Creating cost-effective ad campaigns for your business
Successful campaigns begin with understanding your unique value proposition and communicating it effectively to the right audience, on the best platform.
Different platforms serve different purposes. The best choice for your business depends on where your ideal clients spend most of their time, as well as the overall nature of your product or service. For most small to medium-sized businesses, a combination of Google Ads, paired with one social platform, may offer a balanced approach. Below, you can see a breakdown of which platforms are ideal for different types of business goals:
- Google Ads: Ideal for capturing high-intent traffic when people are actively searching for your products or services
- Meta (Facebook and Instagram): Can be utilized for building awareness and increasing engagement. Meta platforms allow for detailed demographic and interest-based targeting
- LinkedIn: Best for B2B services, communications, and professional networking. If your business serves other businesses or professionals, this platform is most ideal for you
- TikTok/Youtube: These platforms are effective for education content and building brand personality, but not necessarily making a sale
Targeting the right audience is crucial for campaign success. Consider these approaches based on industry:
- Retail/e-commerce – Target based on shopping behaviors, previous brand interactions and seasonal buying patterns.
- Professional services – Focus on demographic factors, including:
- Income level
- Job title
- Education
- Life events/circumstances
- Local businesses – Prioritize geographic targeting within your service area, combined with interests that are relevant to your audience.
- B2B companies – target by industry, company size, and professional role. You can also focus on users who are in the decision-making stage.
- Specialized industries and services – Build custom audiences based on niche interests, professional certifications or specific user needs.
When you target the right audience, your cost-per-acquisition drops dramatically because you’re not paying to reach people who are not interested in your business offerings.
Avoiding common audience targeting mistakes:
- Targeting too broadly: Casting too wide a net dilutes your message and may waste budget
- Targeting too narrowly: Limits reach and can drive up costs due to limited inventory
- Neglecting exclusion: Define who should NOT see your ads to prevent wasted impressions
- Static audiences: Failing to evolve targeting as your business and market change
Approaching audience targeting as a strategic, data-driven process rather than a one-time setup allows businesses to dramatically improve their digital advertising performance and to achieve meaningful ROI from their investments.
If you want to chat about setting up ads for your business, we offer free consultations. Reach out today to set up a time to talk with our team by emailing: michaylah@pilotdigital.com
⭐ Case study spotlight:
Pro-Bono SEO and PPC Helps Non-Profit Increase Online Presence by +200%
In working with Rainbows For All Children for the first six months of 2024, we built out the majority of the organization’s technical marketing infrastructure. This included:
- Configuring event tracking in GTM and GA4 for key events
- Building a Looker Studio dashboard for GA4 and Search Console analytics reporting
- Working closely with both Google Support and Rainbows in order to reactivate and verify the Client’s Google Grant account
- Building out several Google Ads campaigns and conducting accompanying keyword research
Overall, the number of users increased 285.23% from 2023 to 2024, the bounce rate decreased from 44.5% to 14%, and Google Ads traffic from their reactivated Grant account represented 15% of new users in 2024.
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