When you’re starting a new business, social media advertising can feel like both a blessing and a headache. On the one hand, it gives you access to a huge audience for relatively little money. On the other, the options, settings and jargon can be enough to make your head spin.

One of the biggest challenges is understanding targeting. Platforms like Facebook and Instagram allow you to reach very specific groups, but it takes time to figure out who your ideal customer is. Many new business owners waste money by casting the net too wide.

Budgeting can also be tricky. Ads can deliver great results, but only if you treat them as part of a longer-term strategy rather than a quick fix. Putting £10 behind a random post once isn’t the same as planning and executing a thought-through campaign.

Then there’s the learning curve with terms like CPC, reach and conversion can feel like a new language. The key is to start small, test different approaches and track what works.

Social media ads are powerful, but they’re not magic. With patience, experimentation and a clear goal in mind, they can become a valuable tool in helping your business grow.