Google Ads, Facebook & Instagram Ads, TikTok Ads, YouTube Ads, LinkedIn Ads — strengths, weaknesses, use cases, and how to choose

Choosing the right advertising platform can make or break your marketing results. With so many options available, businesses often waste money by advertising in the wrong place, to the wrong audience, with the wrong expectations.

There is no single “best” advertising platform for everyone. The best platform depends on your business model, audience, goals, budget, and sales cycle.

This in-depth guide breaks down the top advertising platforms, explains how each one works, who it’s best for, typical costs, and how to decide which platform fits your business.

1. What Makes an Advertising Platform “Good”?

A great advertising platform excels in at least one of these areas:

• audience size

• targeting precision

• intent (how ready users are to buy)

• scalability

• measurement and tracking

• creative flexibility

The “best” platform is the one that aligns with where your customers already are and how they make decisions.

2. Google Ads (Search, Display, YouTube Network)

What Google Ads Is

Google Ads allows businesses to show ads across:

• Google Search results

• Google Display Network (millions of websites)

• YouTube

• Gmail

It is the largest and most intent-driven advertising platform in the world.

Why Google Ads Is Powerful

Google Ads targets active intent.

Users are:

• searching for solutions

• comparing options

• ready to take action

This makes Google Ads extremely effective for conversions.

Best Use Cases

• local services (plumbers, dentists, lawyers)

• SaaS products

• e-commerce

• lead generation

• high-intent keywords

Pros

• high purchase intent

• massive reach

• strong tracking

• scalable

Cons

• competitive keywords can be expensive

• requires keyword strategy and optimization

Typical Costs

• CPC: $1–$5 average

• $20–$50+ in competitive industries

3. Facebook & Instagram Ads (Meta Ads)

What Meta Ads Are

Meta Ads allow advertising across:

• Facebook

• Instagram

• Messenger

• Audience Network

These platforms dominate interest-based and behavioral targeting.

Why Meta Ads Are Powerful

Meta platforms know:

• what users like

• what they follow

• how they interact

This allows advertisers to influence demand before users actively search.

Best Use Cases

• e-commerce

• online courses

• lead magnets

• brand awareness

• retargeting

Pros

• advanced targeting

• visual storytelling

• strong retargeting tools

• flexible budgets

Cons

• lower purchase intent than search

• creative fatigue

• privacy changes affect tracking

Typical Costs

• CPC: $0.30–$1.50

• CPM: $5–$20

4. YouTube Ads

What YouTube Ads Are

YouTube Ads are video ads shown:

• before videos

• during videos

• in search results

YouTube is both a search engine and a content platform.

Why YouTube Ads Are Powerful

• massive global reach

• strong storytelling

• audio + visual impact

Best Use Cases

• brand building

• product demonstrations

• education-based selling

• trust-building

Pros

• high engagement

• relatively low cost per view

• excellent for awareness

Cons

• requires video production

• slower direct conversion

Typical Costs

• Cost per view: $0.01–$0.30

• CPM: $5–$15

5. TikTok Ads

What TikTok Ads Are

TikTok Ads appear natively in:

• user feeds

• stories

• creator content

TikTok is driven by short-form, algorithmic discovery.

Why TikTok Ads Are Powerful

• extremely high engagement

• content can go viral quickly

• users accept ads that feel native

Best Use Cases

• consumer brands

• fashion, beauty, fitness

• mobile apps

• trend-driven products

Pros

• low CPMs

• viral potential

• strong discovery

Cons

• requires creative adaptability

• audience skews younger

• less effective for B2B

Typical Costs

• CPC: $0.20–$1.00

• CPM: $3–$10

6. LinkedIn Ads

What LinkedIn Ads Are

LinkedIn Ads target professionals based on:

• job title

• company size

• industry

• seniority

It is the most powerful B2B advertising platform.

Why LinkedIn Ads Are Powerful

• unmatched professional targeting

• decision-maker access

• high-quality leads

Best Use Cases

• B2B SaaS

• consulting

• enterprise services

• recruiting

Pros

• precise B2B targeting

• strong lead quality

• professional context

Cons

• very expensive

• lower engagement rates

Typical Costs

• CPC: $5–$15+

• CPM: $20–$60

7. Platform Comparison Summary

8. How to Choose the Best Advertising Platform

Ask these questions:

1. Where does my audience spend time?

2. Are they searching or browsing?

3. Do I need awareness or conversions?

4. Is my product visual or technical?

5. Is my business B2B or B2C?

The answers point to the platform.

9. Single Platform vs Multi-Platform Strategy

Beginners should:

• start with one platform

• master it

• then expand

Advanced advertisers:

• use multiple platforms

• retarget across channels

• diversify risk

10. Common Mistakes When Choosing Platforms

❌ Choosing the cheapest platform
❌ Copying competitors blindly
❌ Ignoring audience behavior
❌ Expecting instant results

Platform choice should be strategic, not emotional.

11. Advertising Platforms Are Tools, Not Solutions

No platform fixes:

• weak offers

• bad messaging

• poor conversion funnels

Platforms amplify what already works.

12. The Role of Creative Across Platforms

Each platform rewards different creative styles:

• Google → clarity and intent

• Meta → visuals and emotion

• TikTok → authenticity

• LinkedIn → authority

Adapting creative matters more than budget.

13. How Algorithms Influence Results

Modern platforms use AI to:

• optimize delivery

• test audiences

• adjust bids

Advertisers guide algorithms through:

• clear goals

• clean data

• strong creatives

14. Budget Expectations by Platform

• Google Ads: $500–$2,000/month minimum for testing

• Meta Ads: $300–$1,000/month

• TikTok Ads: $300–$1,000/month

• LinkedIn Ads: $1,500+/month

Smaller budgets limit learning speed.

15. The “Best” Platform Is Contextual

The best platform:

• changes over time

• varies by product

• depends on strategy

Great advertisers stay flexible.

16. Future Trends in Advertising Platforms

Expect:

• more automation

• more AI-driven creative

• stricter privacy controls

• increased competition

Platform fundamentals remain the same.

17. Final Takeaway

There is no universal best advertising platform.

The best platform is the one that:

• matches your audience

• fits your budget

• aligns with your goals

• supports your funnel

When chosen correctly, advertising platforms become scalable growth engines rather than money pits.