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Where should I advertise my business?
The right place to advertise depends on what you sell, who buys it, where they are, how they decide and how much you can invest. Start with those answers and the channels usually become clear. Plan My Advertising helps UK businesses work this out and can then plan and buy the media.
Quick facts
- What affects cost
- A common mistake is putting a little into many channels so that none has enough weight to work.
01
Start with the business, not the channel
Before choosing a channel, answer these questions:
- What do you sell, and what is a customer worth?
- Who buys, and who influences the decision?
- Where are your customers, and how far will they travel?
- How long do people take to decide?
- Are people already searching for what you offer?
- How do enquiries or sales happen — online, by phone, in person?
- What has advertising done for you before?
- What budget is available, and how much more work can you handle?
02
Are people already looking for you?
If there is clear search demand, capture channels such as paid search can reach people at the moment they look. If demand is low or the market does not yet know you, reach media — outdoor, radio, social, video — may be needed to create it. Many businesses need some of both.
03
Local, regional or national?
A business serving a catchment should concentrate advertising where customers can realistically buy. Local search, social targeting by area, outdoor near the premises, local radio and direct mail are all options. National businesses have more scale options but face higher competition and cost. See our location pages.
04
Match the channel to the job
| Job | Channels that can do it |
|---|---|
| Capture people already searching | Paid search, retargeting |
| Build local awareness | Outdoor, local radio, social, direct mail |
| Build national awareness | TV, connected TV, YouTube, national outdoor, radio |
| Generate leads | Paid search, paid social, some programmatic |
| Drive footfall | Outdoor near the location, local radio, social, direct mail |
| Reach business decision-makers | Paid social, trade print, targeted display |
These are possibilities, not prescriptions — the right choice depends on the business.
05
Don't spread the budget too thinly
A common mistake is putting a little into many channels so that none has enough weight to work. It is usually better to do one or two things properly and add channels as results and budget allow. See how to split an advertising budget.
06
When to get help
If the answers point in several directions, the budget is significant or you are considering traditional media you have not bought before, an independent media plan can save wasted spend. See media planning.
Frequently asked
Questions this page answers
- What is the best place to advertise a small business?
- There is no single best place. It depends on the customer, location, demand and budget. See best advertising channels for small business.
- Should I advertise online or offline?
- Whichever reaches your customers most effectively for the job required. Many plans combine both.
- How do I know if advertising is working?
- Agree measures before launch — enquiries, sales, visits, cost per acquisition or brand measures — and track them consistently. See how advertising is measured.
Next step
Not sure where to advertise your business?