Choose the channel around the customer.
Google Search can reach people actively looking for a service. Meta campaigns can introduce an offer to people who are not searching for it yet. The right starting point depends on what you sell, your geography, the available creative and the economics of a new customer.
We do not begin with every channel. The initial plan identifies one useful test, the audience it should reach and the action that matters. That might be a qualified enquiry, a booked consultation or a product purchase.

