Meta, Google, LinkedIn or TikTok? Choosing paid channels from your ICP
Each ad platform does a different job. How to match channels to your ideal customer instead of spending everywhere.
The fastest way to waste an ad budget is to run every platform at once. Each channel reaches people in a different mindset, so the right mix depends on your ICP.
Meta (Facebook and Instagram)
Strong for consumer brands and local services. Visual formats and click-to-chat ads turn interest into conversations quickly.
Google (Search, Maps and YouTube)
Reaches people already searching for what you sell, so buying intent is high. Ideal for services people look up when they need them.
Targets decision-makers by job title, company size and industry. Costs more per click, but brings the right B2B meetings.
TikTok
Reaches younger audiences fast with short native video. Best for launches, consumer apps and brands with a story to show.
The rule
Start with the one or two channels where your ICP already spends attention, send every click to a page or chat built for that one buyer, answer every lead in seconds, and review cost per lead and sales every week.