We are seeing SMEs rebalance budgets: short video for reach and vibes, search/maps for buyers with intent. The playbook that works in Nigeria is “see here, buy there.” Use Reels/TikTok for awareness and social proof (before/after, price drops, testimonials), then capture demand on Google Business Profile and a fast one-page site with WhatsApp CTA. Track with UTM links so you know cost per lead by channel. If naira stabilises and CPMs soften, you can raise always-on search for your priority SKUs and use short bursts of video for promos. Don’t chase vanity metrics; let revenue per channel guide your mix. Small budgets go far when targeting is tight and landing pages are fast.