How to Choose the Right Online Ad Platform for Your Business

Home - Content Marketing - How to Choose the Right Online Ad Platform for Your Business
Choose the right online ad platform

When you’re just beginning to advertise your business online, it can be a struggle know which advice to follow, which to completely ignore, and which ad platform is best for you and your business.

The digital marketing world is still a vast landscape of unventured territory for many businesses and the last thing you want to do is invest hundreds of pounds into an ad platform that doesn’t deliver you a return on your investment.

Your friend tells you that Google Ads is too expensive. Some random blog tells you that Facebook is a dying trend, and you’re hearing from others that you simply must be on Instagram. So how do you know where you should be advertising your business and reaching your ideal demographic?

What you need to ask yourself is: Who is your audience? What type of product are you selling? And What marketing resources do you have?

With these considerations in mind, let’s take a quick look through four major online ad platforms to help you choose the right online ad platform for your business.

Google Ads (formerly AdWords)

Google Ads are those paid listings you see at the top of the search results with the ‘Ad’ icon. Google ads can be expensive if you’re trying to rank for a super competitive keyword, but almost all businesses report a substantial return on investment with this type of advertising.

The Demographics

Your demographic for Google is essentially everyone, with 93% of online users worldwide using the search giant!

What is it good for?

Product sales perform really well on Google because consumers searching in Google have high purchase intent. They’re either researching because they’re considering a purchase now or in the near future—or they’re in active “buy mode.” These high conversion rates are why Google Ads operates at a higher cost per click.

What marketing resources do you need?

Limited resources? Don’t worry, Google Ads is reasonably easy to set up.

If you stick to the search network and avoid display and YouTube ads, you won’t need design work, videos for ads, or even copywriting. Google ads are short and just require some creative messaging. However, we recommend using landing pages instead of websites to increase can increase your conversion rates dramatically and ultimately increase your ROI.

Facebook Ads

Facebook ads have a damaged reputation at the moment, mainly because the platform is somewhat over-populated with ads on the newsfeed, but it still holds a lot of potential value for certain businesses, especially the ones who master the art of the online Facebook ad.


Some say “old” people use Facebook and the younger generations don’t. But, statistically, that’s just not true, in fact 35% of the platforms users are actually under the age of 25.

That being said, the platform is probably the best place to target an audience over the age of 40.

What is it good for?

Unlike Google, users on Facebook aren’t likely to be in a buying mindset, because of this, the cost-per-click rate is much lower than Google and its users are more likely to engage with your content on Facebook than most other social platforms.

With little cost, Facebook allows you to introduce your product over time, build brand recognition, establish social credibility (through comments and likes), and ultimately win conversions. Facebook can educate and expose people to your brand long before they’re ready to buy.

What marketing resources do I need?

It’s relatively easy to create Facebook ads, but optimising them for conversion requires many assets and variables (accurate audience targeting, conversion-optimised landing pages, etc.) all working in concert.

To create successful Facebook ads, you’ll need compelling ad copy, sharp graphics, engaging video, and a clean, high-converting landing page.

It’s a good idea to use a marketing agency to build up a bank of content for you before you start your Facebook ad campaign.

Instagram Ads

There’s no doubt that Instagram is growing to be the most dominant social media platform of 2019, and with the massive individual user growth, a swift movement in ad growth has followed.

The visual nature of the platform makes it a perfect spot to highlight the beauty of your brand, and forces businesses to keep their content short and sweet.


The platform caters to a younger demographic obsessed with sharing their lives and “stories” every day. Here are a few of the defining qualities of the Instagram base:

  • 59% of users are under 30.
  • 72% of teens use Instagram every day.
  • 39% are women and 30% are men.

What is it good for?

Products sales that represent an aspirational lifestyle do quite well on Instagram. It’s more challenging to sell professional service or B2B products unless you’re developing extremely creative, compelling stories through video or images.

Similar to Facebook, people on Instagram don’t have high purchase intent like they do on Google. However, compelling ads and clever affiliation with popular accounts will drive your brand forward.

What marketing resources do I need?

Also similar to Facebook, Instagram requires energy in the marketing department, so we’d recommend hiring a photographer to stock up on content or a marketing agency who can also help with your entire ad campaign.

LinkedIn Ads

LinkedIn is the ideal online ad platform to choose if you’re marketing business-to-business.

Despite the rumours, LinkedIn is far from dying. In the past two years, LinkedIn has added 123 million members (compared to just 9 million additions on the Twitter network).


LinkedIn is a goldmine for B2B marketing efforts:

  • 87 million millennials are on LinkedIn.
  • 80% of B2B leads are generated on LinkedIn.

What is it good for?

If you sell services or products to businesses, LinkedIn is the best place to be spending your time. CPAs, lawyers, professional service companies, and their decision makers are on the platform regularly.

It’s also an excellent place to promote a job opportunity.

What marketing resources do I need?

For sponsored content, you’ll be using a nice graphic or short video to deliver your message. Since the audience is more professional, I’d lean toward something more polished than what I’d put on Facebook or Instagram.

The InMail messages require strong copywriting and messaging along with an accompanying graphic, but you benefit from more leniency than a platform that’s 100% visual, like Instagram.

What next?

Now that you have a much better understanding of how to choose which online ad platform to use for your business, it’s time to build up some professional images and videos to use in your online adverts.

DM Design & Marketing have the expertise to maximise the revenue potential from your social media channels and promote sponsored content with maximum reach, engagement, and cost effectiveness; taking the responsibility away from you, so you can focus on the other parts of your business. Contact us today for more information.