If you’re a business owner or marketer thinking,
“I need to run paid ads to scale… but where do I even start?”
You’re not alone. I hear this almost every week—and I’ve asked it myself.

For a long time, I defaulted to Google Ads. It felt like the obvious place to start. It’s where people go to search, right?

But over the years, I’ve realized something most people don’t talk about:

Not all industries have enough search demand to succeed on Google.

It’s not one-size-fits-all.

Some of the best ad strategies don’t start on Google at all—they start on social platforms like LinkedIn, Facebook, or Instagram.

Let me give you two examples.

Example 1: When Search Doesn’t Work (Cerebras)

Cerebras is a client that builds a highly technical product, the world’s fastest Inference, in a niche market for AI software companies.

When we launched their Google Ads campaigns, we quickly realized performance was underwhelming. It wasn’t because the ads were poorly written or the targeting was off. It was because their ideal customer wasn’t searching for them at all.

The market was problem-aware but not solution-aware.

People didn’t know a company like Cerebras existed. So they weren’t typing anything into Google to find it.

We pivoted to a targeted social strategy, focused on educating the right buyers on LinkedIn and Meta. Within two weeks, their cost per lead dropped by over 90%.

That’s the power of matching your platform to your buyer’s behavior.

Example 2: Seasonality and Social (Aurora Lights)

Aurora Lights installs permanent lighting on homes. But like many home service businesses, they hit an off-season.

During those months, search volume drops dramatically. People simply aren’t thinking about outdoor lighting in February.

But that doesn’t mean demand can’t be created.

Instead of letting their team sit idle—or worse, laying off staff—we shift budget to a paid social strategy. Facebook and Instagram allowed us to stimulate demand, build awareness, and fill the pipeline during their slowest season.

The result? Aurora kept their crews busy, avoided layoffs, and will came into the busy season fully staffed and ready.

So Where Should You Advertise First?

Here’s the truth:

The right ad platform depends entirely on your customer’s awareness and behavior.

Ask yourself:

• Are your buyers actively searching for your solution?
• Would they even know what to search if they tried?
• How do people typically find you, or your competitors?

If your audience is actively looking, Google might be a great place to start.

If they’re not—if they need to be educated or inspired first—social is likely a better entry point.

Final Thought

Don’t start your ad strategy based on assumptions. Start with your buyer.

Your strategy should match their behavior, not your default bias.

Want a Second Opinion?

If you’re unsure where to start, I offer free consultations to help you figure out the best path forward—no pitch, just honest advice based on what I’d do if I were in your shoes.

Book a time today!