A platform is not a plan
In the original article, I questioned the idea that businesses should spend only on Facebook and Instagram. That ignores the customer and the job the advertising needs to do.
Someone actively searching for a product is in a different position from someone encountering your brand for the first time. Choose the channel, message and destination with that difference in mind. Do not dismiss a channel simply because it is unfashionable, or fund it because somebody has declared it the only place to advertise.
Follow the customer after the click
The ad is only part of the experience. If the page is slow, the offer is unclear or the product is hard to find, changing the media budget will not fix that problem.
Shop the journey yourself, especially on mobile. Check whether the landing page delivers what the ad promises and whether the customer can take the next step.
Make the budget decision testable
Content has the same requirement. Choose the format around the audience: a helpful video, an article, a discussion or an advertisement may do different jobs. A weekly blog is not a compulsory format. Decide what the customer needs and where they will encounter it before setting the publishing cadence.
Set a commercial objective and decide what evidence will support the next spending decision. Keep brand-building activity and immediate purchase intent distinct when evaluating results. No channel is automatically right for every business.
Read about our Google Ads management, Facebook and Instagram advertising and CRO work.