Let’s be honest — picking a paid ad platform is a bit like dating.

They all promise the world, show off their best features, and swear they’re the one who’ll finally get you noticed.

But once you hand over your budget… some of them ghost you faster than a dodgy Tinder match.

So, let’s break it down — who’s worth your time, your clicks, and your cash.

Facebook Ads – The Old Reliable (with a bit of midlife crisis energy)

Facebook has been around forever, which means everyone’s on it — your mum, your neighbour, and that one friend who still posts Minion memes.

It’s perfect if you want to reach a wide audience and build awareness. You can target people by hobbies, job titles, locations, even what type of tea they drink (well, almost).

It’s all about storytelling, visual hooks, and building trust — slow burn, big payoff.

Best for: businesses that want to charm people into liking them before selling.

Not great for: anyone who expects instant sales after one boosted post. (It’s not magic, it’s marketing.)

Instagram Ads – The Younger, Hotter Sibling

Instagram is where you show off.

It’s the glossy magazine version of your business — all angles, filters, and “effortlessly casual” vibes that secretly took two hours to plan.

Perfect for products that look good. Flowers, cocktails, handmade things, experiences — if it’s photogenic, it’s golden.

But remember: on Instagram, people are scrolling for vibes, not buying sprees. So give them visuals that stop their thumbs mid-swipe.

Best for: brands with style, colour, and personality.

Not great for: anything that involves paperwork, tax advice, or plumbing emergencies.

LinkedIn Ads – The Suit and Tie of the Group

LinkedIn is the corporate cousin who turns up at family parties and starts networking before pudding’s served.

It’s brilliant for B2B, services, or professional offers — the place where people are already in “work mode.”

But, be warned: clicks here cost more. You’re paying for the power of decision-makers, not daydreamers.

Best for: businesses that sell to people in suits (or pyjamas, because remote work).

Not great for: quirky, spontaneous content — LinkedIn prefers “insightful thought leadership,” not memes about coffee.

Google Ads – The “I’m Already Looking for You” Option

Google Ads is like the person who walks straight up to you in a bar and says, “I heard you fix boilers, mine just exploded.”

These people already want what you sell. You just need to make sure you’re the one they find first.

Search ads = high intent. Display ads = brand awareness. The trick is matching what people type with what you offer — or you’ll pay to show up for all the wrong reasons.

Best for: businesses that solve specific problems.

Not great for: fluffy, creative campaigns — this is logic, not lifestyle.

TikTok Ads – The Wild Card

TikTok is pure chaos in the best way.

It’s where trends are born, attention spans are short, and authenticity beats perfection.

You don’t need big budgets — you need to get the tone right. Be funny, relatable, and a little bit weird. If your ad feels like an ad, it’s already failed.

Best for: creative brands who can show personality and play the algorithm.

Not great for: anyone scared of dancing, humour, or change.

So, Which One Wins?

It depends on your audience and your patience.

Want visibility and awareness? Go Facebook + Instagram.
Want serious buyers? Go Google.
Want professional leads? Go LinkedIn.
Want to go viral? Go TikTok.

Or… (and here’s the truth most agencies won’t tell you)

You mix them.

Each platform does a different job — like a marketing buffet. You don’t fill your whole plate with potatoes, do you?

Final thought:

Paid ads aren’t about shouting louder. They’re about showing up in the right place, in the right tone, for the right people.

Because if your ad makes the wrong person click… you’re just paying for awkward small talk.

Ready to get started with ads? Have a look here

Which Paid Ad Platform Should You Use? (A.K.A. The Dating Game for Your Business)