The free places every business should be, the paid channels with what it costs to start on each, and which one fits what you sell and what you can spend. Figures for Spain.
Signing up and browsing prices is free. New advertisers get a 100 euro discount on their first campaign payment.
It depends on who you sell to and how much you can spend, but the order is almost always the same. Free first: Google Business Profile, which puts you on Google Maps, the directories of your sector and your social profiles. Then, if people already search for what you sell, Google Ads, which charges per click and lets you set the daily budget; if your product sells on looks, Facebook and Instagram, where you decide how much to spend. And when you need people who are not yet looking for you to know you, the channels that create demand: television, street screens, billboards, radio and local press. Those no longer require an agency or big-brand budgets: a local TV station in Spain charges between 35 and 100 euros per airing, and on Publicit you can advertise on Prime Video, Atresplayer, screens or bus shelters only in your city from 500 euros per campaign, seeing each space's price before you pay.
Before spending a euro, your business has to show up where people already look. None of these brings you new customers who were not looking for you, but without them everything you pay for later works worse, because whoever sees your ad will search for you and has to find you.
Free has a ceiling: it reaches people who already search for you or already follow you. To reach people who do not yet know you exist, you have to pay to appear in front of them.
This is what people search most with this question: where to advertise as an electrician, psychologist, private tutor or any trade. Almost all your customers arrive by searching, so the order is to be found where they search, with good reviews, before paying to appear in front of anyone.
Each channel is bought differently: per click, per impression, per airing or per week. This table shows what the first step costs on each according to public sources, not what a campaign that works costs, which depends on your sector, your area and your competition.
| Channel | What it is for | What it costs to start | How it is bought |
|---|---|---|---|
| Google Ads | Appear when someone searches for what you sell | No published campaign minimum: you pay per click or call and set the daily budget | Self-service, per click |
| Facebook and Instagram | Reach people who match your audience even if they are not searching | You decide how much to spend; Meta publishes no fixed minimum, it varies by country and objective | Self-service, per impression or result |
| TikTok Ads | Young audiences and products that show well on video | Daily budget over 20 USD per ad group (over 50 USD if set at campaign level) | Self-service |
| LinkedIn Ads | Selling to businesses and professionals | 10 USD a day | Self-service |
| National TV (Spain) | Being known across the country | 12,000 to 25,000 € per 20-second prime-time airing; late night from 400 € | Per airing, usually through an agency |
| Local TV (Spain) | Being known in your city | 35 to 100 € per 20-second airing | Per airing, through the station's sales rep |
| Connected TV (Prime Video, Atresplayer, Pluto TV...) | TV, but only in your city or region | On Publicit, from 500 € per campaign and 50 € per day; each space's price is on its listing | By impressions, self-service |
| Local radio (Spain) | Daily presence in your area | 20-second spot from 11 € on district stations; up to about 400 € in most provincial capitals and up to 2,900 € on Radio Madrid (Hoy por Hoy), in Cadena SER's 2025 local rates | Per spot |
| Billboards, mupis and bus shelters (Spain) | Being seen on a specific street | Billboard 78 to 300 €, mupi 92 to 320 € and bus shelter 112 to 350 € per face per week, excluding printing and VAT | Per week or fortnight |
| Digital screens (Spain) | Outdoor with video and no printing cost | From 135 € per screen per week | Per week or by impressions |
| Local press | The credibility of a local outlet | Each paper publishes its rate per module or page | Per insertion |
| Leaflet drops (Spain) | Reaching the letterboxes of your neighbourhood | 12 to 18 € per thousand leaflets delivered, plus printing | Per thousand |
Traditional media figures are indicative and third-party, with source and date at the end. Publicit has no rate card of its own: each space's price is set by its owner and shown on the listing, with a 10% fee plus VAT on top and a minimum of 500 euros per campaign and 50 per day.
The best channel is the one your customer uses at the moment they decide. These are the usual fits; almost no business needs to be on all of them.
There is no right figure for everyone, but there is a sensible order depending on what you can spend per month.
Because for years television, billboards and radio were out of reach for a small business: you had to go through an agency, negotiate with the broadcaster and commit thousands of euros without seeing the price first. Google and Meta, by contrast, take ten minutes and a card. The recommendation wrote itself.
The problem is that Google Ads and social capture demand that already exists; they do not create it. If nobody searches for what you sell, there is no search to buy. The channels that make people know you are different ones. We cover this in detail in alternatives to Google Ads and alternatives to Meta Ads, including when Google and Meta are still the better choice.
What has changed is how those channels are bought. Television watched over the internet (Prime Video, Atresplayer, Mediaset Infinity, Pluto TV, Samsung TV Plus) is sold by impressions and can be limited to one city, and screens and outdoor are listed with a price per week or month; what each format costs is in outdoor advertising in Spain: prices and how to buy it. Traditional TV figures, channel by channel, are in how much a 20-second TV ad costs in Spain, and TV in your city in local TV advertising in Spain.
Publicit is a self-service platform where the owners of ad spaces (TV platforms, screens, bus shelters, billboards, metro, radio and press) publish their price, and you buy directly.
On Google Business Profile, which puts you on Google Maps and matters most if you serve an area; on directories such as Páginas Amarillas; on your sector's portals (Doctoralia, Habitissimo, TripAdvisor), which usually offer a free basic listing; on classifieds such as Milanuncios or Wallapop; and on your social profiles and WhatsApp Business. All of that makes you visible to people already looking for you. To reach people who do not know you, you have to pay to appear.
If people already search for what you sell, on Google Ads, which on Search campaigns charges per click and lets you set the daily budget. If your product shows well in images or video, on Facebook, Instagram or TikTok. If you sell to businesses, on LinkedIn. And television watched over the internet, such as Prime Video, Atresplayer or Pluto TV, is online too: it is bought by impressions and can be limited to your city.
The cheapest is free: Google Business Profile, reviews and directories. Paid, Google Ads and Meta Ads let you start with very little because they have no high minimum spend, although little money usually buys little result. The cheapest is not always the most profitable: what matters is how much each customer you win costs you.
It can be if you sell to many people in your area and need them to know you, not just find you. What used to stop it was price and the agency. Today a local TV station in Spain charges between 35 and 100 euros per airing according to public rates, and Connected TV is bought by impressions only in your city: on Publicit from 500 euros per campaign, with each space's price visible before you pay. If you sell to businesses or to a very narrow niche, it rarely pays off.
Yes, on almost every channel. Google Ads and Meta Ads target by radius or municipality. On TV, through your area's local station or through Connected TV limited to your city or region. On Publicit location is set at campaign level and applies to every space: TV platforms, screens, bus shelters, radio or press in your area.
First, Google Business Profile and the portal for your trade, because most of a freelancer's customers arrive by searching. Then Google Ads in your area if your service gets searched, or Instagram if your work photographs well. Large-reach channels such as TV or billboards make sense once you can serve more customers than currently reach you.
It depends on whether your customer searches for you. Google Ads appears when someone types what you sell, so it works for services people search for (a plumber, a language school). Facebook and Instagram put you in front of people who were not searching but match your audience, so they work for products that sell on looks. Neither creates demand at scale: that is what TV, outdoor and radio are for.
Not to start. Google Ads, Meta Ads and Business Profile are self-managed. For television, screens and outdoor, traditionally yes, but on self-service platforms such as Publicit you choose the spaces, see the price and pay yourself, with no agency. What you do need is the finished ad: Publicit sells and manages media; it does not produce spots.
There is no figure that fits everyone. The sensible approach is one channel and one goal, a budget you can sustain for a few weeks to learn, and measuring what each customer costs. As a reference for minimums: Google Ads publishes no campaign minimum and charges per click; Meta publishes no fixed minimum (it varies by country and objective); one airing on Spanish local TV starts at 35 euros; and a Publicit campaign starts at 500 euros total and 50 per day.
Google, Meta, TikTok, LinkedIn and traditional media figures are public and third-party, with their date. Publicit facts come from the platform itself.
It is free and commits you to nothing: set your city, filter by price and compare with the figures on this page.
Publicit Global S.L., Barcelona. Platform facts and third-party figures checked on 24 September 2026.