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Everywhere you look, someone is claiming a different platform is the best for ads. One marketer swears by TikTok Ads, saying it’s the future of paid advertising. Another insists that Facebook Ads are still the king. Then there’s YouTube, Google, LinkedIn—each with its own success stories and failures. It’s enough to make your head spin.
The reality? There is no one-size-fits-all answer.
The best advertising platform for your business in 2025 depends on your audience, goals, and budget.
That’s where this guide comes in. Instead of generic advice, you’ll learn about the strengths and weaknesses of each major platform so that you can choose the right one for your business.
Key Trends in Paid Advertising Platforms in 2025
Before diving into the best platforms, it’s important to understand the big shifts shaping digital advertising in 2025. The landscape is evolving fast, and these trends will influence where you should invest your budget.
| Trend | What’s Changing? | What It Means for Advertisers |
| AI-Driven Ad Targeting | AI is now the backbone of major ad platforms, automating targeting, bidding, and creative optimisation | Focus less on manual targeting and more on feeding AI quality data for better results |
| Privacy & Tracking Changes | Apple’s ATT and Google’s removal of third-party cookies continue to limit tracking abilities | Shift to first-party data, contextual advertising, and platforms with strong built-in targeting |
| Short-Form Video Dominance | TikTok, Reels, and YouTube Shorts are still the most engaging ad formats with short form videos having an average watch rate of 81% | Brands must create scroll-stopping short videos to capture attention and stay relevant |
| E-commerce Ads Competition | Amazon Ads, TikTok Shop, and Google Shopping are seeing more advertisers enter the space | Expect higher costs-per-click (CPC); refine targeting and conversion strategies to stay profitable |
| Emerging Platforms Gaining Traction | Reddit, Pinterest, and AI-powered ad networks are becoming viable ad options | Exploring these alternatives could provide lower competition and more niche audiences |
Top Advertising Platforms in 2025 (With Pros & Cons)
Each platform has its strengths and weaknesses, and the right choice depends on your business goals, audience, and budget.
Here’s a quick summary of the pros and cons of each platform:
| Platform | Pros | Cons | Best For |
| Google Ads | -Target users when they search for specific terms on Google. -You only pay when a user clicks on your ad. | Increasing CPC (cost per click), requires optimisation to stay profitable. | Brands that want to target users when they’re actively searching for a specific term or online product. |
| Meta Ads (Facebook & Instagram) | Target a broader range of users who may not be looking for your product or service but who may be a good fit. | Less effective tracking due to privacy changes. | Businesses that want to reach a broader audience and who have a strong creative/s. |
| TikTok Ads | -Over 1 billion active users with a strong presence among Gen Z and millennials. -Virality may be more achievable across TikTok Ads. -TikTok often has lower CPM (cost per 1,000 impressions) and CPC (cost per click) compared to other platforms. | -Requires strong, creative video content. -Not best for older audiences. | E-commerce, DTC brands, lifestyle and entertainment niches with a younger demographic. |
| LinkedIn Ads | -Precise job and industry-based targeting. -High-quality leads. -Target employees of specific companies. | -Expensive CPC, best suited for longer sales cycles. | B2B companies, SaaS, professional services. |
| YouTube Ads | -Strong for brand awareness. -Powerful targeting with Google data. | Requires video production, more expensive than TikTok. | Brand storytelling, e-commerce, courses, and education. |
| Amazon Ads | -Targets users with high purchase intent. -Already proven buying process via Amazon’s website . | -Limited to Amazon sellers. -Increasing ad costs. | E-commerce brands selling on Amazon. |
| Emerging Platforms (Reddit, Pinterest, AI-Powered Ad Networks) | -Lower competition. -Unique audiences. -Growing ad inventory. | Limited scale compared to major platforms. | Brands looking for untapped audiences and lower ad costs. |
Now, let’s delve deeper into some of these.
Google Ads as an Advertising Platform in 2025
Google Ads remains one of the most powerful advertising platforms, specialising in pay-per-click (PPC) advertising. The key strength of Google Ads is its ability to capture high-intent customers—people who are actively searching for products or services.
Rather than casting a fishing net in a wide ocean and trying to attract interested buyers, you have the ability to pin point specific buyers and throw your hook directly in front of them. This is the power of Google Ads.
In saying that, costs per click rise with competition, so depending on your niche, this may or may not be viable. You can check the CPC for your industry by navigating to Keyword Planner inside of Google Ads and searching for keywords related to your products or services.
To do that, go to ‘Tools’ in the left navigation bar, and then select ‘Keyword Planner’ and ‘Discover Keywords.’
Then, simply add your main keywords and check the top of page bid (CPC). This will give you an indication of the average you can expect to pay per click when your website appears at the top of Google via Google Ads.
Based on this, you’ll want to think about how many conversions you want, and how many clicks you need to generate those conversions. This will give you a clear indication of the total cost you might expect to pay when running ads with your goals and in your industry.
For further information here’s a guide from Google on exactly how to use the Keyword Planner tool.
You may want to use Google Ads if:
- Your business relies on search intent (e.g., local services, e-commerce, lead generation)
- You want to reach customers when they’re actively looking for a solution
- You have a budget for testing and optimising campaigns
You may want to avoid Google Ads if:
- You’re in an industry with extremely high cost-per-click (CPC) rates and a limited budget
- Your product or service requires strong brand storytelling (consider social media ads instead)
- You’re targeting audiences that may not be actively searching for your offer
Meta Ads (Facebook & Instagram) as an Advertising Platform in 2025
Meta Ads operate on a cost-per-thousand impressions (CPM) model, meaning that the cost is not determined by the competition.
Ad costs on Meta are determined by an auction system that follows a simple formula:
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
The ad with the highest total value in an auction will win and will generally pay less for an impression the more valuable their ad is to the user.
In other words, higher competition actually drives lower costs as advertisers are incentivised to produce better content.
You can use this Meta Ads Formula to your advantage to achieve lower costs and better results.
Use Meta Ads if:
- You have strong visual content that can engage users in their social feeds.
- You need an affordable way to test and scale different creatives.
- You want to target users that may not be looking for your product or service but who would be a good fit.
Avoid Meta Ads if:
- You’re heavily reliant on tracking and detailed conversion data (privacy updates have made this less reliable).
- Your audience doesn’t spend much time on Facebook or Instagram.
- You don’t have strong visual content.
TikTok Ads as an Advertising Platform in 2025
TikTok Ads use a CPM model but are unique in their ability to create viral engagement.
Short-form video is still king, and TikTok offers some of the lowest advertising costs compared to Meta and Google. However, success relies on creative execution rather than direct audience targeting.
Use TikTok Ads if:
- You have a product that appeals to younger audiences (Gen Z & Millennials).
- You can create engaging video ads that don’t feel or look like typical ads.In other words, they should fit into the organic feed naturally.
- You want a lower-cost alternative to Meta Ads with strong engagement potential.
Avoid TikTok Ads if:
- Your audience skews older and doesn’t actively use TikTok.
- You lack the resources to produce video content consistently.
LinkedIn Ads as an Advertising Platform in 2025
LinkedIn Ads specialises in offering targeting options that focus on job titles, industries, and professional interests. It may be the best platform for B2B brands, but the high CPC can be a barrier for some businesses.
Here are some key targeting options on LinkedIn:
- Demographic Targeting
- Location
- Age
- Gender
- Job-Based Targeting
- Job Title
- Job Function
- Seniority Level
- Years of Experience
- Company Targeting
- Company Name
- Company Industry
- Company Size
- Company Growth Rate
- Interest & Behavior Targeting
- Member Interests
- Groups
- Skills
- Education & Certifications
- Schools & Universities
- Degrees
- Fields of Study
- Custom & Matched Audiences
- Retargeting
- Email List Matching
- Lookalike Audiences
- Account-Based Marketing (ABM)
- Target specific high-value accounts
As you can see, LinkedIn Ads allows you to get very specific around who you’re targeting in the context of their professional lives.
Use LinkedIn Ads if:
- You’re a B2B company targeting decision-makers or professionals.
- You sell high-ticket products or services with longer sales cycles.
- You need precise industry and job title targeting.
Avoid LinkedIn Ads if:
- You have a small budget—CPCs can be significantly higher than Meta or Google.
- Your product or service is impulse-driven (LinkedIn may be better for nurturing leads over time).
- Your audience doesn’t consist of professionals or business buyers.
YouTube Ads as an Advertising Platform in 2025
YouTube Ads (part of Google Ads) use a mix of CPM and CPC models, depending on ad type. With its long-form video format, YouTube excels at brand storytelling and product education, making it great for awareness campaigns.
Use YouTube Ads if:
- You have strong video content that educates or tells a story.
- Your product or service benefits from longer-form engagement.
- You want to leverage Google’s powerful targeting capabilities.
Avoid YouTube Ads if:
- You don’t have the budget to produce high-quality video ads.
- You need quick, impulse-driven conversions (YouTube may be better for brand-building than direct response).
- Your audience prefers short-form content over long-form video.
Amazon Ads as an Advertising Platform in 2025
Amazon Ads work on a PPC model, where sellers bid for visibility within Amazon’s search results and product listings. Since Amazon users are already in “buying mode,” conversion rates tend to be higher than on social platforms.
Use Amazon Ads if:
- You’re selling physical products on Amazon and want more visibility.
- Your product has strong demand within Amazon’s marketplace.
- You want access to shoppers who are ready to buy.
Avoid Amazon Ads if:
- You don’t sell on Amazon—ads only work within the platform.
- You don’t have competitive pricing (high competition can drive CPC up).
- You rely on brand loyalty rather than price-driven purchasing.
Emerging Ad Platforms (Reddit, Pinterest, AI-Powered Ad Networks)
Alternative platforms like Reddit Ads, Pinterest Ads, and AI-driven ad networks are becoming viable choices for brands looking to escape the high competition on Meta and Google. These platforms operate on CPC and CPM models, but each has its own niche audience.
Use Emerging Platforms if:
- You have a niche audience that actively engages on these platforms (e.g., DIY brands on Pinterest, tech audiences on Reddit).
- You want lower ad costs and less competition than Google or Meta.
- You’re open to experimenting with new ad formats.
Avoid Emerging Platforms if:
- You need massive scale—these platforms have smaller audiences compared to the major players.
- You lack the time or resources to tailor your content to each platform’s specific user behaviour.
- You rely on broad targeting instead of niche-specific engagement.
So, What’s Next?
No single platform is the best for everyone. The right choice depends on your business goals, audience, and budget.
Ultimately, regardless of the platform you choose, your main focus should be on mastering your marketing message so that you can generate more leads and close more deals.
Check out our guide on how you can master your marketing message to generate more leads.
