How Paid Ads Can Amplify Your Endless Customers Efforts

Most businesses look at paid ads like a shortcut to fast leads. They pump money into Facebook, Google, or LinkedIn, expecting sales to skyrocket overnight. When the leads don’t pour in, they assume ads just don’t work.

Paid ads don’t work when you treat them like a quick-fix growth hack.

If you’re using the Endless Customers System™, you already know that marketing isn’t about gimmicks; it’s about becoming a known and trusted brand. Paid ads should amplify your trust-building efforts, not replace them.

When done right, paid ads accelerate the content, video, and messaging you’ve already built. They help more of the right people find you faster.

In this article, you’ll learn:

• Why paid ads fail when they’re used the wrong way
• How to use ads to support the 4 Pillars of a Known and Trusted Brand
• The best timing for running ads within the Endless Customers System™
• Smart ad strategies that fuel long-term growth, not just short-term wins

Let's dig into why most paid ads miss the mark and how to make sure yours don't.

Why most paid ads fail

There are two ways businesses typically approach paid ads:

1. The "Lead Grab" Mentality: Run ads to a landing page, collect emails, and hope people buy.
2. The Trust-Building Approach: Use ads to reinforce your expertise, drive buyers toward education, and position yourself as the go-to authority.

Most businesses choose #1 because it promises instant gratification. But in reality, if someone clicks your ad but doesn’t trust your brand yet, the odds are they’re unlikely to buy. Ultimately, you’re paying for attention without earning trust, and that’s a fast way to burn through your ad budget.

Ads should support your trust-building strategy

If you’re implementing Endless Customers, you already understand the power of the 4 Pillars of a Known and Trusted Brand because it’s built on principles that today’s buyers actually respond to:

• Say what others aren’t willing to say
• Show what others aren’t willing to show
• Sell in ways that others aren’t willing to sell
• Be more human in ways others aren’t willing to be

Your ads should reinforce these principles rather than just chase transactions. Every ad should draw buyers deeper into the trust-building experience, giving them a clear sense of how you think, how you help, and why you’re different.

The right way to use paid ads in the Endless Customers System™

1. Amplify content that builds trust

Instead of pushing “Buy Now” messages, use paid ads to get trust-building content in front of more people. 

Start by promoting content that answers the biggest, most important questions buyers are already asking. That’s where The Big 5™  comes in:

• Cost & Price: “How much does [your product/service] cost?”
• Problems: “What are the downsides of [your solution]?”
• Versus & Comparisons: “[Your product] vs. [competitor product], which is better?”
• Reviews: Honest assessments of your offerings.
• Best in Class: Helping buyers find the best solution, even if it’s not yours.

These aren’t fluff topics. They’re the exact questions buyers are Googling before they ever talk to your sales team. When you run ads to this type of content, you’re not just creating visibility, you’re building trust before the first conversation.

Here’s what that looks like in action: Instead of running a generic “Get a Quote Now” ad, a home renovation company could run Facebook ads promoting an article titled, “How Much Does a Kitchen Remodel Cost? (Real Pricing Examples).” This gives potential customers the chance to educate themselves before reaching out, so when they do, they’re far more ready to buy.

2. Retarget visitors with content, not just offers

Most businesses use retargeting ads to blast people with "Hey, buy this!" messages, over and over again. It’s repetitive, transactional, and usually ignored. 

There’s a better way. 

Retarget visitors with additional relevant educational content that answers the next set of questions your buyers are likely asking, that moves them further into trust.

This strategy keeps the conversation going and keeps your brand positioned as the one that actually helps.

Here’s how that might look: Let’s say someone reads your article, “How Much Does a Fiberglass Pool Cost?” Instead of chasing them with a “Get a Quote!” ad, you retarget them with a YouTube ad featuring a customer testimonial about what it was like to buy and install that same pool. 

Now they’re hearing from someone just like them. They’re seeing your product in action. And they’re getting closer to saying yes, without feeling sold to.

This isn’t just about nurturing leads. It’s about showing buyers that you’re different from the noise. You’re not chasing the sale, you’re building the relationship.

3. Use ads to answer objections before the sales call

What slows down your sales process? Usually, it’s buyer hesitation, questions, concerns, or flat-out objections that haven’t been addressed yet. 

Run ads addressing those concerns head-on before your team ever gets on a call.

When you know the top 3–5 objections your sales team hears regularly, you know exactly what your next ads should cover. Create videos, articles, or product demos that speak directly to those concerns, and run targeted ads to get that content in front of the right people.

This doesn’t just inform leads. It makes your sales conversations smoother, faster, and way more productive.

Here’s how this might look: A SaaS company that often hears, “Is your software hard to use?” could run YouTube or LinkedIn ads promoting a short video titled “How [Product Name] Works: Step-by-Step Demo.” Now the buyer sees the interface, understands the experience, and gets clarity before ever talking to a sales rep.

Objection addressed. Doubt reduced. Trust increased.

It’s like sending your sales team into the conversation with a head start, and who doesn’t want that?

4. Boost high-intent pages with search ads

Display and Social Ads are great for building trust and visibility. But when it comes to capturing ready-to-buy traffic? That’s where Google Search Ads shine. 

Use them to target high-intent keywords, searches that signal a buyer is deep in the decision-making process and looking for a clear next step. These are your bottom-of-the-funnel moments, and they deserve hyper-relevant content in return.

Don’t waste this opportunity on vague top-of-the-funnel terms. Focus on the ones that show intent to buy.

The difference in strategy looks like this: A company selling CRM software shouldn’t waste ad dollars on a generic phrase like “Best CRM Software.” Instead, they should bid on searches like “[Product Name] vs. [Competitor Name]” or “[Product Name] Reviews.”

These buyers already know what they’re looking for. Your job? Help them make that final decision, and make it easy to choose you.

5. Support a long-term sales cycle with ads

Endless Customers isn’t about quick wins, it’s about creating a brand people trust before they ever buy.

That’s where paid ads can do serious work.

Instead of going straight for the conversion, use paid ads to guide buyers through an intentional, multi-week or months-long journey.  Especially in industries with longer sales cycles, consistent, value-driven touchpoints can keep your brand top-of-mind while trust continues to build. 

You’re not just nurturing leads. You’re conditioning the market to see you as the go-to authority, the brand that actually helps.

Let’s say you’re selling a complex product or service. Instead of pushing an aggressive “Book a Demo” ad to cold audiences, build an ad sequence that nurtures leads over time, like this:

• Week 1: Promote a blog post answering a key buyer question
• Week 2: Retarget with a short video featuring a customer testimonial
• Week 3: Retarget with a downloadable resource
• Week 4: Offer a low-commitment CTA like “Watch Our Demo” or “See How It Works”

Each step builds trust, answers a question, and moves them closer to a decision.

FAQs about running paid ads with the Endless Customers System™

Still sorting out the best way to put ads into action? These are the questions we hear most from businesses implementing the Endless Customers System™ and how to approach them without burning time or budget.

1. When is the right time to start running ads?

Start ads only after you have a strong content foundation. If you don’t have educational content in place, such as Big 5 articles and videos, ads will struggle because they’ll be driving traffic to an unproven system.

You need to build the value first. Then scale visibility with ads.

2. How much should I budget?

A good starting point is $1,500–$5,000/month. That’s enough to gauge what’s working and refine your targeting without going all-in too soon.

Once you start seeing traction, especially with retargeting and content-focused campaigns, you can scale up with confidence.

3. Should I use lead-generating ads or send people to my website?

It depends on the stage of the buyer. 

• Cold audiences: Drive traffic to your site, specifically to high-value educational content. This is how you start building trust from day one.
• Warm audiences (retargeting): Lead-generating ads can work well when prospects have already engaged with your content and are familiar with your brand. At that point, they’re more likely to fill out a form or take the next step.

Don’t skip straight to lead capture. Earn the click first, then the conversion.

4. What platforms work best?

Different platforms serve different stages of the buyer journey. Use each one for its strengths:

• Google Search Ads: Capture high-intent buyers.
• Facebook & Instagram Ads: Build trust and retarget.
• YouTube Ads: Educate and create authority.
• LinkedIn Ads: Great for B2B audiences.

The key isn’t being everywhere. It’s being strategic with where and how you show up.

Turning ads into a trust-building machine

Paid ads can be powerful, but only when they’re used the right way. If you treat them like a shortcut to sales, you’ll be disappointed. But if you treat them as a way to amplify your trust-building strategy, that’s when things start to click.

To recap, here’s how to align paid ads with the Endless Customers System™:

• Start with content. Your ads are only as effective as the content they lead to. Build a strong foundation first, then turn on the traffic.
• Use ads to educate, not just promote. Focus on answering questions, addressing objections, and guiding buyers forward.
• Retarget with value. Stay top-of-mind by offering testimonials, tools, and next-step resources, not pushy offers.
• Match the platform to the intent. Social and display ads are great for awareness. Search is where you capture high-intent buyers. Use each one strategically.
• Think long-term. Ads aren’t just for quick wins, they’re for accelerating trust, shortening sales cycles, and fueling sustainable growth.

When you run ads this way, you don’t just generate clicks. You create momentum. You build credibility. And over time, you earn what every business wants most: Buyers who trust you before they ever talk to sales.

When done right, paid ads don’t just get clicks, they create endless customers.