Most PPC or paid ads programs include Google Ads, Microsoft Advertising, Meta Ads for Facebook and Instagram, and, when the offer fits, LinkedIn Ads, TikTok Ads, YouTube ads, Amazon Ads, and Google Local Services Ads.
In practice, we do not put every business on every platform. We match the channel to how your customers actually buy. For many local businesses in Orlando, such as dentists, law firms, pest control companies, and home service brands, Google Ads is usually the first place to start because it captures people who are already searching. If you want a closer look at account setup and campaign management, our PPC services page shows how we handle paid search for lead-driven businesses.
| Platform | What it includes | Best fit | How it is usually billed |
|---|---|---|---|
| Google Ads | Search, Display, Shopping, YouTube, Performance Max, remarketing | High-intent leads, eCommerce, local services | Mostly per click |
| Google Local Services Ads | Top-of-page local service ads with calls and message leads | Eligible local service categories | Usually per lead |
| Microsoft Advertising | Bing search, shopping, audience placements | Search campaigns with added reach and often lower competition | Mostly per click |
| Meta Ads | Facebook, Instagram, Messenger, Audience Network | Lead forms, retargeting, offers, visual services | Per click, impression, or result type |
| LinkedIn Ads | Sponsored content, lead forms, messaging, text ads | B2B services, recruiting, high-value professional offers | Per click or impression |
| TikTok Ads | In-feed video and related formats | Short-form video offers, product discovery, younger audiences | Per click, impression, or video view |
| Amazon Ads | Sponsored Products, Sponsored Brands, Sponsored Display | Brands selling on Amazon | Mostly per click |
A common point of confusion is that not all paid ads are pure PPC. Search ads on Google and Microsoft are classic pay-per-click. Meta, LinkedIn, and TikTok can still be managed under a paid ads program, but they often optimize toward impressions, leads, or conversions instead of just clicks. That is why the better question is not “Which platform is biggest?” but “Which platform matches your buyer intent?” Our PPC vs. paid social FAQ breaks that difference down clearly.
For most local service brands, we usually group platforms like this: Google Search for bottom-of-funnel demand, Meta for retargeting and offer-based lead generation, Microsoft for extra search volume, and YouTube or TikTok only when video creative is strong. If your business is B2B, LinkedIn can be worth testing. If you sell products, Amazon and Google Shopping may matter more than Facebook. If you also need creative, audience testing, and campaign support on social channels, our social media marketing services are built for that side of paid media.
The practical answer is that “included platforms” depends on your goals, budget, industry, and creative assets, but the core stack is usually Google, Microsoft, and Meta first. Then we add LinkedIn, TikTok, Amazon, or Local Services Ads only when there is a clear reason. For a platform-by-platform explanation of the biggest channel in most local campaigns, see our Google Ads FAQ. If you are choosing where to begin, start with the platform where people already show buying intent, then expand once tracking and lead quality look good.
