10,000 hits a day is nothing, really. Assuming ALL your load occured during an 8 hour window, that would be 28,800 seconds. So, that means an average of one request every 2.8 seconds.
When you're getting 5 or 10 requests a second, you'll start to notice the load. But for that to happen, you'd need to have well over 100,000 hits a day.
The biggest issue is updates. MySQL with MyISAM is a poor choice for a heavily updated table. If you can use innodb instead, or switch to postgresql you're likely to handle higher write loads better.
The nice thing about mysql is you can put your heavily read data (i.e. the ads themselves) in myisam, and put your heavily updated data into innodb tables.