Google, Meta or LinkedIn: where should your first ad budget go?
A simple framework for choosing your first paid channel based on how people actually buy what you sell.
You've got a budget and three obvious platforms. Spreading it thin across all of them is the most common and most expensive mistake. The right first channel depends on one thing: how your customers decide to buy.
Start with intent vs. discovery
Google captures existing demand, the people actively searching for what you offer. Meta and LinkedIn create demand, putting you in front of people who weren't looking yet. Match the platform to your situation.
A quick decision guide
- People already search for your service (plumber, dentist, resort) → start with Google Search Ads.
- You sell a visual or impulse product (fashion, food, D2C) → start with Meta (Instagram + Facebook).
- You sell B2B or high-ticket services → LinkedIn for precise job-title targeting.
- You want reach and brand awareness on a budget → connected TV like Hotstar can be surprisingly efficient.
Don't forget the destination
The fastest way to waste ad spend is sending clicks to a slow, generic homepage. A dedicated, fast landing page that matches the ad's promise routinely doubles conversion rates. This is why we build ads and landing pages together, never in isolation.
Want a recommendation for your specific business? Send us what you sell and your monthly budget, and we'll map out a first-90-days plan.
Ready to put this into practice?
We help businesses turn ideas like these into websites and campaigns that actually perform.
