Paid advertising on the internet doesn’t work simply by “spending money on ads.” It works when there is strategy and sound judgment behind it. You can learn more about those essential criteria for online advertising campaigns in another article where I explain them in detail.
In this text, I want to share the specific platforms I use in my work and my opinion on each one, so you can decide which are best aligned with your specific goals.
Meta Ads
This is likely the platform with the largest user base and one of the most profitable, alongside Google. Meta allows you to reach highly segmented audiences based on interests, behaviors, and location. It offers the most complete and well-developed targeting options for introducing a new audience to your offer.
For example, if I offer online guitar lessons, I can target people who follow rock artists or are interested in specific musical instruments.
Google Ads
This is the best platform for identifying users with clear purchase intent. If someone searches for keywords like “online marketing courses,” my ad appears at the top of the results. This allows me to be present exactly when the person is actively looking for what I have to offer.
YouTube Ads
Although YouTube Ads are part of Google Ads, I believe the strategy on YouTube is very different and deserves its own section. Because it’s a video-focused platform, the entire approach shifts toward video as the main medium.
For example, if I offer an entrepreneurship course, I use a short 15-second video before a tutorial like “how to start a business in 2025.” As with Meta and Google, interest-based targeting and remarketing ensure that ads reach the people most likely to be interested in the offer.
TikTok Ads
On TikTok, the key is creating ads that blend naturally with the content. This is a channel where direct sales are usually less effective. Instead, it works best for building awareness and driving incremental brand discovery.
LinkedIn Ads
This platform is ideal for B2B campaigns. When promoting accounting software, I use targeting by job title and company size to reach financial managers and professionals responsible for accounting departments within the companies I choose.
LinkedIn’s greatest advantage is that it functions as a high-quality database, allowing you to reach the exact people most likely to purchase your offer.
Final Thoughts
Choosing the right advertising platform can either hurt your company’s profitability or lead to strong growth and financial success. Choose wisely before getting started.
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