Understand existing demand
If buyers already search for the service and your offer can answer that intent, search campaigns may be a sensible test. Review whether queries are commercial, informational, or ambiguous, and whether your page answers the expectation behind them.
Understand the role of discovery
A visual product or unfamiliar offer may need demonstration and explanation before someone searches for it. Social campaigns can test those messages, but good creative and a useful next step remain important. Platform reach alone is not evidence of purchase intent.
Compare downstream quality
Different channels may produce different lead and purchase journeys. Use consistent business definitions, attribution awareness, and enough time for conversion. Do not assume a lower reported platform cost means a better commercial outcome.
Start with a focused test
Choose a clear hypothesis, a manageable set of creative or search themes, and a conversion path you can measure. Expand when the evidence and operational capacity support it. A channel mix should be earned through learning rather than copied from another business.