Choosing paid channels
Channel Selection Guide
Use this skill when choosing paid channels — where Meta, LinkedIn, and search each win for B2B, and how to sequence them by budget and motion.
--- name: "ads-channel-selection" title: "Channel selection guide" description: "Use this skill when choosing paid channels — where Meta, LinkedIn, and search each win for B2B, and how to sequence them by budget and motion." category: Ads --- # Channel Selection Guide ## Five Primary Channel Categories | Category | Channels | Description | |----------|----------|-------------| | Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks | | Paid Search | Google, Microsoft | Advertising on search engines | | Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites | | Programmatic | Display, Digital Audio, Connected TV, Native | Advertising on the open internet | | Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations |
Overview
Run a test campaign for $100 on channels you're seriously considering to get real average CPC & CPM.
Manual install (npx, ZIP)
Claude Code
npx skills add swan-gtm/gtm-skills --skill ads-channel-selection -g -a claude-codeClaude Code (manual)
mkdir -p ~/.claude/skills && curl -sL https://codeload.github.com/swan-gtm/gtm-skills/tar.gz/e65d97205fd2 \
| tar -xz -C ~/.claude/skills --strip-components=3 gtm-skills-e65d97205fd2/skills/ivan-falco/ads-channel-selectionWindows (PowerShell)
New-Item -ItemType Directory -Force "$HOME\.claude\skills" | Out-Null; Invoke-WebRequest "https://m.agentalley.io/zip/df143a18eedab40e6006/ads-channel-selection.zip" -OutFile "$env:TEMP\ads-channel-selection.zip"; Expand-Archive "$env:TEMP\ads-channel-selection.zip" -DestinationPath "$HOME\.claude\skills" -ForceClaude.ai / desktop
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Channel Selection Guide
Five Primary Channel Categories
| Category | Channels | Description |
|---|---|---|
| Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks |
| Paid Search | Google, Microsoft | Advertising on search engines |
| Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites |
| Programmatic | Display, Digital Audio, Connected TV, Native | Advertising on the open internet |
| Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations |
Programmatic Breakdown
- Display: Banner ads on websites (most familiar form)
- Digital Audio: Spotify, Pandora, iHeartRadio ads
- Connected TV (CTV): Ads on streaming services like Hulu
- Native: Similar to display but with native ad placements that blend with content
Four Key Criteria for Choosing a Channel
| Criteria | Description |
|---|---|
| Targeting options | Can you reach your ICP based on available targeting options? |
| Media cost | How much does it cost per click and per 1,000 impressions? (CPC & CPM) |
| Reach | How large is your audience size with your available targeting options? |
| Policy | Does this platform allow your industry to serve ads without restriction? |
Pro Tip
Run a test campaign for $100 on channels you're seriously considering to get real average CPC & CPM.
Recommended Channels by Stage
| Stage | Channels |
|---|---|
| Create | YouTube, LinkedIn, Facebook, Display, Twitter |
| Capture | Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube |
| Accelerate/Activate | LinkedIn, Facebook, Display |
| Revive | LinkedIn, Facebook |
| Expand | LinkedIn, Facebook |
These are recommendations to use as inspiration, not as restrictions. Your specific situation may warrant different channel choices.
Fictional Examples
Product Hero Channel Selection
- Create (Problem Aware): LinkedIn - job title targeting for Product Managers, excluding existing customers and website visitors
- Capture (Solution Aware): Google Ads + Microsoft Ads - non-brand keywords (product roadmap planning), competitive campaigns (bidding on competitor names)
- Capture (Product Aware): LinkedIn + Facebook remarketing - staying top of mind with product managers who've visited the site
Sales Hero Channel Selection
- Create (Problem Aware): LinkedIn + Display - targeting top 50 accounts (account-based approach)
- Capture (Product Aware): LinkedIn remarketing - getting in front of key accounts
- Accelerate (Offer Aware): LinkedIn - targeting open opportunities at key accounts
By Ivan Falco - Frontal
| 1 | |
| 2 | name "ads-channel-selection" |
| 3 | title "Channel selection guide" |
| 4 | description "Use this skill when choosing paid channels — where Meta, LinkedIn, and search each win for B2B, and how to sequence them by budget and motion." |
| 5 | category Ads |
| 6 | |
| 7 | |
| 8 | # Channel Selection Guide |
| 9 | |
| 10 | ## Five Primary Channel Categories |
| 11 | |
| 12 | | Category | Channels | Description | |
| 13 | |----------|----------|-------------| |
| 14 | | Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks | |
| 15 | | Paid Search | Google, Microsoft | Advertising on search engines | |
| 16 | | Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites | |
| 17 | | Programmatic | Display, Digital Audio, Connected TV, Native | Advertising on the open internet | |
| 18 | | Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations | |
| 19 | |
| 20 | ### Programmatic Breakdown |
| 21 | |
| 22 | **Display**: Banner ads on websites (most familiar form) |
| 23 | **Digital Audio**: Spotify, Pandora, iHeartRadio ads |
| 24 | **Connected TV (CTV)**: Ads on streaming services like Hulu |
| 25 | **Native**: Similar to display but with native ad placements that blend with content |
| 26 | |
| 27 | ## Four Key Criteria for Choosing a Channel |
| 28 | |
| 29 | | Criteria | Description | |
| 30 | |----------|-------------| |
| 31 | | Targeting options | Can you reach your ICP based on available targeting options? | |
| 32 | | Media cost | How much does it cost per click and per 1,000 impressions? (CPC & CPM) | |
| 33 | | Reach | How large is your audience size with your available targeting options? | |
| 34 | | Policy | Does this platform allow your industry to serve ads without restriction? | |
| 35 | |
| 36 | ## Pro Tip |
| 37 | |
| 38 | Run a test campaign for $100 on channels you're seriously considering to get real average CPC & CPM. |
| 39 | |
| 40 | ## Recommended Channels by Stage |
| 41 | |
| 42 | | Stage | Channels | |
| 43 | |-------|----------| |
| 44 | | Create | YouTube, LinkedIn, Facebook, Display, Twitter | |
| 45 | | Capture | Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube | |
| 46 | | Accelerate/Activate | LinkedIn, Facebook, Display | |
| 47 | | Revive | LinkedIn, Facebook | |
| 48 | | Expand | LinkedIn, Facebook | |
| 49 | |
| 50 | These are recommendations to use as inspiration, not as restrictions. Your specific situation may warrant different channel choices. |
| 51 | |
| 52 | ## Fictional Examples |
| 53 | |
| 54 | ### Product Hero Channel Selection |
| 55 | |
| 56 | **Create (Problem Aware)**: LinkedIn - job title targeting for Product Managers, excluding existing customers and website visitors |
| 57 | **Capture (Solution Aware)**: Google Ads + Microsoft Ads - non-brand keywords (product roadmap planning), competitive campaigns (bidding on competitor names) |
| 58 | **Capture (Product Aware)**: LinkedIn + Facebook remarketing - staying top of mind with product managers who've visited the site |
| 59 | |
| 60 | ### Sales Hero Channel Selection |
| 61 | |
| 62 | **Create (Problem Aware)**: LinkedIn + Display - targeting top 50 accounts (account-based approach) |
| 63 | **Capture (Product Aware)**: LinkedIn remarketing - getting in front of key accounts |
| 64 | **Accelerate (Offer Aware)**: LinkedIn - targeting open opportunities at key accounts |
| 65 | |
| 66 | |
| 67 | |
| 68 | > By Ivan Falco - Frontal |
| 69 |
Details
- Updated
- Sep 23, 2026
- License
- MIT
- Stars on the repo
- ★ 159
- Checked
- Source
- swan-gtm/gtm-skills ↗
- Creator
- swan-gtm · 51 listings
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