How to Advertise Your Business

Advertising is essential for growing a business, but it does not have to be expensive. Whether you are just starting out or looking to scale, the right advertising strategy depends on your budget, audience and objectives. This guide covers every major advertising method available to UK businesses, starting with free options and moving through low-cost, digital and traditional strategies. Each section includes rough cost estimates, expected return on investment (ROI) and how to measure results.

Free Advertising Ideas

Word of Mouth
Still one of the most powerful ways to grow a business. Encourage referrals by delivering excellent service and asking happy customers to spread the word.
Cost: £0
ROI: High if service is strong
How to measure: Track referrals by asking customers how they heard about you

Google Business Profile (GBP)
Create and optimise a free Google Business Profile to appear in local searches and on Google Maps. Add business info, photos and reviews.
Cost: £0
ROI: Moderate to high, especially for local services
Measurement: Use the built-in Google Insights to track views, calls and directions

Social Media Presence
Regularly post on platforms like Facebook, Instagram, TikTok or LinkedIn depending on your audience. Engage with followers and use relevant hashtags.
Cost: £0
ROI: Variable, dependent on consistency and content quality
Measurement: Track engagement rates, followers and traffic from social media using platform insights and Google Analytics

Community Forums and Facebook Groups
Participate in local or niche-specific groups where you can offer value and subtly promote your business.
Cost: £0
ROI: Low to moderate
Measurement: Monitor traffic sources or group responses

Partnerships with Local Businesses
Form informal cross-promotions with non-competing businesses to refer each other customers.
Cost: £0
ROI: Moderate
Measurement: Use referral tracking codes or ask at point of enquiry

Low-Cost Advertising Ideas

Business Cards and Flyers
Design simple cards or flyers and distribute them locally, especially in high footfall areas like cafés, libraries or business centres.
Cost: £20 to £100 for design and printing
ROI: Low to moderate depending on location
Measurement: Include a QR code or unique discount code to track redemptions

Local Directory Listings
List your business in free and paid directories such as Yell, Thomson Local or local council directories.
Cost: Free to £50 per year
ROI: Moderate for trades and local services
Measurement: Use unique phone numbers or URLs to track clicks or calls

Networking Events and Trade Groups
Attend local networking meetups or industry-specific gatherings.
Cost: Free to £30 per event
ROI: Moderate to high depending on connections made
Measurement: Follow up contacts and monitor how many convert to customers

Vehicle Branding
Add magnetic signs or decals to your car or van.
Cost: £50 to £500 depending on size and quality
ROI: Long-term exposure with steady impact
Measurement: Use a trackable URL or phone number

Digital Marketing (SEO, Local SEO, Ads)

Search Engine Optimisation (SEO)
Optimising your website to rank higher in Google for relevant keywords can generate organic traffic long-term. This includes improving page content, speed, internal linking and earning backlinks.
Cost: Free if DIY, £300 to £1,500+ per month for an agency
ROI: High over time
Measurement: Track rankings, organic traffic and conversions in Google Analytics and Google Search Console

Local SEO
Focuses on ranking in the local pack and map listings for location-based searches. Optimise your Google Business Profile, build local citations and get customer reviews.
Cost: Free if self-managed, or £150 to £500 per month
ROI: High for service-based and brick-and-mortar businesses
Measurement: Monitor calls, reviews, direction requests and visibility in local search

Google Ads (PPC)
Run targeted adverts that appear at the top of Google for selected search terms.
Cost: £100 to £3,000+ per month, depending on competition and campaign size
ROI: Immediate, but needs careful management
Measurement: Use Google Ads dashboard and conversion tracking in Analytics

Social Media Advertising (Facebook, Instagram, TikTok, LinkedIn)
Target specific demographics or interests using paid posts or video ads.
Cost: £5 to £100+ per day depending on reach
ROI: Moderate to high if audience is well-targeted
Measurement: Use platform insights and link tracking to monitor engagement, traffic and conversions

Email Marketing
Build an email list and send regular newsletters or promotions using services like Mailchimp or Brevo.
Cost: Free to £30/month for basic platforms
ROI: High for retaining existing customers
Measurement: Monitor open rates, click-through rates and sales from email links

Content Marketing and Blogging
Write helpful, informative articles that answer common customer questions. Great for SEO and building trust.
Cost: Free if written in-house, £100 to £500 per blog with an agency
ROI: Long-term, especially for service or advice-based businesses
Measurement: Track organic traffic, page views and leads generated from each blog post

Sponsorship, Hosting and Traditional Advertising

Local Sponsorships
Sponsor a local sports team, school event or charity. Great for building goodwill and visibility.
Cost: £100 to £1,000 depending on audience size
ROI: Moderate brand awareness, high for local trust
Measurement: Ask for mentions, backlinks or logo placements and track referrals or mentions online

Host a Workshop or Free Event
Position yourself as an expert by hosting a free class, open day or business breakfast.
Cost: £50 to £300 depending on venue and materials
ROI: High for service-based businesses
Measurement: Use sign-up forms and track post-event enquiries or bookings

Billboards and Print Ads
Traditional advertising in local newspapers or on outdoor boards. Still relevant in some industries like real estate, legal or trades.
Cost: £200 to £2,000 per campaign
ROI: Variable depending on visibility and targeting
Measurement: Use promo codes, trackable URLs or QR codes

Radio Advertising
Can be effective for local awareness. Choose stations with a listener base that matches your audience.
Cost: £300 to £2,000 per week
ROI: Moderate, depending on frequency and time slot
Measurement: Include a clear call to action and track response rates

How to Monitor and Optimise Advertising

To measure the success of any advertising strategy, you need clear goals and a way to track performance. Key metrics include:

• Customer acquisition cost: Total advertising spend divided by the number of new customers

• Return on ad spend (ROAS): Revenue generated from ads divided by cost

• Conversion rates: Percentage of leads who take action such as calling, booking or buying

• Traffic sources: Use Google Analytics to identify where your website visitors come from

• Engagement: Measure how users interact with your content through likes, shares, comments or email opens

Review results regularly and adjust your strategy based on what is working. Even small improvements in targeting, message or timing can lead to better returns.

Final Thoughts

Advertising your business is not a one-size-fits-all approach. From free word-of-mouth strategies to paid digital campaigns and traditional sponsorships, the best results come from combining several channels and measuring their effectiveness.

Start with what you can afford, focus on what brings results and be prepared to test and adapt. With a clear plan and consistent effort, you can raise awareness, attract more customers and grow your business sustainably.