Updated 7 October 2026
The best advertising channel depends on how customers discover and choose your service. Start with their decision, then test the channel.
Distinguish demand from discovery
Search advertising may suit people already looking for a specific service. Visual social placements may suit discovery or a product demonstration. Neither is automatically best; audience, location, creative and the destination page all affect results.
Check the practical fit
Review targeting options, required assets, landing-page quality and staff capacity to handle enquiries. Compare current costs and policies. Use a business-owned account and give agencies or collaborators the access they need without handing over ownership.
Run a bounded test
Use one offer, a defined audience, a review date and a spending boundary. Track qualified enquiries and completed work rather than judging the channel by clicks alone. Make any tracking and data collection appropriate to your privacy obligations.
Your next move
Write down how a customer usually reaches a buying decision. ITG can help develop the creative and landing page for a channel that fits that journey.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!