14 Alternatives to Google Ads to Generate Leads and Sales

Have you considered running Google ads, but are not really certain where to begin? Perhaps you have been running ads, but not achieving the results you were hoping for. 

We all know that Google is the king of search engines. Therefore, it is the best place to run your ads, right? Well, it isn’t quite that easy. In fact, there are several alternatives to Google which all offer unique benefits for digital marketers, like lower costs and exposure to different and unique audiences.

In this article, we will tell you about 14 alternatives to Google Ads, along with some free alternatives that your Google Ads agency can use to create more conversions and sales.

Google Ads Current Ad Capabilities

What makes Google Ads versatile is that Google can place ads in different places.

As of 2024, Google Ads can appear in various locations across Google’s network and partner sites. These are where Google ads can appear in 2024.

• Search results pages – Text ads that appear at the top and bottom of Google search results pages, triggered by user search queries.
• Google Display Network websites – Image, video, or text ads that appear on millions of websites partnered with Google, targeting users based on interests, demographics, and browsing history.
• YouTube – Video ads before or during videos, banner ads on the platform, and overlay ads that appear at the bottom of videos.
• Gmail – Ads that appear in the Promotions and Social tabs of Gmail, often expandable and interactive.
• Google Maps – Local business ads that appear in Maps searches and navigation, including “promoted pins” on the map itself.
• Google Play Store – App promotion ads that appear when users browse or search for apps in the Play Store.
• Google Shopping – Product listing ads featuring images, prices, and merchant information, appearing in Shopping search results and general search results.
• Google Images – Sponsored images that appear alongside organic image search results.
• Google Discover feed – Native ads that blend in with content recommendations in the Discover feed on mobile devices.
• Mobile apps within the AdMob network – Banner, interstitial, and rewarded video ads that appear within mobile apps partnered with Google’s AdMob platform.
• Google News – Sponsored content that appears alongside news articles in the Google News platform.
• Google My Business listings – Ads that enhance business listings with additional information, offers, or call-to-action buttons.

There are different types of Google ads units, including Google Shopping ads, Responsive Search Ads, Dynamic Search Ads, Display Ads, YouTube, and PMAX. Google can also provide real time analytics of users on your website. 

You can even manage your campaigns with a mobile app. Although Google Ads sounds like the best option, there are advertising alternatives that are cheaper and more efficient.

Additionally, many businesses may have reached a ceiling of exposure on Google Ads and can benefit from different types of ads to increase market share. There is no single best alternative to Google search ads for everyone. Rather, each ad alternative offers unique advantages and distinct audiences.

While Google Ads is a popular platform, there are several Google Ads competitors worthy of exploring.

How Pmax has changed (Pay-Per-Click) Advertising

Performance Max (PMax) campaigns are a newer, more automated campaign type in Google Ads. 

Performance Max (PMax) campaigns have significantly impacted Google Ads in several ways.

• Simplified campaign management – PMax has reduced the need for multiple campaign types, streamlining the process for advertisers.
• Increased automation – It has pushed Google’s AI and machine learning capabilities to the forefront, reducing manual optimization tasks.
• Cross-channel presence – PMax enables advertisers to reach users across all of Google’s properties with a single campaign.
• Shift in skill requirements – The focus has moved from technical setup and optimization to creative asset production and strategic input.
• Data visibility changes – There’s less granular data available, shifting how performance is analyzed and optimized.
• Budget allocation – Campaign budgets are automated and provide less individual opportunity to adjust them across campaign types.
• Testing approaches – Traditional A/B testing methods have been challenged, requiring new approaches to performance testing.
• Audience targeting – PMax has changed how advertisers approach audience targeting, relying more on Google’s algorithms.
• Creative importance – There’s an increased emphasis on providing diverse, high-quality creative assets.
• Reporting adaptations – Marketers have had to adapt to new reporting structures and performance indicators.

PMax differs from other Google campaign formats in several ways.  Let’s explore some of the key features side by side with other campaigns. Here are some popular PMax features:

• Automated bidding and placement across all Google networks
• Uses machine learning to optimize ad delivery
• Combines various ad formats (text, image, video)
• Requires advertisers to provide assets rather than creating specific ads

Compared to traditional formats, PMax has several differences in structure and usage:

• Search campaigns –
  • PMax – Covers all networks, including Search
  • Traditional – Limited to Search network, requires keyword management
• Display campaigns –
  • PMax – Includes Display network automatically
  • Traditional – Focuses solely on Display network, requires a separate setup
• Shopping campaigns –
  • PMax – Incorporates product feeds and shows across all networks
  • Traditional – Limited to Shopping network and search results
• Video campaigns –
  • PMax – Includes video placements alongside other formats
  • Traditional – Focuses on YouTube and video partner sites
• Control and transparency –
  • PMax – Less granular control, relies more on Google’s algorithms
  • Traditional – More control over specific placements, keywords, and bidding
• Reporting –
  • PMax – Provides aggregate performance data
  • Traditional – Offers more detailed, channel-specific reporting
• Budget allocation –
  • PMax – Automatically distributes budget across networks
  • Traditional – Requires manual budget allocation per campaign type

Top Alternatives to Google Ads

Perhaps your conversion rate has dropped or your shopping campaigns aren’t working, so you need to find another advertising platform. Here is a list of the top alternatives to Google Ads:

In 2024, there are 14 Google Ads alternatives for digital advertising that we recommend.

• Microsoft Advertising (formerly Bing Ads) – Covers the Bing search network and partner sites.
• Meta Ads (formerly Facebook Ads) – Offers advertising across Facebook, Instagram, Messenger, and the Meta Audience Network.
• Amazon Advertising – Particularly effective for e-commerce businesses selling on or off Amazon.
• LinkedIn Ads – Ideal for B2B marketing and professional audience targeting.
• Native advertising networks – Such as Taboola or Outbrain place ads that match the look and feel of the websites they appear on.
• TikTok Ads – Growing in popularity, especially for reaching younger audiences.
• Reddit Ads – A large relevant audience serving promoted posts free form ads and images ads primarily  
• Twitter Ads – Good for real-time engagement and trending topics.
• Pinterest Ads – Effective for visual products and lifestyle brands.
• Snapchat Ads – Another platform popular with younger demographics.
• Apple Search Ads – For promoting iOS apps in the App Store.
• Other Programmatic advertising platforms – Like The Trade Desk or MediaMath, allow for automated ad buying across multiple networks.
• Influencer marketing platforms – Like AspireIQ or Upfluence, connecting brands with social media influencers.
• OOH Connected TV Advertising Platforms – Roku, Amazon Fire TV, Apple TV, Smart TVs, Streaming sticks, Gaming consoles, Laptops, and Tablets.

1. Microsoft Advertising (Bing Ads)

Covers the Bing search network and partner sites, including Yahoo and AOL.

Details:

• Similar to Google Ads in functionality
• Often less competitive and cheaper than Google Ads
• LinkedIn profile targeting integration

There are some great advantages over Google Ads as well.

• Lower competition – Fewer advertisers use Bing Ads, potentially leading to lower costs per click and better ad positions.
• Different demographic – Bing tends to attract an older, more affluent audience, which may be valuable for certain businesses.
• Integration with LinkedIn – Microsoft’s ownership of LinkedIn allows for unique targeting options based on professional data.
• Higher click-through rates – Some advertisers report better CTRs on Bing due to less competition and ad saturation.
• More control – Bing Ads often offers more granular control over campaign settings and targeting options.
• Cheaper conversions – Lower competition can lead to more cost-effective conversions in some industries.
• Extended reach – Ads appear on Bing, Yahoo, and AOL search networks, offering additional exposure.
• Import from Google Ads – Easy to import existing Google Ads campaigns, reducing setup time.
• Unique features – Offers some features not available in Google Ads, like action extensions and multi-image extensions.
• Less crowded marketplace – Easier to stand out and capture market share in certain niches.

When would you want to use Bing Ads Marketing?

Scenario: A B2B software company based in Houston could use Microsoft Advertising to target decision-makers searching for business solutions. They could leverage LinkedIn profile targeting to reach users with specific job titles or in particular industries.

2. Meta Ads (formerly Facebook ads and Instagram Ads)

Meta Ads allow you to advertise across Facebook, Instagram, Messenger, and the Meta Audience Network.

Details:

• Highly detailed targeting options based on demographics, interests, behaviors, and connections
• Various ad formats including image, video, carousel, and stories
• Ability to retarget website visitors and create lookalike audiences

The Meta platform is the most popular social media platform with over 3.27 billion daily active users on average. Depending on the nature of your business, there may be no real alternative to Meta ads. 

A reach that large means there are plenty of possibilities to reach people through your advertisements. Putting your business on Meta not only allows you to manage your business but also put up ads.

Facebook Ads is very simple to use. You can put up a post, photo, video, or website link in just seconds. Unlike Google and Bing, you have full customization abilities and can target ads based on a wealth of personal information. After that, you can select a radius of where you want your ads to reach and to specific age groups. This can be very useful if you want to target certain types of people.

Lastly, you can have any budget for Meta Ads, making the Meta platform a great place to run ads for any business size. Their analytics tools are also very powerful.  While it is the biggest player in the social media market, there are advertising alternatives to Meta, such as Amazon Ads, that have a larger reach. This is particularly true for the advertising of products.

When would you want to use the Meta Ads Platform?

Scenario: A clothing brand based in Los Angeles targeting millennials could use Meta Ads to showcase their latest collection through Instagram Stories and Facebook feed ads. They could target users interested in fashion, sustainability, and specific lifestyle choices, and retarget those who’ve visited their website but haven’t made a purchase.

3. Amazon Ads

Amazon’s platform is particularly effective for e-commerce businesses, whether they sell on Amazon or not.

If you are planning to advertise a product or service, Amazon is the place to do it. According to Statista, Amazon owns 37.6% of the total online marketplace, while Walmart only has 6.4%. Looking at these stats, Amazon is the place to go when people do their online shopping and can be an overlooked advertising platform.

Details:

• Sponsored Products, Sponsored Brands, and Sponsored Display ads
• Amazon DSP (Demand-Side Platform) for programmatic advertising
• Access to valuable purchase intent data

With Amazon, you can create a range of video and display ads to target different customers. Unlike Google, people usually go to Amazon to look at products. Therefore, having your product as an advertisement will most likely convince a consumer to buy it. Lastly, Amazon has its own network of services and sites, which means your ad can appear on external sites other than Amazon.

When would you want to use Amazon?

Scenario: A new electronics brand launching a smartwatch in Philadelphia could use Amazon Sponsored Products to appear in search results for “fitness tracker” or “smartwatch.” They could also use Amazon DSP to retarget users who’ve viewed similar products across the web.

4. LinkedIn Ads

LinkedIn is the place to go for Business to Business (B2B) advertisements. Since LinkedIn is a social network and job center, the platform is full of professionals. LinkedIn is also great for event advertising. For example, if you were holding a conference on your product, many people in those industries may be interested.

Ideal for B2B marketing and targeting professional audiences.

Details:

• Targeting options based on job title, company, industry, skills, etc.
• Ad formats include Sponsored Content, Message Ads, and Dynamic Ads
• Lead generation forms for easy data collection

There are also 1 billion active business professionals on LinkedIn. This means that you can reach the top tier and decision makers of companies much easier than on other platforms such as Google and Meta. LinkedIn is a very valuable social network that can generate your business a lot of website traffic and possible revenue.

When would you want to use the LinkedIn Platform Marketing Scenario?

Scenario: A SaaS company in Phoenix offering project management tools could use LinkedIn Sponsored Content to target project managers and team leads in specific industries. They could use Message Ads to offer a free trial directly to decision-makers.

5. Native Advertising Networks (Taboola or Outbrain)

Networks like Taboola or Outbrain place ads that match the look and feel of the websites they appear on.

Details:

• Content recommendation widgets on popular websites
• Less intrusive than traditional display ads
• Often used for content marketing and brand awareness

Outbrain is a platform that is solely for content discovery. It helps advertisers promote their websites with sponsored content and native ad placement. Outbrain has a network of over 100,000 websites which includes CNN, MSN, and the Guardian.

An example of Native Advertising is when you are on a website, at the bottom you see relevant articles or blogs. Outbrain/Taboola will put your article in those spots as a relevant ad that resembles a normal article. Since their ad network is so huge, all these websites have the possibility to link to your main website. There are also many Native advertising Network alternatives.

When would you want to use the Native Advertising Marketing Scenario?

Scenario: A travel company marketing European family vacations could use native advertising to promote an article about “10 Hidden Gems in Europe” on news and lifestyle websites, reaching users who are actively consuming related content.

6. Tiktok Ads

Growing platform, especially popular with Gen Z and younger millennials.

Details:

• Various ad formats including In-Feed ads, TopView, and Branded Effects
• Engagement-focused advertising with a strong emphasis on video content
• Influencer collaboration opportunities

When would you want to use Tiktok Ads Marketing Scenario?

Scenario: A music streaming app could create a TikTok challenge using Branded Effects, encouraging users to lip-sync to a new song release. They could amplify this with In-Feed ads showcasing the best user-generated content.

7. Reddit Ads

Reddit is the most popular discussion board platform in the world with 267.5 million weekly active users. Reddit is unique because it’s a discussion platform for almost any topic out there. Whether It’s sports, food, tech, or any topic you can think of, they will have it.

Reddit’s advertising platform allows brands to reach users on one of the internet’s largest forums and content aggregation sites.

The way Reddit Ads works is similar to Instagram; they put an advertisement in someone’s feed so they will notice it most of the time. Reddit is great for reaching millennials and Generation Z because the platform is mainly composed of those demographics.

You can also target certain users’ interests based on the discussion threads people are writing in. Lastly, the PPC rate on Reddit is much cheaper compared to Google. All in all, Reddit Ads is a great choice to target certain groups and capture a majority of the market.

Details:

• Targeting options based on subreddit subscriptions, interests, and behavior
• Various ad formats including promoted posts, display ads, and video ads
• Access to highly engaged niche communities
• Tools for campaign management, budgeting, and performance tracking
• Ability to engage directly with users through comments on promoted posts

When would you want to use the Reddit Ads Marketing Scenario?

Scenario: A new video game developer in the Bay Area could use Reddit Ads to promote their upcoming release by targeting gaming-related subreddits. They could create a promoted post showcasing game footage and encouraging users to ask questions about the game. 

The developers could then interact directly with potential customers in the comments, building buzz and gathering feedback before the game’s launch.

8. Twitter (X) Ads

Good for real-time engagement and trending topics.

Details:

• Promoted Tweets, Accounts, and Trends
• Targeting based on interests, keywords, and conversations
• Effective for joining or starting conversations around current events

When would you want to use Twitter (X) Ads?

Scenario: A news organization in Chicago could use Twitter Ads to promote breaking news stories or live coverage of events. They could target users interested in specific topics or following relevant accounts.

9. Pinterest Ads

Effective for visual products and lifestyle brands.

Details:

• Various ad formats including Promoted Pins, Carousel Ads, and Shopping Ads
• High purchase intent among users
• Long-lasting engagement as content is often saved for future reference

When would you want to use Pinterest Ads?

Scenario: A home decor brand in Tulsa could use Pinterest Ads to showcase its products in the context of beautifully styled rooms. They could target users searching for home renovation ideas or saving content related to interior design.

10. Snapchat Ads

Popular with younger demographics, especially for location-based and AR experiences.

Details:

• Various ad formats including Snap Ads, Filters, and Lenses
• Augmented Reality (AR) ad experiences
• Geotargeting capabilities

When would you want to use Snapchat Ads Marketing Scenario?

Scenario: A fast-food chain in Albuquerque could use Snapchat’s geofilters to promote a new menu item to users near their locations. They could also create a fun AR lens that turns users into a mascot or interacts with their product.

11. Apple Search Ads

For promoting iOS apps in the App Store.

Details:

• Appears at the top of App Store search results
• Based on relevancy to user searches and other factors
• Pay-per-install model

When would you want to use the Apple Search Ads?

Scenario: A new meditation app for a holistic health company in  Atlanta could use Apple Search Ads to appear when users search for terms like “mindfulness,” “sleep aids,” or “stress relief” in the App Store.

12. Other Programmatic Ad Platforms

Platforms like The Trade Desk or MediaMath allow for automated ad buying across multiple networks.

Details:

• Real-time bidding across various ad exchanges
• Advanced targeting and optimization algorithms
• Cross-device and cross-channel campaign management

When would you want to use the Programmatic Ads?

Scenario: A large national retailer could use a programmatic platform to automatically purchase ad inventory across multiple websites and apps, optimizing in real-time for the best-performing placements and audiences.

13. Influencer Marketing Platforms

Platforms like AspireIQ or Upfluence connect brands with social media influencers.

Details:

• Access to a network of influencers across various social platforms
• Tools for campaign management and performance tracking
• Often more authentic and engaging than traditional ads

When would you want to use Influencer Marketing?

Scenario: A fitness supplement brand in Tampa could use an influencer marketing platform to find and collaborate with fitness enthusiasts and personal trainers on Instagram. These influencers could create content showcasing how they incorporate the supplements into their routines.

14. OOH Connected TV Advertising

Platforms like Hivestack or Vistar Media combine out-of-home (OOH) advertising with Connected TV (CTV) capabilities.

Details:

• Integration of digital outdoor displays with streaming TV advertising
• Data-driven targeting and real-time bidding capabilities
• Ability to create cohesive cross-channel campaigns
• Measurement and attribution across both OOH and CTV

When would you want to use Connected TV/ OOH Marketing Scenario?

Scenario: A car manufacturer in Detroit could use an OOH Connected TV platform to display ads on digital billboards in high-traffic areas during rush hour, then retarget those same commuters with related ads on their connected TVs when they’re watching streaming content at home in the evening. This creates a seamless brand experience across different environments and times of day.

Each of these platforms offers unique advantages and is suited to different marketing goals and target audiences. The choice of platform(s) would depend on factors such as the product or service being advertised, the target demographic, budget, and specific marketing objectives.

Learn More about OOH Connected TV campaigns and how they work

Free Alternatives to Google Ads in 2025

So far in this article, we discussed 14 alternatives to Google Ads. However, most of these options aren’t free. Are you looking for a way to advertise with Google for free? While there may be no such thing as free Google advertising for business, there are other ways to reach potential customers and attract organic traffic. Here are free ways to advertise your business on the internet.

Start a Blog

Starting a blog is a great way to not only advertise your business but also bring more people to your website and build trust in your business. Blogs are great because you have a chance to answer people’s questions and connect with your users. Blogs are really easy to start and an excellent way to deliver high quality content to your audience.

Create Social Media Pages

Creating active social media pages is a great way to advertise your business. When you post, you can use hashtags and anyone searching for that hashtag will find it. Social media can lead to people following your page and later being interested in your business.

Use SEO Strategies

Search engine optimization is a great way to get more eyeballs on your website for free. It uses several factors to rank results based on the search terms. Using SEO strategies, you can enhance your website so that it will appear in search results on Google and alternative search engines like Bing.

Tips for Google Ads Campaigns

Perhaps you do not need an alternative to Google Ads at all, but you need to optimize your existing Google ad account. Here are some Google advertising free tips:

Come Up With New Keyword Ideas

Try coming up with a new list of keywords. Maybe the keywords you are using are too popular and have a high cost per click and you can benefit from using longer keywords.

Design New Landing Pages

Maybe the issue isn’t with your Google Ads themselves, but with your landing pages. Design landing pages that convert with a professional graphic designer.

Write Effective Calls to Action

Are your calls to action not converting? Make sure they are persuasive and concise. Include a reason to convert right away.

Experiment with different campaign types

New campaign formats like PMax use AI and machine learning to enhance marketing conversions

Need Help with Google Ads or other Platforms?

There are many options out there that have less expensive PPC rates than Google and can help grow your business exponentially. 

Although most of these platforms aren’t free, there are still free options out there like incorporating SEO and starting a blog which can generate more website traffic. If you have any questions, contact SEO Design Chicago today for help with Google Ads or its alternatives!

FAQ:

• What is Google Ads?
• What is PPC marketing?
• How do I create good Google Ads?
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• Are there free alternatives to Google Ads?