A macro cell covers a wide area but shares its capacity across everyone in it. In a city centre, a transport hub or at an event, that capacity runs out long before coverage does. An outdoor small cell adds a dense, local cell exactly where the crowd is — reusing the spectrum in a small footprint to multiply capacity under the same macro umbrella.
They also fix coverage in the urban canyon, where tall buildings block the macro signal at street level. Mounted on a pole, a wall or a streetlight, a weatherproof cell fills the hole the macro cannot reach around.
Backhaul is the practical constraint: each cell needs fibre or a wireless link back to the network, and the siting, power and permitting on street furniture are as much of the project as the radio. Sub-6 carries the coverage layer; mmWave adds enormous capacity over the short, line-of-sight hops a dense street deployment allows.