a wide net, while nano- and micro-level influencers create stronger associations to your brand.

If you’re interested in getting started with influencer marketing or have more questions, Rosewood’s social media marketing team will be happy to find your next micro-influencer.

Three women smiling and looking at a phone together.
New Rosewood Logo

Rosewood is excited to announce that we have rebranded! 

We are calling this, Rosewood 2.0, as it not only includes our logo, but also our brand identity.

What started in 2015 as a solopreneur venture, offering VA (Virtual Admin) Services and WordPress Websites, quickly evolved into a full-service Digital Marketing Agency powered by an incredible team. This new logo represents a more sophisticated brand and upgraded offerings to allow us to serve a wider range of client shapes and sizes all over the world.

As part of this rebranding exercise we’ve taken the time to clarify our Core Values, Mission, and Vision as a company. 

Rosewood’s Core Values:

  • Honesty: The foundation of meaningful relationships between teams, clients, shareholders, etc.
  • Authenticity: Be true to your mission/vision. Amplify the benefits of your product/service truthfully and without gimmicks. 
  • Strategy: Build a clear strategy before you make a move.
  • Accessibility: Ensure equal access; not just concerning accessibility tools and application, but equal access to effective marketing strategies and solutions.
  • Opportunity Leveraging: Change the mindset from “problem-solving” to “opportunity-leveraging”.
  • Partnership & Collaboration: We work with you, becoming an extension of your team. We truly care about your business and mutual success! 


To support geographically-bound service businesses and nonprofits by strategically aligning their marketing efforts with their goals.


To amplify awareness and success of local businesses/organizations that contribute positively to their communities. 

Our Approach: Authentic Marketing

We believe that authenticity is key. If you have a valuable product/service that improves the overall quality of your community, we want to help you amplify your message and spread the word. 

We’ve Leveled Up All Our Services, Including:

  • Advanced WordPress Websites
  • Advanced Shopify Stores
  • AODA / WCAG Compliance (Website Accessibility)
  • Advanced PPC Ads: Google, Meta (Facebook/Instagram), LinkedIn, Reddit, etc.
  • Branding:
    • Renaming / Rebranding
    • Service Design
    • Brand Guidelines
  • Social Media Management & Content Creation
  • Photography & Videography
  • Content Writing

What’s New at Rosewood?

  • AGCO Licensed Supplier for Catch the Ace Raffles
  • COMING SOON: Customizable Fundraising Platform for Non-Profits

We are constantly evolving and expanding our services to match the needs of our clients. Rosewood has worked with over 250 businesses/organizations worldwide, and this is just the beginning! 

What do you think of our new logo? We’d love your feedback! 

A brick office.