Spending money on ads but getting tumbleweeds instead of leads? You’re not alone. With so many platforms shouting for your budget – Google, Meta, TikTok, LinkedIn, YouTube – it’s easy to feel like you should be everywhere.
But spoiler: you really don’t.
Don’t worry though, in this blog, I’m going to help you figure out which paid ads actually make sense for your business (and which might just be burning your budget).
Not Every Platform Is Your Soulmate
Just because everyone’s raving about TikTok right now doesn’t mean it’s right for your business. Selling bespoke kitchen installations to homeowners over 60? TikTok might not be for you. Running a beauty brand targeting Gen Z? Google Ads might not cut it.
Each platform has its own personality, audience, and way of doing things. For example:
Google Ads = Intent-based. People are actively searching for something. Think “emergency plumber near me” or “best project management tool for teams.”
Meta Ads (Facebook & Instagram) = Disruption-based. You’re popping up in someone’s feed while they’re stalking their ex or watching dog videos. Different vibe.
Meta Ads (Facebook & Instagram) = Disruption-based. You’re popping up in someone’s feed while they’re stalking their ex or watching dog videos. Different vibe.
The key? Pick the platform that matches where your audience hangs out and how they make decisions.
You Don’t Need To Be Everywhere (Phew)
There’s a myth floating around that if you’re not running ads on every major platform, you’re missing out. That’s like saying you need to open branches of your bakery in every town before you’ve nailed the one on your doorstep.
The truth is, spreading yourself too thin usually means weak results across the board.
According to a HubSpot report, businesses that focus their marketing efforts on 1–2 platforms see stronger ROI than those trying to juggle five or more.
What matters more than being everywhere is being strategic. Test one platform properly. Tweak, measure, optimise. Then scale. Not the other way around.
Google vs Meta vs TikTok: Which Platform Works for What?
Choosing the right ad platform isn’t about what’s trending – it’s about what works for your audience, your goals and your offer. Each platform plays a different role in the buyer journey, so understanding that difference is key to getting real results (not just views and clicks).
Google Ads: Intent-Driven Lead Generation
When to use it
Use Google Ads when your audience is actively looking for a solution. This is ideal for capturing ready-to-buy or problem-aware leads. If someone’s searching for “commercial cleaning services Bristol” or “best accounting software for freelancers,” they’re already in the market – your job is to show up at the right moment.
Best for:
Local services (e.g. plumbers, dentists, trades)
B2B lead generation (e.g. consultants, SaaS, training)
High-consideration purchases (e.g. legal, finance, healthcare)
When not to use it
Google isn’t ideal for brand-new, awareness-level campaigns or products people don’t yet know they need. If no one’s searching for your solution yet, you won’t find them here.
Use when demand already exists. Focus on search intent and relevance.
Meta Ads (Facebook & Instagram): Disruptive Awareness & Nurturing
When to use it
Meta Ads are great for building brand awareness, generating interest and retargeting. Your audience isn’t searching for you – you’re putting your offer in front of them based on their interests, behaviours and life stage. It’s about visibility and repetition.
Best for:
E-commerce brands with visual products
Service businesses with a longer buying cycle
Brands looking to warm up cold traffic or stay front-of-mind
When not to use it
If you’re expecting immediate conversions from cold audiences, Meta might disappoint. It’s not ideal for hyper-niche, urgent needs (e.g. “emergency roofer”) – those are better suited to search-based platforms.
Use to build familiarity and trust over time. Combine with a strong funnel and remarketing strategy.
TikTok Ads: Attention-Grabbing Brand Discovery
When to use it
TikTok is a powerful tool for reaching new audiences, especially Gen Z and younger Millennials. It’s ideal for top-of-funnel campaigns – grabbing attention, sparking interest and driving brand discovery through entertaining, authentic video content.
Best for:
Consumer brands with visually engaging products
Businesses with strong storytelling potential
Offers that can hook attention fast (e.g. beauty, fashion, wellness, digital tools)
When not to use it
TikTok isn’t the place for in-depth, technical B2B campaigns or services requiring long explanation. It’s not ideal for audiences aged 45+ or sectors where decisions are made slowly and carefully.
Use for awareness and virality. Test often, prioritise authenticity, and be ready to play the long game.
Quick Comparison: What to Use and When
You Still Need a Funnel (Yes, Even If Your Ads Are Brilliant)
You could have the most perfectly targeted ad campaign known to man – but if your funnel’s a leaky bucket, it won’t matter.
That means:
Clear and compelling landing pages
Follow-up emails that don’t feel like spam
Retargeting ads that remind (not annoy)
A logical journey from ad to action
It takes 6–8 touches to generate a viable lead. Ads are just one of those touches – they need to be part of a bigger plan.
Your Offer Has to Match the Moment
It’s not just about having an offer — it’s about having the right offer for where your audience is, and what platform they’re on.
Too many ad campaigns fail because the offer doesn’t make sense in context. You’re asking people to jump too far, too fast — or giving them something they don’t yet care about.
Your offer doesn’t have to be a sale. It could be:
A downloadable guide
A webinar
A free trial
A “book a call”
Even just a “read more” or “follow for tips”
What matters is that it makes sense for where they are in the journey.
Wrong offer, wrong time? No amount of ad spend can save it.
Ask yourself:
Is this offer relevant to what they’re thinking about right now?
Does it move them one step closer — not five?
Does it feel like a natural next action based on what they’ve just seen?
When the offer, the message and the moment line up — that’s when ads convert
Summary: Ads Only Work When They’re Part of a Bigger Picture
Paid ads can absolutely generate leads – but only when they’re backed by solid strategy.
That means knowing:
Who you’re targeting
Where they spend their time
What stage they’re at in the buying journey
And what offer makes sense in that moment
It’s not about being on every platform. It’s about being on the right one, with the right message and the right next step.
So before you pour more money into your next campaign, ask: is your offer aligned with where your audience is mentally and emotionally? Is your funnel strong enough to convert their attention into action?
If not – you don’t need more ads. You need a better plan.
Book a Free Discovery Call to Build a Smarter Marketing Strategy
If you’re growing a service-based business and not sure where to focus next — ads, funnels, offers, automation — it’s time for a strategy that actually makes sense.
I help service-led businesses make more money, spend less, and save time using smart marketing strategy, AI and automation.
Book a free discovery call, and let’s work out what to focus on first to get results faster — without adding more to your plate.
