When it comes to pay-per-click (PPC strategy) advertising, one of the first—and most important—questions I ask isn’t about budgets or creative direction. It’s about channel selection.
This might sound basic, but you’d be surprised how many businesses come to me with a predetermined idea of where they want to advertise. Most often, they say, “We want to run on Google Ads.” Lately, some are shifting gears and asking about LinkedIn Ads. And I understand why—those channels dominate a lot of the PPC conversation. I talk about them frequently, too.
But here’s the thing: just because a platform is popular doesn’t mean it’s right for your business.
Channel selection isn’t a popularity contest—it’s a strategic decision. And when you’re spending real budget to generate real results, you need to make sure your ad dollars are going where they’ll have the most impact. That’s why I use a framework—not a formula—to help clients choose the best channel (or combination of channels) for their specific needs.
Let’s break it down.
The Strategic Framework for Channel Selection
The PPC strategy framework I use is simple, but effective. It revolves around one central question:
How well-defined is your product or service in the minds of your buyers?
From that, we can decide between three main directions:
1. Go with Search if There’s a Clear Vocabulary
If your product or service has clearly defined terms—think feature names, industry buzzwords, or problem-solution language—then Google Ads (or other search-based platforms) is likely a strong fit.
Why?
Because search ads are intent-based. Someone has to go out of their way to type something into Google. If there are established phrases tied to what you sell, that search activity becomes a goldmine. You’re meeting users where they are—in the middle of the buyer journey, already looking for a solution.
Example:
Let’s say you offer “automated payroll software for dental offices.” That’s a very specific solution with a definable search term. People who need it are probably typing things like:
- “best payroll software for dentists”
- “automated dental office payroll”
- “payroll tools for healthcare providers”
That’s a great match for a keyword-based campaign.
2. Go with Audience Targeting if It’s a New or Niche Offer
But what if your product doesn’t have well-defined language yet? Maybe it’s an emerging solution in a new category. Maybe your buyers don’t even know how to search for it.
In that case, LinkedIn Ads, Meta Ads, or other audience-targeting platforms will be your best friend.
Why?
Because search doesn’t work if people aren’t searching. But they still have jobs, titles, and behaviors you can target. Social platforms allow you to insert your message into their feed—even if they didn’t know they needed you yet.
Example:
Say you’re offering a new SaaS tool that helps supply chain teams use AI to forecast shortages. There’s no consistent keyword phrase for that (yet). You’d get lost or spend a fortune trying to make Google Ads work.
But on LinkedIn, you can go straight to VPs of Logistics at manufacturing companies and introduce the product. You control the message, and the audience gets qualified before they even click.
That’s a win.
3. Sometimes, It’s Both—and That’s Where Things Get Fun
Some businesses fall into both camps. They’ve got elements that people do search for, and they also have parts of their offering that require education or storytelling to build awareness.
In these cases, my PPC strategy is to blend search and social together.
This requires deeper coordination—messaging, creative, and offer structure need to complement each other. But the result is a full-funnel approach that catches demand and creates it.
Example:
A cybersecurity consulting firm might rank for “penetration testing services” on Google, but their newer AI-based monitoring tool doesn’t have much traction in search.
The solution? Run paid search ads to capture “bottom-funnel” traffic for the established service. Meanwhile, use LinkedIn to promote the AI tool to tech leaders who fit the ICP but aren’t searching (yet).
That dual motion—demand capture + demand creation—is how brands grow consistently over time.
Why Frameworks Beat Formulas in PPC
One of the biggest issues I see in PPC strategy is the overuse of templates and playbooks. You get these “one-size-fits-all” approaches that look great on paper but fall apart in the real world.
Why? Because no two brands are the same.
Some clients want leads fast. Others need to educate the market first. Some sell $30/month subscriptions; others have $500k ACVs with a 12-month sales cycle.
That’s why I stick to frameworks. They allow me to ask better questions:
- Is there existing demand for your solution?
- How educated is your market?
- Do people already know they have the problem you solve?
- Can we describe your offer in 5-10 keyword phrases—or do we need storytelling?
- How important is brand-building versus conversion right now?
From there, we can shape a channel mix that fits your situation—not the industry average.
Final Thoughts: Let PPC Strategy Guide the Channel
Too many advertisers work backward. They pick a channel first, then try to make it work for their business.
I prefer the opposite.
Start with the business. Understand the audience. Think about how people buy. Then choose the channel—or channels—that map to that journey.
PPC isn’t just about impressions and clicks. It’s about delivering the right message to the right person in the right moment.
And that only happens when you match your offer to the channel that fits it best.
Hi there! I’m Scott, and I am the principal consultant and thought leader behind Stratus Analytics. I have a Master of Science degree in marketing analytics, and I’ve have been providing freelance digital marketing services for over 20 years. Additionally, I have written several books on marketing which you can find here on Amazon or this website.
DISCLAIMER: Due to my work in the packaging industry, I cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.