I recently started a new position at a firm that specializes in functioning as an external/outsourced cfo. My boss is wanting to begin paid advertising (google, LinkedIn) but i have to start from literal 0. They have no previous presence in the digital landscape, other than decent SEO work. There is essentially no existing lead/email list due to the company being quite new.

Does anyone have advice or strategical ideas on whether LinkedIn or Google search is better to start with? Should I focus on attracting new site visitors or remarket towards previous visitors?

Sorry for the long post! Just looking for a bit of guidance and what I should prioritize. I know doing all of the above at some point is beneficial, but I don’t want to go balls to the wall and deplete tons of resources considering I have to start from scratch and prove the concept to my boss. Feel free to pm if you want more info!