Quick answer - begin with Google Ads
If you want to attract new customers and leads for your business, then Google Ads is a rewarding place to start. Our research shows that visitors from Google is 65% more likely to become a relevant lead than visitors from social media platform. However, the downside is that website trafic from Google is more expensive to acquire
Google Ads will already in a couple of months provide clarity whether or not Google is a lucrative lead generator for your business. When your lead generation is running smoothly in Google Ads, then you can add paid activities from social media as part of the medium-long term marketing strategy.
The quick answer - start with LinkedIn
If you want to use paid ads to make you job openings more visible for future employees, then Linkedin is phenonomal. Despite that Facebook owns more of the social media traffic, Linkedin is still the preferred professional social media where you future employess are looking for new job opportunities.
Linkedin provides excellent options for segmenting your paid ads based upon geography, age, education and much more.
The quick answer - start with Facebook
If you want to utilize paid ads to increase your overall brand visibility and recognizability, then Facebook is good option. The success formular for creating the good brand awareness campaign is to reach as many as possible within the target group as often as possible for the least amount of money, and Facebook excell at this.
A solid alternative would be display advertisement on Google.