Google Ads and other paid ads (Facebook ads, Reddit ads, Stumble Upon ads) all charge you for 2 different ad offerings: impressions and clicks.

Make sure your online ads are conversion driven by focusing on clicks - not impressions. This will help you understand and test what people respond to online.

Depending on the ad or the platform, this could be copy, keywords, offers or imagery. If you invest a little money to understand how you can encourage people to buy, those same lessons can then be replicated on a larger scale and through different channels for free.

Creating remarketing ads is also a good move. Retargeter, AdRoll, SiteScout, and Google Remarketing are all great places to develop ads that will follow visitors around the internet so that your product grows on them. This will lead to the impression of being bigger than you are and being everywhere (more on this soon).