The Debate: Search Ads vs. Social Ads

When it comes to digital advertising, one of the most common questions is: should you invest in search ads, social ads, or both? It’s not a simple answer. At first, it might feel like choosing between two paths, unsure which one leads to success. The good news? You don’t have to pick just one. The key is understanding what each channel offers, what your audience needs, and what your goals are. Once you know that, you can make an informed decision about where to spend your ad dollars.

The Power of Search Ads

Search ads are all about being present when someone is actively looking for something. Imagine you’re selling winter coats. A search ad on Google will appear when someone types “best winter coats” into the search bar. This is called capturing intent—meeting someone who already knows what they want (or the problem they need to solve).

The strength of search ads lies in targeting customers further along their buying journey. These individuals have already decided they need your product or service and are actively looking to make a decision. It’s a powerful opportunity to convert potential customers into buyers.

When Search Ads Fall Short

However, search ads aren’t always the right fit. If no one is actively searching for what you offer—like a brand-new product or something highly niche—then search ads won’t perform well. You can’t capture demand that doesn’t exist.

Enter Social Advertising

This is where social advertising comes into play. Unlike search ads, social ads don’t meet intent; they create it. Platforms like Instagram, Facebook, TikTok, and Pinterest let you introduce your brand to audiences who aren’t actively searching for you but are open to discovering something new.

Social Ads: Creating Demand Through Engagement

Social media ads excel at grabbing attention and sparking curiosity. Have you ever been scrolling through TikTok and ended up buying a gadget you didn’t even know you needed? That’s social advertising at its best.

Social ads are perfect for brands with strong visuals or compelling stories. They help service-based businesses, too, by making their offers relatable and tapping into their audience’s lifestyle or aspirations.

Choosing Based on Your Goals

Your decision between search and social advertising starts with your goals.

• Quick Wins and Conversions: If you want to drive immediate sales or conversions, search ads are your best bet.

• Awareness and Interest: If you’re looking to build brand awareness or introduce a new product, social advertising is ideal.

But here’s the catch—you don’t have to choose just one. Search and social advertising work even better when combined.

The Power of Combining Search and Social Ads

Picture this: Someone sees your Instagram ad for a beautifully designed lamp. They love it but aren’t ready to buy. A week later, they search Google for “unique lamps for modern homes.” Because you’re also running search ads, your product appears, reinforcing the connection they made earlier.

Social ads create demand and build awareness, while search ads capture intent when the audience is ready to act. Together, they guide potential customers through every stage of their journey.

How to Decide Where to Start

If you’re working with a limited budget, start by identifying where your audience is most likely to engage.

• Highly Visual Products (e.g., jewellery, home decor): Social ads are a strong starting point.

• Problem-Solving Products or Services: Search ads are more effective.

Once you master one platform, expand to the other.

Test, Learn, and Evolve

Digital advertising isn’t static. As your brand grows, your audience evolves, and your goals shift, your strategy should adapt. Start with small campaigns, analyse the results, and refine your approach.

Building a Balanced Strategy

Search ads, social ads, or a mix of the two can all be effective. The key is understanding your audience, mapping their journey, and aligning your efforts with where they are.

Final Thoughts

Digital advertising isn’t about simply driving traffic—it’s about strategically using your budget to build relationships, deliver value, and grow your brand. By leveraging the strengths of both search and social ads, you can create a well-rounded strategy that reaches your audience and truly resonates.

Remember, it’s not about choosing the “better” channel. It’s about finding the best fit for your brand and customers. Keep testing, keep learning, and keep connecting with the people who matter most to your business.