Google AdsCaptures 90% of global search advertising spend and processes millions of ads daily across 200+ countries95.0NEWNo minimum, pay-per-click
Facebook and Instagram AdsEnables advertisers to reach 68% of global internet users monthly through highly granular interest and behaviour targeting92.7NEW$1 per day minimum
Amazon AdsDirectly accesses purchase intent data from 200+ million global shoppers with highest purchase propensity in retail90.3NEW$0.50 per click (variable)
Microsoft AdvertisingReaches 100+ million monthly searchers on Bing with typically 20-30% lower cost-per-click than Google Ads on identical keywords88.0NEWNo minimum, pay-per-click
TikTok AdsReaches 60% of Gen Z monthly and has highest engagement rates among social platforms with average 5.3% engagement versus 3.6% for Instagram85.7NEW$200 per campaign minimum
LinkedIn AdsReaches 85% of Fortune 500 employees and delivers 80% higher qualified lead rates than other platforms for B2B advertisers83.3NEW$2 per click (variable)
YouTube AdsDelivers 200+ million hours of video watched daily and reaches 72% of all internet users monthly across all demographics81.0NEW$0.25 per view (variable)
Snapchat AdsReaches 75% of 15-25 year-olds in the UK and US with highest brand lift rates among Gen Z audiences and strong privacy protections78.7NEW$5 per day minimum
Pinterest Ads75% of pinners use Pinterest to make purchase decisions and 98% of users follow brands, delivering high commercial intent76.3NEW$5 per day minimum
Reddit AdsReaches 46% of global internet users aged 16-24 and 60% of users value authentic community recommendations over brand messaging74.0NEW$5 per day minimum
Google's comprehensive advertising platform covers Search, Display, Shopping, YouTube, and App campaigns. Connects advertisers to billions of monthly searches and the largest ad network globally.
Meta's integrated advertising platform reaches over 3 billion monthly active users across Facebook, Instagram, Messenger, and Audience Network. Offers sophisticated targeting based on demographics, interests, behaviours, and custom audiences.
Amazon's native advertising platform targets shoppers actively searching for products. Includes Sponsored Products, Sponsored Brands, Display Ads, and Video Ads, leveraging first-party purchase data and shopping intent.
Microsoft's search advertising platform delivers ads on Bing, Yahoo, and AOL search engines. Provides similar capabilities to Google Ads with often lower competition and cost-per-click on identical keywords.
TikTok's advertising platform reaches over 1 billion monthly active users, primarily Generation Z and younger millennials. Offers in-feed ads, branded content, and hashtag challenges with native content formats that match user experience.
LinkedIn's advertising platform targets professionals based on job title, industry, company, and seniority. Ideal for B2B marketing, recruitment, and reaching decision-makers on the world's largest professional network with 1+ billion members.
YouTube's video advertising platform reaches over 2.5 billion logged-in monthly users. Offers skippable in-stream ads, non-skippable bumper ads, and discovery ads on the world's largest video platform, integrated with Google Ads.
Snapchat's advertising platform reaches 750+ million monthly active users, primarily Gen Z. Offers full-screen vertical video ads, story ads, and augmented reality filters in a privacy-focused environment with limited third-party data.
Pinterest's advertising platform reaches 450+ million monthly active users searching for inspiration. Connects visual content to purchase intent with promoted pins, video pins, and shopping ads, primarily reaching female audiences aged 25-54.
Reddit's self-serve advertising platform reaches 500+ million monthly active users across thousands of communities. Enables ads to blend naturally with user-generated content via sponsored posts, display ads, and video ads within relevant subreddits.
Begin with Google Ads for search intent targeting or TikTok/Reddit Ads for youth audiences, as they offer low daily minimums (from £5 or less). Facebook and Instagram Ads allow £1 per day minimum but require careful audience definition. Test with modest budgets on 2-3 platforms simultaneously to identify your highest ROI channel before scaling.
Analyse your customer demographics: Google Ads captures high-intent searchers; Facebook/Instagram reach broad demographic ranges; LinkedIn targets B2B professionals; TikTok and Snapchat dominate Gen Z; YouTube reaches all ages but skews younger; Pinterest reaches affluent females aged 25-54; Amazon reaches active e-commerce shoppers. Most platforms offer free audience insights tools to validate your target market presence.
ROAS varies by industry and platform: e-commerce typically targets 3:1 to 5:1; B2B services 2:1 to 4:1; brand awareness 1.5:1 to 3:1. Google and Amazon Ads often deliver higher ROAS (4:1 to 8:1) due to purchase intent, whilst awareness-focused platforms like TikTok achieve lower short-term ROAS but higher long-term brand value. Always compare against your specific margins and customer lifetime value.
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