Choosing the Right PPC Platform for Your Goals

Most people automatically think Google Ads when they hear PPC… but that's like saying the only place to advertise is the biggest newspaper in town. Different platforms reach different audiences at different moments - so you’ve got to meet people where they are.

The Big Three: Google, Microsoft, and Amazon

Google Ads gives you the biggest reach and most search volume. If you're looking for scale and have a broad target audience, this is your starting point. The smart bidding and automation features are also the most advanced. Use Google when you need volume, have competitive budgets, and want access to the full range of campaign types.

Microsoft Ads costs 30-50% less per click than Google, and the audience tends to be older and more affluent. If you're in B2B or selling higher-priced products, this platform often delivers better ROI even with lower volume. The interface is nearly identical to Google Ads, so you can import campaigns directly.

Amazon only makes sense if you actually sell on their platform. But if you do, the conversion rates are typically much higher because people aren't just researching—they're shopping with their credit card already out.

Specialized Platforms for Specific Goals

YouTube is owned by Google but works completely differently. It's perfect for visual products, brand awareness, or when you need to explain something complex - a 30-second video can communicate what would take paragraphs of text. Use YouTube when you have a visual story to tell or need to demonstrate your product in action.

LinkedIn's targeting is unmatched for B2B. You can target by job title, company size, and industry. A campaign targeting "Marketing Directors at SaaS companies with 50-200 employees" is incredibly precise. The costs are high—often $5-15 per click—but if you're selling enterprise software or high-value services, the lead quality justifies the expense.