A channel choice makes more sense when it follows the customer’s situation. Someone actively looking for a service has a different starting point from someone who has just discovered a business.
Consider what people are searching for
Google Search campaigns can place ads in search results when people look for relevant products and services. That is their central role in Google’s campaign-type guidance. It is a useful distinction when deciding where a campaign fits in a broader marketing plan.
Connect the search to an offer
Write down the customer’s question and the page that should answer it. A person searching for a specific service should be able to find an explanation of that service, the relevant details, and an obvious way to enquire.
Use the same exercise when planning Facebook Ads or Native Ads: what will the person understand from the message, and what should happen after they click? The channel changes, but the need for a clear offer remains.
Review relevance as the campaign develops
Campaign planning continues after launch. Google’s search terms report guidance explains how reported searches can help assess relevance. Review the available information alongside what the business sees in its enquiries and sales process.
Give each channel a job
A plan can describe the role of each channel without assuming that one platform should do everything. Start with the audience, the objective, the offer, and the resources available. Then decide what each campaign is expected to contribute.
There is no universal campaign mix that fits every business. A thoughtful starting plan makes the next review more useful because it records what you were trying to learn.