If you have a limited budget and you’re a first-time advertiser in the Yellow Pages, start small and test the results. Begin, for example, with an in-column ad, where you can include some copy and spot color. Then track the response by asking your new customers how they found out about your business or by listing a special discount in the ad. If the in-column listing delivers, move up to a display ad. Always make sure your ad is strong and eye-catching.