Tips for Running Effective CTV Ads for Small Businesses

I've been approached by some small business owner friends who are excited about seeing their businesses advertised on TV. They've asked me to help run some small campaigns for them, but I want to make sure their budgets are used wisely. I'm curious about others' experiences with running ads for small businesses on CTV. How did you create the ad spots? Which platform did you use for purchasing the ads? What strategies were effective for you? How well did the campaigns perform? I'm eager to hear any insights or advice you can share on making CTV ads work for small businesses.