Advertising is necessary for growth of any business either small or big because advertising is a way to communicate the marketing messages to a large number of people. The advertisement must match with the people needs the ads must be placed on certain demographics. If you are selling tennis shoes it must appeal youths and athletes.
Search engines must constantly work to provide an effective result to the end users. 
Search engine optimization improves the visibility of web pages in search engines by using metatags, title tags, keywords, backlinks etc. It is crucial to understand how customers are searching for the products online. The utilization of data that is readily available online provides an opportunity to generate leads. Offering special pricing online or providing value adds and positioning yourself as an expert for providing reliable information gives lead generation opportunities.
As Internet advertising is growing exponentially, the campaigns must be measured effectively and the ads must reach the right kind of people. For B2B buyers emails can be sent to thousands of email addresses with email spam to promote their brand. Use product reviews and testimonials into your content that are generated by customers.