Let’s have an honest conversation about something I’ve seen over and over again in this industry — and if you manage PPC accounts across multiple platforms, you’ve probably seen it too:
“Just because it works on Google doesn’t mean it’ll work on Bing. Or Meta. Or anywhere else.”
It sounds obvious, but it happens all the time. We get excited about a working campaign and assume we can rinse and repeat across platforms or industries like a one-size-fits-all solution.
Spoiler alert: it’s not.
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Different Platforms = Different Mindsets
Each ad platform operates in its own little ecosystem, and your audience shows up differently in each one. If you don’t adjust your strategy to match how people behave on that platform, you’re setting yourself (and your client) up for disappointment.
Let me break it down:
Google Ads
High intent. People are searching because they’re actively looking for something. This is where keywords and matching searcher intent are key. However, Google also has higher CPCs, competition, and stricter conversion attribution rules.
Microsoft/Bing Ads
Similar to Google, but different demo — older users, more desktop-heavy, often more price-sensitive. CPCs are usually cheaper, but volume is lower. This works well for specific industries but not all.
Meta (Facebook/Instagram)
Here, you’re interrupting people. They’re not looking for you, so you must stop the scroll with strong, creative, and hooky messaging. Audience-first, creative-heavy. It’s more about thumb-stopping visuals than keyword targeting.
LinkedIn Ads
Super niche. Great for B2B or hiring, but expensive. Expect fewer leads at a higher CPL and budget accordingly.
Your audience might exist on all platforms — but their mindset is wildly different depending on where they are.
Not All Industries Are Created Equal
Now, let’s talk about the industry because this is another layer where PPC strategies get messy.
Some industries… struggle more. That’s the truth
If you’re running the same ad structure, timeline, and budget expectations for a beauty brand and a personal injury law firm… something’s going to break.
Strategy > Setup
Sometimes, the platform isn’t failing — the strategy just wasn’t designed for that environment.
Did the campaign actually “fail”? Or was it:
Good campaigns need time. They need room to learn, adjust, and get data.
Testing isn’t just about seeing what works — it’s about letting the platform find your people. But you need to give it the right inputs:
Final Thoughts
If there’s one thing I want more businesses and marketers to understand, it’s this:
“Success in PPC doesn’t come from copying and pasting what worked elsewhere. It comes from knowing your audience, understanding the platform, and being willing to test, learn, and evolve.”
You need strategy, patience, and a fundamental understanding of the space you’re playing in.
Sometimes, you need to be okay with admitting that a platform just isn’t the right fit or that your current approach needs a remix.
