How To Choose Your Best Pay Per Click Platform

There are quite a few platforms to choose from to get the best results for your PPC. Each platform has its ups and downs, so finding the right one for you and your business can be difficult. Here are a few of the different platforms and some information about each.

Google Ads

Google Ads have been around the longest of the PPC platforms on this list. These ads show up in the Google search results and on other websites through the Display Network and Google’s AdSense program. Google Ads provides good results for bulk advertisements. The cost of the ads depends on your budget settings, but they can be stopped at any time. With Google ads, you only get charged when someone interacts with your ads by clicking on the website or phone number.

One thing to remember is if you don’t know what you’re trying to achieve from your Google Ads campaign, you can end up spending a lot of money with little to no results.

Google Local Services

When local customers search for a service on Google, your business will show up first. You only pay when a customer contacts you through your ad. Google Local Ads is a pay per lead platform, but like Google Ads, you can stop whenever you need to. When you sign up and use the Google Local Services, you become a Google Guaranteed business which can help you have a stronger reputation. This service is great for businesses with not as much money as others who want a good return on investment.

You are not guaranteed to get leads from these ads, however. The results can rise and fall, where one week you could be doing great but the next you get next to no leads. Though because you only pay for direct leads through your advertisement, you likely won’t be losing money.

Microsoft Advertising (Formerly Bing Ads)

These ads can be good if you’re trying to hit a different market you normally wouldn’t hit on Google. Or if you have a service you’re trying to get a different target group to be interested in. With Microsoft Advertising, you’re likely going to get clientele who are worried about their online security. This demographic tends to be older and to be in higher income brackets, though there are plenty of younger people worried about their online security as well. Like Google, you only pay for clicks and can set a specific budget. However, it’s supposed to reach people both locally and globally. 

As of June 2019, there are 116 million desktop users searching on Bing, which includes Microsoft and Yahoo sites core searches. There were also 5.5 billion unique desktop searches through Bing at this time.


When you operate a business in an urban area where there are a lot of people, Yelp can be a great platform. There are an estimated 178 million people using Yelp every month, which offers the potential for gaining new clients. In cities or urban environments, it offers a good return on investment for businesses who use it. 

That being said, if your business operates in a rural area, the return on investment won’t be as good. Yelp is best in dense areas of the population. The pricing also varies widely depending on the business and nature of the advertising.


Just like with Yelp, Nextdoor is more effective in cities or urban areas rather than rural small towns. The appeal of Nextdoor is it’s like having your neighbor recommend a local business to you. Your page is free to claim, but the sponsorship advertising costs vary from there. Sponsorship advertising is where you become a sponsor on Nextdoor and purchase zip codes.

Programmatic Advertising

With this, you can buy wholesale advertising space on various platforms. It makes the system of buying and selling online advertising automatic. You can hire someone who can identify customers based on a specific set of criteria. The information they learn can be used to target those people in certain areas to get the best results of the campaign. With these types of ads, it’s recommended you are actively doing business in three or more states. To see the best return on investment it’s ideal to be doing business over the whole country.

If you are looking to market to a broad spectrum of people, then programmatic advertising is a great tool. It can be cheap and have a good ROI for big advertising campaigns. However, it isn’t a great tool for getting leads for a smaller business.

How To Choose Your Best Pay Per Click Platform

What’s Best for You?

The answer depends on your PPC budget, your area, and a number of other factors to take into consideration. Figuring out which platform to start with can be challenging; here are our recommendations in the order we would use them:

  • Google Local Services
  • Google Ads
  • Microsoft Advertising
  • Yelp
  • Nextdoor
  • Other Platforms

These are just our suggested starting points on what we’ve seen work best for businesses. Getting through this complicated area can be difficult. If you’re wondering where to start, Art Unlimited is here to help you with any and all of your marketing solutions!