The Modern Front Door: How Paid Ads Can Fill Your Empty Seats With Strangers Who Need Hope

Here's a tension I hear from pastors of small churches all the time: "I believe in personal invitation, I preach it, I model it, but my members only know so many people." That's the honest ceiling. Invitation is still the number one driver of attendance, but it's limited by the size of your people's relational networks. So what do you do when you've squeezed everything you can out of that and you're still short of the room you long to fill?

This is exactly where paid digital advertising earns its keep. It's the one lever that puts your church in front of strangers in your own community who are actively looking for hope, and it does it at a cost a small church can actually afford. Think of it as the modern front door. For a church trying to break 100, it creates something invitation alone never can: a consistent visitor pipeline.

Let me give you two honest truths before we go any further. First, organic reach is dying. Facebook shows your posts to only a fraction of your followers unless you pay. Second, ads only work when they're paired with fast human follow-up. The ad gets the inquiry; a quick personal response is what turns that inquiry into someone sitting in your pews.

Start With the Free Money

Before you spend a dollar, apply for the Google Ad Grant. Eligible churches receive $10,000 per month of free search advertising. That puts you in front of people at the exact moment they type "church near me" or "Sunday services in [your city]." Search starts roughly 53% of these spiritual journeys, so this is free fuel and you should use it first.

One caveat worth knowing: for churches, tax-exempt status alone is not enough to qualify. You need your own IRS 501(c)(3) determination letter, or documented coverage under your denomination's group exemption. NetMinistry can set up and manage the Grant for you if the paperwork feels like a wall.

The Two Engines and the Funnel That Connects Them

Every church should run two ad engines. The Google Ad Grant catches people who are already searching. Meta (Facebook and Instagram) ads, with around 3.8 billion users, let you tell emotional, visual stories and target your neighborhood with real precision.

Here's the funnel a church actually runs: an ad leads to a landing page (a "Plan Your Visit" or "I'm New" page), which holds a simple three-field form (name, email, phone), which triggers fast personal follow-up, which leads to a first visit. The ad's only job is to produce the inquiry. The system does the rest.

And remember the second chance. About 96% of website visitors leave without doing anything. Retargeting them with a testimonial and an invite can lift conversion dramatically, so don't skip it.

The Numbers, Told Honestly

I want to give you the real benchmarks, not the rosy ones. Here's what you can realistically expect today:

Cost per "Plan Your Visit" inquiry: $3 to $10 (a strong campaign lands near $7.67).

Cost per actual first-time visitor: about $20 to $33.

A $500 per month Meta budget yields roughly 30 to 50 inquiries per month, which becomes about 15 to 25 visitors.

Inquiry to first-time visitor: around 50% with good, fast follow-up. It drops to 20% when follow-up is weak.

Recommended starting budget: $10 to $20 per day ($300 to $600 per month).

One striking example: a church that switched from a static image ad to a short video saw its cost per lead drop from $170 all the way to $19. Video matters that much.

A note on speed: replying to an inquiry within five minutes makes that person 21 times more likely to qualify as a real visitor. Minutes, not days.

A Simple Playbook

Get the free money first. Apply for the Google Ad Grant.

Stand up one great landing page. Not your homepage. A dedicated "Plan Your Visit" page with one call to action, a three-field form, real photos or video, mobile-first, and answers to first-visit fears (what to wear, how long, parking, kids' check-in).

Run Meta lead ads with short pastor-fronted video. Start at $10 to $20 a day. Use Ads Manager, not the "boost" button. Boosted posts buy vanity metrics, not visitors.

Target locally and by life-stage. Aim for a 5 to 15 mile radius and reach "recently moved" new neighbors (the peak season runs May through September). Since Meta removed religion as a targeting category, lean on proxy interests, broad AI (Advantage+) audiences, and lookalikes. Frame ads as "come visit" so you don't trip the Special Ad Category.

Retarget the 96% who didn't act.

Follow up in minutes, not days. Route every inquiry to a person for a five-minute call or text, then hand off to your assimilation process.

Measure the full funnel and optimize monthly. Scale spend only as your capacity to welcome and follow up grows.

The Path of Least Resistance

If you don't have time to learn ad platforms, and most small-church pastors don't, the fastest route to results is NetMinistry's done-for-you visitor-advertising service. The company behind 100 Strong has served more than 60,000 churches over 25-plus years. It handles ad creation, audience targeting, the landing pages that capture visitor info, and the reporting. Your only job is to follow up with the inquiries that come in.

Where Ads Matter Most

If you're working toward 25 or 50, this is your sweet spot. You have few members to invite, so a paid pipeline fills the gap. Start the Google Grant plus a $150 to $300 per month Meta video campaign six to eight weeks before any launch or relaunch, aiming for a list of 50-plus interested people before a big day. As you push toward 75 and 100, keep the ads running. Don't turn inward as you grow. The pipeline that got you here keeps working only if you keep feeding it.

Ready to get started? Apply for the Google Ad Grant, build one clean landing page, and launch a small video ad. Then guard your phone, because the inquiries are only worth what you do with them in the first five minutes.

Your challenge this week

Build (or sketch) one "Plan Your Visit" landing page with a single call to action and a three-field form (name, email, phone). Don't run any ads yet. Just create the front door so that when you turn the lights on, there's somewhere good for a visitor to walk in.