Both channels are for being seen, but they work differently. In search, the person already has a need and types it. On social media, the person is passing the time and sees your ad in the middle of it. This difference of moment explains almost everything else.
Paid search (Google Ads)
- When it makes sense: people search for what you sell, with words you can predict (a service, an emergency, a town).
- Advantage: you reach people who have the need right now.
- Limit: if few people search, the channel runs short; and it can be expensive where there is a lot of competition.
- Requires: a page that answers what was searched and an easy way to get in touch.
Paid social media
- When it makes sense: the product or service is new to the public, visual or decided on impulse, or you want to remind people who already know you.
- Advantage: you reach people who were not looking yet and can choose the audience by area and interests.
- Limit: attention is short and the person has no immediate need; it usually takes longer to show results.
- Requires: images or videos that stand out and a message that is clear at first glance.
Three questions to decide
- Do customers search before buying? If yes, search is the starting point.
- Is the decision quick or slow? Quick, visual decisions call for social; considered decisions call for search and content.
- Do you have the material for each channel? A good page for search, or good images for social. Without that, the money is lost.
A common mistake
It is starting with one channel and judging it after a few days. On both, the first weeks are for learning: which words, which image, which audience. Define beforehand what you will look at (clicks, contacts, enquiries) and the minimum time before deciding. And keep at least one number that shows real enquiries and not only clicks: clicks without contacts say little.
Before you spend
Define how much you are willing to invest per new customer and confirm that the website or profile can receive enquiries. The sum is in how to decide how much to invest in online ads. And to know whether what you spent brought enquiries, see how to tell if your website brings in enquiries.
Some sectors, such as healthcare, have their own rules for advertising, and the platforms have theirs too. Check them before creating the ad. This article is general guidance. If you need help choosing, our Digital Marketing work starts there.
A search test
Open a private browser window and type, the way a customer would, what they would search to find you: the service and the town, or the problem you solve. See what comes up. If there are several ads and many results, there is demand (and competition). If almost nothing appears, or unrelated pages do, perhaps people do not search with these words yet, and social media has more to offer. Repeat the test with three or four different wordings and note what changes. If the result surprises you, do not decide straight away: ask someone in your area to run the same search on their phone, because results vary from person to person.
In short
- In search, the customer is already looking; on social, not yet.
- On a small budget, choose one channel and give it time.
- Without a good page or good images, money is lost on any channel.
- Check the platform's rules and your sector's rules before advertising.
Quick questions
Can I start with both on a small budget?
You can, but each channel gets so little that it is hard to see what works. It is more useful to start with one and add the second when the first is stable.
Do organic social posts replace ads?
They help you get known, but reach few people beyond those who already follow you. Ads are for reaching people who do not know you yet.
How long should I wait before changing channel?
Give it enough time to adjust the message and the page, which usually takes a few weeks. Before changing channel, check whether the problem is the message or the page.
Want to know where your customer decides?
The exploratory call is a 30-minute conversation, at no cost. We look at the kind of customer you want and where they decide. You keep the written summary.
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