Paid advertising remains the backbone of scalable customer acquisition. In 2025, Meta, Google, LinkedIn, and TikTok are the platforms driving the highest ROI for performance marketers.

This guide will:

• Unify cross-platform strategies under one framework

• Highlight sector-specific examples (e‑commerce, mobile apps, B2B SaaS, AI agent companies)

• Show how to drive measurable results (sales, leads, meetings)

Use this hub as your north star: start here, then dive into each platform’s deep-dive pillar for tactics, case studies, and templates.

1. Paid Ads Framework: A Seamless Conversion Funnel

Every platform slot fits into a funnel stage:

1. Awareness: Broad reach (e.g., TikTok, YouTube)

2. Consideration: Engagement & education (e.g., Meta video, LinkedIn sponsored content)

3. Conversion: Direct response (e.g., Google Search, Performance Max, Lead Gen Forms)

4. Retention & Expansion: Upsell, cross‑sell, re‑engagement (e.g., remarketing in Meta & Google)

Each section below maps platform strengths to funnel stages, with real-world examples.

2. Meta Ads (Facebook & Instagram)

Funnel Roles: Awareness → Consideration → Retention

Core Strengths

• Scale & Targeting: 3 billion+ users segmented by interests, behaviors, and lookalikes

• Formats for Every Stage: Reels for awareness, Carousel for consideration, Dynamic Ads for retention

Best Practices & Sector Examples

1. E‑commerce (Driving Sales):

   • Format: Product Catalog Dynamic Ads

   • Result: +25 % ROAS by automatically showing relevant items to previous site visitors

2. Mobile Apps (Installs & Engagement):

   • Format: App install campaigns with deep links

   • Result: 30 % lower CPI by optimizing for in-app events (e.g., tutorial completion)

3. B2B SaaS (Lead Gen & Meetings):

   • Format: Lead Ads with Instant Forms

   • Result: 40 % increase in demo requests by pre‑populated fields and targeted lookalike lists

4. AI Agent Companies (Trials & Demos):

   • Format: Video Ads + Messenger chatbots

   • Result: 3× more qualified trial sign‑ups by combining a 15 s product explainer with a guided bot flow

👉 Next step: Deep dive into Paid Social Ads Mastery

3. Google Ads (Search, Display & Video)

Funnel Roles: Consideration → Conversion → Retention

Core Strengths

• Intent Targeting: Capture high-intent queries on Search, complement with Display for remarketing

• Automation & Reach: Performance Max unifies Search, Display, YouTube, Discover

Best Practices & Sector Examples

1. E‑commerce (Online Sales):

   • Feature: Smart Shopping + Performance Max

   • Result: +20 % conversion value by combining product feed with automated bidding

2. Mobile Apps (Downloads & In‑App Actions):

   • Feature: App campaigns (Universal App Campaigns)

   • Result: 50 % more tutorial completions by bidding on post-install events

3. B2B SaaS (Trials & Sign‑ups):

   • Feature: Responsive Search Ads + Lead Form Extensions

   • Result: 35 % lower CPL when testing 20+ headlines and descriptions

4. AI Agent Companies (Enterprise Demos):

   • Feature: Video Action Campaigns on YouTube

   • Result: 2× more demo requests by overlaying “Book a Demo” CTAs on product walkthrough clips

👉 Next step: Explore our Search & SEM Deep Dive

4. LinkedIn Ads

Funnel Roles: Awareness → Consideration → Conversion

Core Strengths

• Professional Targeting: Firmographics, job functions, seniority

• High-Intent Audiences: Decision-makers for B2B and enterprise software

Best Practices & Sector Examples

1. E‑commerce (Premium Products):

   • Format: Sponsored Content + Conversation Ads

   • Result: 5 % higher AOV by targeting high-income segments with lookbooks and quizzes

2. Mobile Apps (B2B Tools):

   • Format: Sponsored Messaging with demo invites

   • Result: 70 % meeting show‑rate by personalizing invites from sales reps

3. B2B SaaS (Lead Generation):

   • Format: Lead Gen Forms

   • Result: 3× more MQLs vs. landing pages by reducing form friction

4. AI Agent Companies (Enterprise Outreach):

   • Format: Account-Based Matched Audiences + Sponsored InMail

   • Result: 60 % open rates and 15 % response rates by sending personalized AI use-case briefs

👉 Next step: Read our LinkedIn Ads Mastery

5. TikTok Ads

Funnel Roles: Awareness → Consideration

Core Strengths

• Viral Potential: Native, user-generated format with massive engagement

• Youth & Trend Focus: Ideal for consumer brands and new tech adoption stories

Best Practices & Sector Examples

1. E‑commerce (Impulse Sales):

   • Format: Spark Ads + Hashtag Challenges

   • Result: 4× increase in flash sale revenue by combining UGC and influencer seeding

2. Mobile Apps (User Acquisition):

   • Format: In-Feed App Install Ads

   • Result: 25 % lower CPI by optimizing for 7-day retention events

3. B2B SaaS (Brand Awareness):

   • Format: Branded Effect Filters showcasing product features

   • Result: +50 % lift in brand recall among tech buyers

4. AI Agent Companies (Early Adoption):

   • Format: TopView Launch Videos

   • Result: 80 % view-through rate by premiering product teasers to target SMB founders

👉 Next step: Master TikTok Ads strategies

6. Measurement & Optimization

• Unified Data Layer: Server‑side tracking (GTM Server) to minimize signal loss

• Attribution Models: Data-driven vs. incrementality tests for true ROI insights

• Dashboards: Centralize KPIs (CPA, ROAS, LTV:CAC) in Looker or Data Studio

👉 Next step: Automate insights with Campaign Optimization

Conclusion & Next Steps

You now have a sector‑agnostic, platform‑specific blueprint for driving conversions—sales, leads, meetings, or installs.

1. Download our free Paid Ads Audit checklist to benchmark your campaigns.

2. Schedule a strategy call with Particle’s experts to build your custom roadmap.