Solo Ads: What They Are And When (or If) You Should Use Them – How to take your business forward using the Internet

Email marketing can feel a bit like a maze, especially when you’re new and just want to get the word out about your offer or affiliate program. If you’ve searched around for quick traffic sources, you’ve probably bumped into something called solo ads. They’re a popular choice with beginner marketers looking for fast results without waiting for SEO or building up a social audience. Here’s my straight-up take on what solo ads actually are, why people use them, and whether they make sense for you. This is especially important if you’re considering starting out as a Wealthy Affiliate member or promoting affiliate offers.

Solo Ads Explained: What Are They?

Solo ads are a kind of paid advertising where you “rent” someone else’s email list. In this setup, you pay a list owner, usually someone who’s built a big list in your niche, to send your email to their subscribers. It’s typically a single email, which is where the “solo” part comes in. You write your message with your link or landing page, hand it off, and the list owner sends it out to their audience.

This is way different from buying display ads, doing social media posts, or building your own email list from scratch. You’re jumping straight into someone else’s pool of subscribers, banking on people clicking through and taking action. Most often, you want them to join your list, sign up for a webinar, or buy your affiliate offer.

How Solo Ads Work Step-By-Step:

Find a Seller: You search out and check over a solo ad vendor who has a list in your niche.
Write/Supply the Email: You give them your swipe (the email content), subject line, and link (usually a landing page).
Order and Schedule: You purchase a set number of clicks, not emails sent, so you don’t pay per open or full list size.
Receive Traffic: The vendor sends your email to their audience until the agreed number of unique clicks is reached.
Track Results: You watch your clicks, opt-ins, and conversions to see if your campaign paid off.

Where Solo Ads Are Most Often Used

Solo ads are mostly seen in the world of online marketing, side hustles, affiliate programs, and work-from-home offers. If you spot an ad promising a flood of leads for your squeeze page within a day, chances are it’s powered by solo ads. This is the go-to route for people in niches like:

Internet marketing and making money online
Affiliate marketing products
Business opportunities (bizopps)
Personal development or self-help, though to a lesser degree
Occasionally, niches like health, weight loss, and crypto

Sellers usually build lists of “opportunity seekers”—people hungry for tools, guides, and quick wins. If your product doesn’t fit these niches, solo ads are less likely to pay off.

Pros and Cons of Solo Ads for Beginners

I’ve used solo ads for both wins and total flops. Let me tell you, they are far from a magic bullet. Here’s a balanced look at what to expect:

Advantages

Fast Traffic: You can get clicks within 24 to 48 hours. It’s about as close as you’ll get to “instant” web traffic.
List Building: If you need to build your email list quickly for a launch, solo ads can get you signups fast if your squeeze page hits the mark.
No Need for Big Platforms: You don’t need a giant Instagram following or strong Google rankings. You pay, and traffic comes in.
Great for Testing: Trying a new landing page, email wording, or opt-in bribe? Solo ads let you split test early so you know what works.

Drawbacks

Quality Varies (A Lot): Some lists are hammered by repeated offers and junk traffic. You might get low-quality leads who just want freebies and never buy.
No Lasting Asset: You’re not building a real relationship with these people. You’re borrowing someone else’s list for a few clicks.
Can Get Pricey: Quality solo ad vendors with fresh, responsive lists charge a premium. Cheap clicks usually mean bad traffic.
High Risk of Scams: Fake traffic, bot clicks, and recycled leads are common if you’re not careful with picking sellers.

Things That Can Go Wrong with Solo Ads

You’re probably wondering, why not just toss $50 at a solo ad and see what happens? Well, here are some problems I’ve seen over the years:

Fake Clicks: Some solo ad sellers pad your numbers with bots or low-quality paid-to-click traffic, which means no real leads.
Nonbuyers: Lists stuffed with freebie seekers rarely turn into paying customers.
Bad Targeting: If the seller’s list isn’t really into your niche, you’ll get clicks but almost zero conversions.
Poor Optin Rates: If your landing page isn’t laser-focused, you’ll burn cash for little return.

Spotting Red Flags

Unrealistic guarantees (like “1,000% ROI” or “Guaranteed sales”)
Prices way below average ($0.10 per click, for example, when $0.40 to $1+ is more common for quality)
Refusal to show proof of recent campaign results or testimonials
Questionable traffic sources, such as “untargeted” or “bulk” clicks

You can steer clear of trouble by doing your homework before buying. Ask for references or sample statistics. If a seller refuses, that’s a red flag. Checking honest reviews and using only reputable platforms, like Udimi, can help filter out the worst offenders. Remember, high quality solo ad sellers usually have a trail of happy customers to back them up.

When Solo Ads Might Actually Make Sense

Solo ads aren’t something I’d blindly suggest right out of the gate, but there are situations where they can help you out, especially as part of a broader strategy:

Testing Squeeze Pages: Got a new lead magnet or landing page? Solo ads can help you quickly learn if people want what you’re offering.
Kickstarting a Launch: If you’re rolling out an online course or product and want an early boost of subscribers, a small solo ad campaign can help build momentum.
Filling a Funnel: When you have a converting email sequence and a proven offer, buying some targeted clicks can ramp up leads. (Just don’t expect these leads to be super loyal.)
Scaling Up Affiliate Marketing: Once you know what works, solo ads can be a lever to get more people through a working funnel.

For beginners in affiliate marketing, especially those on platforms like Wealthy Affiliate, using solo ads is tempting. But I only suggest it if you’ve tested your opt-in page, know your stats, and can afford to lose some budget while learning the ropes. Always start small—it’s just smart.

Deciding if Solo Ads Are Right for Your Business

There are a few points you should really think about:

Budget: Only spend what you’re willing to lose until you see positive returns.
Tracking: Use a tracking tool (like ClickMagick or Voluum) to make sure you’re not getting scammed with fake clicks.
Vendor Research: Check out vendors on Reddit, forums, and specialized sites like Udimi, not just Facebook reviews.
Offer Type: Solo ads work best for “make money online” products, low-barrier opt-ins, or digital products with strong lead funnels.

If your focus is on e-commerce, local businesses, or broad consumer products, solo ads probably won’t help you as much as building up organic channels or more targeted paid ads, like Google or Facebook Ads.

As you weigh your options, consider time and goals. Solo ads offer speedy traffic, but that traffic isn’t always primed for long-term loyalty. Organic growth takes longer, but it helps give you a foundation for lasting results. Using both together, with clear expectations, can strike a balance.

Advanced Tips If You Decide to Try Solo Ads

Once you’ve got the basics, there are a few practical ways to get more mileage out of solo ads. Here’s what’s worked for me and others:

Prequalify Vendors: Ask for stats (open/click rates), sample traffic, and “test runs” (small orders to start).
Squeeze Page Focus: Use simple, distraction-free pages. Ask for the email only—don’t put multiple CTAs or product links right away.
Track Engagement: Use a welcome sequence to quickly sort your new opt-ins and weed out fakes and tire kickers.
Followup Fast: The first 48 hours are key. Send value, build trust, and try to warm leads before pitching hard offers.
Rotate Traffic Sources: Don’t rely only on solo ads. Mix in content marketing, SEO, and organic channels for better, balanced growth.

You can also try swapping out your lead magnet and tracking changes in opt-in and engagement rates. Even small tweaks can give you big improvements. Keeping tabs on which vendors deliver the best subscribers over time is another smart move. Build your own short list of proven sellers, and you’ll have more confidence each time you buy.

Common Questions about Solo Ads

Are solo ads legit or just a waste of money?
Sellers with real, fresh lists can deliver real leads, but the bad apples make it risky. Always research and double-check before buying.

How much do solo ads usually cost?
The typical range is $0.40 to $1.00 per unique click, but quality and list engagement make a big difference in what you pay and what you get back.

Can I promote any kind of offer with solo ads?
Not really. They’re best for “make money online” and digital products. General consumer stuff, like gadgets or services, doesn’t convert well.

Is building my own list better than solo ads?
In the long run, yes. Your own list is cheaper, more responsive, and under your control. Solo ads are more for quick tests or fast starts, not a replacement for the real thing.

Wrapping Up: Making the Most of Paid Email Traffic

Solo ads are quick and simple, but they’re not a shortcut to longterm results. They work best when you’ve dialed in your opt-in process and know exactly what kind of leads you’re after. No matter where you’re at, whether brand new to affiliate marketing or looking for a traffic boost, take your time, do your homework, and go slow with spending.

If you want to build a stable online income that doesn’t rely on somebody else’s email list, Wealthy Affiliate offers a platform for building your own website, organic search traffic, and an email list you actually own. It’s worth checking out if you’re serious about building a business instead of chasing short-term wins.

Solo Ads: What They Are And When (or If) You Should Use Them by Peter Hanley and his assistant

Peter Hanley – Entrepreneur & Affiliate Marketing Mentor

A lifetime in business has taught me what works—and what doesn’t. Now, in semi-retirement, I focus on affiliate marketing and helping others build their own success online. Whether you’re starting fresh or refining your strategy, I’m here to guide the way.