Stop putting all your eggs in one basket!
Many businesses treat paid media like a one-trick pony. They pick a single platform—usually Google Ads or LinkedIn—throw budget at it and then wonder why their results plateau.
Here’s the reality: buyers aren’t just hanging out on one platform. They’re moving between search engines, social media, industry sites and even offline channels. If your paid strategy doesn’t follow them, you’re missing opportunities at every stage of their decision-making process.
A successful paid media strategy isn’t about just LinkedIn ads or just Google search. It’s about building a multi-channel ecosystem that surrounds your audience wherever they go. Here’s how to do it in five steps.
1. Understanding the role of each paid channel
(Not all platforms serve the same purpose—each plays a unique role in the customer journey.)
- Search (Google/Bing Ads): Capture intent when buyers are actively looking for solutions.
- Paid social (LinkedIn, Meta, Twitter, TikTok): Generate awareness, build trust and engage audiences before they’re even searching.
- Programmatic & display: Reinforce messaging through retargeting and brand awareness campaigns.
- YouTube & videos: Educate and influence buyers visually, especially in complex B2B sales.
- Native advertising (sponsored Articles, industry Blogs): Build credibility with high-value content placements.
2. Mapping your channels to the buyer’s journey
(Each channel works best at different points in the traditional buying cycle. Align them accordingly.)
- Awareness stage: Use paid social, display, and native ads to introduce your brand.
- Consideration stage: Use LinkedIn Ads, YouTube, and remarketing to nurture prospects.
- Decision stage: Use Google Search, Bing Ads and retargeting to capture high-intent buyers.
Example: A prospect first sees your LinkedIn ad, then searches for your brand on Google. Later, they’re retargeted with a display ad while reading an industry blog. Each channel reinforces the other, increasing the chance of conversion.
3. The power of retargeting: staying top-of-mind
(Most people don’t convert the first time they see an ad. Retargeting ensures they come back.)
- Why multi-touch engagement is crucial (it takes multiple interactions to drive a conversion).
- How to set up effective retargeting across different platforms (social, display, search).
- The importance of frequency capping (avoid annoying your audience with the same ad 20 times).
Tip: Use retargeting ads that align with where the user left off—e.g, if they visited a product page, show them a testimonial ad instead of a generic awareness message.
4. Budget allocation: where should you spend?
(Not all platforms deliver the same ROI, so how do you distribute your budget?)
- Test & learn: Start with small investments in multiple channels and scale what works.
- Performance-driven allocation: Shift budget dynamically based on campaign performance.
- Balanced investment: Don’t go all-in on short-term conversion channels—awareness efforts fuel future demand.
Example: A brand that only spends on Google Search might see diminishing returns because they’re not generating new demand. A better approach? Allocate a portion of the budget to brand-building on LinkedIn, YouTube, or display while maintaining high-intent channels.
5. Measuring success: how to prove a multi-channel strategy works
(Multi-channel strategies require multi-channel measurement. Here’s what to track.)
- Attribution modelling: Use first-touch, last-touch, and multi-touch attribution to understand impact.
- Incrementality testing: Run controlled tests to measure lift from different channels.
- Blended metrics: Look beyond platform-specific KPIs—focus on overall revenue growth.
Tip: Instead of obsessing over individual conversion rates, track the full buyer journey—how each channel contributes to long-term pipeline growth.
Multi-channel = multi-wins
A single-channel strategy is like trying to win a football match with only one player. You need a team of platforms working together to move prospects from awareness to conversion.
The best-paid media strategies don’t focus on one channel—they focus on how all channels work together. Test, optimise and refine across multiple touchpoints, and you’ll create a system that scales, rather than a campaign that stalls.
So, are you ready to stop playing small and start thinking bigger with your paid media?
