Online ads can bring new customers quickly, but only on the right platform. The main difference: on Google, people are already searching for something; on social media, you catch their attention while they scroll.
The platforms at a glance
- Google Search and Maps: for people actively looking for what you offer, e.g. "plumber Wil" or "IT support St. Gallen". Ideal for local businesses and urgent needs.
- YouTube: video ads to make your business known and explain your offer.
- Facebook and Instagram: ads by interest, age and region. Good for shops, restaurants, events and products people do not search for yet.
- TikTok: short videos with a lot of reach, especially among younger audiences. Works best with authentic, simple clips.
- LinkedIn: reaches people by job and company. Clicks are expensive, but suitable for business customers and recruiting.
How to choose
- Your customers search for you: start with Google.
- Your customers need to discover you: start with Facebook and Instagram, or TikTok for a younger audience.
- You sell to companies: consider LinkedIn, often combined with Google.
How to start without wasting money
- Start with one platform and a budget you can afford for at least a few weeks.
- Send visitors to a page that matches the ad, e.g. a landing page with a clear offer.
- Measure enquiries, calls or sales, not only clicks. For this, analytics and a cookie banner must be set up correctly.
- Check the results weekly at the start, stop what does not work and move the budget to what does.
Who pays what
You pay the ad costs directly to Google, Meta, TikTok or LinkedIn. If someone looks after your campaigns, their work is charged separately. Ask how they measure success and how often you get a report.
Not sure where to start? In a free consultation, we look at your customers and recommend a first campaign.
