// Tools

Which channel is best for advertising?

Five short questions about your target audience, your offering and your budget. You see how well Google Ads, Meta Ads and LinkedIn Ads fit your needs, with the reasoning behind it.

Answer 5 short questions about your target audience, your offering and your budget. Then you’ll see how well it fits your needs per channel: Google Ads, Meta Ads (Facebook and Instagram) or LinkedIn Ads, with the reasoning behind it.

About 1 minute

  1. Question 1 of 5

    To whom do you mainly sell?

    Why are we asking this?

    LinkedIn is the only channel where you can choose precisely the function, company size and sector you want to target. If you sell to consumers or entrepreneurs, you can usually reach them more cheaply through Google and Meta.

  2. Question 2 of 5

    Do a quick Google search on what you offer. What do you see?

    Search like a customer would. You can recognize ads by the label “Sponsored”.

    Why are we asking this?

    Advertising competitors on a search term, then people search for it and that generates enough revenue to pay for it. The more ads, the higher the click price usually is. If you see mostly information, or nothing that looks like your offering, your target audience isn’t yet searching for a solution like yours. Then you have to wake up the need first.

  3. Question 3 of 5

    How much explanation is needed before someone becomes a customer?

    Why are we asking this?

    A search ad is short. If your offer is clear quickly, that will do the most work. If it requires more explanation, you also need image or video campaigns that warm up people before they search. Your answer mainly determines how you set up your campaigns on Google.

  4. Question 4 of 5

    What does a new customer bring you on average in the first year?

    Think of the first order plus any repeat purchases. An estimate is enough.

    Why are we asking this?

    Expensive channels, such as LinkedIn and, in B2B often Google, are only worth it if a customer generates enough revenue to recoup the costs.

  5. Question 5 of 5

    How much media budget do you have per month?

    Only the amount that goes to the platform, without any guidance or content creation.

    Why are we asking this?

    The more it costs to find a customer, the more budget per day you need to allow the algorithm to learn enough. For LinkedIn, the lower limit is around €40 per campaign per day.

The percentages and amounts are estimates based on your answers. In the workshop, you will find the real price points for your offer.

Your advice in your email

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// Next step

Would you rather discuss it first?

Introductory call

30 minutes, free of charge

We will discuss your results and see if this channel is really the best start for you.

Planning session

2 hours, €250 excluding VAT

We will work out your start together: channel, budget and campaign setup. If you then start a workshop or course, we will reimburse the amount.

// Method

That's how we calculate

The self-test gives each channel points based on your five answers. Together with “unclear”, it adds up to 100%.

Target group. LinkedIn is the only channel that carefully selects based on function, company size, and industry. If you sell to consumers, LinkedIn is out of the question. Consumers and entrepreneurs are usually reached more cheaply through Google and Meta.

Search query. What you see on Google shows whether people are already searching for your offer. If your target audience isn’t already searching, search ads will get little attention, and you first need to awaken their interest with images and video.

Google math. If your target audience is interested, the test estimates the click price: for consumers it is €0.25 to €3, and for business targets it is €1 to €8, depending on how many competitors are advertising. If 2 to 5% of the clicks lead to a customer, the test calculates what that customer costs. The test then compares that to your daily budget and to what a customer generates in the first year.

Explanation, customer value and budget. If your offer requires a lot of explanation, channels with images and video will count more heavily. LinkedIn is expensive per click: it only makes sense if a customer generates revenue of €1,000 per year or more and you have the budget to spend €1,200 per month. The minimum threshold is around €40 per campaign per day.

Unclear. A five-question test remains an estimate. Therefore, “unclear” always gets some points, and more if two channels are close together or neither channel scores highly.

The percentages and amounts are estimates based on your answers, not a prediction.

// Questions

Frequently asked questions

With less than about €600 per month, you should start with one campaign. If you spread the budget, each campaign will be too small to learn from.

If you sell to specific functions within companies, such as HR managers or buyers. LinkedIn is the only channel where you can select this precisely. It is, however, expensive per click: the minimum cost is around €40 per campaign per day, and it is only worth it if a customer generates enough revenue to recoup the costs.

Then search ads will get little attention, and you have to first wake up the need. You do that with images and video: on Meta, or on YouTube, Gmail, and Discover via Google.

To the label “Sponsored”. Search like a customer would. Advertise competitors on a search term, then people will search for it and that usually pays off enough to pay for it. The more ads, the higher the click price is usually.

You can calculate this using the "How much media budget do you need?" tool. You can take the channel from the self-test with you to do this.

Yes. The result includes a link that opens your advice with the same answers. You can also have the advice sent to you by email.

Sources

  • AceDigital proprietary data. Click prices, conversion rates and minimum thresholds from our own campaign practice