How to Choose the Right Advertising Channels

Google, Meta, TikTok, LinkedIn, radio, TV, billboards, podcasts, print. Every platform promises results. Choosing the best advertising platform for your business comes down to four questions. Here's how to answer them, and a comparison of the main options.

This guide is part of our client acquisition strategy series.

Four questions to choose by

Where does your audience spend attention? See how to reach the right audience
What's your goal? Awareness, leads, sales or loyalty
How do your customers buy? Impulse, researched, local, B2B committee
What can you produce? Video, audio, images, copy

Platform comparison

Platform	Strengths	Best for	Watch-outs
Google Search	Captures active intent	Services, local businesses, B2B	Competitive keywords get expensive
Google Business Profile / Maps	Local visibility (organic)	Any local business	Reviews matter a lot
Meta (Facebook, Instagram)	Broad reach, visual, detailed targeting	Consumer brands, local, events	Needs strong creative; fatigue
TikTok	Young audiences, creator-style video	Consumer, lifestyle, food	Needs frequent native content
LinkedIn	Job title and industry targeting	B2B, recruitment, professional services	Higher cost per click
YouTube / online video	Sight, sound and motion at scale	Demonstrations, brand building	Skippable; hook fast
Radio	Local reach, frequency, commuters	Local and regional brands	Needs frequency; indirect tracking
TV / connected TV	Credibility, emotional storytelling	Launches, broad reach	Production costs
Billboards / OOH	Constant local presence	Retail, restaurants, services, awareness	Location is everything
Podcasts	Trust, niche audiences	B2B, professional, niche consumer	Show selection
Print / direct mail	Targeted, tangible	Local, trade, premium	Longer lead times

Deeper guides: radio, TV, billboards, podcasts, print, social media ads.

Common combinations that work

Local service business: Google Search + Google Business Profile + local radio or billboards + reviews
B2B services: LinkedIn (organic and paid) + search + PR + events + podcasts
Consumer product: Meta/TikTok + creators + connected TV + retargeting
Restaurant or retail: Instagram + Google Maps + billboards or transit + local radio
Launch or event: radio + OOH + social + PR in the same weeks

How to test a new platform

Set a fixed test budget and duration
Define the metric that decides success (cost per qualified lead or CAC)
Use platform-specific tracking (codes and URLs for offline)
Run long enough to learn (how long ads take)
Compare against your existing channels

Don't judge platforms in isolation

Awareness channels often make performance channels look better. Radio and billboards drive people to search, and search gets the credit. Look at blended results and test incrementality. See radio vs. digital ads and measuring across channels.

Start focused

Pick one awareness channel and one intent channel. Get them working. Then add more. Budget guidance is in how much to spend on advertising.

Frequently asked questions

What is the best advertising platform for small businesses?＋

There isn't one best platform. Local service businesses often start with Google search and Google Business Profile plus local radio or billboards; B2B firms with LinkedIn and search; consumer brands with Meta, TikTok and connected TV. Match the platform to where your customers are and how they buy.

Should I advertise on TikTok?＋

If your audience uses it and your product suits short, authentic video, it can work well. It needs a steady supply of native-feeling creative.

Is LinkedIn advertising worth it?＋

For B2B offers with a high client value, often yes. It's typically more expensive per click than other platforms, but targeting by job title, industry and company size can make it efficient for the right offer.

Can traditional media compete with digital?＋

Yes. Radio, TV, billboards and print build broad awareness and trust that make digital ads more effective. Most growing brands benefit from a mix.

Work with Blastily

Want this done for you? Blastily plans and places PR, press releases, radio, TV and out-of-home campaigns for growing brands across Canada and beyond.

Talk to Blastily

Choosing the Right Advertising Channels for Your Business