Paid Media: Which Channel Should You Invest in First?

Paid Media: Which Channel Should You Invest in First?

Discover how to make your decision about which paid media channels you should prioritize and which strategies to choose for each of them

Investing in paid media is undoubtedly an essential strategy for those who want to reach their audience more quickly and effectively.

This is because organic reach is almost never sufficient to boost a brand (whether on Google or on social networks), especially for those just starting out in the world of digital marketing.

Therefore, facing fierce competition, those who are willing to invest will see better returns. However, it’s important to remember that nothing is done at random, and it’s necessary to follow a planning that is appropriate to your persona.

For this reason, we will discuss further the benefits of paid media for your digital marketing strategy and show the main channels used by companies. Check it out!

Why Invest in Paid Media?

It’s common for decision-makers to be a bit wary of investing in paid media at the start, especially if the costs are a bit higher than they anticipate.

However, with well-aligned planning, ads can generate incredible returns and various benefits, such as:

  • Increased traffic to your website or blog;
  • Greater reach of your audience on social networks, which helps your pages or profiles grow;
  • Ease of segmenting your audience and delivering the right message to the right person;
  • Achievement of much faster results than organic;
  • Ability to conduct A/B testing to determine what works best for your audience;
  • Opportunity to measure results with agility, including in real-time, and make changes to improve campaign performance.

Just from this short list, it’s clear that a digital marketing strategy becomes much more solid and effective with paid media, right?

So, if you want to find out which channels to invest in, below we tell you all about the main and most useful ones according to each type of business.

Which Channels Should You Bet On?

Before thinking about the channels, you need to understand which paid media fits best into your digital marketing planning, according to your persona and their buying journey.

After all, “shooting in all directions” is never a good idea for those starting out, and your results will be much more effective if you know exactly what your marketing goal is and who you are talking to.

Once that is done, it’s the ideal time to define your channels, not only for producing content but also for investing in paid media. Let’s get to know them:

Google Ads

Firstly, we couldn’t fail to mention the biggest channel for investing in paid media of all time: Google Ads.

With various forms of ad creation, this is undoubtedly one of the best ways to promote your business online. As Google offers a wide range of formats, let’s highlight two of the most important here:

  • Sponsored links, which are the ads that appear prominently when you search for a term in search engines;
  • Remarketing ads, which are those pieces (made through the Display Network) that appear on other sites for those who have already visited your pages, reminding them of your products or services.
    But besides these, there are other goals and formats you can use, such as video, Google Shopping, and to generate more phone calls for your business.

Facebook and Instagram

For those betting on the biggest social networks of the moment to connect with the public, investing in Meta Ads and Instagram Ads is also essential.

Just like on Google, you can choose from different objectives and formats to send your message to your potential customers. Among the most sought-after purposes are:

  • Increasing traffic to your site;
  • Greater reach of the page and posts;
  • Greater engagement with posts, whether through likes, comments, or shares;
  • Increase in sales or completion of actions (such as registration on a Landing Page) through conversion ads.

These are just a few examples, of course, but there are many other objectives that can be defined according to your strategy.

Regarding formats, you can opt for single pieces, carousels, and videos, depending on what is best for engaging your audience.

Another incredible benefit of ads for Facebook and Instagram is also the ease of audience segmentation, which makes it easier for you to communicate with the right people.


When it comes to B2B strategy, LinkedIn is definitely a paid media option that should not be left out of your digital marketing planning.

As a social network geared towards professional matters, it offers many segmentation possibilities, showing information about job position, type of company, education level, and experiences for those using its Ads platform.

Thus, you ensure that profiles more aligned with your products or services see your ads, which increases your chances of achieving more effective results alongside your potential customers.


If your audience is a big consumer of videos, one of the best bets for your business are YouTube ads (in addition to content production for this network, of course).

According to information released by the network itself, over 2 billion users are part of YouTube, which is almost ⅓ of the internet. Imagine, then, how much you can reach with campaigns for this channel, right?

To run your ads for the world’s largest video network, just use the Google Ads platform itself and select the options related to this channel.

Monitor the Results

With Reportei, you can monitor all the metrics for paid traffic, paid media, inbound, and much more!

Also use our artificial intelligence to create fantastic insights or analyze your overall performance on each network integrated into your account. This way, you know how your strategies are performing and measure your results with precise information.

Now that you know the 6 main channels to start working with paid media, tell us: which one have you already invested in or would invest in first? Leave your response in the comments!

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