Pay-per-click advertising (PPC) has come a long way since the days of a few text-heavy search ads. Today, the landscape is crowded, competitive, and let’s be honest, a little overwhelming. From Google’s suite of ad formats to the endless scroll of social media placements, the challenge for brands isn’t just being seen, it’s being remembered.
The truth? Throwing money at PPC platforms won’t guarantee cut-through. The brands that win are the ones that really know their customers - where they’re hanging out, what they’re searching for, and what makes them stop mid-scroll.
Where the eyeballs are
If you’re looking at PPC today, there are a few big players you can’t ignore:
Google Ads: Still the powerhouse of intent-driven marketing. Search ads capture people ready to buy, Shopping ads put your product front and centre, and Display ads let you reach new audiences with visuals that (hopefully) don’t get ignored.
Social Media Ads: Meta remains strong for broad consumer reach, TikTok is redefining “discovery” for younger audiences, and LinkedIn is where B2B conversations happen. The targeting here is powerful, but the competition is fierce.
Reddit Ads: An underdog with bite. Niche communities, passionate users, and less polished placements make it a great choice for brands willing to get specific and authentic.
Why customer-first beats channel-first
It’s tempting to start with the platform “let’s run TikTok ads!” but that’s the wrong question.
Instead, ask: where are our customers looking first? A professional services buyer researching solutions is more likely on LinkedIn or Google Search than TikTok. A Gen Z shopper discovering a new skincare brand? Probably on TikTok or Instagram before they ever hit Google Shopping.
The best PPC strategies don’t just spread budget thinly across every channel. They focus on the right mix for the audience, meeting people where they are, with messages that matter.
PPC isn’t the whole picture
It’s also worth saying: PPC is powerful, but it’s not the only way to get noticed online. Organic search, SEO, email marketing, content strategy, and brand building all play their part. In fact, the strongest campaigns are those that connect PPC with a bigger digital ecosystem, so your ad spend works smarter, you see better ROI, and your customers see consistency wherever they meet you.
Final thought
Standing out in the PPC jungle isn’t about being the loudest, it’s about being in the right place, at the right time, with the right message. That comes from knowing your audience better than your competitors do. Platforms will keep evolving, competition will keep rising, but customer understanding? That’s the edge no algorithm can replace.
Want some help understanding your audience? That's where we come in. Get in touch, let's figure it out.