Paid Social or Google Ads – What’s the Best Investment?

Businesses have two powerful digital advertising options at their disposal – paid social ads and Google Ads. Both platforms offer unique advantages, but choosing the right one depends on your business goals, target audience and budget.

Looking to increase brand awareness, drive website traffic, or generate leads? If so, is Google Ads or paid social media the better choice? In this blog, we’ll break down the differences between the two, the benefits of each and the best strategies to help you get the most from your paid marketing campaigns.

What is Paid Social?

Paid social advertising refers to paid promotions on social media platforms like Facebook, Instagram or LinkedIn. These ads appear in users’ feeds, stories, or as sponsored content.

Key Features of Paid Social Ads:

• Highly visual and engaging (images, videos, carousels)
• Advanced audience targeting based on interests, demographics and behaviours
• Ideal for brand awareness, engagement and lead generation
• Works well for B2C and B2B marketing

Popular Platforms for Paid Social Ads:

• Facebook and Instagram Ads – Great for eCommerce and lead gen
• LinkedIn Ads – Best for B2B and professional audiences
• TikTok Ads – Perfect for younger demographics and viral content
• Pinterest Ads – Excellent for lifestyle and product-based businesses

What are Google Ads?

Google Ads (formerly Google AdWords) is a pay-per-click (PPC) advertising platform where businesses bid on keywords to display ads in Google’s search results, YouTube and partner websites.

Key Features of Google Ads:

• Appears when users search for specific and related keywords (high purchase intent)
• Multiple ad formats: Search Ads, Display Ads, Video Ads (YouTube), Shopping Ads
• Works on a bidding system 
• Best for direct response marketing (sales, leads, website traffic)

Types of Google Ads:

• Search Ads – Text-based ads on Google search results
• Display Ads – Banner ads on websites within the Google Display Network
• Video Ads – Ads on YouTube and other video platforms
• Shopping Ads – Product listings on Google Shopping

The Benefits of Social Paid Ads

1. Enhanced Brand Awareness and Engagement

Social media ads excel at building brand recognition through visuals, videos and interactive content. Users engage by liking, sharing and commenting, increasing organic reach.

2. Precise Audience Targeting

Platforms like Facebook and LinkedIn allow hyper-specific targeting based on:

• Demographics (age, gender, location)
• Interests (hobbies, favourite brands)
• Behaviours (purchase history, online activity)
• Lookalike Audiences (targeting users similar to existing customers)

3. Cost-Effective for Lead Generation

Paid social ads often have lower costs per click (CPC) compared to Google Ads, making them ideal for generating leads, driving sign-ups and expanding email lists.

4. Visual and Interactive Ad Formats

From Instagram Stories to TikTok videos, social ads leverage engaging formats that drive higher conversions.

5. Retargeting Capabilities

You can retarget website visitors or past engagers with dynamic ads, increasing conversion rates.

The Benefits of Google Paid Ads

1. High Purchase Intent Traffic

Google Ads target users actively searching for products or services, leading to higher conversion rates.

2. Multiple Ad Formats for Different Goals

Search Ads for Direct sales

Display Ads for Brand awareness

Video Ads for Engagement and storytelling

Shopping Ads for E-commerce sales

3. Faster Results Than SEO

Unlike organic SEO, Google Ads deliver immediate visibility and traffic.

4. Measurable ROI with Smart Bidding

Google’s AI-powered bidding optimises for conversions, maximising ad spend efficiency.

5. Broad Reach Across Google’s Network

Your ads can appear on Google Search, YouTube, Gmail and millions of partner websites.

The Best Paid Marketing Strategies

To maximise your ROI and drive significant growth, leveraging the best paid marketing strategies is essential. Here’s what we recommend implementing for your business.

Combine Paid Social and Google Ads for Full Funnel Marketing

Top of Funnel (Awareness): Utilise social ads to increase brand awareness.

Middle of Funnel (Consideration): Retarget with Google Display and YouTube ads.

Bottom of Funnel (Conversion): Capture high-intent buyers with Google Search Ads.

Use Retargeting to Boost Conversions

Retarget website visitors with Facebook/Instagram ads.

Use Google’s remarketing lists for search ads (RLSA).

A/B Test Ad Creatives and Copy

Test different headlines, images and CTAs to see what performs best.

Leverage Automation and AI

Use Google Smart Bidding for optimised PPC campaigns.

Try Facebook’s Advantage+ campaigns for automated ad placements.

Track and Optimise Campaigns Regularly

Monitor KPIs like CTR, CPC and ROAS to refine your strategy.

Should you choose Google Ads or Paid Social? The answer depends on your goals. Choose paid social ads if you want to build brand awareness, your audience is active on social media and your brand relies on visual storytelling. Choose Google Ads if you want to capture high-intent buyers, your business relies on search-driven purchases and you need measurable, direct-response results.

For optimal results, we recommend combining both paid social ads and Google Ads into a cohesive paid marketing strategy to capture all stages of the customer journey.

Need help with your paid marketing strategy? Talk to one of our experts today.

FAQs

Which is cheaper: Google Ads or Paid Social?

Paid social ads generally have a lower CPC, but Google Ads may deliver higher conversions due to search intent.

Can I run both Google and social ads together?

Yes, combining both maximises reach and conversions. We recommend a holistic, combined approach to your paid marketing strategy.

How long does it take to see results from paid ads?

Google Ads can show immediate results, whereas social ads may take longer to achieve more considered brand-building throughout the sales funnel (awareness, consideration and conversion).

What’s the best paid marketing strategy for B2B?

LinkedIn Ads and Google Ads are most effective for B2B lead generation. With a tactical approach that focuses on your customer’s search intent throughout the customer journey, you can create a paid marketing strategy optimised for your business.