Advertising today is no longer a one-platform game. Your ideal customers are on Facebook, scrolling through Instagram, watching videos on TikTok, and researching products on Google—all in a single day. To win their attention and drive results, your brand needs a cohesive, cross-platform ad strategy.

This doesn’t mean duplicating your ads across channels. It means aligning your strategy so that each platform plays a different role in moving your audience closer to conversion. Here’s how to do it right—from Facebook to TikTok and everything in between.

Every platform serves a different purpose for the user:

• Facebook: Social connections, community, detailed targeting
• Instagram: Inspiration, aesthetics, influencer discovery
• TikTok: Entertainment, trends, fast-paced content
• Google: Information and high-intent product searches

 

By recognizing user intent, you can tailor messages that feel native to each platform while maintaining a consistent brand voice.

Building a Funnel That Connects the Platforms

Use each platform to support a different stage of your customer journey:

 

• Top of Funnel (Awareness): TikTok & Instagram Reels – Use eye-catching, entertaining short-form videos.
• Middle of Funnel (Consideration): Facebook – Deliver more detailed content like carousel ads, testimonials, or lead forms.
• Bottom of Funnel (Conversion): Google Search or Facebook retargeting – Capture high-intent users ready to take action.

 

Your strategy should move people seamlessly from one platform to the next.

What works on Facebook probably won’t perform well on TikTok. Instead of forcing the same creative across all platforms, tailor your content:

 

• On TikTok: Be informal, raw, and trend-aware.
• On Instagram: Prioritize visuals and branding aesthetics.
• On Facebook: Use a mix of visuals and storytelling in feed posts or ads.
• On Google: Use keyword-optimized copy and clear calls to action.

 

Your brand message should be clear, but the format and tone must fit the platform.

Use Cross Platform Retargeting

Here’s where the real magic happens. Retargeting users across platforms creates familiarity and trust:

 

• Someone watches your TikTok ad → You retarget them on Facebook with a testimonial video.
• Someone clicks your Instagram ad → You show them a special offer on Google Display.

 

This omnichannel approach keeps your brand top-of-mind and drives more conversions with fewer touchpoints.

Align Your Metrics and KPIs

It’s easy to get lost in the data. To measure your success across platforms, focus on aligned KPIs:

 

• Awareness: Impressions, reach, video views
• Engagement: Click-through rate (CTR), likes, shares, saves
• Conversion: Cost per acquisition (CPA), ROAS, purchases

 

Use consistent tracking tools like Meta Pixel, TikTok Pixel, and Google Analytics to see the full picture and make data-driven decisions.

Platform algorithms evolve—and so should your strategy. TikTok trends shift weekly, and Facebook ad performance can fluctuate due to seasonality or competition. Stay agile by:

 

• Monitoring trends weekly
• Testing creatives and offers frequently
• Being ready to shift budget toward the best-performing platform

 

Agility keeps your strategy ahead of the curve.

Think Like a Multi-Platform Marketer

Aligning your ad strategy across Facebook, TikTok, Instagram, and other platforms isn’t just smart—it’s essential. A disconnected strategy wastes ad spend and confuses your audience. But when your platforms work together, they amplify each other.

 

Be where your audience is, speak their language, and lead them to action—no matter what platform they’re on.