Quick answer - begin with Google Ads
If you want to attract new customers and leads for your business, Google ads are a rewarding place to start. Our research shows that visitors from Google are 65% more likely to become relevant leads than visitors from social media platforms. However, the downside is that website traffic from Google is more expensive to acquire.
In only a couple of months, Google ads will clarify whether 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 your job openings more visible for future employees, Linkedin is phenomenal. Despite Facebook owning more social media traffic, Linkedin is still the preferred professional social media, where your future employees look 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, Facebook is a good option. The success formula for creating a 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 excels at this.
A solid alternative would be display advertising on Google.