Where Should Your Business Be Advertising? Google Ads vs. Social Ads

When it comes to online advertising, businesses often ask: Where should I be advertising? With so many platforms available, it can be challenging to know which one is best for your business. Should you focus on Google Ads, where people are actively searching for what you offer? Or should you leverage social ads to generate demand and build awareness?

In this guide, we’ll break down Google Ads vs. Social Ads, how they work, and which is the best fit for your business.

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Google Ads: Capturing Demand from Active Searchers

Google Ads are one of the best ways to get in front of people who are already searching for your products or services. Since Google is the go-to search engine for nearly everyone, running ads here ensures you capture existing demand and reach customers who are ready to buy.

How Google Ads Work

1. You create an ad and choose keywords that people search for when looking for businesses like yours.
2. When someone searches for your targeted keyword, Google displays your ad based on factors like bid amount, ad quality, and keyword relevance.
3. If your ad wins the auction, it appears at the top of the search results, increasing the chances of getting a click.

Google Ads User Intent

Google Ads target people with high intent—meaning they are already aware of their problem and actively searching for a solution. These potential customers are much closer to making a purchase.

Cost of Google Ads

Google Ads work on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. The cost per click (CPC) varies based on:

✔ Keyword competition – Popular keywords cost more.
✔ Relevance – Well-targeted ads cost less and perform better.
✔ Daily budget – You control how much you spend daily.

Example: If your daily budget is $50 and the average cost per click is $5, you can expect about 10 clicks per day.

Best Use Cases for Google Ads

✅ If people are actively searching for your service or product
✅ If your business solves a well-known problem
✅ If you need immediate traffic from search engines

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Social Ads: Generating Demand & Building Awareness

Unlike Google Ads, where you target people searching for you, social media ads place your business in front of people who might be interested but aren’t actively looking.

How Social Ads Work

1. You set up an ad and define your audience using location, interests, demographics, and behavior.
2. Social media platforms (like Facebook, Instagram, and TikTok) show your ad to users who fit your criteria.
3. The goal is to grab attention, stop the scroll, and introduce your product or service.

Social Ads User Intent

With social ads, user intent is low—most people aren’t actively searching for your product. Instead, they’re browsing their feed, consuming content, and engaging with posts. Your job is to make them realize they have a problem and that you have the solution.

Cost of Social Ads

Social ads typically work on a cost-per-impression (CPM) model, meaning you pay based on how many times your ad is shown, rather than clicks.

Recommended Starting Budget: $20–$40 per day, depending on audience size.

Best Use Cases for Social Ads

✅ If you’re introducing a new product or service
✅ If people aren’t actively searching for what you offer
✅ If you want to build brand awareness and educate your audience

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Which One Is Best for Your Business?

The right choice depends on your goals:

If your audience is already searching for what you offer → Google Ads

If you need to create awareness & demand → Social Ads

If you want the best results → Use BOTH!

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The Ultimate Advertising Strategy

For the most effective results, leverage both platforms together:

Use Google Ads to capture people who are ready to buy.

Use Social Ads to retarget website visitors and reach new audiences.

Expand your strategy by running awareness campaigns on social media to warm up potential customers before they search for your business.

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Final Thoughts: The Power of Smart Advertising

Choosing where to advertise can make or break your marketing success.

If you’re on a budget, social ads may be a great place to start.

If you need to capture demand immediately, Google Ads are your best bet.

But for maximum impact, a combination of both will deliver the best results.