How to Choose the Right Paid Ad Platform: Facebook, Instagram, or LinkedIn?

When it comes to paid advertising, one of the most important decisions you’ll make is where to advertise. Facebook, Instagram, and LinkedIn are all powerful platforms—but each serves a different purpose and audience. Choosing the right one depends on your business goals, offer, and who you're trying to reach.

Here’s how to break it down.

Facebook remains one of the most robust advertising platforms, thanks to its massive user base and advanced targeting options.

Best for you if:

• You want to reach a wide, diverse audience.
  
  

• You sell consumer products, digital services, or programs.
  
  

• You need budget flexibility with high testing potential.
  
  

Facebook allows you to get incredibly granular with audience segments based on interests, behaviors, demographics, and custom data. It’s especially useful for top-of-funnel brand awareness and middle-of-funnel retargeting.

Ideal for: Business providers local and online, coaches, course creators, ecommerce brands.

Owned by Facebook (Meta), Instagram uses the same ad platform but offers a more visual experience. Instagram is ideal for high-quality images, short videos, Reels, and Stories that catch attention quickly.

Best for you if:

• Your brand has strong visuals or lifestyle appeal.
  
  

• Your audience is mostly under 40.
  
  

• You want to promote products or offers that benefit from fast, eye-catching engagement.
  
  

Instagram excels at impulse buys, brand building, and showcasing creative, high-aesthetic content.

Ideal for: Ecommerce brands, creatives, fashion, beauty, wellness, influencers.

LinkedIn is a different beast. It’s built for B2B advertising and professional networking. The targeting focuses on job title, industry, company size, and more—making it a go-to platform for businesses selling to other businesses.

Best for you if:

• You sell services or products to professionals or companies.
  
  

• You’re focused on high-ticket offers, consulting, or B2B solutions.
  
  

• You want to build authority and credibility within your industry.
  
  

While LinkedIn ads can be more expensive, the lead quality often makes up for the cost.

Ideal for: B2B services, SaaS, consultants, agencies, recruiters.

There’s no one-size-fits-all answer. The right platform depends on who your audience is, what you’re offering, and your campaign goals. Many businesses find success by testing on multiple platforms—then doubling down where they see the best results.

Start with your goals, know your audience, and let that guide where you invest your ad spend.