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How to Decide Which Channels Are Best for My Brand and Business?

Choosing the right ad channels can feel overwhelming. Should you start on Meta, try TikTok, or go straight into Google?

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Author:

Andres Morales Zuleta

Co-Founder and Managing Director

Published on

September 26, 2025

The truth is, the best channel depends on your business model, goals, and audience. In this article, we’ll break down how to choose the right starting point, what budget you need, and how to scale into a multi-channel strategy over time.

Why Channel Choice Matters

Ad spend isn’t infinite. Spreading budget too thin across too many platforms early on usually leads to mediocre results everywhere. The smarter approach is to identify where your ideal customers spend their time, commit to a single channel, and fully optimize it before expanding.

How to Choose Your Channel

1. Budget Comes First

Before picking a platform, check if you have enough budget to test properly.

Each channel needs at least $1.2k–$1.5k per month for two months minimum to generate useful data.
Spending less often results in inconclusive results, you won’t know if poor performance is due to the channel itself or too little investment.

This ensures you gather enough conversions to optimize and make decisions confidently.

2. Match Channels to Your Business Model

For eCommerce Brands:

Meta (Facebook & Instagram): Consistent sales volume, strong retargeting, and scalable once creatives are dialed in.
Google Ads (Search & Shopping): Captures intent-driven buyers who are already searching for your product.
Pinterest & TikTok: Excellent secondary channels for discovery and revenue diversification once your core channels are stable.

For Lead Gen Businesses:

LinkedIn: Expensive CPMs, but highly targeted professional audiences. Great for B2B, recruiting, and high-ticket services.
Meta & Google: Still valuable, especially if you’re casting a wider net or running local/regional campaigns.

3. Start Narrow, Scale Broad

The best long-term strategy is multi-channel, but only after you’ve proven your funnel.

Early stage: Focus your spend on one channel until you’ve optimized it fully.
Scaling stage: Layer in secondary channels to diversify reach and reduce reliance on a single platform.

This phased approach prevents you from diluting spend across too many platforms too early.

4. Always Anchor on Your ICP

At the end of the day, the best channel isn’t about trends. It’s about where your ideal buyers are most active and most ready to convert.

Ask yourself:

Where does my audience spend their time?
Are they searching with intent (Google) or scrolling for discovery (Meta/TikTok)?
Does my offer align with the mindset they’re in on that channel?

If you can answer those, the right channel becomes clear.

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Conclusion

Choosing the best ad channel isn’t about chasing trends, it’s about aligning budget, funnel stage, and your ICP. Start with one platform, spend enough to learn, and once you’ve proven success, expand into multi-channel. That’s how brands build predictable growth engines.

Key Takeaways

Plan for a minimum monthly spend of $1.2k–$1.5k per channel for at least 2 months to gather reliable data.
eCommerce brands often see the most volume from Meta and Google, with Pinterest and TikTok as strong complements.
Lead gen brands may benefit from LinkedIn, despite higher CPMs, because of the quality of traffic.
Start narrow: Focus on one channel in early stages. Scale broad: Expand into multi-channel once you’ve proven a funnel and strategy.
The best channel depends on your goals and ICP (ideal client profile); meet your audience where they are most likely to convert.

FAQs

1. Can I test multiple channels at once?
You can, but only if your budget supports it. Otherwise, it’s smarter to start with one channel and expand later.

2. How long should I test before making a decision?
Give each channel at least 2 months of consistent spend ($1.2k–$1.5k/month minimum) to see meaningful results.

3. Why is LinkedIn so expensive?
LinkedIn has higher CPMs, but you’re paying for quality targeting. For the right lead gen businesses, it often pays off despite the higher upfront costs.

4. Should eCommerce brands always run TikTok?
Not necessarily. TikTok can be powerful, but Meta and Google usually drive steadier sales volume. Add TikTok once your funnel is proven.

5. What if none of the channels work?
If performance is poor across the board, the issue may be with the funnel, offer, or creative... not just the platform.

About the author:

Andres Morales is the co-founder of AMZ Ad Firm, where he transforms strategy into revenue through performance marketing, sharp creative, and flawless execution. With over a decade of experience leading paid media, email, SEO, and CRO for DTC and B2B brands, he knows how to build lean systems and drive scalable growth. A founder at heart, Andres combines data, creativity, and bold thinking to deliver marketing that actually moves the needle.