Choosing between Meta, Google, and TikTok shouldn't be a guessing game, yet most brands make this critical decision based on trends or competitor activity rather than strategic fit. The result? Misaligned campaigns, disappointing ROAS, and budget drain. After years of testing and optimizing across all three platforms for businesses at different stages, I've identified clear patterns: certain platforms excel at specific growth phases. A bootstrap startup has different needs than a funded scale-up, and a mature brand requires a different approach entirely. In this post, I'll show you exactly how to match your growth stage with the right platform strategy, so you stop wasting money and start seeing real results.