I will tell you from experience, don’t sink too much money into any single ad campaign until you see proven results from it.
It is advisable to always start small, test the waters, before going big.
Usually, when you sink a ton of your money into something like this, it has to pay off big or your bottom line may take a large hit, advertising is constantly a gamble, but you can take steps to minimize your risk plus set yourself up for success! The concern is that with most marketing outlets (newspaper, tv, radio) it requires a large initial investment, which is a big risk! With internet marketing, especially running ads on Google plus on social media, you have a much greater control over not just the content, but the ad spend as well. To run an ad in a local newspaper every morning for a week would cost myself and others a thousand bucks, at least, but for a hundred dollars of internet marketing I can get more exposure, plus instant real-time results. Using pay per click ads means you can rest there plus watch hit counter live as it happens! This isn’t exciting to do for hours on end, of course, but it’s an example of how responsible pay per click ads can be, but if a pay per click ad isn’t responding well in the first hour or two, you can pause it, change it, or even take it down completely. I’ve worked with odd forms of advertising over the years, plus none of them have given myself and others the level of control I have with pay per click ads.