Choosing Platform: Meta vs Google vs LinkedIn

Each platform reaches people in a different state of mind choosing the wrong one means showing the right message at the wrong moment

Each ad platform reaches people in a different state of mind. Choosing the wrong one means showing the right message at the wrong moment which is just as ineffective as showing the wrong message entirely.

This lesson gives you the decision framework to pick your starting platform so you are not splitting budget before you have anything validated.

Meta Ads (Facebook and Instagram)

Who sees your ads: People passively scrolling. They are not looking for what you sell. You interrupt them.

What works: Visually compelling or emotionally relevant offers. Local services, before and after results, community products, and anything where someone would think "I didn't know I needed this" or "this is exactly my problem."

Budget to start: £5 to £10 per day per ad set. Tests can run 7 to 10 days.

What Claude Code builders can run on Meta: Ads promoting a local business's new website with before and after screenshots. Ads selling a Skool community membership. Lead generation ads for a service offer such as "Get your free website audit." And retargeting ads for people who visited a landing page but did not convert.

When to choose Meta: Your ideal client is on Facebook or Instagram which most small business owners are. Your offer is visual and there is something to show and not just describe. You want to reach people who do not know they need you yet. Or you are targeting a specific local area or demographic.

Average CPL on Meta for service businesses in the UK: £15 to £60 depending on niche and offer quality.

Google Search Ads

Who sees your ads: People who just typed a specific query into Google. They are actively looking.

What works: Offers that match clear established search intent. "Web designer near me," "build a booking system for my restaurant," or "automate my spreadsheets." High-intent queries where someone has already decided they want the thing.

Budget to start: £10 to £15 per day per campaign. Needs 2 to 4 weeks to collect enough click data.

What Claude Code builders can run on Google: "Website designer for [local business type] [city]." "Booking system for [industry]." "Automate [specific business process]." And "Claude Code developer UK" which is an emerging but growing search volume.

When to choose Google: Your service has clear search demand and people Google for it. You can define the exact queries your ideal clients type. Your landing page directly answers those queries. Or you want the highest-intent traffic available.

Average CPC on Google for web and dev services in the UK: £2 to £8 depending on keyword competitiveness.

LinkedIn Ads

Who sees your ads: Professionals in a specific role, industry, or company size. The targeting is unmatched for B2B.

What works: Offers targeting a specific job title at a specific company size. "Head of Operations at 20 to 100 person companies" is a segment LinkedIn can reach that Meta cannot.

Why not to start here: LinkedIn ads are expensive. The minimum effective budget is £30 to £50 per day and CPLs for services typically run £80 to £200 or more. This is a later-stage channel when you have a proven offer and enough margin to justify the cost.

When to choose LinkedIn: Your client is a specific business role such as CTO, Head of Operations, or Managing Director. Your offer has a high ticket price of £3,000 or more that justifies the CPL. Or you want to reach companies of a specific size that Meta cannot filter reliably.

The Decision Framework

Answer these three questions before choosing your platform.

Do people actively search for what I do? If yes, start with Google Search. If no because they would not know to search for it, start with Meta.

Is my offer visual? If yes with a before and after or results you can show, Meta works well. If no because it is a process, automation, or strategy, use Google or LinkedIn.

What is my starting budget? Under £300 per month means Meta because of its lower CPL and more flexible creative. Between £300 and £600 per month means you can choose either Meta or Google but pick one and test. Above £600 per month means you can run both simultaneously.

Starting with Both: What to Avoid

Do not split a small budget across both platforms at launch. £150 per month on Meta and £150 per month on Google means neither campaign gets enough data to learn from.

Pick one. Test it until you have a profitable CPL. Then add the second.

The order most Claude Code builders should follow is Meta first and Google second. Meta has a lower barrier to entry, more creative flexibility, and faster feedback on what hooks work. These are lessons that transfer directly when you build Google campaigns.

Adding to ADS.md

## Platforms

Primary: [Meta / Google Search]

Secondary: [To be added after primary is profitable]

Decision reason: [Why you chose this platform first]

## Target Metrics

Average project value: £[X]

CPL ceiling (10% of project value): £[X]

Monthly testing budget: £[X]

Your Action Right Now

Answer the three questions in the decision framework. Write your platform choice and the reason in ADS.md. This choice is not permanent but committing to one prevents split-budget mediocrity.