A Dialogue with Alison Wheeler
Social Media Ads Made Simple: Strategy, Confidence & Clarity
Episode 131
This week on Design Dialogues, I’m joined by Alison Wheeler, founder of boutique digital advertising agency Society State. Alison’s mission? To take the mystery (and stress!) out of social media advertising for small creative businesses.
From starting out in PR and events to running a thriving agency while raising two little ones, Alison has walked the walk. She shares exactly how much budget you really need to get started, why strategy always beats the “boost” button, and the simple shifts that make ads work harder for your design business.
If you’ve been thinking, “I don’t have the budget for ads,” or you’ve tried before and felt like you were throwing money away, this conversation will give you clarity, confidence, and a fresh perspective.
Hope you enjoy the episode
Beth xx
Why Ads Feel Complicated (and Why They Don’t Have to Be)
For many designers, paid advertising feels intimidating — like something only big brands with big budgets can make work. Alison gently unpacks that myth, showing how small businesses can run campaigns that are both affordable and effective.
She explains that the key isn’t how much money you spend, but how you spend it: aligning your ads with your goals, your ideal clients, and the customer journey you’ve already built. When ads and organic content work hand in hand, they become a powerful tool for growth.
Budget, Boosting & The Power of Strategy
It’s tempting to hit the “boost” button and hope for quick results. But as Alison explains, that’s one of the fastest ways to waste your budget. Instead, she shares:
The realistic starting budget for small businesses ($500–$1000 per month)
Why Ads Manager gives you more control and better results than boosting posts
The importance of giving campaigns at least three months to breathe and build momentum
How strategy always comes before spend
It’s an approach that takes the guesswork out of ads and replaces it with clarity and confidence.
Making Organic & Paid Work Together
Alison reminds us that social media advertising isn’t a shortcut. It works best when it builds on a strong organic foundation. Think of your Instagram, Pinterest, or LinkedIn presence as your “digital storefront.” Ads simply invite more of the right people inside.
Her advice is refreshingly simple: focus on consistency over volume. Posting twice a week with purpose and personality will serve you far better than disappearing for months and then scrambling to show up.
Building a Business That Works for You
Alongside her practical marketing wisdom, Alison shares openly about building flexibility into her business while raising two children. She speaks about the systems, productivity hacks, and mindset shifts that allow her to grow Society State without compromising her family life.
It’s a reminder that behind every campaign and every client, there’s a human story — and that success is about building a business that supports your whole life, not just your bottom line.
Key Highlights From This Episode
The truth about how much budget you need to run ads successfully
Why ads without a strategy almost always fail
How organic and paid strategies complement each other
What to look for when choosing an ads manager or agency
Practical insights into running a business alongside family life
Why patience and consistency are the secret ingredients of long-term results
Final Thoughts
This conversation is a refreshing antidote to the overwhelm many creatives feel around advertising. Alison shows that with the right strategy and a realistic approach, ads don’t have to feel daunting or out of reach.
If you’ve ever wondered how to make social media advertising actually work for your design business, this episode will leave you with the clarity, confidence, and practical know-how to take the next step.
Connect with Guest
Follow Alison on Instagram: @societystate
Visit her website: Society State