What small businesses can learn from Super Bowl ads is that measurement matters more than budget. A 30-second spot cost around $7 million in 2024 and returned an average $4.60 per dollar spent. The principle scales down. Start by calculating your website conversion rate, then track the actions that follow.
Did you watch the Super Bowl this week? More importantly, did you catch the Halftime Show and all the Super Bowl ad campaigns? Every year, I tune in for the spectacle, and I know I’m not alone! Some ads are absolute gold, while others miss the mark, but they all have one thing in common, they’re built to make an impact. And that got me thinking, what can small businesses learn from Super Bowl ads?
Some brands have really nailed the art of Super Bowl advertising, delivering memorable campaigns year after year. The standouts for me this year included Budweiser’s “First Delivery” (*chefs kiss* for great storytelling, and they’ve been doing this for decades), Salesforce’s “Gate Expectations” (because who doesn’t love Matthew McConaughey?), and Stella Artois’ “The Other David” (this ad made me lol, I felt connected, and it stuck in my mind).
If you haven’t seen them yet, they’re worth a watch, check them out below! And I’d love to hear, what were your favourites?
Budweiser Super Bowl Commercial 2025 – First Delivery
Salesforce Super Bowl Commercial 2025 – Gate Expectations
Stella Artois Super Bowl Commercial 2025 – The Other David
On average, in 2024 a 30-second ad spot during the Super Bowl cost around $7 million, which is a hefty chunk of cash. According to Kantar research, in 2021, “Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with many brands breaking into the double digits.”
Super Bowl ads are a high-stake investment for brands. They’re not just trying to sell products in that 30-second plus spot, they’re aiming to create a cultural moment. And boy do some really hit the mark. Think Budweiser’s “Whassup?!” campaign from 1999, or Snickers’ “You’re not you when you’re hungry” campaign from 2010, and one of my all-time favs, Old Spice’s “The man your man could smell like,” absolute gold!
Budweiser’s Super Bowl Commercial 1999 – Think Budweiser’s “Whassup?!”
Snickers Super Bowl Commercial 2010 – You’re not you when you’re hungry.
Old Spice Super Bowl Commercial 2010 – The man your man could smell like.
The goal of these campaigns is to capture the attention of over 100 million viewers, generate buzz around their brand, product or service, and become the “talked about” ad of the night. Just like what I’m doing right now, talking about them, and sharing my favourites. They got me good!
This type of advertising, when done right, translates into increased brand awareness, positive brand perception, and ultimately, more sales. These brands aim to make a lasting impression and solidify their place in the cultural conversation. And while you may not have a $7 million ad budget, there’s still a lot small businesses can learn from Super Bowl ads about how to market effectively.
Whether you’re spending $7 million on a Super Bowl ad spot, $700 on Meta Ads, or $0, the principle is the same, you need to know your return. What’s driving traffic, engagement, and conversions at each stage of your buyer’s journey? And side note, if you’re spending $0, you’re not really spending $0. Your time + effort = money, and that investment needs to be accounted for.
Understanding the impact of your marketing efforts is essential. For most businesses, especially small businesses, that starts with your website.
It’s not just about the money you’re spending. As a small business owner, your time is your most valuable asset. Every hour you pour into marketing, every social post, email, and campaign, is an investment. But is it paying off? Are those website visits turning into actual results?
These big brands don’t just hope their Super Bowl ad convinces people to buy. They have a strategy. They define clear goals, use a multi-channel approach, drive traffic to their websites, capture and nurture that audience, and measure what happens next. They optimise their entire process from awareness, through to conversions, whether online or in-store. And your website should be no different.
You’ve put time, effort, and probably some serious money into building your online presence, and brand. You’ve got the digital equivalent of a packed stadium (hopefully!). But is your audience actually converting? Are they taking the actions you want them to take? Or are they just… watching the game, so to speak, and then leaving?
If you’ve ever asked yourself:
👉 Is my website actually working?
👉 Is my audience engaging with my content?
👉 Is my website easy to navigate?
Then you already know the challenge of measuring what matters. Small businesses can learn from Super Bowl ads in one critical way, track and understand audience actions. Whether it’s reading a blog, signing up for your email list, booking a call, adding an item to a cart, or making a purchase, every interaction matters. And you don’t need a $7 million ad budget to do it.
Two of the most common questions I get when working with clients on measurement strategies, analysis, and coaching are:
- “How do I know where to start?”
- “What should I look at first?”
My tip for you today? Start by calculating your website conversion rate. This one metric tells an incredibly important story. If you’re not sure where to begin, check out my blog, What’s a Good Website Conversion Rate?
Want to dig deeper? Book a free call, and let’s map out how your data can better inform your marketing—so you can shift from “I think” to “I know.”
