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Ethical alternatives to advertisements for promoting a product or a service?
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If you have any existing users, you could offer them referral codes with some bonus if they get other people to sign up for your service. This, however, runs the risk that they pester all their friends and family and make them all hate you.
Search ads are targeted based principally on the query terms that the user just voluntarily gave to the search engine, not on retained personal data. If the user has literally just searched for "fish tanks", it's probably okay to try to sell them a fish tank.
Maybe it's just me, but I associate search engine ads with scams because of how often I see scams there. Of I have a tech issue and google the problem, the "we'll clean your PC for you" ads are sketchy. So if I saw a restaurant there, I might associate it with that.