In an always changing and increasingly competitive business world, advertising on social media platforms has become a key component of any digital marketing strategy – for coaches, consultants, and just about any business owner.
If you’re new to paid ads, check out our companion article, From Clicks to Conversions: An Intro to Paid Advertising.
In this article, we’re covering the 3 most popular social media platforms coaches use for paid advertising, which are:
The Changing Landscape of Organic Vs. Paid Traffic
Before we start…you might be wondering “Why should I pay for ads on social media?” Besides the obvious, there’s something not all business owners may think about: the changing landscape of organic traffic reach.
Here’s the basic difference between organic and paid traffic:
- Organic traffic is not purchased: it comes from viewers who see your content without you having to pay for it (i.e. you share a post, story, etc)
- Paid traffic is just that: it comes from pay-per-click ads that you buy, which are displayed on a web page to viewers
Everyone knows social media is a must for businesses who want to reach their target audience and promote their products or services. But in today’s world, organic traffic isn’t what it used to be.
For example, as of 2024, the average organic reach on Facebook is about 5.90% of a page’s followers. This means that only a small portion of a brand’s followers see posts that are not promoted, according to Socialinsider.
Organic reach on social media platforms is becoming increasingly challenging because of ever-changing algorithms and skyrocketing competition for user attention, amongst other factors. In short – just because you share something with your followers doesn’t necessarily mean they’ll actually see it. And furthermore, you have no control over which followers are seeing your posts. So, they may not even be your ideal client. This is where paid social media advertising can be an effective addition to your marketing strategy.
Here are some highlights on 3 of the top social media platforms for consultants and coaches to advertise on…
Facebook: The Titan of Social Media
In our experience, we often see some of our best results through Facebook ads. It’s true that the initial set-up can seem a bit daunting. But once the platform is up and running, it’s very robust.
What makes Facebook a good choice for paid advertising: 
- Audience capabilities for retargeting and creating lookalike lists
- Size of the platform
- Budget-friendly capabilities
Plus, Facebook owns Instagram, so when you run ads on Facebook there are also options for them to be seen on Instagram. This can be an added benefit depending on your audience.
While Facebook advertising can definitely be cost-effective compared to other platforms, the costs can add up quick if you’re not watchful. Before you know it, you may spend much more than you originally planned for those valuable clicks. This is especially true if your ads aren’t performing well.
A simple bit of advice: Avoid overspending – keep a close monitor on your campaigns, so you can adjust your budget accordingly and track ROI.
Google: World Leader in Search Traffic
Google is, hands down, the #1 powerhouse of search. Are you aiming for a spot on ‘page 1’? Google Ads may be the way to go.
What makes Google a good choice for paid advertising:
- The obvious – HUGE search volume!
- Fairly easy set-up
- Low cost of entry
In fact, there are very few negatives about at least giving Google ads a try. The greatest consideration for Google ads is the search-ability of your content and choosing what to promote.
Depending on your goals, paring traffic from Google ads and retargeting through Facebook can be a combination approach worth trying. (If that was a little too much “tech” for you, we’re always here to help!)
Even Google advertising has its disadvantages, not the least of which is fierce competition for ad space. Countless other advertisers might be vying for the same keywords and audience segments that you are – and the cost per click (CPC) can spiral out of control fast.
If you’re a small business owner with a limited budget in a competitive industry, you may struggle to compete with larger companies that have a much bigger budget.
LinkedIn: A Worldwide Community of Professionals
Unique in the world of social media platforms, LinkedIn is specifically geared towards professionals and business-minded individuals. This makes it a very attractive platform for business coaches and consultants!
What makes LinkedIn a good choice for paid advertising:
- It’s an amazing platform for coaches and consultants
- Your ideal professional audience probably hangs out there
- Users may be more receptive to business-related content
While advertising on LinkedIn may seem like a no-brainer, there are some hidden drawbacks that coaches should be aware of before investing in paid ads.
Compared to platforms like Facebook, targeting options on LinkedIn may not be as robust, making it more challenging to reach a very specific niche audience. Here at Marketecs, we find that LinkedIn ads don’t always convert the way we would hope for our coaching clients.
The minimum ad spend is also higher than many other major platforms, starting at $10/day. This can make it challenging for small businesses with limited budgets to see a good return on investment. For these reasons, we utilize LinkedIn ads sparingly – and monitor them closely.
In a Word, Paid Advertising is… Complex
As you likely know, there are many other platforms and opportunities out there for paid advertising – Twitter/X, Spotify, Amazon, to name a few. But the three above are the ones we utilize most often – and for the widest, most effective reach.
It’s important to note that this article is a quick summary highlighting key points about advertising on the 3 major platforms. In reality, if you want to experience the greatest likelihood of success, think of paid ads as mastering an art – it takes time, patience, expertise – and sometimes, good old-fashioned trial and error.
What can we help you with? Our marketing architects provide a realm of paid advertising expertise, from answering your basic questions to setting up and testing complex ad campaigns. Let’s talk!
