Paid Social VS Paid Search - Which Should You Use?

When it comes to performance marketing, two channels dominate: Paid Social and Paid Search. Both are powerful tools for driving growth, but they work in different ways and are best suited for different goals. Understanding the differences (and how to leverage each) can help you build a more effective marketing strategy.

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What Is Paid Social?

Paid Social refers to ads placed on social media platforms like Meta (Facebook/Instagram), TikTok, LinkedIn, and others. These ads are designed to capture attention while someone scroll, introducing them to products or services they may not have actively been searching for.

Best for:

• Building brand awareness
• Driving demand for products and services
• Reaching new audiences based on interests and behaviours

Examples:

• A fitness apparel brand uses Meta Ads to showcase new leggings and workout gear, targeting people interested in health and wellness.
• A software company runs LinkedIn Ads to reach business owners who might benefit from its productivity tools.
• A home decor brand uses TikTok Ads to highlight trendy furniture and design tips, reaching users who love home improvement content.

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What Is Paid Search?

Paid Search refers to ads that appear on search engines like Google or Bing. These ads target users actively searching for specific products, services, or solutions. This tactic is highly effective for capturing demand.

Best for:

• Capturing users with high purchase intent
• Driving website traffic and conversions
• Reaching users at the exact moment they need your product

Examples:

• Someone searching "running shoes for flat feet" sees a Google Search Ad from a footwear brand that offers specialized athletic shoes.
• A company looking for "project management software" clicks on an ad from a SaaS platform offering a free trial.
• A homeowner searching for "affordable kitchen remodel" finds an ad for a local renovation service.

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The Key Differences:

Paid Social

• Targets users based on interests and behavior (camping gear, home improvements, productivity tools, etc)
• Builds demand by introducing products
• Visually driven with creative content
• Great for top-of-funnel awareness
• Platforms: Meta, TikTok, Snapchat, LinkedIn, etc.

Paid Social

• Targets users based on search intent ("mens hiking gear, "reputable roof repair company near me", "can I save time doing taxes", etc)
• Captures demand from active searchers
• Text-based ads with keyword targeting
• Strong for bottom-of-funnel conversions
• Platforms: Google, Bing, etc.

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Which Should You Use?

The answer depends on your business goals:

Use Paid Social if you're looking to expand your audience, increase brand awareness, and create demand for your product. It's perfect for introducing your brand to new customers and nurturing interest.

Use Paid Search if you want to capture users who are actively looking for what you offer, driving high-intent traffic to your website. It's great for quick conversions and measurable ROI.

For most brands, the best approach is to use both. Build demand through Paid Social and capture that demand with Paid Search. Together, they create a full-funnel strategy that reaches customers at every stage of their buying journey.

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How to Make It Work

Success with both channels comes down to three key factors:

1. Targeting: Understand who your audience is and where they are. Use Paid Social to reach them based on interests and behaviours, and Paid Search to capture them when they're actively looking.

2. Creative: Compelling, scroll-stopping ads are essential for Paid Social, while clear, keyword-driven copy is crucial for Paid Search.

3. Measurement: Track performance metrics like ROAS, CTR, and conversion rate to optimize campaigns and maximize ROI.

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Getting Started

If you're ready to explore Paid Social and Paid Search but aren't sure where to start, let's talk. Whether you need a full campaign setup, a performance audit, or just expert guidance, Adform Digital is here to help.