Roshanak Kavian
Co-Founder and CEO of Indigo Mars, a Los Angeles marketing agency.
Indigo Mars treats channel selection as the decision that actually determines whether paid advertising works, not an afterthought to execution. The real question isn't which platform is generally "best" — it's which specific channel matches how a specific business's actual customers search and discover options. This is the same principle covered generally in this guide's beginner's advertising content, applied directly to how client work is actually structured.
Channel Selection Comes Before Channel Execution
A business whose customers actively search for what it does — a lawyer, a contractor, a service provider people look for by name of service — gets matched to search-based channels like Google Ads. A business that depends more on visual discovery or timing gets matched to platforms built around that kind of browsing behavior. Running every channel at once regardless of fit isn't a strategy — it's a way to spend budget without learning what's actually working.
What This Looked Like in Practice
The documented case studies on this blog reflect this same channel-matching principle directly. Early ChatGPT ad adoption, paired with AI-optimized Google Ads, drove new client signups for a coaching and consulting practice — a combination chosen because both channels matched how that specific audience was actually searching, not applied as a generic package. The same principle shaped the paid approach behind the dental practice and home renovation case studies also documented on this blog.
Concentration Over Fragmentation
A concentrated budget on the right one or two channels, run long enough to actually gather real data, consistently outperforms a thin budget spread across everything. This is a deliberate choice, not a resource limitation — going deep on the channels that actually fit a specific business produces real, measurable results faster than a broad, shallow presence everywhere at once.
Where to Go From Here
For the real results this approach has produced, see How Dental Practices, Coaches, and Home Service Businesses Are Already Winning at AI Search, and the broader agency approach in About Indigo Mars.
The same specificity principle applies to content and social work too — see How Indigo Mars Approaches Content & Social.
Not sure which paid channel actually fits your specific business? Get in touch and we'll help you figure it out.
