Channel effectiveness varies dramatically by vertical—insurance and financial services are dominated by paid search while home services require local search mastery. Successful operators match channel selection to consumer intent patterns rather than chasing trends. A systematic framework for selection and optimization prevents wasted ad spend. Paid search strategies cover keyword selection and bidding optimization; social media targets life-event triggers; native advertising provides scale. CPL benchmarks and conversion rates reveal each channel's economics. Emerging platforms like connected TV and TikTok demand specific capital requirements and technical capabilities to compete effectively.