Cheatsheet

Channel Selection Cheatsheet

Which paid channel for which job, the order to add them in, and the failure mode of each. One page.

What’s inside

Each channel by intent and lever
The order to add them in
The failure mode of each

Channels aren’t interchangeable. They sit at different points of intent and reward different inputs. Use this to pick the right one for the job, and to add them in the right order.

The channels at a glance

Channel	Intent	Main lever	Failure mode
Apple Search Ads	High	Keywords + bids	Runs out of volume
Google UAC	Mixed	Assets + targets	Goes opaque
Meta	Mid	Creative + audiences	Creative fatigue
TikTok	Low (you create it)	Creative	Recycled ads die
Pinterest / Snap / Pop	Situational	Creative + targeting	Thin volume

The order to add them

Start: ASA for efficient, high-intent iOS installs and to prove the funnel.
Scale: Meta and UAC once payback is clear.
Expand: TikTok as the creative-led engine, fed by a real pipeline.
Test: the rest as incremental budget, not the main bet.

How to weight budget

Toward channels that clear your payback target.
Away from anything that only looks good in last-click.
With a fixed slice reserved for testing, always.

The right mix isn’t a template, it’s wherever your paybacks clear. Re-check it monthly.

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