How Small Businesses Can Compete with Big Brands

Picture this: You own a small bakery in town, making the best croissants anyone has ever tasted. You know people would love them—if only they could find you. But every time you search for “fresh croissants near me,” there it is—an ad from a big chain with an endless budget. Sound familiar? It’s easy to feel like you’re in a David vs. Goliath battle when running PPC against big brands. But here’s the truth: PPC isn’t just for companies with deep pockets. With the right strategy, small businesses can absolutely compete—and win.

Step 1: Pick a Goal—Your North Star

Before you spend a single dollar, define what success looks like. Do you want more online sales? Foot traffic? Phone calls? A clear goal helps guide every PPC decision, from ad copy to bid strategy. Without a goal, you’re throwing money into the void and hoping something sticks. Spoiler alert: That’s not a great plan.

Step 2: Prioritize—You Can’t Chase Everything

Big brands have the luxury of going after every keyword under the sun. You don’t. Pick your battles. Maybe you can’t afford to bid on “bakery” nationally, but “organic croissants near you” is more targeted, less competitive, and way more relevant to your audience. Prioritization means focusing on what matters most—whether that’s a specific product, service, or location.

Step 3: Laser-Focused Targeting

Big brands might cast a wide net, but you? You get to be precise. Use geo-targeting to show ads only in the areas you serve. Layer in audience targeting—like people actively searching for fresh pastries or those who’ve visited your website before. A hyper-targeted approach ensures your ad dollars aren’t wasted on people who were never going to convert anyway.

Step 4: Negative Keywords—Your Best Friend

Want to stretch your budget? Stop paying for clicks that won’t convert. Negative keywords help prevent your ads from showing up for irrelevant searches. If you run a local bakery, you don’t want to waste money on searches like “how to bake croissants” or “bakery jobs.” A strong negative keyword list is just as important as the keywords you bid on.

Step 5: Relevancy Wins—Every. Single. Time.

PPC isn’t just Google. It’s Bing, Facebook, Instagram—the list goes on. It includes search, display, and video ads. No matter the platform, relevancy is key. Google wants to show users the most relevant ads. That means if your keywords, ad copy, and landing pages align well, you can actually outrank big brands—without outspending them. Here’s how:

• Keywords: Choose long-tail, intent-driven keywords that match what your audience is searching for.
• Ad Copy: Speak directly to your audience’s needs. Highlight your uniqueness—like “Freshly Baked Daily.”
• Ad Groups: Keep them tightly themed. The more relevant your ads are to your keywords, the better they’ll perform.
• Account Settings: Optimize your bid strategy, use ad extensions, and test different ad variations to improve performance.

Step 6: Conversion Tracking—Because Guesswork is Expensive

You wouldn’t bake without a recipe—so why would you run PPC without tracking? Set up conversion tracking correctly to know what’s working and what’s wasting money. Are more people calling? Are sales increasing? Data helps you double down on what works and cut what doesn’t.

Step 7: You Have to Spend to See Results—So Choose Wisely

PPC isn’t free—you do have to spend money to see results. That’s why choosing the right agency or specialist is crucial. Hopefully, you can trust that they are working in your best interest. But don’t just set it and forget it—ask questions, review performance, and learn along the way. The more you understand, the better decisions you can make.

Step 8: Start Small, Build Smart

You don’t need a massive budget to succeed. Start with what you can afford and focus on optimizing. Once you see what’s working, reinvest in those areas. PPC isn’t about throwing money at ads—it’s about making every dollar work smarter.

The Takeaway: Small Businesses Can Win

The playing field isn’t as uneven as it seems. Big brands might have more money, but small businesses have agility, precision, and authenticity on their side. With the right strategy—focused goals, smart targeting, and relentless optimization—you don’t just compete. You stand out.

So the next time you see that big chain’s ad, don’t worry. Your customers aren’t looking for just any croissant—they’re looking for the best one. And with the right PPC approach, they’ll find you first.