A few years ago, I thought having a big following meant I was successful. I measured my momentum by how many likes I got, how many new followers clicked over, how often my content was shared. Back then, the numbers felt like a reflection of my worth. They were the proof I thought I needed that I was doing something right.

But somewhere along the way, I started asking a harder question:

What does success really look like—for me?

And the honest answer? It didn’t look like constantly chasing content ideas or feeling the pressure to stay “on” just to be seen. It didn’t look like growing an audience just for the sake of growth.

Instead, success looked like freedom. Like peace. Like getting to be home with my kids, working on projects I love, and building something meaningful without having to share every moment of it online.

Stepping Away From the Metrics

My real reward hasn’t been growing a large social media following. It’s been building a business that doesn’t depend on one.

And I’ll be honest—at first, I wasn’t even sure it was possible. Everyone I knew who was doing great in their business seemed to be all-in on social media. They were sharing constantly, showing up publicly, and building visibility by staying front and center. And for a while, I tried to keep up with that rhythm.

Because there’s no real rule book on how to build a modern business without social media. It felt like I was trying to merge old-school business principles with a modern-day spin—and I didn’t know if it would actually work.

For a long time, I leaned on social media because I thought it was the key to growth. And yes, it helped me build momentum in those early years. But it also made me feel like I had to be everywhere, all the time. That I had to share everything to be relevant. That my visibility equaled my value.

It wasn’t until I shifted my focus to long-term, sustainable marketing that everything changed.

I started to really focus on building my email list. I focused on creating evergreen content that lives on (hello blog posts and newsletters). I paid attention to the parts of my business that still worked even when I was off social media.

And slowly, something powerful happened:

I started breathing again.

And to really prove it, I didn’t post a single time in 2024 to show myself that yes, I could 100% run my business without needing social media.

Living a Quiet Life That Still Moves Big Things

I stopped feeling like I had to document every single moment.

Now, I show up on social when it feels right. Sometimes that means sharing more. Sometimes it means taking a quiet step back. But either way, my business doesn’t stop. My growth doesn’t pause. Because I’ve built a foundation that doesn’t rely on being plugged in 24/7.

And I can’t tell you how freeing that is.

There’s something sacred about being able to live your life without constantly performing it. About being present in a world that keeps telling you to produce. Some days I look around at the stillness in my home, the sound of my kids playing, the quietness of this life I’ve created—and it feels like success in its purest form.

This isn’t the kind of success you can measure by likes or views. It’s quieter than that.

It looks like mornings spent working in peace. It looks like knowing your worth isn’t tied to visibility. It looks like creating content you love, not content you’re pressured to make. It looks like building something sustainable, something soul-filling, something that doesn’t burn you out.

My business today looks very different than it did five years ago. It’s slower. It’s quieter. It’s deeply fulfilling.

And if you’re feeling the tug to change how you run yours—to step away from the noise, to do more of what feels right, to stop letting social media dictate your rhythm—I want you to know: it’s possible.

You don’t have to be everywhere. You don’t have to show everything. You don’t have to build a business that runs on likes.

You can build something honest. Something rooted. Something beautiful and deeply yours.

That, to me, is the new success.

Let’s talk about something that’s been quietly revolutionizing the way I work behind the scenes—AI. Now before you start picturing some robot sitting at a desk doing all my marketing for me—let me stop you right there. This isn’t about replacing the heart of your business or handing over everything to technology. It’s about working a little bit smarter. About giving yourself the gift of help in a world where we’re all trying to wear a dozen hats at once.

The other day, I posted a quick poll on Instagram asking who’s using AI—even in small, simple ways. 51% of my audience said they use it. The other 49%? They slid into my DMs with the same question: “Okay, but how?!”

If you’ve been feeling the same—curious about AI, wondering how it actually fits into your business without feeling robotic or overwhelming—this post is for you.

I’m going to walk you through exactly how I use it in my own work, why I created Wordsmith to help other business owners do the same, and where I’d start if I were brand new and just getting my feet wet.

I’m a Writer at Heart… But Not Always a Perfect One

Let me be honest with you—I’ve always loved writing.

There’s something about putting thoughts into words that feels like home to me. It’s how I make sense of the world. How I connect. How I teach and serve and show up.

But grammar?
Perfect sentence structure?
Avoiding run-on thoughts that sound more like a rambling voice memo?

Yeah… not so much.

I moved to America when I was 11 years old and didn’t speak a word of English. I learned the language by listening—by paying attention to the rhythm, the tone, the meaning behind the words. And while I eventually became fluent and feel like someone who’s great at communicating, I never had those early years of formal grammar lessons or spelling drills.

So now, when I sit down to write, I know what I want to say—but sometimes the mechanics don’t always come out perfectly. I write the way I talk. I pour my thoughts out quickly and with feeling. And honestly? I think that’s part of what makes my writing real and relatable.

Still, that’s also why AI has become one of my most trusted tools.

Using AI as a Second Set of Eyes

I can’t even count how many times I’ve typed out something I felt good about only to second-guess it later. Is this clear enough? Does it make sense? Is it too long? Too short? Too much?

With AI, I don’t have to bother a friend or send off yet another email to ask for feedback. I open up my favorite AI writing tool and ask it for help. And you know what? It’s fast. It’s supportive. And it gives me the clarity I was looking for without the emotional toll of overthinking everything.

I also use AI to get feedback on ideas, to rework headlines, to help me simplify a long piece of content, or even just explain something I want to understand better. My husband (a software engineer) uses it, too—to review his code, build test cases, troubleshoot bugs.

It’s not doing the work for us.
It’s helping us do the work better.

Why I Built Wordsmith Using AI

When I first created Wordsmith, AI wasn’t even a part of it. I was writing every single caption, newsletter, and blog post inside the platform by hand—and uploading them each month for other entrepreneurs to use.

And it worked. People loved it. The feedback was beautiful.

But over time, I started hearing the same thing again and again:
“I wish I could personalize this more… I love what you wrote, but I want it to sound more like me.”

That’s when I started exploring what AI could do.

So we built it into Wordsmith—not as a replacement for good writing or thoughtful marketing, but as a tool to help business owners write more authentically, efficiently, and with confidence.

Today, Wordsmith is like having a team of copywriters on call. Trained to understand your writing style. Focused on authentic, human-centered marketing. And ready to help you go from “no idea what to say” to “content that’s ready to publish.”

So… Want to Start Using AI? Here’s Where I’d Begin.

If you’re curious about using AI but not sure where to start, here’s my honest advice:

1. Start small.

Don’t try to replace everything overnight. Pick one task where you often feel stuck—maybe it’s writing your weekly email, brainstorming content ideas, or repurposing a blog post into a few social captions using Wordsmith.

2. Use AI as a collaborator, not a shortcut.

The best results happen when you bring the vision and AI helps bring it to life. You still get to be the voice. AI just helps you say it more clearly, consistently, and confidently.

3. Choose tools that are built for your goals.

You wouldn’t use a hammer to bake a cake, right? (Hopefully not.) The same goes for AI. General tools like ChatGPT can be great for some things—but platforms like Wordsmith are built specifically to help entrepreneurs like you write your content, your way.

That’s why so many of our users prefer it. It’s focused, simple, and actually helps you get content done.

AI is still really new to our world. And if you would have asked me 3 years ago if I’d be using it daily, I would have said no. But once I realized how much it could actually help me with my business… I was hooked.

And if you’ve been curious, this is your nudge.

Start slow. Explore. Let it help you where you need support—not to do less, but to do what you do even better.

And if you want to try Wordsmith, you can start with a free 7-day trial and see how it works for you. No pressure. Just a chance to see what’s possible when you stop doing it all alone.

Most importantly, have fun with with it. We live in some exciting times when it comes to business and technology.

If you’re running a small business, you’ve probably felt the pressure to be everywhere—Instagram, TikTok, Facebook, Reels, Stories, emails, DMs… it’s a lot. Especially when all you really want is to grow your business, reach the right people, and not feel glued to your phone.

That’s why I love Pinterest.

Not as a place to post pretty things just for the sake of it—but as a quiet powerhouse that works in the background of my business. It brings in new people, helps me grow my email list, and drives actual sales… all without needing a huge budget or daily content creation.

If you’ve ever wondered if Pinterest ads could work for you, I want to show you exactly why I think this platform is so perfect for small businesses like ours.

Let’s start with something I want you to really think about…

What would your business feel like if your marketing didn’t need you every single day?

What would change if new people could discover what you do—without you constantly posting, replying, and showing up on camera?

What if your email list grew, your sales trickled in, and your content kept working for you… while you rested, created, or lived your life outside the screen?

If you’re a small business owner who’s tired of feeling like your growth depends on how much energy you have left that day, I want to introduce you to one of the most underrated platforms out there: Pinterest.

This isn’t about the pretty mood boards you used in 2012 or saving recipes you never make (though I still do that). I’m talking about Pinterest as a quiet workhorse—a tool that helps your business grow sustainably, affordably, and in a way that actually fits your life.

I’ve used Pinterest ads to grow my email list, increase sales, and bring in a steady stream of traffic to my site—all without spending thousands or being glued to my phone.

Here’s what we’re walking through today:

• Why Pinterest isn’t social media—and why that matters
• How Pinterest ads work (and why they don’t require a huge budget)
• What makes Pinterest users different—and how that works in your favor
• Why Pinterest is perfect for growing your email list
• What you don’t need to make it work (hint: not a designer!)
• And my honest reflections on why Pinterest ads feel so aligned with the way I want to run my business

By the end of this post, I hope you feel more spacious, more empowered, and more supported to try a marketing strategy that doesn’t just demand from you—but gives something back.

Let’s dive in.

Pinterest isn’t social media—it’s a search engine

This is the biggest mindset shift: Pinterest isn’t like Instagram or TikTok. It’s not about trends or followers. It’s a search engine. People go there with purpose—looking for ideas, solutions, inspiration, or products.

That means your content doesn’t get buried after 24 hours. Pins have a long shelf life, especially if you’re using Pinterest ads to get them in front of your ideal audience sooner.

If you’ve ever wanted your content to keep working for you long after you post it—this is where that happens.

You don’t need a big budget to see results

You can start running Pinterest ads for as little as $5–$10/day. And unlike other platforms that eat up your budget fast, Pinterest tends to be more efficient because of how people use it.

Most Pinterest users are already in the mindset to plan, buy, and take action. They’re not just scrolling. They’re searching. That makes it easier to reach people who are already looking for what you offer.

Even a small budget can go a long way when it’s paired with a clear message and a strong visual.

Pinterest users are in buying mode

Pinterest has something really special going for it: people trust what they find there. And they use it when they’re ready to do something.

So if you’re thinking, “But no one’s ever heard of my brand”—that’s actually an advantage here. Over 90% of Pinterest searches are unbranded, which means people are open to discovering new products and businesses. Like yours.

It’s one of the few places online where small businesses can show up right next to big-name brands—and actually compete.

It’s low-maintenance marketing that keeps working

This is one of my favorite things about Pinterest ads: once you set them up, they keep working.

You can pre-schedule your content. You don’t have to post every day. You don’t have to be “on” all the time. You can even take a break (hello, vacation) and know that your content is still driving traffic and conversions in the background.

If you’re building a business with long-term sustainability in mind, Pinterest fits in beautifully.

Pinterest helps grow your email list (not just your engagement)

One of my biggest priorities is always growing my email list—because that’s something I own. Pinterest makes that easy.

When someone clicks on your pin, they’re taken directly to your website, not kept inside an app. That gives you a chance to connect with them beyond a one-time visit—whether that’s through a lead magnet, a freebie, or simply a warm welcome to your world.

It’s a calm, intentional way to grow—without the daily grind of trying to beat an algorithm.

You don’t have to be a designer to make great pins

I know design can feel overwhelming, but Pinterest doesn’t require you to be fancy. It just needs to be clear.

Use clean graphics, easy-to-read text, and imagery that helps your audience immediately understand what your content or offer is about. Tools like Canva (or Pinterest templates) make this incredibly easy, even if design isn’t your thing.

It’s not about being perfect—it’s about being helpful.

I know it can feel like you need to be a certain size or have a certain following before paid ads are “worth it.” But that’s the beauty of Pinterest—it works because it’s not dependent on how many people already know you.

If you’re clear on who you’re trying to reach and how you can help them, Pinterest is a space where you can quietly (and consistently) show up, offer value, and grow—without burning out or blowing your budget.

Want to learn how to run Pinterest ads that actually work?

If you’re curious about setting up Pinterest ads but feel a little overwhelmed, I put together something just for you.

It’s a 90-minute Pinterest Ads Tutorial that walks you through everything—from creating your first campaign, to writing great pin copy, to choosing the right settings without wasting money.

You can grab the tutorial here and start running your first ad today.

You don’t need a marketing team or a $1,000/month ad budget. You just need a plan—and this is a great place to start.

I can still remember the feeling—packing up my gear on a Friday night, knowing I’d be spending yet another weekend photographing other families while missing time with my own. At the time, I was fully booked with motherhood sessions—those beautiful, emotional, joy-filled shoots with mamas and their babies. While I genuinely loved capturing those sweet connections and helping other mothers freeze time in such a fleeting season, there was always a quiet ache in my chest.

Because while I was giving my clients memories they’d cherish forever, I was missing out on my own.

I wasn’t there for lazy Saturday mornings in pajamas, or spontaneous afternoon walks with my kids. I was spending weekends creating for others, while watching my own time with my family slip by in the margins.

And what made it harder? I knew that if I stopped shooting—even for a weekend—I wasn’t just pressing pause on work. I was pausing my entire income.

That was the moment it clicked: I needed to build a business that could run with me and for me—even when I wasn’t actively working.

The Limitations of Service-Based Business (Even the Ones You Love)

Service-based businesses can be beautiful. They’re often built on heart and hard work. They let us share our gifts in deeply personal ways. But there’s an unspoken truth that not enough of us talk about: they have a cap. A limit.

There are only so many hours in a day. And as one person, there’s only so much you can do. Your energy becomes the currency. And over time, that becomes exhausting.

I reached a point where I realized I didn’t want to hustle for every dollar anymore. I didn’t want to build a business that only paid me when I showed up. I wanted freedom. I wanted flexibility. I wanted to make income even on the days I was fully in mom mode, snuggling my kids on the couch.

My First Step Into Passive Income (It Wasn’t Fancy)

It started small—almost by accident. I began sharing my editing tools with other photographers. I packaged up my presets (you know, those dreamy film-inspired edits that I love) and offered them as digital downloads.

And then something amazing happened.

Sales started coming in while I was sleeping. Or while I was at the park with my kids. Or while I was working with a client on something completely unrelated.

That shift was the beginning of something much bigger. It was proof that I could build something once—and have it continue to work for me long after I hit publish.

From One Product to Multiple Streams

After that first taste of passive income, I was hooked—but not in the “let’s build an empire” kind of way. It was more about curiosity. I started asking:
What else can I create that helps others, solves a problem, and doesn’t require me to be tied to my laptop 24/7?

I created courses, templates, guides, and most recently, Wordsmith—a monthly digital content membership designed to help business owners show up online with ease. That became a whole new stream of recurring monthly revenue. Not only was it passive, it was purposeful.

And suddenly, my business didn’t feel like a treadmill anymore. It felt like a garden. One I could water, nurture, and watch grow—even if I wasn’t there every single second.

Scaling Without Burnout

The best part of building passive income into your business isn’t just the money (though that part is wonderful, too). It’s the margin it gives you.

It’s the way you can finally exhale.

I no longer have to scramble during launch week. I don’t have to fill my calendar to pay the bills. I get to build, create, dream—and still be present at home. I’ve grown my business year after year without sacrificing the things that matter most to me.

And I’ve been able to do that by focusing on the parts of my business I could automate, scale, and sustain.

So, What Is Passive Income (Really)?

Let’s clear something up—passive income doesn’t mean no work. It means front-loading the work. You create something once (a digital product, a course, a membership, a resource, a software) and you set up systems so it continues to work in the background.

There’s setup. There’s testing. There’s refinement.

But once it’s running? It frees you up to do more of what you love—without the constant grind.

Here are a few examples of passive income that work beautifully for service-based businesses:

• Digital products: templates, guides, checklists, presets, etc.
• Online courses: teach your process, share your knowledge.
• Memberships or subscriptions: recurring income that adds up fast.
• Affiliate marketing: recommend tools and products you love.
• Printables or downloads: easy-to-make, high-value assets.
• Software & Platforms: If you know how to code this is such a perfect skill for generating passive income.

The options are endless—but the mindset shift is what really matters. You don’t have to trade hours for dollars forever.

Why It Matters More Than Ever (Especially for Moms)

As a mom of four, I’ve learned to value time more than anything. My business has to fit into my life, not the other way around. I want to build something that allows me to be there for all our homeschool lessons, the sick days, the slow mornings.

That’s the real power of passive income—it gives you choices.

I get to decide how I spend my time. I get to take on client work because I want to, not because I have to.

I get to run a business that doesn’t burn me out.

My Advice? Start Where You Are

If you’re reading this and thinking, “This sounds amazing, but where do I even start?”—I’ve got you.

Ask yourself:

• What do people ask me for help with all the time?
• What do I already have (a process, a tool, a system) that others would pay for?
• What’s something I could package and sell digitally?

Start with your strengths. Build something small. Get it out there.

And remember—your first product doesn’t have to be perfect. It just has to be real and helpful.

Building businesses around passive income hasn’t just changed my revenue—it’s changed my life. It’s given me space, peace, freedom, and flexibility. It’s allowed me to grow something meaningful without burning out.

And that’s what I want for you, too.

So if you’ve been hustling in a service-based business and wondering if there’s a different way… let this be your sign to explore what’s possible. Figure out a way to add passive income to your current business.

You don’t have to do it all the hard way. You can build something beautiful that works for you.

I know what it feels like to pour your heart into your business—sleeves rolled up, coffee in hand, dreaming big—but still wondering how you’re supposed to actually get eyes on your product or service. There are a million strategies out there. Everyone has their “secret formula.” And with so many voices telling you to do this or try that, it’s easy to feel like you’re spinning your wheels.

I’ve been there.

And that’s exactly why I want to talk to you about one platform that completely changed how I market my business—and brought in real results without eating up my entire week or sanity.

Yes, I’m talking about Pinterest ads.

And before you write them off as just pretty pictures or a DIY haven (though we do love a good farmhouse table makeover), let me tell you: Pinterest ads are one of the best-kept secrets in digital marketing.

Let’s unpack it.

So… Are Pinterest Ads Worth It?

Short answer: YES.
Long answer: Still yes, but let me show you why.

Unlike Facebook or Instagram—where your ad is trying to interrupt someone’s scroll—Pinterest is where people go when they’re actively searching for ideas, inspiration, or solutions. They’re already in decision-making mode. So instead of fighting for attention, your ad can show up exactly when someone is looking for what you offer.

It’s like having a storefront on Main Street and placing your best-selling product right in the window display—right when the perfect customer walks by.

Why Pinterest Ads Work (Even If You’re Brand New)

What makes Pinterest ads so powerful is how they act more like a search engine than a social feed.

Think about it: People come to Pinterest to plan weddings, design living rooms, start businesses, and yes—shop. They’re already dreaming, already visualizing, already saving ideas for what they want. That means when your ad pops up in a relevant search, you’re meeting your ideal client mid-dream. (Which, let’s be honest, is the best time to show up.)

You don’t need a massive following.
You don’t need to be an influencer.
You just need to have something helpful, beautiful, or inspiring—and a clear idea of who it’s for.

When I launched my content platform, Wordsmith, I wanted to do something different. I didn’t want to rely on reels or TikToks or fight an algorithm that changed every five seconds. I wanted a sustainable way to reach the right people—women like you who are growing businesses and need tools that actually help.

So, I ran Pinterest ads.
And friend, they worked.

The Results I’ve Had With Pinterest Ads

Let’s talk numbers for a second. I’ve used Pinterest ads to help scale one of my businesses (Wordsmith) to over $600,000 in revenue—without spending hours online every day.

The ROI from Pinterest ads has consistently outperformed other platforms for me, and the best part? The pins continue to work for you long after the ad ends. That’s evergreen visibility.

How Pinterest Ads Are Different

Let me break it down real quick:

• Pinterest = Discovery.
  People go there to find things. This is huge because you’re not interrupting their feed—you’re adding to their vision.
• Ads Blend In Naturally.
  A promoted pin looks like any other pin, which means it doesn’t feel pushy or salesy. It feels helpful. Relevant. Wanted.
• Your Results Grow Over Time.
  Even when you stop paying, those pins can keep getting clicks. (Yes, really.)

Not Sure What to Promote First? Start Here.

If you’re brand new to running ads, I always recommend starting with your best-sellers. Something that’s already proven to sell.

One of the biggest mistakes I see is people trying to launch a brand new offer through ads before it’s even been tested. But if something is already working organically—even just a little—it’s a great candidate for a paid ad.

Let your ads do the heavy lifting after you’ve seen that little spark. That’s when it’s worth pouring some gas on the fire.

And If You’re Thinking, “This Sounds Great, But I’m Overwhelmed…”

You’re not alone.

That’s actually why I created my Pinterest Ad Strategy course.
So many of my fellow business friends kept asking me: How do you actually set these up? How do you know who to target? What should the pins look like? I’ve even had friends over to watch me in the office as I walk them thorugh the whole process.

So I pulled back the curtain and recorded exactly how I set up my own campaigns—from strategy to targeting to tracking results.

And I kept it under 90 minutes because I know your time is precious. You don’t need a 10-hour course. You need a system that works.

👉 You can check it out here

If you’ve been looking for a way to grow your business that doesn’t require posting constantly or trying to chase trends, Pinterest ads might be exactly what you need.

They’re gentle. They’re powerful. And they’re perfect for purpose-driven business owners who want to build something sustainable.

So yes, Pinterest ads are worth it.

Not just because they work, but because they work in a way that aligns with how you want to build your business.

Slow, steady, smart.

That’s the kind of growth I’m here for.

There’s something beautiful about sitting down and writing a blog post. Not for likes. Not for the algorithm. But because you actually have something to say. Something you’ve learned. Something that could help someone else.

That’s how I’ve always approached blogging.

Over the years, I’ve come to realize just how much I enjoy writing long-form content. Unlike social media, where I always struggle to keep it short and snappy, long-form content gives me space. Space to think, to explain, to reflect. To share the lessons I’ve learned in building and running a passion-led business—and the ones I’ve learned the hard way.

Pair that with my love for sharing what’s worked (or totally failed) in my own journey, and blogging became my favorite way to show up online. The kind of marketing that feels like storytelling. The kind that lets me connect with the right people for all the right reasons.

But I get it—there’s a lot of noise out there these days.

“Is blogging dead?”

I’ve heard that question more times than I can count. And here’s the truth: it depends on how you define blogging.

If you’re thinking of blogging as writing a post, sharing a few photos, and hoping someone stumbles across it… yeah, that kind of blogging might be on its way out.

But if you’re creating blog content that speaks directly to your ideal client? That answers their questions? That shows them you get what they’re going through and have a solution that can help?

Then blogging is alive and thriving. I think it will continue that way for a long time.

The Power of Evergreen Content

What I love about blogging is that it keeps working long after you hit publish.

A post I wrote 10 years ago still brings in traffic today. A blog that answers a specific question can rank in search results for years. And if you’re someone who wants to build a brand that lasts, blogging is one of the smartest marketing tools you have.

Unlike social media posts that disappear in 24 hours or get buried in the scroll, blogs stick around. They become part of your business’s foundation. They’re searchable. They’re shareable. And they’re yours.

The Rise of AI (and Why Blogging Still Matters More Than Ever)

Here’s something I’ve been thinking about a lot lately:

With AI tools becoming more integrated into how people search for and discover information, your blog content matters more than ever.

Why?

Because the content you create helps teach those tools what your business is all about.

Most people don’t realize this, but AI platforms like ChatGPT, Claude, and others are trained on public content—including blogs.

That means every well-written blog post, every thoughtful article, every long-form guide you put out into the world contributes to how AI understands and recommends information in the future.

So while traditional blogging might feel like a slow burn, the truth is, it’s one of the best long-term plays you can make. You’re not just building traffic or trust with your human audience—you’re shaping your brand’s presence in the digital knowledge space.

And if, like me, you talk a lot about sustainable marketing strategies and running a passion-led business, that content becomes part of a much bigger ecosystem. One where people (and AI) are constantly seeking the most helpful, relevant, and human answers.

So yes—blogging still matters. In fact, it might matter even more now.

How I Use Blogging in My Own Strategy

If you’ve been around here for a while, you know I’m big on building a content funnel that works for you—not one that runs you ragged.

Here’s how I do it:

1. I start with long-form content — always. That’s where I can be the most helpful and detailed.
2. That content goes on my blog, which brings in traffic through SEO for years and years.
3. Then I create Pinterest pins to promote those blog posts (because Pinterest = search engine = long-term traffic too).
4. Next, I choose a few pieces to turn into newsletters for my audience.
5. Finally, I pull quotes and insights to share on social media. (I don’t always do this, as I have moved away from using social media so much).

Instead of making social media the main event, it becomes the last step. A sprinkle on top.

Want to Start Blogging Again (or for the First Time)?

Here’s what I’d say: Start small. Start simple.

Pick a topic you care about. Answer a question your ideal client keeps asking. Tell a story. Share a tip. Talk about something you’ve learned.

Let your blog be a place where your voice doesn’t have to be edited down to a reel or a caption. Where you can teach, connect, and show up fully.

And if you need help? That’s exactly why I built Wordsmith.

Inside the platform, you’ll find hundreds of pre-written blog ideas, categorized by niche and topic. You can generate a full-length blog post in minutes—with your brand voice baked in. Whether you love writing or dread it, Wordsmith helps you create content that feels like you.

It’s one of my favorite ways to help business owners simplify their marketing—and actually enjoy it again.

Want to give it a try? You can test it out with a free 7-day trial. Try Wordsmith here

Let’s talk about Pinterest ads—the not-so-secret weapon I’ve used to quietly and consistently scale my business without relying on algorithms or going viral. I know paid ads can feel a little intimidating (or a lot), especially if you’ve never dipped your toes into that world before. I used to feel the same way. Ads felt like something reserved for “big” businesses with teams and fancy strategies… until I realized Pinterest was playing by completely different rules.

If you’re new to Pinterest ads—or maybe you’ve heard a whisper about them and want to see what the buzz is really about—this post is for you. I’m going to walk you through exactly how Pinterest ads work, why they’re different from social media ads, and how they could be the sustainable traffic-driving, sales-generating strategy you’ve been looking for.

Let’s dive in.

What Makes Pinterest Ads So Different?

Here’s the thing most people don’t realize: Pinterest isn’t a social media platform—it’s a search engine.

Let that sink in for a second.

While Instagram and Facebook are built for interaction and connection, Pinterest is built for discovery. People come to Pinterest not to scroll for entertainment, but to find things.

To plan. To dream. To search for inspiration or a solution.

And that mindset changes everything when it comes to advertising.

Think of it like this: Pinterest is where people go with intention.

They’re already searching for ideas—recipes, outfit inspiration, home design, content strategies, wedding decor, business tips… and yes, even the exact products and services you offer.

So when your ad shows up on Pinterest, it doesn’t interrupt someone’s day like an Instagram ad might. Instead, it joins the journey they’re already on. It becomes part of their vision board. And that’s powerful.

So… How Do Pinterest Ads Actually Work?

Let’s break it down in the simplest way possible.

When you run a Pinterest ad, you’re essentially paying for your pin (a visual post) to show up in front of people who are searching for content like yours. Here’s what that process looks like:

1. Create a Pin (Ad Image or Video)

This is the creative part! You’ll upload an image or video—ideally something that’s scroll-stopping, helpful, and aligned with your brand. You can add a short headline and a link to your website, product, service, or blog post.

2. Choose Your Audience (AKA Targeting)

Here’s where the magic happens. Pinterest allows you to target based on keywords—the search terms your dream customer is typing in. This is what sets it apart from most social platforms. You can also target people who have:

• Interacted with your website
• Engaged with your pins
• Or fit certain interests, locations, or demographics

You’re putting your content exactly where people are looking for it.

3. Set Your Budget

You get to decide how much you want to spend. Seriously—you can start with just $5 a day and see what works. Once you start seeing results, it’s easy to scale up. (I’ve had days where I spent $11 and made over $400. Wild, right?)

4. Track & Optimize

Pinterest gives you a dashboard where you can see how your ads are performing. Which pins are getting clicks? Which ones are converting? You can pause, adjust, or duplicate ads based on what’s working. It’s like having your own little marketing lab.

Why Pinterest Ads Work So Well (Especially for Small Businesses)

I’ve run ads on Facebook, Instagram, and Pinterest—and here’s why Pinterest continues to win in my book:

• Longevity: Pinterest pins last. Even after you stop paying for an ad, that pin continues to live on the platform and gain organic traction.
• Search Intent: You’re targeting people actively looking for your offer.
• Less Saturation: Pinterest ads are still underutilized, which means your competition is probably sleeping on this.
• Budget-Friendly: You can start small and scale based on what’s converting.
• Perfect for Evergreen Offers: Courses, memberships, digital products, and even services with strong value can thrive here.

My Journey with Pinterest Ads

When I started using Pinterest ads, I was honestly just testing the waters. I uploaded a few prewritten captions I had sitting on my laptop and ran a small ad to see if anyone would bite. Spoiler: they did.

That one test led to building a platform called Wordsmith—my all-in-one content creation tool for business owners who want done-for-you strategy, writing prompts, and personalized support to show up online.

And yes, Pinterest ads helped scale Wordsmith to over $600,000 in revenue (without posting on social media every day).

I realized I had found a way to build something meaningful—without chasing algorithms or needing to be constantly “on.”

So… Where Should You Start?

If you’ve been curious about Pinterest ads, here’s my honest opinion: they’re one of the best places to start if you’ve never run an ad before. Why? Because:

• You’re placing your ad in front of people already searching for what you offer
• It doesn’t require a big budget
• You’re not dependent on having a huge social media following

And if you’re wondering what you should promote first, I always recommend starting with your best-selling offer—not something new or untested. Promote what already works.

Want Me to Show You How to Set It Up?

So many of my business friends were asking how I ran my Pinterest ads that I decided to record the entire process—from choosing the creative to targeting, tracking, and optimizing. I walk you through the exact steps I take to build ads that convert—and I kept it under 90 minutes because I know your time is precious.

If you’re ready to learn how to run your own ads, but want someone to actually show you the behind-the-scenes—this is for you.

👉 Grab the Pinterest Ad Strategy here

Running Pinterest ads changed everything for me. It gave me a way to grow without burning out. A way to scale without needing to show up online every single day. A way to connect with people who were already searching for what I offer.

And maybe, it’ll do the same for you.

For the last several years, I’ve had the incredible privilege of helping over 12,000 passionate business owners with their content—whether through one-on-one client work or through Wordsmith, the platform I built from the ground up to help entrepreneurs like you show up and share what they do in a way that actually connects.

And here’s the truth: you can learn a lot when you’ve been behind the curtain that many times.

Whether it’s writing a single Instagram post or mapping out a full-blown yearly strategy, you start to see patterns. You start to see what works and what doesn’t. You start to see the difference between content that fills space and content that moves people.

You also start to see where entrepreneurs get stuck—and friend, it’s usually not because they don’t care enough. It’s usually because they’re wearing too many hats and trying to juggle everything on their own.

So today, I want to share a few lessons I’ve learned from writing content for hundreds (okay, thousands) of businesses—big and small, scrappy and seasoned, across nearly every industry you can imagine.

And more importantly, I want to tell you how all of that wisdom has been poured into Wordsmith—so that you can finally create content like a pro, even if you’re doing it all yourself.

Lesson #1: Great Content Isn’t Just Pretty Words

You’d be surprised how many people think great content means perfect grammar, the right buzzwords, or some clever hook.

But the best-performing content I’ve ever written? It’s not the one that sounds the fanciest. It’s the one that sounds like you.

Real connection comes from storytelling. From owning your voice and speaking directly to the person you want to help.

When I’m writing content—whether it’s for one of my premium clients (those are my full-service, high-touch marketing strategy clients)—or whether I’m crafting content for Wordsmith, I’m not trying to write like a copywriting robot.

I’m writing like a real person who understands the brand, the voice, the mission, and the heart behind it.

Because that’s what converts. Not the flash, but the feeling.

Lesson #2: The Most Ignored Content Is Often the Most Important

Want to know what type of content gets skipped the most?

It’s not the reels or the captions or the carousels. It’s the emails. The blog posts. The long-form content that feels like “too much work.”

But that’s also the content that does the heavy lifting in the long run.

Blog posts bring in organic traffic. Newsletters build real relationships. Strategic content that lives beyond 24 hours? That’s the stuff that creates sustainability.

I’ve seen it over and over again—people pour all their energy into social media, only to feel like they’re on a content treadmill. The real magic happens when you create content that lasts.

Which is why Wordsmith was built to support more than just social media captions. It’s built to help you plan out your blog, your email list, your SEO content, and your long-term strategy—so you’re not just showing up, you’re showing up smart.

Lesson #3: People Click (and Buy) When They Feel Understood

You want the secret to content that converts?

It’s empathy.

When people feel seen, they trust you. When they trust you, they listen. And when they listen? That’s when the magic happens. That’s when they buy.

The most successful content I’ve written hasn’t been the boldest, trendiest, or most “viral-worthy.” It’s been the content that reflects someone’s inner thoughts back to them in a way that feels safe and honest and hopeful.

So when I created Wordsmith, I didn’t want it to sound like AI wrote it. I wanted it to sound like you. Like someone who knows exactly what their audience is going through and can meet them there with the right words.

Because when your content feels personal, it is powerful.

Lesson #4: You Don’t Have to Do It All Alone

Let me be honest for a second: most of the people I work with—especially my premium clients—are really good at what they do.

They’re photographers, coaches, wellness practitioners, designers, artists, and educators. They’ve built businesses that are so aligned with their purpose…

But almost every single one of them has told me some version of this:

“I just don’t know what to say online.”

“I want to show up more, but content takes so much energy.”

“I don’t have the time to write something meaningful every single day.”

“I just want to focus on the thing I love, and let you handle all the content.”

And that’s where I get to come in. That’s where Wordsmith comes in.

Because you don’t need to outsource your entire brand voice to a copywriter. And you don’t need to keep guessing what to post each week.

You just need a clear strategy, a little support, and a tool that helps you put your ideas into words that actually work.

What Makes Wordsmith Different?

It’s not just a tool—it’s a system, built from the heart.

Wordsmith is where all these lessons I’ve learned over years of writing and refining and testing content strategies come to life. It’s filled with real prompts, real examples, and done-for-you content that feels like you wrote it on your best day.

And the best part? It works for any kind of business because it focuses on connection first.

You don’t need to sound like everyone else. You just need to sound like you, consistently.

If you’ve ever wished someone could just swoop in, read your mind, and write the words you meant to say… that’s what Wordsmith is for.

We’ve had over 12,000 business owners sign up so far—and I built it for people just like you.

You can test it all out with a free 7-day trial, and see exactly how easy it is to create content that feels aligned, strategic, and true to you.

Try Wordsmith for Free →

You’ve got something amazing to share. Let’s help you say it—beautifully.

Want Me to Handle It For You?

If you’re feeling overwhelmed, stretched thin, or simply ready to hand over your content and marketing strategy to someone who gets it—I’ve got you.

Every year, I take on a very small number of private clients for full-service content and marketing support. Think: your content planned, written, and executed by someone who’s not only a writer and strategist, but a business owner who’s walked this road herself—multiple times.

You wouldn’t just be hiring someone who knows how to write content or build a plan… you’d be hiring someone who’s built and grown her own businesses from the ground up. Someone who understands the demands, the decisions, the juggling act—because she’s living it too.

I’ll bring the exact strategies, proven workflows, and sustainable systems I’ve used to grow my own brands (including Wordsmith) to your business. You’ll get content rooted in SEO, a long-form-first approach, and a plan that makes marketing feel manageable again.

If that kind of partnership sounds like what you need, reach out. I only take on a few of these projects each year—and only when it feels like the right fit on both sides.

If you’ve been feeling like your launch flopped, your offer fell flat, or your Instagram posts just aren’t hitting like they used to… it might not be your strategy. It might be your words. That message that lives in your head and your heart? It might be getting lost somewhere between intention and execution. And here’s the thing most people won’t tell you:

Most marketing problems are actually messaging problems.

You could have the most beautiful website, the most value-packed offer, the best pricing in the world—but if the words on the page don’t make someone feel something, they’re going to scroll right past.

The Real Reason Your Message Isn’t Landing

You’re not alone in this. I see it all the time. Business owners pouring their heart into their businesses and then wondering why it feels like no one’s listening.

The truth is, it’s not that people don’t care—they just don’t know why they should care yet. And that clarity? It comes from your words.

You don’t need to overhaul your business. You don’t need to build a new funnel or spend hours reworking your website.

You just need to say what you’re already doing in a way that connects.

A Simple Copy Trick: Clarity Over Cleverness

Let me share one of my favorite copywriting reminders: Clarity beats cleverness every single time.

You don’t need the catchiest tagline or the most creative caption. What you need are words that speak directly to the person you want to reach. Words that feel like a mirror, reflecting their thoughts back to them.

Ask yourself: Is what you’re saying actually clear? Could a stranger read your homepage, your Instagram bio, your service descriptions and instantly know what you do, who you help, and why it matters?

Because clarity? It creates connection. And connection? It creates conversions.

So How Do You Find the Right Words?

This is the part where I get to tell you about something that’s changed everything for me and the many passionate business owners I serve.

Wordsmith is the tool I created because I knew the missing piece wasn’t hard work. It wasn’t strategy. It was support in saying the things we already know in a way that resonates.

Wordsmith helps you:

• Craft clear, powerful messaging that feels aligned
• Show up consistently without spending hours writing
• Create social posts, newsletters, blogs, and more—with ease
• Customize your writing style so everything sounds like you

It’s a copywriting tool that feels like your favorite creative co-worker—you know, the one who just gets you and helps you put your vision into words.

Whether you’re writing a sales page, a launch email, or a caption that makes people stop and say “Wow, that’s me”—Wordsmith is here to help.

Better Words = Bigger Impact

If you’ve ever sat at your desk feeling frustrated because you KNOW what you offer is good—but it’s just not selling—I want you to know you’re not failing.

You’re not bad at marketing. You’re just one powerful sentence away from the clarity that clicks.

Wordsmith is here to give you the prompts, the support, the starting points that make writing feel doable again. And the best part? You can try it free. No pressure. Just a week to explore and feel the difference that better words make.

Because Your Voice Deserves to Be Heard

You don’t need to reinvent your business. You just need to say what you already know in a way that lands.

Let Wordsmith help you do that. Because when your words match your heart, everything changes.

You’re already amazing at what you do. Let’s make sure your audience knows it, too.

I never set out to create a content platform for entrepreneurs. In fact, for a long time, the idea of content creation felt forced—like something I had to do rather than something I wanted to do. But writing? Writing was always different. It was my safe space, my way of making sense of the world, my way of connecting.

Long before I had a business, I had words—journal entries filled with late-night thoughts, stories scribbled in notebooks, long-winded emails just because I needed to get my thoughts out. Writing was second nature to me, but for years, I struggled to fit it into the traditional marketing mold.

I was told over and over again:
“People don’t want to read.”
“Keep it short and snappy.”
“Nobody has time for long-form content.”

And I believed it—for a while. I tried to fit my words into captions that were no more than a few lines. I forced myself to be concise, cutting out the parts that felt real, deep, and meaningful. I tried to fit the mold of what “content” was supposed to look like.

But something felt off.

Breaking the Rules and Finding Connection

Even though I had been told that nobody wanted to read, my audience proved otherwise. They showed up. They responded. They connected with the words I put out into the world.

They didn’t just skim—they read, engaged, and felt something.

I started getting messages from people saying they looked forward to my emails, that my posts made them stop scrolling, that my words made them feel seen. And I realized something that changed everything:

It was never about the algorithm. It was never about “keeping it short.” It was about creating connection.

And that’s when everything shifted for me.

Turning the Struggle Into a Strategy

Even though I had found my way of connecting through words, social media still felt exhausting. Planning content month after month? Constantly wondering what to say? Trying to keep up with trends while also staying true to my voice?

It was draining.

But I also knew I wasn’t alone in feeling this way.

Over and over again, I heard the same struggles from other business owners:

• “I don’t know what to say.”
• “I can’t keep up with content planning.”
• “Social media feels like a chore.”

And I knew there had to be a better way.

So I did what I always do when something feels hard—I leaned into the challenge. I took what I had learned about writing content that connects and turned it into something that others could use too.

That’s how Wordsmith was born.

Creating a Solution That Truly Helps

I didn’t just want to create another tool that generated captions or suggested hashtags. I wanted to build something that actually helped business owners show up authentically—something that gave them a roadmap instead of just another to-do list.

Wordsmith became that solution.

It wasn’t just about writing captions. It was about:

Having a plan. No more guessing what to post each day—Wordsmith lays it out for you.
Writing in your unique voice. Our content isn’t cookie-cutter; it’s designed to sound like YOU.
Making marketing feel effortless. Because showing up for your business shouldn’t feel like a chore.

The most rewarding part? Seeing how many people felt the same relief I did when they started using it.

Since launching, over 11,000 business owners have signed up for Wordsmith, and the response has been overwhelming. People aren’t just using it—it’s changed the way they get to show up online for the better.

The Bigger Picture: Beyond Social Media

From the beginning, I knew that Wordsmith wasn’t just about social media—it was about content as a whole.

I’m a big believer in playing the long game. Social media is great, but it’s just one piece of the puzzle. The real magic happens when you have a full content strategy—one that includes blog content, newsletters, and SEO-driven content that brings people to you again and again.

That’s why we’re expanding Wordsmith to go beyond just social media. I want to help business owners create content that works for them long after they hit publish. I want to help them build something sustainable.

And if you’re reading this, that means you’re here for the journey.

If I’ve learned anything through this process, it’s that showing up is what matters most.

I didn’t wait until I had the “perfect” plan to launch Wordsmith. I didn’t let the fear of “What if it’s not ready?” stop me from putting it out into the world. I created it, refined it, and let my audience be a part of shaping it.

And I want to encourage you to do the same.

Whether it’s launching your next offer, starting that blog you’ve been thinking about, or finally showing up for your business the way you want to—just start. The rest will come.

If you’ve ever felt lost when it comes to content, know that you’re not alone. I created Wordsmith because I was right there with you, and I’d love for you to be part of this journey.

Let’s make content easier—together.

Try Wordsmith for Free

We offer a 7-day free trial so you can see for yourself how Wordsmith works. Get inside, explore, and start creating content with clarity and ease.

→ Try Wordsmith for free today!

Let’s take the stress out of content creation—because you deserve a marketing plan that works for you, not against you.

If you’ve been relying solely on organic marketing—posting on social media, hoping for engagement, and waiting for website visitors to show up—you’ve likely felt the highs and lows of unpredictable traffic. One day, your content reaches hundreds (maybe thousands) of people; the next, it barely makes a ripple.

The reality? Organic traffic alone isn’t enough.

• The average organic reach for a Facebook post is just 6.4% of your total followers (Invoca).
• On Instagram, engagement rates have dropped significantly as competition for visibility increases (The Graygency).
• Pinterest, while still a strong organic traffic driver, requires consistent content creation to maintain visibility.

So what does this mean for your business? If you’re relying on organic marketing alone, you’re leaving potential customers on the table. That’s where paid advertising—especially on platforms like Facebook, Instagram, and Pinterest—fills in the gaps.

How Paid Ads Solve the Organic Reach Problem

1. They Guarantee Visibility

Instead of hoping your audience sees your posts, ads put your content directly in front of the right people. Whether it’s a warm audience (people who have engaged with your brand before) or a cold audience (new potential customers), ads ensure your content gets seen.

Think about it: social media algorithms are unpredictable, constantly changing, and making it harder for businesses to be seen. But when you run ads, you take control of who sees your message. No more hoping your post magically gets engagement—ads ensure that your best content lands in front of the exact audience you want to reach.

2. They Target Your Ideal Customers

Platforms like Facebook, Instagram, and Pinterest offer incredibly detailed targeting options. You’re not just randomly throwing content into the void and hoping it sticks—you’re strategically choosing who sees your ads based on:

• Demographics (age, gender, location, income level)
• Interests & behaviors (shopping habits, pages they follow, searches they make)
• Past interactions (people who have visited your site, engaged with your content, or even abandoned their cart!)

Instead of wasting money reaching people who have no interest in what you offer, you’re getting in front of the exact people who are already looking for a solution like yours. This means higher conversion rates, better engagement, and a more efficient ad spend.

3. They Create Consistent Traffic & Sales

One of the biggest struggles with organic marketing is inconsistency. Some weeks are booming, while others are painfully slow.

Paid ads remove that rollercoaster effect. When done right, they create a steady flow of high-quality traffic to your site. And the best part? That traffic is predictable.

Imagine waking up every morning to new leads, sales, and inquiries—without having to post, engage, or scramble to create last-minute content. That’s the power of paid advertising.

4. They Provide Measurable Results

With paid advertising, you’re not guessing what’s working. Every ad campaign comes with detailed analytics that allow you to track:

• Click-through rates (CTR) – How many people are actually engaging with your ad?
• Conversion rates – How many of those clicks turn into actual sales or sign-ups?
• Return on investment (ROI) – For every $1 you spend, how much are you making back?

This data means you can fine-tune your strategy, scaling what works and eliminating what doesn’t. Unlike organic content, where it’s hard to know exactly what’s driving conversions, ads make it crystal clear.

How to Get Started with Ads (Without Wasting Money)

If you’re new to paid advertising, the key is to start strategically and avoid common pitfalls. Here’s a step-by-step approach:

Step 1: Set Clear Goals

Before running ads, ask yourself:

• Do I want more website traffic?
• Do I need to generate leads?
• Am I looking to increase direct sales?

Knowing your goal helps you create an effective ad strategy rather than throwing money at random campaigns.

Step 2: Choose the Right Platform

Each platform serves different audiences and purposes:

Facebook & Instagram Ads

Think of these as your go-to for precise targeting and immediate engagement. You can get really specific about who sees your ads—choosing things like age, location, interests, and even past interactions with your business. These ads are perfect when you want people to take action right away, whether that’s making a purchase, signing up for your email list, or engaging with your content.

Pinterest Ads

Pinterest works a little differently—and in the best way possible. Unlike Facebook and Instagram, where people scroll to be entertained, Pinterest users are actively searching for ideas, products, and solutions. That means when your ad appears, it’s not an interruption—it’s a helpful answer to what they were already looking for.

And here’s what makes it even better: your ad doesn’t just disappear after the campaign ends. Because Pinterest is a search engine, your promoted pins can continue working for months (even years) after you stop running them. If you’re brand new to ads, Pinterest is the easiest place to start because your ad is landing in front of people who are already interested in what you have to offer—no convincing required.

Step 3: Start Small and Test

You don’t need a huge budget to start seeing results. Begin with a low daily budget ($5-$10) and test different audiences, ad formats, and messaging. Monitor what works before scaling your budget.

Step 4: Optimize for Conversions

Once you have data, tweak your campaigns by:

• Refining your target audience.
• Testing different ad creatives (images, videos, or carousels).
• Adjusting your ad copy for clarity and urgency.

Step 5: Leverage Remarketing Ads

One of the most powerful strategies in paid ads is remarketing. These are ads targeted at people who have already engaged with your content or visited your site but didn’t convert. These audiences are warmer and much more likely to buy.

Example: The other day, I spent $11 on a remarketing ad and made $470 in return. This isn’t the case every single day, but it highlights how remarketing delivers the best ROI because you’re targeting people already interested in what you offer.

The Missing Piece in Your Marketing Strategy

If your business is experiencing inconsistent growth, it might be time to add paid advertising into your strategy. Ads provide a predictable way to drive traffic, generate leads, and increase revenue.

And if you’re ready to take it to the next level, my Pinterest Ad Strategy Course breaks down everything you need to know to run profitable ads without wasting money. It’s a 90-minute training that walks you through exactly how I set up, test, and optimize my campaigns. (Check it out here)

Paid advertising isn’t a magic solution, but it is a powerful tool when used strategically. The key is to test, refine, and stay consistent.

You can have the most beautifully designed ad, the perfect copy, and an irresistible offer, but if it’s not reaching the right people, it won’t convert. That’s the hard truth about running ads. When I first started running Facebook, Instagram, and Pinterest ads, I made the mistake so many business owners make—I cast my net too wide. I thought that if I reached more people, I’d get more sales. But what actually happened? I wasted money on people who weren’t interested, and my ad spend wasn’t giving me the return I wanted.

That’s when I learned the power of targeting the right audience. Once I dialed in my targeting strategy, everything changed. My ad costs dropped, my conversions skyrocketed, and I wasn’t just getting sales—I was getting sales from the exact people I wanted to attract.

So, let’s dive into how you can target the right audience on ads across Facebook, Instagram, and Pinterest to make sure your money is working for you, not against you.

How to Target the Right Audience on Ads

The key to successful ad targeting is understanding who your ideal customer is and how to put your ad in front of them. Here’s how to do it, step by step:

Step 1: Define Your Ideal Audience

Before you even open up Ads Manager, take a step back and think about your dream client or customer. Ask yourself:

→ Who is my product/service for?
→ What problem does it solve for them?
→ Where do they spend their time online?
→ What are their interests, habits, and pain points?
→ What type of content are they engaging with?

Knowing the answers to these questions will help you target your ads with intention instead of just guessing.

Step 2: Use Audience Targeting on Facebook & Instagram

Facebook and Instagram offer some of the most powerful audience targeting tools. Here’s how to use them:

• Custom Audiences – Target people who have already interacted with your business. This includes your email list, website visitors, and people who have engaged with your content. (This is gold for remarketing ads!)
• Lookalike Audiences – If you already have a strong customer base, Facebook can find similar people who are most likely to convert.
• Detailed Targeting – Choose specific demographics, interests, and behaviors. You can narrow it down to things like job titles, hobbies, shopping behaviors, and more.

👉 Pro Tip: Start small! Don’t target broad audiences right away. Instead, refine your targeting to people who are most likely to buy.

Step 3: Master Pinterest Targeting

Pinterest works a little differently than Facebook and Instagram because it’s a search engine, not a social media platform. This means people are actively searching for things, which makes it an incredible platform for ads. Here’s how to use targeting effectively:

• Keyword Targeting – Use keywords related to what your audience is searching for. Pinterest will show your ad to people actively looking for similar content.
• Interest Targeting – You can target people based on their interests and past activity on Pinterest.
• Actalike Audiences (Similar to Lookalikes on Facebook) – Pinterest will find users who have similar behaviors to your existing audience.

👉 Pro Tip: Pinterest is perfect for business owners who don’t have an established audience yet! Unlike Facebook and Instagram, where targeting relies heavily on past interactions, Pinterest allows you to show up in front of people actively searching for what you offer.

Step 4: Start With Your Best-Selling Products or Services

If you’re unsure what to promote first in your ads, start with your best-sellers. These are the products or services that have already been proven to sell.

I see too many business owners get excited about ads and launch them for something new or something they’re excited about—without knowing if it will sell. The problem? You’re running an ad without proof of demand. Instead, focus on products/services that have already converted, and scale from there.

Look at past sales data – What’s consistently selling?
Check engagement – What do people ask about the most?
Think about your customers – What’s solving their biggest problem?

Running ads on something that already sells well increases your chances of success and makes your ad spend worth it.

Why Ads Are a Game-Changer for Your Business

I used to think that I just had to work more, put in longer hours, and constantly hustle to grow my business. But then I ran my first ad and realized something: for every dollar I spent, I was making $3 back.

Instead of relying solely on organic marketing, I was able to put my offer in front of the right people fast. No more waiting for SEO to kick in or hoping social media posts would gain traction. Ads allowed me to scale my business quickly and predictably.

Just the other day, I spent $11 on an ad and made $470 in return. Now, this doesn’t happen every single day, but it proves why ad targeting is so powerful. When you’re only paying to reach warm leads who have already shown interest in what you offer, the return on investment is huge.

Want to Learn How to Set Up Ads That Actually Convert?

If you’re ready to stop guessing and start running ads that actually bring in sales, my Pinterest Ad Strategy course walks you through exactly how I set up my ads—from targeting, to budgeting, to tracking conversions.

It’s a 90-minute training that shows you step by step how I use Pinterest ads to generate sales consistently.

Inside, you’ll learn:

• How to create high-converting Pinterest ads even if you’re new to paid ads.
• My exact ad setup process, including audience targeting, budget tips, and creative strategy.
• How to track and optimize your ad performance to make sure every dollar spent is working for you.

🎯 Join the course here: Pinterest Ad Strategy Course

Targeting the right audience on ads is the secret to running profitable ad campaigns. The better your targeting, the better your return on investment.

The best part? Once you have the right strategy in place, ads will do the heavy lifting for you—so you can grow your business without spending all your time marketing.