Most marketing that isn’t working is on the wrong platform for what you sell. Find your industry below and start there.
The cheat sheet
| If you sell... | Start here | Why |
|---|---|---|
| Local services (plumbing, HVAC, roofing, cleaning, legal) | Google search ads, Local Services Ads, AI search (AEO) | People search when they need you now. Be at the top of Google and in the AI answer. |
| B2B services (consulting, agencies, IT, staffing) | LinkedIn outreach, organic content | Your buyers are on LinkedIn, and they hire people they already know and trust. |
| Physical products (ecommerce, DTC brands) | TikTok, Instagram | People buy what they see used. Short video shows the product working. |
| Restaurants, cafes and bars | Instagram, TikTok, Google Business Profile | People decide where to eat from photos, videos and the map. |
| Med spas, salons and fitness studios | Instagram, Meta ads, Google Business Profile | It’s a visual buy. Before-and-afters, reviews and the map do the selling. |
| Real estate and mortgage | Instagram, YouTube, Meta ads | Buyers pick a person, not a company. Video builds trust before the first call. |
| Software and SaaS | LinkedIn, Google search ads, AI search (AEO) | Buyers research and compare first, and they ask ChatGPT for options. |
| Professional services (accounting, financial advice, law) | Google search, AI search (AEO), LinkedIn content | People look for an expert when the problem shows up. Be the answer they find. |
| High-ticket home projects (remodels, pools, solar) | Meta ads, Google search ads | Meta creates the want. Google catches them when they’re ready to price it. |
| Coaches, courses and creators | YouTube, Instagram, an email list | Long videos build trust. The email list is the audience you own. |
| Local retail and boutiques | Instagram, TikTok, Google Business Profile | New stock and in-store moments sell. The map brings in walk-ins. |
AEO means showing up when people ask ChatGPT, Google’s AI answers and other AI tools for a recommendation.
How to use it
- Pick one or two platforms from your row. Not all of them.
- Run them consistently for 90 days before you judge them.
- Track what turns into paying customers, not just clicks, likes or leads.
- Once one is working, add the next platform on your row.
Is your industry missing, or are you unsure which row you’re in? Send me a message and I’ll tell you where I’d start.