Choosing the Right Advertising Platform for Your Business

12.02.25 11:01 AM - By Max

In today's fast-moving business landscape, the right advertising channels can be the difference between struggling for leads and having a steady, high-quality pipeline that puts you in control. At Digital Scientists, our Content Editor, Max, breaks down the key differences between advertising platforms and how a well-executed pay-per-click (PPC) campaign can transform your sales process.

The Importance of a Strong Pipeline

A strong pipeline is crucial. I could have said "great," but let’s be realistic, many businesses don’t even have an established source of inbound enquiries. Too often, businesses rely on sporadic leads that come by chance or from unlikely sources.

Without a steady pipeline, companies resort to desperate sales tactics, like giving too much authority to prospects, forgetting that, as the expert, you offer the solution they need. This puts you in a weak negotiating position, leading to unnecessary discounts just to close deals.

In contrast, a well-structured inbound strategy ensures a steady flow of high-quality leads. It allows your business to stay firm on pricing, terms, and positioning. With the right approach, you can choose who you work with, protect your brand’s value, and build a thriving business that stays ahead of the competition.

Sound good? Let’s focus on being truly great later.

What's the Problem with Getting Started?

A large majority of business owners, directors and marketing professionals are not up to speed on the differences between marketing channels. In a fast paced, evolving digital landscape this is just fine; unless you’re working with a large volume of businesses in different markets and sectors, you can’t always get a good handle on the changes, and if you have a limited team, or are just a single individual responsible for growth, this compounds the issue further.

This is why you would invest in partnering with an organisation like Digital Scientists: Our experience and expertise will elevate your team and organisation to new heights. We’re here to enable you to perform better, to grow and run your business at an accelerated pace.

Why Some Businesses Struggle with Paid Advertising

Many business owners experiment with different marketing channels—whether it's Google PPC, direct marketing, or others, often without enough research and preparation. This lack of groundwork is where things tend to go wrong.

Effective research should go beyond just launching a campaign. It involves understanding user behaviour, identifying high-intent search queries, and assessing average cost-per-click (CPC). Many agencies or individuals take shortcuts, opting for short-tail keywords and broad match modifiers simply because they’re easier to implement. However, this approach often leads to wasted spend and poor results.

Preparation is equally important. A well-optimised landing page is crucial for converting traffic into leads or sales. This includes strong positioning, fast performance, compelling visuals, clear calls to action, and social proof to build trust. Without these elements, even a well-targeted ad campaign can fail to deliver meaningful results.

Paid advertising can be a powerful tool, but only when approached with the right strategy.

Offline Marketing Suffers the Same Fate

The same principles of preparation and strategy apply to offline marketing. Imagine a business distributing 10,000 flyers, only to find that their premium-priced offering gets zero response. That’s thousands of pounds spent on campaign planning, flyer design, printing, and distribution, potentially wasted.

Take Royal Mail, for instance. At the time of writing, an 8,000-leaflet drop costs around £500, meaning you could reach 24,000 households for roughly £1,500 plus print costs. That’s just 8p per leaflet, an incredible value if executed correctly.

But here’s the problem: too many businesses approach flyer distribution with a "set it and forget it" mindset. If all you’re doing is printing basic business details and an offer, then scattering them around the local area, failure is almost inevitable. Why?

The recipient may not have an immediate need for your service.

There’s no incentive to keep the flyer - no time-sensitive promotion, exclusive deal, or compelling reason to hold onto it.

Pricing might not align with their budget.

Poor design, weak calls to action, and lack of visual appeal make it easy to ignore.

How do you make offline marketing work?

It starts with strategy. A well-planned campaign considers:

Targeting the right audience

Distributing flyers to affluent neighbourhoods if you’re offering a premium service, rather than a blanket approach.

Incentives and retention tactics

Providing an exclusive offer, discount code, or “valid until” date to encourage action.

Design and messaging

Making sure the flyer is visually compelling, has a strong call to action, and clearly communicates the benefits.

Tracking performance

Using a QR code, unique URL, or phone number to measure response rates and refine future campaigns.

These fundamentals align with marketing’s Four Ps:

Product – Is your offering positioned correctly?

Price – Does it match the expectations and budget of your audience?

Place – Are you reaching the right people in the right locations?

Promotion – Is your message compelling and actionable?

A marketing campaign without a clear understanding of these principles is doomed before it begins. Lack of alignment leads to poor results. We’ve seen it time and again—businesses jumping into marketing without a defined strategy, then wondering why it didn’t work.

Winging it won’t build your dream business in 2025. Strategy does. If you’re serious about results, it’s time to approach marketing with the right foundation.

Which Advertising Channels are Right for Your Business?

Let’s be realistic: A big part of a strategy for most businesses should be laying foundations and ensuring your marketing budget continues working for you long-term. For this reason, more often than not, SEO remains a key part of our proposed strategies. This isn’t to say it’s appropriate for all businesses, products or services, because it isn’t. An example of this not being necessary would be an entirely new product launch in a market that is not yet formed: If there isn’t an existing demand, then SEO may not be right - unless you focus on prospective customers who’re searching to find solutions to their problems, of course. There are a great many ways to deploy SEO for your business; in some markets, however (such as financial), if you’re just starting out, or don’t have deep pockets, there are more effective paths to growth.

If you are running an effective SEO strategy, you will likely have tens of thousands of user queries you’re working through to elevate your business. The weaker agencies with little experience have probably told you to focus on 10 keywords; this is like trying to power a car with water: A poor means of acceleration. Research is key to getting started and this data can be utilised for both your SEO and PPC endeavours if it involves a search engine of sorts (such as Google, Bing, YouTube).

Luckily, for customers of DIGITAL SCIENTISTS, we help you reach an informed position as to what may work and what you should try next to grow your business. We’ll do it for you, or support you with existing partners you may have worked with historically.

Choosing the Right Campaign Type in Google Ads

When setting up a Google Ads campaign, the first step is defining your campaign objective, which determines the approach Google will use to drive results. Objectives can include increasing website traffic, generating leads, boosting sales, or enhancing brand awareness.

The campaign type you select dictates where and how your ads will appear. Here’s an overview of the available options:

Search - Targets high-intent users actively searching for products or services on Google Search. Ideal for businesses wanting to capture demand at the moment of need.

Performance Max - Expands reach across all Google-owned platforms (Search, YouTube, Display, Discover, Gmail, and Maps) using automation and machine learning to maximise conversions. Best for businesses seeking broad exposure with AI-driven targeting.

Demand Gen - Focuses on engaging potential customers with visually rich ads on YouTube, Discover, and Gmail. This is a great option for brands looking to build awareness and influence purchase decisions through video and image-based content.

Display - Places ads across millions of websites, apps, and Google properties, helping businesses reach potential customers while they browse online. Works well for retargeting and brand exposure.

Shopping - Designed for eCommerce, this campaign showcases product listings directly in Google Shopping and Search results, attracting shoppers actively looking to buy.

Video - Specifically for YouTube, this campaign reaches viewers with engaging video content to drive awareness, engagement, or direct response actions like purchases or sign-ups.

Each campaign type has its own strengths, and the right choice depends on your business goals and audience.

Now, let’s touch on other channels you could advertise in and how they differ, and we’ll provide a customer of ours working in sustainability as an example.

Leveraging LinkedIn Ads vs Search Engine Marketing (SEM)

LinkedIn’s professional audience provides a powerful platform to target decision-makers, especially those leading sustainability initiatives within organisations. By leveraging advanced targeting options, we can refine audiences based on:

Job titles (e.g., sustainability directors, ESG managers)
Company size and industry
Geographic location
Seniority level and professional interests

And a hell of a lot more.

This ensures a strategic allocation of budget, focusing only on individuals most likely to convert, saving our client both time and money in nurturing opportunities.

For example: If you want to land contracts with Fortune 500 companies, LinkedIn allows you to target the exact decision-makers within your dream brand, ensuring your proposition reaches them directly.

Now, if you’re thinking: “I sell to office managers! How else could I reach millions of my ideal buyers at a lower cost than traditional marketing channels?” Well, now you know!

How Does This Compare to SEM?

Search Engine Marketing (SEM), which includes both paid search (such as Google Ads, Microsoft/Bing Ads) and SEO, works differently:

Intent-Driven Approach - SEM ensures your business appears at the right moment, i.e., when a prospect is actively searching for your product or service.

Great for Technical or High-Consideration Purchases – For solutions requiring more research before purchasing, SEM ensures prospects find the right information to guide their decision.

Capturing High-Intent Buyers – Since users are already searching for a solution, they’re closer to making a purchase compared to LinkedIn’s broader, awareness-driven approach.

However, social ads and SEM can serve different purposes.

Social Advertising (LinkedIn, Meta, etc.) builds awareness and nurtures potential buyers before they actively search for a solution. Many people scrolling through LinkedIn aren’t looking to buy today, so your messaging must be memorable, engaging, and informative; or perhaps you will do such a good job of propositioning them that they see the immediate need.

SEM targets users who are already searching, making it a high-converting channel. However, it only captures existing demand, meaning you might miss out on potential customers who don’t know they need your solution yet.

Why Use Both?

The most effective approach often combines both SEM and LinkedIn Ads for a broader reach and better ROI:

SEM captures immediate demand from searchers actively looking for a solution.
LinkedIn builds brand awareness and nurtures leads who may convert later; or you could take an even more direct approach and pitch them direct to their mailbox (more on this on another time!).
Multi-channel strategies ensure you don’t miss out on high-value prospects who aren't searching just yet.

Marketing success isn’t about choosing one over the other, it’s about aligning both strategies to your sales funnel. Businesses that prepare, research, and execute cohesive campaigns across multiple channels see higher conversions, better ROI, and sustained long-term growth. Because let’s be honest - winging it rarely works!

That said, it’s better to focus and get one channel right, before expanding reach into other channels, especially if you’re restricted on resources.

What About Facebook and Instagram?

Just like LinkedIn, Meta’s advertising platform (which includes Facebook and Instagram) offers powerful targeting capabilities. You can refine your audience based on:

Job titles, interests, and behaviours
Pages they follow and engage with
Demographics, location, and previous interactions with your brand
Connections to existing customers or website visitors for remarketing

This makes Meta’s platform just as effective as LinkedIn in terms of targeting. However, it’s important to recognise that these platforms are generally less professional. If you're in the B2B space, LinkedIn is likely to offer better engagement with decision-makers.

That said, proper targeting can still make Facebook and Instagram valuable tools. The key is understanding audience behaviour:

Facebook is a mix of visual and long-form content but generally caters more to B2C audiences. Users scroll quickly, so ad creative must be visually striking, clear, and engaging.

Instagram is highly visual, ideal for before-and-after showcases, product visuals, and lifestyle imagery. Long-form content typically won’t perform as well, so focus on eye-catching graphics, reels, and concise messaging.

A common mistake: Many businesses run ads haphazardly boosting posts without proper strategy, only to receive negative comments like, "Why is this crap on my feed?". The problem isn’t your product or service; it’s a lack of preparation and research before launching a campaign. Do not feel disheartened if you receive negative or malicious comments; just re-think your audience targeting and go again.

And What of Other Platforms?

Through keeping up with online trends and platforms, our AdSpark team knows digital marketing is expanding beyond traditional channels: Platforms like Reddit, Pinterest, and others offer unique advantages, particularly for businesses looking to engage niche audiences with highly targeted campaigns. 'X' (formerly Twitter)has undergone massive shifts, making its advertising effectiveness unpredictable. However, it remains one of the most active and debated social platforms, meaning:

It’s a hotbed for trending topics, ideal for businesses that align with real-time discussions (news, finance, politics, tech, and cultural trends).
Ads can quickly gain traction if aligned with viral moments, but expect polarising opinions.
It’s great for brand visibility but tricky for direct conversion campaigns, so strategy is key.

If your business thrives on engagement and discussion, X can be an excellent tool for brand awareness and community building BUT be prepared for both positive and negative attention.

TikTok: The Engagement Powerhouse for Virality and Sales

TikTok isn’t just for entertainment, it’s a dominant force in eCommerce and influencer-driven marketing, particularly for B2C brands.

Insane organic reach, even brands with zero followers can go viral overnight.

Best for visual storytelling for DIY, beauty, fitness, fashion, product, and digital tech demos perform exceptionally well. If you’re pushing an app, there’s no better place for visibility to drive downloads or license sales.

TikTok Shop is changing how people buy, allowing businesses to sell directly on-platform with seamless purchasing.

If you’re promoting visually engaging products or experiences, TikTok can deliver high ROI with a relatively low ad spend. However, authenticity is key and the best-performing content doesn’t feel like an ad but rather an entertaining, shareable moment. Just being real, being you and showcasing the daily life in your business could be enough.

WhatsApp: The Underrated Direct Marketing Tool

WhatsApp’s ad expansion makes it an under-utilised but highly effective platform, particularly for customer retention and remarketing.

Direct messaging means high engagement rates compared to traditional email marketing.

Great for local businesses and service providers, perfect for appointment reminders, exclusive promotions, and direct inquiries.

WhatsApp Business API allows automation, enabling businesses to run chatbot-driven support and lead generation.

If your business thrives on personalised interactions, WhatsApp can be an incredibly cost-effective and high-converting tool.

Reddit: The Community-Driven Goldmine

Reddit remains one of the most influential yet overlooked advertising platforms, offering unparalleled audience targeting through highly active niche communities (subreddits).

Users are highly engaged and passionate, perfect for brands that fit into strong, existing interest groups (e.g., fitness, finance, gaming, tech, DIY, and niche hobbies).
Subreddit-specific targeting allows businesses to advertise directly to communities already interested in their product or service.
Trust-driven environment, Reddit users are resistant to traditional advertising, meaning authentic engagement (like AMA sessions, giveaways, or community involvement) performs better than direct ads. If you try to push too hard to promote your business, you can unfortunately get downvoted just merely for trying to earn a living; pushing your visibility down the feed thus making you irrelevant, approach is key.

If your brand can add value to a specific interest group, Reddit is a goldmine for organic reach, community-driven marketing, and long-term brand trust. Remember, blatant sales pitches don’t work here, you need to integrate into the conversation.

Pinterest: The Visual Search Engine for Purchase Intent

Pinterest is not just a social network; it’s a powerful visual search engine with high buyer intent. Users come to Pinterest with intent to buy or plan a purchase, making it more conversion-driven than Instagram.

Best for lifestyle, home decor, fashion, food, and DIY brands, anything highly visual thrives here.

Pins have long-lasting visibility, unlike Instagram or TikTok, where content quickly disappears, Pinterest posts (Pins) continue driving traffic for months, even years.

If your business is visually focused, Pinterest can drive sustained organic and paid traffic with a relatively low competition compared to Facebook or Instagram ads.

Emerging Platforms, or on the Fringe? Should You Be Paying Attention?

While platforms like Reddit and Pinterest cater to niche audiences, other platforms are evolving in ways that might become crucial for businesses in 2025 and beyond.

BeReal: A new wave of authentic marketing might emerge from platforms like BeReal, focusing on genuine brand storytelling over polished ads.

Twitch: For brands targeting gaming, tech, and digital culture, Twitch ads and sponsorships offer strong community-driven marketing opportunities.

Mastodon and Decentralised Platforms: Privacy-focused and community-driven social networks may become new advertising landscapes as users seek alternatives to mainstream platforms.

Want to stay ahead? We’ll be covering emerging platforms in future posts, so follow us for insights on where digital advertising is heading next! While platforms like Reddit and Pinterest cater to niche audiences, other platforms are evolving in ways that might become crucial for businesses in 2025 and beyond.

Here's the Takeaway: A Targeted Advertising Approach Always Wins

The best marketing strategy isn’t about choosing just one platform, it’s about leveraging the right channels for your audience, product, and goals.

SEM (Search Engine Marketing): Best for immediate or near-future intent, capturing high-converting users actively searching for solutions.

LinkedIn: The go-to platform for B2B marketing and professional targeting, ensuring decision-makers see your message.

TikTok: A powerhouse for viral eCommerce, brand engagement, and influencer-driven sales.

Pinterest: The ultimate visual search engine for high-intent purchasing, especially for lifestyle, fashion, and home decor brands.

Reddit: Ideal for niche, community-driven marketing, allowing brands to connect with highly engaged, interest-specific audiences.

WhatsApp: A direct marketing tool perfect for customer retention, lead nurturing, and personalised engagement.

X (formerly Twitter): Best for real-time visibility, trending topics, and fast-paced brand conversations. X for real-time news-driven visibility.

A multi-platform strategy across multiple advertising channels allows businesses to capture audiences at different stages of the buying journey, from awareness to consideration to conversion.

Focus Your Resources, or Money, Where It Matters!

Many businesses sink thousands into ineffective ad campaigns because they lack strategic direction.

A one-size-fits-all approach doesn’t work.

PPC alone is expensive in the long run.

A poorly optimised landing page can destroy your campaign’s ROI.

Instead, we combine PPC with SEO research and conversion-focused design to ensure sustainable long-term growth.

The right PPC strategy puts your business in front of customers who are searching today.

Ongoing SEO builds authority and ensures your brand remains visible in the future.

Optimised landing pages ensure that traffic actually converts, reducing costs per lead.

Our Pixel Perfect team ensure your PPC campaigns drive real results, rather than just clicks. A high-quality ad campaign isn’t just about launching ads; it’s about strategic planning, execution, and optimisation.

Want More Customers and Conversions?

If you’re serious about growing your business, a properly executed advertising strategy is key. Follow us for more insights on how to grow your business.