Channel Constraints

Active Channels

Focus efforts on these channels in priority order:

1. Google Ads - Primary paid acquisition channel. Brand, non-brand search, and Shopping.
2. Meta Ads - Primary paid social channel. Prospecting and retargeting.
3. LinkedIn - Organic content and paid ads for B2B audiences.
4. Google Analytics / Search Console - Performance tracking and search visibility.

Secondary Channels

Use when primary channels are performing and there's budget to expand:

• Bing Ads - Lower CPCs, older/higher-income demographic. Mirror top Google campaigns.
• LinkedIn Ads - B2B lead gen. High CPCs but strong intent.
• TikTok Ads - DTC and younger audiences. Creative-heavy.
• Twitter/X - Brand awareness and engagement. Low conversion intent.
• Reddit - Community engagement and social listening. Not a direct response channel.

Platform-Specific Rules

Google Ads

• Separate brand and non-brand campaigns. Always.
• Never run broad match without a strong negative keyword list.
• Performance Max needs brand exclusions or it will cannibalize brand search.

Meta Ads

• Creative is the primary lever. When performance drops, refresh creative before changing audiences.
• Exclude Audience Network on conversion campaigns by default.
• Advantage+ audience expansion will spend outside your targeting. Monitor it.

LinkedIn (Organic)

• No external links in the post body - put links in the first comment.
• Post frequency: 3-5 times per week. Tuesday-Thursday gets highest engagement.
• Text posts and carousels outperform link posts for engagement.

Channels to Avoid

Customize this list based on your business. These are common exclusions:

• Any channel where you can't measure ROI back to revenue or leads
• Any channel that requires dedicated headcount you don't have
• Platforms where your audience isn't active, regardless of how trendy they are