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You’re running ads on all the usual platforms, Google Search, Facebook Feed and Instagram Reels. The results? Decent, but not game-changing. You’re spending more to maintain the same results and conversions aren’t quite justifying the cost. Sound familiar?
This is where many businesses hit a wall. They stick to the most popular ad placements, unaware that some of the most effective, and often cheaper, options are hiding in plain sight. Interestingly enough, Instagram Story ads have demonstrated a 73% higher click-through rate, an 18% increase in sales, and a 41% increase in product page views compared to more traditional placements, according to a report by in report by Invideo.
Businesses have also reported significant cost savings: for example, Dineout decreased its cost per app install by 17% and cost per purchase by 39% after shifting to Instagram Stories.
While everyone else competes for the same high-traffic spaces, savvy marketers are turning to underutilised placements to drive stronger performance at a lower cost. From YouTube’s in-stream ads to Gmail placements and Instagram Stories, these lesser-known spots can stretch your ad budget and tap into untapped audiences.
In this blog, we’ll uncover how rethinking your ad placements can boost ROI, unlock cost-effective advertising spots and give your campaigns the competitive edge they need.
When it comes to digital advertising, where your ad appears can be just as important as what it says. Ad placements directly impact visibility, engagement and cost-effectiveness, yet many brands overlook their significance.
The right placement ensures your message is seen in the right context, by the right audience and at the right time. A well-placed ad can lead to higher click-through rates, better engagement and ultimately a stronger return on ad spend (ROAS). On the other hand, poor placement choices can drive up your costs without delivering meaningful results.
The problem? Most ad campaigns default to automatic placements or "tried-and-tested" spaces like Facebook News Feed or Google Search. These spots are often saturated, competitive and expensive. Relying on a set-and-forget strategy means you're constantly battling for attention in overcrowded environments.
By stepping outside the usual suspects and exploring underutilised placements, you can not only reduce costs but also reach audiences in more engaging, less competitive spaces.
If you’re looking to stretch your ad budget and find more impactful opportunities, consider these often-overlooked yet cost-effective advertising spots:
These full-screen, vertical ads are immersive, native to the user experience and typically cheaper than feed ads. With strong visual appeal and high completion rates, they’re perfect for mobile-first campaigns and time-sensitive offers.
Ideal for top-of-funnel awareness, in-stream ads allow you to get in front of engaged viewers, often at a lower cost per thousand impressions (CPM) than display or feed placements. With the right targeting, these can deliver both reach and memorability.
For B2B marketers, LinkedIn’s direct message formats offer a powerful way to reach decision-makers where they’re most likely to pay attention, their inbox. These ads feel more personal and can lead to higher response rates when used with a value-first approach.
While many advertisers focus on search, the Display Network offers rich visual placements across Google’s ecosystem. Gmail Ads and Discovery placements are especially strong for retargeting and re-engaging interested users.
Often underestimated, these platforms allow brands to tap into high-intent, niche communities. When paired with thoughtful, value-driven messaging, they can yield strong engagement at a fraction of the cost of more mainstream channels.
These underutilised placements are not only less crowded, they often outperform traditional options in terms of relevance, reach and affordability. The key is knowing where your audience spends time beyond the obvious platforms.
Uncovering high-performing ad placements isn't about guesswork; it’s about testing, analysing and refining based on performance. Here’s how to do it effectively:
Rather than relying solely on automatic placements, set up split tests that compare different ad placements side by side, such as feed vs. stories, in-stream video vs. display, or inbox ads vs. sponsored content. This helps you identify which environments drive the best results for your creative and objective.
Platforms like Meta Ads Manager and Google Ads allow you to break down performance by placement. Use these insights to see where your ads are showing and how each placement contributes to your campaign goals.
Track Key Metrics for Each Placement
Don’t just monitor reach, focus on meaningful performance indicators like:
Analysing these metrics per placement can reveal opportunities to optimise spending and scale more efficiently.
Once you’ve identified which placements consistently underdeliver, exclude them from your campaigns. At the same time, increase your budget or frequency on placements that are yielding high engagement and ROI.
Continuous optimisation ensures you’re not just showing up, you’re showing up in the right places, for the right price.
In the world of digital advertising, the most obvious choice isn’t always the best one. While high-traffic ad placements like Google Search or Facebook News Feed can deliver results, they’re also the most competitive, and often the most expensive.
That’s why it’s essential to review your ad placements regularly. Hidden within your campaign data could be more affordable, more engaging and more effective spaces waiting to be optimised.
Whether it’s stories, inbox ads, or placements on lesser-used platforms, some of the most cost-effective advertising spots are also the most overlooked. Curious where your ads could be performing better? Let’s review your placement strategy and uncover untapped potential; get in touch with our team today.
Joshua is a Senior Content Writer with a diverse background in journalism and storytelling. He has a passion for crafting engaging and informative content that resonates with target audiences. Joshua's experience in writing and his understanding of digital marketing ensure content is both captivating and effective in achieving marketing goals.
Shiyas brings years of experience in digital marketing to his role as Client Success Director. He has a proven track record of developing and executing successful strategies across various online channels, with a focus on driving business growth and exceeding client expectations.
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