PPC platforms and channels: which to use and when
The main PPC platforms are Google (Search, Display, Shopping, YouTube), Meta (Facebook and Instagram), TikTok, LinkedIn, and Microsoft Advertising (Bing). Google Search captures active buyer intent; Meta and TikTok build reach and demand; LinkedIn targets professionals; Bing offers cheaper clicks at lower volume.
A clear comparison of PPC platforms and channels: Google, Meta, TikTok, LinkedIn, and more. What each is best for, what it costs, and how to choose the right mix.
TL;DR: Quick Answer
Basic South African brochure sites: R8,000-R20,000. Custom business websites with SEO and copywriting: R20,000-R50,000. E-commerce: R40,000-R150,000+. The five cost drivers that create the biggest price variation are: scope and number of pages, custom vs template design, professional copywriting, integrations (payment gateways, booking systems, CRM), and on-page SEO included at build stage. Always add 15-25% for hosting, maintenance and content updates in year one.
Key takeaways
- Very cheap quotes (under R5,000) almost always exclude copywriting, SEO, custom design and post-launch support
- Professional copywriting can represent 20-35% of a total website project cost, and is worth it for search visibility
- On-page SEO built into the website at launch costs a fraction of what it costs to retrofit after the site is live
- Hosting, SSL, domain and maintenance add R3,000-R10,000 per year on top of build cost
- E-commerce adds significant cost due to payment gateway integrations, product data, security requirements and checkout UX
- Timeline and client responsiveness directly affect cost: slow feedback rounds extend agency hours
Intent channels versus demand channels
The most useful way to think about PPC channels is whether they capture existing demand or create new demand. Get this distinction right and the platform choice becomes obvious.
Intent channels, mainly Google Search, reach people already looking for what you offer, so they convert quickly but are limited by how many people are searching. Demand channels, like Meta and TikTok, put you in front of people who were not looking, building awareness and interest that converts over time. Most businesses need both: intent to capture demand now, demand channels to grow it.
What is each platform best for?
Each platform has a clear sweet spot. Matching your goal to the right one is more important than being everywhere.
| Platform | Best for | Typical cost per click |
|---|---|---|
| Google Search | Active buyer intent | R9 to R15 (more in finance, legal) |
| Google Display / YouTube | Awareness, remarketing | R2 to R20 / R0.50 to R8 per view |
| Meta (Facebook, Instagram) | Consumer reach and demand | R4 to R9 |
| TikTok | Younger audiences, video | R5 to R25 |
| B2B and professionals | R50 to R250 | |
| Microsoft (Bing) | Cheaper clicks, older audience | Often below Google |
For the detail on the two biggest, see our comparison of Meta versus Google Ads.
How do you choose the right channel mix?
Start with your customer and your goal, not the platform. If people actively search for what you sell, Google Search belongs in the mix. If your product is visual or impulse-driven, Meta and TikTok earn their place. If you sell to businesses, LinkedIn may justify its higher costs.
Then weigh intent against awareness. A business that needs leads now leans on intent channels; one building a brand invests in demand channels alongside. The discipline is to pick the one or two that fit, prove them on cost per lead, and only expand once they work.
Is Microsoft Advertising (Bing) worth it?
Often, yes, as a complement rather than a replacement. Bing has far lower search volume than Google, but its clicks are frequently cheaper and its audience skews older and, in some markets, higher-income, which suits certain businesses.
Because campaigns can often be imported from Google with little extra work, Bing is usually a low-effort addition once your Google account is running well. It will not replace Google's volume, but the incremental leads at a lower cost per click can be worth the small additional management.
Why not just use every channel?
Because budget and attention are finite, and spreading them thin starves every channel of the data it needs to optimise. A little money on five platforms produces five underperforming campaigns and no clear winner.
Concentrating budget on the one or two channels that fit your customer lets each gather enough data to improve, drives down cost per lead, and tells you clearly what works. Expansion should follow proof, not precede it. Focus is the cheapest performance advantage in paid media.
See how the channels are priced and managed on our programmatic advertising service.
Frequently asked questions
What are the main PPC platforms?
Google (Search, Display, Shopping, YouTube), Meta (Facebook and Instagram), TikTok, LinkedIn, and Microsoft Advertising (Bing). Google Search captures active intent, Meta and TikTok build demand, LinkedIn targets professionals, and Bing offers cheaper clicks at lower volume.
What is the difference between intent and demand channels?
Intent channels like Google Search reach people already looking for what you offer, converting quickly but limited by search volume. Demand channels like Meta and TikTok reach people who were not looking, building awareness that converts over time. Most businesses need both.
Which PPC platform is cheapest?
Microsoft Advertising (Bing) often has cheaper clicks than Google, and Display and YouTube cost less per interaction than Search. But the cheapest click is not the cheapest customer; judge platforms on cost per lead, since a pricier click that converts can be better value.
Is Bing advertising worth it?
Often, as a complement to Google rather than a replacement. Bing has lower volume but cheaper clicks and an older audience, and campaigns can usually be imported from Google with little effort, making the incremental leads worth the small added management.
Should I use every PPC channel?
No. Budget and attention are finite, and spreading them thin starves each channel of optimisation data. Concentrate on the one or two channels that fit your customer, prove them on cost per lead, then expand. Focus beats breadth in paid media.