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>Unfortunately not everyone has resources to start with ads

You can start with a small budget and build from there. For the first year I only spent £100 per month on Adwords.

The bigger problem is Google et al make it very easy to waste money on their ads. You have to pay a lot of attention to the detail and constantly fight against their defaults which are nearly always in their favour rather than yours.

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> The bigger problem is Google et al make it very easy to waste money on their ads.

That's me in 2018. Spent a good amount of money in Google Ads and only attracted users that we did not want.

Just putting negative keywords wasn't sufficient, and even one miss was enough to waste all efforts.

That's why I eventually moved to LinkedIn and Capterra. It was a lot easier to get good results with their ad targeting.

Any recommended resources to learn about this to those starting out?

Maybe someone else can advise as I don't have recent experience. Back then Google assisted us through a representative for a month. But it was mostly generic as they dont understand our business deep enough.

Best way is learning through practical experience by starting with small budget, and increasing slowly with refinements.

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