Digital Advertising
Comparison of Digital Advertising Platforms: Which One Suits Your Business?
We run campaigns on the main advertising platforms for businesses across Lancashire. This guide is for owners deciding where to spend their first or next advertising budget. It compares the main platforms, explains what each one suits and sets out how to choose. Use it before you commit budget, so you start on the platform most likely to bring enquiries.
The main digital advertising platforms
Each platform reaches people at a different moment and in a different mindset. Search platforms catch people looking for a service right now. Social platforms reach people who are not searching yet. The table below summarises the platforms most small businesses consider.
| Platform | Where ads appear | Best suited to | Targeting strengths |
|---|---|---|---|
| Google Ads | Google search, Maps, YouTube and partner websites | Customers actively searching for a service | Keywords, location, device and time of day |
| Facebook and Instagram (Meta) | Feeds, Stories, Reels and Messenger | Reaching local people before they search | Location, age, interests and website visitors |
| LinkedIn Ads | LinkedIn feed and messages | Selling to other businesses | Job title, industry and company size |
| Microsoft Advertising | Bing, Yahoo and partner sites | Extra search reach, often at lower competition | Keywords, location and audience lists |
Most small businesses start with one platform and add a second once results are steady. Spreading a small budget across several platforms often leaves each one without enough data. Focus first, then expand.
What each platform does well
Google Ads works because it matches your ad to what someone has just searched for. A search for "emergency plumber Burnley" shows clear intent to hire. These clicks often cost more, but they convert well. Search ads suit urgent and high-value services.
Facebook and Instagram ads work through reach and visuals. They show your business to people in your area who match your chosen audience. These ads suit offers, events and services that people do not search for often. Retargeting on Meta also brings back visitors who left your website without enquiring.
LinkedIn ads cost more per click but reach specific job roles. They suit business services, recruitment and high-value contracts. Microsoft Advertising mirrors Google search ads on a smaller audience. It often adds extra enquiries for less competition once Google campaigns are running well.
How to choose the right platform
The right platform depends on how your customers decide to buy. Start from the customer, not the platform. Your answers to the questions below point to the best place to begin. Work through them in order.
- Do customers search for your service when they need it? Start with Google Ads.
- Do customers need to discover you before they know they need you? Start with Facebook and Instagram.
- Do you sell to businesses and need to reach specific job roles? Consider LinkedIn.
- Are your Google campaigns already working well? Add Microsoft Advertising.
- Do many visitors leave your website without enquiring? Add retargeting.
Test one platform with a clear goal and budget before adding another. Our budget template helps you split spend across platforms. Our guide to ad targeting explains how to reach the right people on each one.
Platform choice checklist
Use this checklist before you choose where to advertise. Each item links your platform choice to how your customers buy. Revisit it when you plan to add a new platform.
- Customer buying behaviour described in one sentence
- Starting platform chosen to match that behaviour
- Budget large enough to test one platform properly
- Conversion tracking ready on the chosen platform
- Landing pages matched to the platform's audience
- Second platform added only after the first is steady
Good to know
Advertising platform FAQs
What is the best digital advertising platform for small businesses?+
No single platform is best for every small business. Google Ads suits services that customers search for. Facebook and Instagram suit building awareness in a local area. Choose based on how your customers decide to buy.
Can I advertise on more than one platform?+
Yes, many businesses use two or more platforms together. Each platform reaches customers at a different stage. Add a second platform once the first brings steady results. Track each one separately so you can compare costs per enquiry.
Are LinkedIn ads worth it?+
LinkedIn ads suit businesses that sell high-value services to other businesses. Clicks cost more than on most other platforms. The precise job-title targeting can justify that cost for the right offer. They rarely suit consumer services.
Do I need a large budget to start?+
You need enough budget to gather useful data within a few weeks. The right amount depends on your platform and how competitive your market is. A small, focused campaign often teaches more than a large, scattered one. Increase spend once you know what works.
Keep this comparison with your marketing plan. Share it with anyone who decides where your budget goes. So you can start on the platform your customers already use and expand from proven results.
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