Digital advertising isn’t just about getting in front of an audience—it’s about getting in front of the right audience at the right time. With that in mind, there are two primary methods for achieving this with digital ads: Paid Search and Paid Social. They are fundamentally different despite being rooted in driving traffic and leads.  

The next question that typically comes up is which one you should focus on and why. However, this depends on your goals, target audience, and budget.

Why Paid Search and Paid Social Serve Different Purposes

Paid search centers around when someone looks for goods, services, or answers on Google. Potential clients (prospects) seek something specific—legal representation, a financial advisor, or a nearby dentist. Advertisers bid on keywords to appear at the top of search results. Paid search primarily reaches people already in decision-making mode. 

These people have a problem or a need and want to connect with someone who can fix it or provide the product they need. They are problem-aware but not solution-aware. Think of someone who needs a divorce attorney but does not know one. 

Paid social media, on the other hand, generates demand. Their ads appear in social media feeds, and when done well, they capture users’ attention as they scroll through content. Unlike paid search, where users initiate the interaction, paid social media introduces brands, services, and offers to people who may not have been actively looking but fit an ideal customer profile. This makes it a potent tool for brand awareness, audience engagement, and retargeting.

Pros and Cons of Paid Search vs. Paid Social

Paid search has clear advantages. The intent behind searches is high, meaning users are closer to purchasing or booking a service. Additionally, results can be immediate—ads start showing when the campaign is launched. However, they have associated costs. They can be significant—especially in competitive industries where specific keywords cost $50 or even $100 per click. The more competitors you have, the higher the price. 

Paid social media typically has lower costs per impression and clicks. It allows your firm to target based on demographics, interests, and behaviors, enabling advertisers to refine their audience and ensure ads reach the right people. The downside is that conversions may take longer. 

Unlike paid search, where users are already in the market for a product or service, paid social requires nurturing—people may need to see an ad multiple times before they take action. They may be more inclined to download a resource, read a blog, or subscribe to your newsletter before directly engaging with your firm. (Keep in mind that this is not a loss. These prospects are one step closer to becoming a paying client.)

There Are Effective Ways of Combining Both

A well-rounded digital marketing strategy doesn’t rely on one method alone. Paid search captures people actively looking for services, while paid social media can build relationships, nurture prospects, and increase brand awareness. There will be a portion of people who see paid social and are ready to hire you immediately. For the others, you can create a system of content marketing that continues to attract new clients and keeps your current pipeline engaged over time until they make a hiring decision.