Different forms of advertising and when to use them

When you’re part of a small marketing team in a larger organisation, juggling multiple campaigns, requests from different departments, and limited budget or capacity can be overwhelming.

You’re expected to be creative, data-driven, and agile… often all at once. Sometimes, you just need a bit of clarity and inspiration to steer your next campaign in the right direction.

One of the most valuable aspects in your marketing mix is advertising. But choosing the right type at the right time can make or break your campaign.

Advertising isn’t one-size-fits-all. Each format serves a different purpose, depending on your objectives, audience, and the stage of the customer journey you’re targeting.

To help you plan smarter, here’s a breakdown of different forms of advertising, and when to use them.

1. Social media advertising

What it is: Paid promotions on social platforms that help you reach tailored audiences through targeting based on demographics, interests, behaviours, and more.

When to use it: Social media ads are ideal when you want to reach a clearly defined audience with a message that prompts engagement — whether it’s clicks, shares, sign-ups or purchases. They’re especially effective for launching a new product, growing your social following, or promoting time-sensitive events like webinars, sales, or open days.

Platforms like Meta (Facebook and Instagram), LinkedIn, TikTok, and Pinterest offer a wide range of ad formats — from video to carousels — that can be adapted to fit your campaign goals. If you need to scale quickly or test messaging, social ads are flexible and fast-moving.

2. Google Ads (Search)

What it is: Pay-per-click (PPC) ads that show up in Google search results when someone types in specific keywords.

When to use it: Google Ads are perfect when you’re targeting people who are already showing interest or intent. For example, if someone types in “commercial cleaning company Leicester,” they’re actively looking — and you want your business to be one of the first results they see.

This format is great for service-based businesses, local offerings, or high-conversion keywords. It’s also measurable and scalable — ideal for teams needing fast ROI or proof of performance.

3. Display ads

What it is: Visual banner ads that appear on third-party websites, often part of the Google Display Network.

When to use it: Use display ads when your goal is brand awareness. These ads keep your name and visual identity in front of potential customers as they browse the web — even if they’re not ready to convert yet.

They’re particularly effective for remarketing — for example, targeting users who’ve visited your website but haven’t taken action. Make sure to use striking visuals, simple messaging, and a clear call-to-action.

4. Print advertising

What it is: Traditional advertising in newspapers, magazines, flyers, or brochures.

When to use it: Print ads can still play an invaluable role, especially if you’re targeting a niche or local audience. For instance, advertising in a regional business magazine or community newsletter can reinforce your brand in a more trusted, tactile space.

Don’t expect immediate conversions. Print works best for long-term awareness or credibility boosts, especially in industries where trust and reputation matter.

5. Email marketing

What it is: Promotional messages delivered directly to inboxes. Ideal for building loyalty and repeat engagement.

When to use it: Email shines when you’re speaking to existing customers or warm leads. It’s perfect for sending tailored offers, sharing updates, or reminding users about renewals, abandoned carts, or events.

Make your emails personalised and mobile-friendly. A strong subject line and clear call-to-action will help cut through the noise.

6. Influencer marketing

What it is: Collaborating with individuals who have influence over a target audience from niche bloggers to local TikTok creators.

When to use it: Influencer marketing is a smart move when you want to quickly gain trust within a specific community or tap into a new demographic. You don’t need a huge budget. Micro or local influencers often drive higher engagement and authenticity than major celebrities.

Think about your audience: are there creators they already follow and trust? If so, partnering with them can bring a human voice to your campaign.

7. Out-of-Home (OOH) advertising

What it is: Any advertising that reaches people when they’re outside of their homes: billboards, bus stops, taxis, posters in shopping centres, or digital screens in high-traffic areas.

When to use it: OOH advertising is ideal when you want maximum visibility and brand exposure in a specific geographic location. It’s particularly effective for local campaigns, store openings, or when you want to raise general awareness. For example, before launching a digital push.

While it may not be as trackable as online ads, OOH can significantly boost brand recognition and complement digital campaigns. For instance, if you’re running a social or email campaign in a particular city, pairing it with eye-catching posters in key areas can reinforce your message.

Digital OOH (DOOH) formats, like screens in train stations or shopping centres, also offer flexible scheduling and the ability to update creatives quickly. This is a great feature for agile campaigns run by small teams.

No matter the size of your team, a strategic mix of advertising formats can help you work smarter, not harder. Align your ad choice with your campaign objective, test what works, and don’t be afraid to mix traditional and digital channels.