In my numerous consultations with Company owners across B-B and B-C businesses, there emerged some common concerns. One regarding Google advertising stood out. Most of the small business/MSME owners are unsure about when to initiate advertising campaigns. In fact, I have seen them getting cold feet and overthinking about possible results from a Google Ad campaign. Most are under the impression that it's possible to generate leads and sales right after spending the first rupee on advertising. I am not going to overcomplicate things, but I will try to address these myths in the simplest manner known to me.