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The New Reality of Digital Marketing: Navigating the Pay-to-Play Model

The New Reality of Digital Marketing: Navigating the Pay-to-Play Model

In the ever-evolving digital landscape, businesses, especially those in niche markets like flat glass dealing, are facing a new challenge. Giants like Google and Meta (formerly Facebook) have significantly pivoted from organic reach to a pay-to-play model. This shift has profound implications for how flat glass dealers approach digital marketing. In this blog, we’ll explore what this change means for your business and how you can adapt effectively.


Understanding the Shift


The End of Free Lunch

For years, platforms like Google and Facebook offered businesses a way to reach their audience organically. However, changes made a few years ago caused a drastic reduction in organic reach, pushing businesses towards paid advertising. 


Impact on Flat Glass Dealers

For flat glass dealers, this change means rethinking digital marketing strategies. The reliance on organic SEO and social media posts is no longer sufficient. To stay visible and competitive, investing in paid advertising is becoming increasingly necessary.


Adapting to the Pay-to-Play Model


Embracing Paid Advertising


  • Google Ads: Invest in Google Ads to ensure your business appears at the top of search results. This is crucial for keywords related to flat glass products and services.
  • Facebook and Instagram Ads: Utilize targeted advertising on these platforms to reach potential customers based on demographics, interests, and behavior.


Should you still do organic?


While paid advertising is essential, we never recommend abandoning organic posting completely; however, it is not required to have success with paid advertising. Some keys to success are:

  • Utilizing Facebook/Instagram stories: These will reach your current page visitors with greater reach then posting on the page.
  • Post your brand: It’s still important to post for brand presence. We typically recommend at least 1-4 posts a month to keep your business appearing relevant. Showing your brand, your team, your work in the community, keep it simple.


Budgeting for Success


Allocating Resources

With the shift to pay-to-play, allocate a portion of your marketing budget to digital advertising. Start small, measure the effectiveness, and adjust your spending based on results. A solid strategy typically requires at least 90 days to fully ramp up for optimal results.



The shift to a pay-to-play model in platforms like Google and Meta is a significant change for flat glass dealers. By embracing paid advertising, optimizing SEO strategies, leveraging analytics, and smart budgeting, your business can navigate this new landscape successfully. Remember, the key is to stay adaptable and informed in this dynamic digital era.



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