The Best Paid Advertising Platforms for Brands: A Brief Guide

Organic reach that does not burn a hole in the marketing budget is every marketer’s dream. No doubt! However, it’s not always easy. That’s where paid advertising comes to the rescue. 

Are you curious about paid advertising but don’t know where to start? Well, we have good news and bad news. The good news is that there are plenty of options when it comes to paid advertising platforms. The bad news? There are so many options that choosing the right ones can feel overwhelming. And if you don’t pick wisely, your advertising budget might not deliver the ROI you’re hoping for.

So, what’s the solution? Simple: understand your choices and learn how to make the most of them. That means knowing which platforms align with your goals and mastering the design and content strategies that help you stand out on each one.

That’s exactly what this blog is about. We’ll walk you through the best-paid advertising platforms for brands and explore some actionable tips to help you create campaigns that shine. Let’s get started. 

Why Your Business Needs Paid Advertising

To begin with, there’s the mind-blowing fact that ad spending worldwide is projected to reach a whopping $1.16 trillion in the year 2025. Which means that marketers around the world are steadily betting big on paid ads. But that’s not the only reason why paid advertising matters. Here are a few more: 

• Boost conversions. Did you know that retargeted customers are 70% more likely to make a purchase? Paid ads allow you to re-engage users who’ve already shown interest in your brand, nudging them closer to completing a sale.
• Meet customers right where they are. With 85% of consumers researching online before buying, paid ads ensure your brand is visible during their decision-making process. 
• Paid search ads don’t just attract clicks – they attract buyers. Studies show that people who click on paid ads are more likely to convert compared to those who click on organic results. In fact, data shows that PPC traffic converts 50% better than organic traffic, making it a smarter choice for brands looking to maximize ROI. 
• Increased brand visibility. Data shows that 27% of consumers are likely to search for a business after seeing a display ad, proving that paid advertising can boost both awareness and credibility.
• Simplify the shopping journey. According to about 75% of consumers, paid ads simplify the process of finding what they are looking for. Therefore, well-planned relevant ads help simplify shopping journeys thus increasing conversions and creating positive brand perceptions. 

In short, paid advertising makes a big difference when strategized well. So, let’s now talk about some of the most popular paid ad options and design and content tips to ace them. 

Top Paid Advertising Platforms for Brands 

1. Google Ads 

Google Ads are some of the best investments a brand can make. Hence nearly 80% to 85% of PPC budgets go to Google Ads. The best part is that there are several kinds of Google Ads to suit different brands and applications. 

Some of the most popular campaign types to explore in Google Ads are: 

• Search Ads
• Display Ads 
• Performance Max
• Shopping Ads 
• Video Ads 
• Demand Gen 

Of these Search Ads, Display Ads, and Shopping Ads are some of the most widely used. 

Search Ads 

These are the ads that are displayed on the SERPs (search engine results page) above the Search results. In other words, these are ads that appear in front of consumers right when they are searching for answers or ideas. Therefore, they are some of the most effective in terms of conversion. 

Notice how the ads blend effortlessly into the SERP in this case. 

So, what can you do to make the most of Search Ads? 

• Ace the art of keyword research. Invest in keyword research tools to ensure that your page appears at the right time in front of the right audience. 
• Identify and set the right campaign goals. Do you want your ad to drive sales or increase website traffic or boost brand awareness? 
• Optimize your landing page. Do not always link to your homepage. Instead, understand the search intent and what your audiences are looking for when they are searching for that particular term.

KIMP Tip: Ensure that your landing page design aligns with the topic and that the copy on your landing page is cohesive with the ad copy that brought your customers there. 

Need help designing landing pages optimized for your Search campaigns? Get KIMP! 

Display Ads 

Display Ads are those that are displayed on websites and apps within Google’s Display Network including Search partners and Google-owned sites. That’s roughly around 3 million websites and 650,000 apps according to Google. 

One of the core differences is that Search Ads only appear in front of users when they are searching for something specific. On the other hand, Display Ads are displayed on relevant sites based on users’ interests, browsing history, and other factors. 

You have the flexibility of creating images, text ads, and videos for Display advertising. Here’s a snapshot of image guidelines recommended by Google for Display Ads. 

So, how do you make Display Ads work? 

• Display Ads are all about visual appeal. So, invest in high-quality visuals that instantly grab attention. Experiment with vibrant images, animations, or even short video clips that align with your brand message.
• Keep your design clutter-free and visually intriguing. 
• Prioritize mobile optimization so that you do not alienate mobile users. 
• Keep the text minimum and the visual elements on point. 

2. Amazon Ads 

For retailers who depend on ecommerce platforms like Amazon for their sales, Amazon Ads are some of the most cost-efficient solutions. These are cost-per-click ads that do not need upfront fees. 

Amazon ads appear on the Search results page on Amazon when the user searches for something specific. They are also displayed on the homepage if your product feels relevant based on the user’s past browsing and purchasing behavior. Finally, you’ll also see these ads displayed on product pages when the user is looking at some other similar product therefore placing yours as a possible alternative. 

For instance, the image below shows some listings promoted on Amazon when searching for “smart speakers”. As you can see, the platform promotes relevant products and the native feel makes them fit seamlessly into the page with other listings. 

So how do you enhance your Amazon Ads? 

• Unlike other ad formats where you create separate designs, for Amazon Ads, it’s your listing images that take center stage. Therefore, ensure that you create stunning Amazon listing images that stand out in the crowded space. 
• Use simple clutter-free backgrounds for your listing images. Use AI background-removal tools or work with designers to create designs that let your products shine through. 
• Create realistic mockups that help users visualize your product better and avoid second thoughts. 
• Experiment with angles and lighting to ensure that users get a realistic non-exaggerated image of your product. 
• By exploring different camera angles and zooming out or zooming in on your products highlight specific features that distinguish your product from the others in the segment. 
• Use clear labels and text to enhance clarity. 

KIMP Tip: Product photos hold a special place in advertising for retailers. Whether you are listing your products on your own website or on ecommerce platforms like Amazon, these photos are what introduce your customers to your products. So, create a set of dynamic product photos that give a clear picture of your product on its own and in use. 

Need help designing captivating product photos? Get KIMP!  

3. Social Media Ads 

Facebook Ads 

You might already know that Facebook is the most used social media platform. Moreover, it’s one of the best places for brands to find diverse audience demographics. Therefore, paid advertising on Facebook can be a good decision. 

One of the biggest advantages is that Facebook supports diverse ad formats and placements. You’ll see ads appearing on the Feed, in between Reels, on Stories, and on sidebars too. Therefore, finding the optimal placement for your ad goals and budgets will be easier than you think. 

Let’s talk about the most popular ad formats supported on the platform. 

Photo Ads 

Photo Ads are the most commonly used and the easiest and quickest to create as well. Given the versatility of this format, if you use them in your Facebook ad strategy, here are a few things to remember:

• Use lifestyle images to appear perfectly in place. 
• Use contrast and ample negative space to draw attention to the core message. 
• Make the CTA stand out. 
• Avoid cluttering the ad with too many details. 
• Ensure that the visuals and copy focus on the value created. 
• Include attention-grabbing keywords. 

Here’s an ad from Snapchat on Facebook capturing all these details. 

Video Ads 

Video Ads are popular because they are engaging and they work particularly well when you have a strong story to tell. Tips to make them work: 

• Use short videos when targeting new customers. 
• Start with a hook and grab attention within the first few seconds. 
• Include clear captions. 
• Optimize your video design including framing of the content and placement of text based on the safe areas recommended for Facebook and for mobile viewing. 
• Prioritize storytelling. 
• Use a relevant and catchy thumbnail. 

Carousel Ads 

This is the best format to encourage instant interaction. From highlighting features of a product to showing before and after results or even sharing customer stories, Carousel Ads come in handy on many occasions. A few quick tips to remember: 

• Ensure that the slides cohesively tell a relatable story. 
• Maintain visual consistency across slides in the carousel. 
• While different links on each slide works, consider sequential storytelling that builds anticipation and convinces customers to click on a single link and take a solid action. 
• Make the cover image an attention grabber – feature your mascot and include elements that add to the emotional depth of your message. 

Collection Ads 

The ads that display those engaging shopping catalogs right there on your Facebook feeds are Collection Ads. These are particularly handy to boost conversions during a sale season. They reduce the number of steps involved in discovering a product and placing an order. 

Tips to use Collection Ads to your advantage: 

• Use interesting product photos instead of boring and cliched shots. 
• Stick to short and convincing copies to align with the featured collection. 
• Feature a cover image that immediately attracts attention and gives your audience a reason to browse through your catalog.
• Instead of a specific order, choose dynamic order to display highly rated and bestselling products at the beginning. 

Once you have these ad formats, experiment with their placements on Stories, Feeds, and Messenger to identify the best strategy for your brand. 

Instagram Ads 

Paid advertising feels more or less similar across Meta platforms like Facebook and Instagram. So when it comes to content and design tips, the above-discussed ideas for Facebook Ads work for Instagram Ads as well. 

A few additional tips to make Photo, Video & Carousel Ads work on Instagram: 

• Include trending audio tracks for video posts. 
• Find templates and trends dominating Reels and create short video Reel Ads to maximize reach and engagement. 
• For photo ads, prioritize authenticity since Instagram is a visually immersive space where there are photos everywhere. 
• Use Stickers, links, and other interactive add-ons when creating Story Ads. 
• Add a clear and descriptive caption if required, to support the information communicated through the visuals in your ad. 

Finally, both with Instagram and Facebook, when you are unsure about the conversions and placements, explore the  Flexible ads option that allows you to add multiple images and videos for a single ad. Based on the reception, the algorithm then identifies the optimal mix to display to the audience. 

LinkedIn Ads 

For B2B brands looking to expand their paid advertising efforts, LinkedIn is a great choice. These ads are designed to help businesses reach a highly targeted, professional audience. 

While entertainment is the core focus in most other platforms, prioritize educational content for LinkedIn Ads. While the reach might be relatively lower than on other platforms like Facebook and Instagram, LinkedIn is a great place to analyze your competitors’ ads and target the right audience based on competition. 

Let’s now talk about a few quick tips to boost the performance of your LinkedIn Ads:

• Invest in high-quality content that creates value for your customers. These can be in the form of e-books, whitepapers, and other downloadable content. 
• While you might find vibrant visually immersive designs to be beneficial on other platforms, for LinkedIn Ads, a more straightforward messaging works. 
• Keep the text and visuals direct. This is not one of those platforms where users spend a lot of time or consume a lot of content. Considering this, ensure that your visuals and ad copies straight away communicate who the message is for. The ad here does that effortlessly. 

YouTube Ads 

From in-stream, discovery, bumper, to overlay ads, there are diverse formats to explore when using paid advertising on YouTube. But the below table from YouTube summarizes the most popular ones. 

In addition to these, there are masthead ads and Display Ads shown from Google Ads as well. Evidently, video is the most popular format when it comes to advertising on YouTube whether you choose. A static ad while supported in various placements, might appear intrusive and non-native on the platform. Instead, opt for short animated ads that grab attention without affecting the experience. 

A few quick tips to make the most of YouTube Ads: 

• Use a strong and engaging opening statement. While intros work in regular YouTube videos, for ads, get straight to the point. 
• Include your brand logo animation in the outro or display the logo at a prominent portion within the frame without affecting visibility of the content. This helps boost brand awareness through YouTube. 
• Design your video for clear message delivery within a few seconds to optimize it for the skippable format. 
• Include animated text and legible text overlays to amplify your message. 

Reddit Ads 

Reddit Ads are promoted posts that appear within various subreddit communities or on Reddit’s front page. These are particularly useful for brands looking to target niche customers through online forums. 

Remember that, unlike other platforms, this one is more about personalized responses, about actual discussions rather than random posts. Therefore, ensure that your visuals and text both communicate easily the solution you are offering or the value you are creating. In short, good Reddit ads feel like a natural extension of the conversation, offering genuine value and sparking meaningful discussion. 

Some tips to make Reddit Ads work:

• Use visuals to break the monotony and draw attention.
• Understand the interests and language of the specific subreddits you’re targeting. This helps you customize the tone of your message to fit the community’s vibe and thus increase credibility and engagement.
• Beyond advertising, engage with the community organically by commenting and contributing to discussions. This participation builds trust and can enhance the effectiveness of your ads.

Create Paid Ads That Convert 

So, with all these paid advertising options to explore, all you need is the right design team to bring your ideas to life. To elevate the experience and to give you the flexibility to explore all these formats, test them with respect to content and designs, and continuously adapt to the trends and changes, you need not just any design team but a dedicated design team that infuses consistency in your campaigns. A dedicated design team, unlimited designs, and a flat monthly fee – that’s what you get with unlimited design services like KIMP. So a design subscription is precisely what you need to expand your paid advertising strategy. 

Ready to create paid ads that convert? Sign up for a KIMP subscription! 

Register now for a free 7-day trial!