Each pay-per-click (PPC) platform offers distinct advantages and disadvantages, depending on which stage of the marketing funnel you’re targeting, awareness, consideration, or conversion.
Some platforms deliver better conversion rates and lower cost-per-click (CPC) for certain goals.
Here’s a non bias breakdown of the major PPC platforms: Meta, Bing, Google, Reddit, Quora, Snapchat, and TikTok, based on their effectiveness in the funnel and their average conversion performance.
1. Top of the Funnel (Awareness)
Meta Ads (Facebook & Instagram)
Best For: Building brand awareness with diverse audiences.
Strengths: Powerful audience segmentation tools, interest-based targeting, and rich media ad formats like video, carousels, and stories.
Weaknesses: Lead generation, spammy leads, inflated conversion metrics
CPC & Conversion Rate: Moderate CPC; great reach but lower conversion rates in the awareness stage, typically 0.5-1%.
Why Use It: Meta Ads are ideal for generating awareness through highly visual, scroll-stopping content. The platform’s targeting ensures wide reach to relevant audiences.
TikTok Ads
Best For: Creating viral awareness among younger audiences.
Strengths: High engagement with short-form videos and trending content, perfect for driving visibility and initial interest.
Weaknesses: Not great a lead generations - yet. The platform has been making improvements for lead gen.
CPC & Conversion Rate: Low CPC (often cheaper than Meta); lower conversion rates in the awareness stage, typically under 1%, but high engagement rates.
Why Use It: TikTok is excellent for driving brand awareness and mass appeal through creative, highly shareable content that resonates with Gen Z and Millennials with a growing Gen X audience.
Snapchat Ads
Best For: Brand awareness and engagement with Gen Z.
Strengths: Interactive formats like AR lenses and story ads, appealing to a younger demographic.
Weaknesses: Quick ad fatigue due to fast scrolling, formats are limited, low conversion rates.
CPC & Conversion Rate: Low-to-moderate CPC; conversion rates range between 0.2-1% in this stage, with better engagement for entertainment-driven content.
Why Use It: Snapchat excels in awareness campaigns with its engaging, immersive formats, ideal for product launches or branded experiences.
2. Middle of the Funnel (Consideration)
Google Ads
Best For: Capturing intent-driven traffic and nurturing users toward conversion.
Strengths: Intent-based targeting via search, and remarketing via display ads to re-engage previous site visitors.
Weaknesses: Display can leads to spammy clicks if you ignore the proper settings, higher cpc vs most platforms.
CPC & Conversion Rate: Moderate-to-high CPC; conversion rates are solid, ranging from 3-5% in search, depending on the industry.
Why Use It: Google Ads is unmatched for reaching users actively searching for your product or service. Display ads support the consideration stage by keeping your brand visible through remarketing.
Bing Ads
Best For: Targeting a slightly older, higher-income audience.
Strengths: Lower competition compared to Google, plus the ability to leverage LinkedIn targeting for B2B campaigns.
Weaknesses: Small market share, slow approval process, fewer ad types
CPC & Conversion Rate: Low-to-moderate CPC; higher conversion rates compared to Google in certain niches, typically 3-5%, due to less competition.
Why Use It: Bing Ads is a cost-effective option for reaching users in the consideration stage, especially in the B2B and tech sectors.
Quora Ads
Best For: Engaging users who are actively seeking answers or researching.
Strengths: Contextual targeting based on user questions and interests. Ideal for educational content that helps users consider solutions.
Weaknesses: Limited reach, limited ad formats, higher bounce rates.
CPC & Conversion Rate: Moderate CPC; conversion rates typically range from 1-2%, with users often moving from awareness to consideration.
Why Use It: Quora is a niche but highly targeted platform where you can present your product as a solution, making it ideal for lead nurturing.
3. Bottom of the Funnel (Conversion)
Google Ads (Shopping & Search)
Best For: Driving direct sales and high-intent conversions.
Strengths: Product ads in shopping campaigns show images, prices, and reviews directly in search results, while search ads target users with strong purchase intent.
Weaknesses: Shopping: Too competitive, less placement control, high costs - low margins. Search: Complex learning curve.
CPC & Conversion Rate: Moderate-to-high CPC; conversion rates in the 5-10% range, depending on how optimized the campaign is.
Why Use It: Google Shopping ads are incredibly effective for e-commerce businesses, providing a direct path to purchase for users ready to convert.
Meta Ads (Retargeting)
Best For: Converting warm leads who have interacted with your brand.
Strengths: Dynamic product ads show items users previously viewed, encouraging them to complete their purchase.
Weaknesses: Rising CPS, Complex learning curve, terrible support, d fatigue.
CPC & Conversion Rate: Low-to-moderate CPC; conversion rates for retargeting can be as high as 10-15% in the bottom of the funnel.
Why Use It: Meta’s retargeting capabilities excel at converting users who are familiar with your brand but need a nudge to finalize their purchase.
Reddit Ads
Best For: Converting niche audiences through community-driven engagement.
Strengths: Sponsored posts within highly targeted subreddits allow you to target a specific user group at the conversion stage.
Weaknesses: Mostly male audience (80%), lack of granular targeting, low conversion rates.
CPC & Conversion Rate: Moderate-to-low CPC; conversion rates typically range from 1-3%, with higher performance in niche markets.
Why Use It: Reddit can be effective at converting users who are already discussing relevant products or services, allowing you to reach highly engaged audiences ready to take action.
4. Cross-Stage Platforms (All Stages)
Bing Ads
Best For: Supporting users through all funnel stages, especially in professional sectors.
Strengths: Search and display capabilities allow advertisers to capture intent, remarket to leads, and convert users, especially B2B audiences.
CPC & Conversion Rate: Low CPC; conversion rates can rival Google Ads depending on industry, often ranging from 3-7%.
Why Use It: Bing Ads is an underrated choice for multi-stage campaigns, offering cost-effective reach, especially in less competitive niches.
Snapchat Ads
Best For: Driving engagement throughout the funnel for younger audiences.
Strengths: Highly visual, immersive ad formats that drive engagement from awareness to conversion.
CPC & Conversion Rate: Low CPC; conversion rates range from 0.5-2%, but engagement can be very high, making it suitable for full-funnel strategies.
Why Use It: Snapchat can maintain engagement across the funnel, with interactive ads that push users from discovery to action.
TikTok Ads
Best For: Full-funnel engagement, from awareness to driving action.
Strengths: High engagement on viral content helps drive users from discovery to consideration, with call-to-action buttons boosting conversions.
CPC & Conversion Rate: Low CPC; conversion rates range from 1-3%, with the potential for strong ROI with engaging content.
Why Use It: TikTok is not only an awareness tool but can drive conversions with well-placed CTAs, turning engaged viewers into customers.
Different PPC platforms shine at various stages of the marketing funnel, offering different strengths when it comes to conversion rates and CPC.
By aligning your campaigns with the right platform at each stage—whether it’s for generating awareness, nurturing leads, or converting customers—you can optimize your PPC strategy for better results.
Tailoring your platform selection and strategy to fit each stage will maximize ROI and ensure your campaigns deliver value at every touchpoint.
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