Running paid campaigns across multiple platforms is about matching each channel to the right goals and learning how they work together. We ran campaigns across Meta, Google, TikTok, and LinkedIn. Here’s a high-level look at what we saw and what we took away.
Overall Results
Across all platforms we reached:
- 100M+ impressions: spread across Meta, Google, TikTok & LinkedIn (different audiences, not just the same ad everywhere)
- 17M+ unique reach: people who actually saw the brands
- 650K+ clicks: strong traffic potential
- 8M+ engagements: likes, comments, shares, saves
- +30K followers: across multiple projects and channels
Strategy and ongoing optimization made the difference. The scale of reach and engagement came from treating each platform according to its strengths, not from throwing more at the wall.
Channel Mix
Meta was the main driver for reach and engagement, with large-scale awareness and traffic. Google handled intent-driven search and conversions. TikTok and LinkedIn were more focused: community growth and professional audiences respectively. That mix gave us diversified touchpoints instead of relying on a single platform.
Platform Highlights
Meta
Meta drove the majority of traffic and delivered the bulk of impressions and reach. Video views were in the tens of millions. Creative was highly watchable. We saw strong engagement: millions of page engagements, strong post reactions, and meaningful growth in page likes and Instagram followers. For broad reach and engagement, Meta was the workhorse.
Google delivered strong search-intent traffic. It was efficient for conversions rather than engagement-heavy metrics. Exactly what you’d expect from Search and Performance Max.
TikTok
TikTok drove real community growth: thousands of new followers and millions of video views. Engagement was more community-driven (follows, profile visits) than direct clicks. Great for brand building and organic potential.
LinkedIn showed strong CTR and high relevance for professional audiences. Quality B2B traffic and clear potential to scale for professional targeting.
Takeaways
- Balanced channel mix: each platform played a role; diversification beat putting everything in one place.
- Video works at scale: tens of millions of video views proved that strong creative pays off.
- Each platform has a role: Meta for reach and engagement, Google for intent, TikTok for community, LinkedIn for B2B.
Conclusion
Multi-platform paid media works when you treat each channel according to its strengths and keep optimizing. These are aggregate results across several campaigns. They show that with a clear plan and consistent execution, you can achieve strong reach and engagement.
For more on execution at scale, see Scaling Paid Campaigns Across Meta, Google, TikTok & LinkedIn.