Facebook & Instagram
Create demand through relevant creative.
Explore the channelAdvertising channels
Choose the channel.
Keep sight of the goal.
You don’t need to be everywhere. You need a clear reason for each place you show up. Start with the audience, the offer and the role the channel should play.
Google Ads
Meet people while they are looking.
Explore the channelTikTok
Earn attention with a story that belongs.
Explore the channelMake the business case to the right people.
Explore the channelYouTube
Give the offer time to make its case.
Explore the channelSocial media & content
Build a presence people can recognise.
Explore the channelBefore the media plan
Start with four useful questions.
Is there existing demand?
If people already search for your service, search advertising and organic content may help meet that intent. If the offer needs explanation, discovery and video may need a different role.
Can we make the offer clear?
The promise, audience and next step should be understandable before a campaign asks anyone to act.
Is the destination ready?
Check the mobile experience, useful information, contact path and response process. More traffic will not fix a confusing next step.
What can we learn?
Choose a scope and measurement plan the business can support. Testing several channels at once is not helpful if the budget or feedback is too thin to guide a decision.
A starting guide
Different channels. Different jobs.
| Channel | Possible role | Prepare first |
|---|---|---|
| Facebook & Instagram | Create demand through relevant creative. | A clear offer, distinct concepts and a usable lead journey. |
| Google Ads | Meet people while they are looking. | Relevant search intent and matching landing pages. |
| TikTok | Earn attention with a story that belongs. | A repeatable supply of appropriate vertical video. |
| Make the business case to the right people. | A defined buying audience and a credible B2B offer. | |
| YouTube | Give the offer time to make its case. | A purposeful script and versions for the selected placements. |
| Social media & content | Build a presence people can recognise. | Content themes, approval ownership and a practical calendar. |
These are planning considerations, not a prescription. Channel suitability depends on your market, offer, resources and goals.