1) Google Search PPC (Google/Bing)

How it finds users (intent): Users declare intent with keywords (“video marketing agency Fort Lauderdale”). You show up when they’re actively looking—highest commercial intent.

Targeting primitives: Keywords (+ match types), negatives, locations, devices, schedule, audiences layered on keywords (in-market, custom segments).

Creative formats: Responsive Search Ads (RSAs), with assets (headlines/descriptions), extensions (sitelinks, callouts, call, structured snippets).

Bidding & billing: Primarily CPC. Smart Bidding options: Maximize Conversions, Target CPA, Target ROAS, Maximize Clicks. Budgets are daily caps; delivery flexes.

What it’s best at: Bottom-funnel capture, appointment leads, “ready-to-buy” searches, local service demand.

Weaknesses: Limited scale if search volume is low. Broad keywords can bleed spend. Requires clean account structure and rock-solid negatives.

KPIs to watch: CVR, CPA/CPL, call quality, Impression Share (Lost IS due to rank/budget), Search Terms quality, tROAS where applicable.

Pro setup checklist:

• Map exact vs phrase matches; mine negatives weekly.

• SKAG-style is outdated—use theme-based ad groups with tight sets of queries.

• Conversion tracking via GA4 + Google tag; import offline conversions where possible.

• Landing pages fast, mobile-first, with form + click-to-call and VideoObject schema.

2) Meta (Facebook/Instagram)

How it finds users (discovery): Algorithmic feed/Stories/Reels placement. You interrupt users; intent is created, not declared.

Targeting primitives: Broad (recommended for scale), interests, behaviors, custom audiences (site visitors, engagers, customer lists), lookalikes. Strong retargeting.

Creative formats: Short-form video (Reels), Stories, carousels, images, Collection, Advantage+ shopping (ecom), Instant Forms (lead gen).

Bidding & billing: Primarily CPM (you pay for impressions). Optimization event (lead/purchase/etc.) drives delivery. Needs conversion signal density (rule of thumb: ~50 optimization events/week to exit learning).

What it’s best at: Fast creative testing, social proof, top/mid-funnel demand creation, velocity for local promos, lead gen with Instant Forms.

Weaknesses: Volatile during learning phase; creative burns out; attribution is trickier (cross-device, view-through).

KPIs: Thumb-stop rate (3-sec view), CTR, Cost per ThruPlay/Video View, CPL/CPA, Quality of leads, Frequency (fatigue).

Pro setup checklist:

• CAPI (server-side) + pixel; aggregate events configured.

• Optimize for down-funnel events when you have enough volume; use lead quality filters for Instant Forms.

• Always run creative rotations (UGC hooks, proof reels, before/after, testimonials).

• Retarget site visitors and video viewers (≥50–75% watched).

3) YouTube (Google Ads) & TikTok/Shorts (Social Video)

How it finds users: Mix of intent + interest. YouTube via custom intent audiences, placements, in-market; TikTok via interest/behavioral signals. Both excel at storytelling.

Targeting primitives:

• YouTube: Custom segments (based on search terms/URLs), affinity, in-market, placements/channels, remarketing.

• TikTok: Interests/behaviors, creator interactions, lookalikes, Spark Ads (boost organic posts).

Creative formats:

• YouTube: In-stream skippable/non-skippable, in-feed, bumper 6-sec, responsive video.

• TikTok/Shorts: Vertical 9:16 UGC-style, fast hooks <2s, native captions.

Bidding & billing: YouTube mixes CPV/CPA/Target CPM depending on objective; TikTok is CPM with event optimization.

Best at: Scale, credibility, mid-funnel education, retargeting assist. Great for brand search lift and post-view conversions.

Weaknesses: Requires strong creative craft and editing. Soft conversions if landing pages underperform.

KPIs: View-through rate (VTR), CPV/CPM, Engaged-view conversions (YouTube), Assisted conversions, Brand lift on Search.

Pro setup checklist:

• Create custom intent audiences from your top PPC search terms.

• Use 3-ad system: Hook/Pattern Interrupt → Feature/Benefit → Proof/Offer.

• Add companion banner and end screens with clear CTA.

• Track Engaged-view (10s views) attribution in Google Ads.

4) Display & Programmatic

How it finds users: Contextual placements + audience segments (in-market, affinity), retargeting. Massive inventory across the web.

Targeting primitives: Contextual topics/keywords, placements, custom audiences, retargeting lists, frequency capping and brand safety controls.

Creative formats: Banners, responsive display, native, rich media, lightbox.

Bidding & billing: Mostly CPM; smart bidding for conversions available. Generally cheapest reach.

Best at: Retargeting and upper-funnel awareness at low CPMs. Keeping your brand present.

Weaknesses: Lower intent; viewability and accidental clicks; needs strict exclusions and caps.

KPIs: Viewability, CTR (tempered expectations), post-view conversions, incremental lift.

Pro setup checklist:

• Exclude mobile app categories if irrelevant; cap frequency (e.g., 2–4/day).

• Use brand safety/suitability settings; add placement exclusions continuously.

• Treat as assist channel; judge by blended CPA, not last-click.

5) LinkedIn (B2B), Pinterest, Reddit, X

LinkedIn (B2B power):

• Targeting: Job title, function, seniority, industry, company size—true firmographics.

• Best for: High-quality B2B leads, ABM, webinars, whitepapers.

• Weakness: High CPM/CPL; needs airtight lead capture and nurturing.

Pinterest:

• Visual search & planning moments; strong for lifestyle, home, beauty.

• Use Idea Pins/video; treat as discovery → save → later purchase.

Reddit:

• Community/topic targeting; excellent for technical niches and authenticity.

• Requires native tone; comments matter.

X/Twitter:

• Real-time reach; thought-leadership, events, product launches.

• Pair with link clicks and video view objectives.

The Real Differences That Change Outcomes

A) Intent vs Discovery

• Search PPC: Users declare needs → highest conversion rate, smaller scale.

• Meta/TikTok/Display: You create demand → cheaper reach, needs creative + retargeting to close.

B) Targeting Primitives

• Search: Keywords first; audiences are secondary.

• Meta/TikTok: Audience/creative first; keywords irrelevant.

• YouTube: Hybrid—audiences + “proxy intent” via custom segments from search terms and URLs.

• LinkedIn: Firmographics; no keyword intent, but tight B2B fit.

C) Auction & Optimization

• Search: CPC auction driven by Ad Rank (bid × quality).

• Social/Video/Display: Mostly CPM; delivery optimizes to your chosen conversion event. Signal quality and volume matter more than bids.

D) Learning Phases & Signal Density

• Meta/TikTok: Need a steady cadence of optimization events (roughly dozens/week) to stabilize. Big edits reset learning.

• Search Smart Bidding: Prefers steady budgets and reliable conversion tagging; fewer hard resets from creative tweaks.

E) Attribution & Windows

• Search: Strong click-through attribution; data-driven models recommended.

• Social/Video: More view-through and cross-device. Expect discrepancies. Use blended CPA/ROAS and lift tests.

F) Creative Requirements

• Search: Text assets + landing page relevance.

• Meta/TikTok/YouTube: Video-first is king; hooks, pattern interrupts, testimonials, UGC.

• Display: Banners/natives; heavy on design & offer clarity.

G) Compliance & Policy Gotchas

• Meta Special Ad Categories (credit, employment, housing) limit targeting.

• Sensitive verticals (health/legal/financial) trigger stricter review.

• Brand safety on Display/YouTube—use suitability settings.

Funnel Mapping That Actually Works (Local Service Example)

1. Capture: Search PPC (Exact/Phrase for service + city) → calls & forms.

2. Prove & Warm: YouTube explainer + case study → retarget site visitors.

3. Scale: Meta Reels/Stories with UGC + testimonials → retarget + lookalikes.

4. Surround: Display retargeting with low CPM and frequency cap.

5. Close the Loop: Branded search; location pages with VideoObject + LocalBusiness schema.

Budget & Structure (Fort Lauderdale Example)

• $3,000/mo starter stack

  • $1,300 Search (service + city clusters; Max Conv or tCPA)

  • $900 Meta (Reels/Stories: UGC + testimonials; 2 creatives/week)

  • $500 YouTube (custom intent from top PPC terms)

  • $300 Display retargeting (freq cap 3/day)

• Rules:

  • If Search CPA ≤ goal, scale Search first (demand capture).

  • If brand search lift and assisted conversions rise, increase YouTube/Meta.

  • Kill any adset/campaign over 2× target CPA after sufficient spend (e.g., 1–1.5× your target CPA in data).

Measurement That Doesn’t Lie

• GTM/GA4 events: form_submit, call_click, video_play (≥50%), scroll_75, book_call.

• Meta: Pixel + CAPI; use Conversions API gateway or server-side through your stack.

• Google Ads: Import GA4 conversions; for calls, use call forwarding numbers; import offline conversions (won deals).

• Attribution: Use data-driven in Google; watch assisted conversions; on Meta, judge blended CPA/ROAS and run geo-split tests for incrementality when spend allows.

Creative System (Video-First by Candid)

• Angles: Problem → Process → Proof → Offer.

• Formats: 15–30s Reels/Shorts (hook <2s), 60–90s YouTube explainers, 6s bumpers, 3–5s motion openers for retargeting.

• Proof Kit: Before/after, “screen-record + facecam” walkthroughs, client DMs, local landmarks (geo relevance).

• Refresh cadence: New concepts weekly; micro-variants (hooks/captions) mid-week.

Common Pitfalls (and fixes)

• Broad match blow-ups in Search: Lock with negatives, add phrase/exact anchors, monitor search terms daily at launch.

• Meta learning purgatory: Consolidate ad sets, broaden targeting, improve signal with CAPI, optimize for deeper events when volume allows.

• Display junk inventory: Exclude mobile apps if irrelevant, cap frequency, enable brand safety.

• Attribution whiplash: Align conversion definitions across platforms; track blended performance weekly; run lift/geo tests quarterly.