Many startups make the mistake of diving into paid advertising before building a solid organic presence. Yes, paid ads are powerful. Yes, you need to spend money to make money. But running ads too early — without first creating trust and credibility — often leads to wasted budgets.
Think about it: people rarely see one ad and immediately purchase. The customer journey is longer than that. There are multiple touchpoints between the first ad impression and the final conversion.
The Trust Factor
When I see an Instagram ad, my instinct isn’t to click “Shop Now.” Instead, I go straight to the brand’s profile. Why? To make sure it looks legitimate and trustworthy. With so many fake companies running ads these days, it’s become a form of due diligence. If the social presence looks unprofessional or fails to clearly explain the product, I won’t make a purchase.
And I’m not alone in this. Friends and peers often do the exact same thing.
Paid Ads vs. Organic Social
Paid ads get you noticed. But organic social builds the trust that makes people buy. Without that strong foundation, paid traffic won’t convert. You’ll get clicks, but not customers.
That’s why organic growth needs to come first. Build a credible, engaging social presence that answers questions, showcases your product, and reflects your brand identity. Then, once you’ve earned that trust, layer paid ads on top to amplify your reach and accelerate growth.
Final Thoughts
I’ve been a marketer for 6 years, and this lesson has proven itself thousands of times across different niches: ads won’t work if you don’t have a strong social presence backing them up. Without trust, your ad spend is just wasted time and money. Invest in your brand’s appearance and credibility first—because just like with people, trust in business starts with how you show up.
