The core difference
- Triggered by what people type
- Captures existing demand
- Text ads and call buttons
- Fast, urgent leads
- Triggered by who people are
- Creates new demand
- Images and short videos
- Earlier-stage leads
Which to start with
Start with search if people already look for your service, especially urgent ones like repairs. Start with social if your service sells on visuals. It also suits services few people search for but many want once they see them.
How they work together
- SocialShows your work to people nearby
- SearchCatches them when they look for you
- RetargetingBrings back visitors who did not act
Cost and lead quality
Social clicks often cost less than search clicks, but social leads tend to need more follow-up. Compare channels by cost per booked job, not cost per click or cost per lead.
Good example. A pool builder runs search for "pool builders near me" and Meta video ads of finished pools. Brand searches grow as the videos run.
Bad example. A water damage company moves its budget from search to Instagram. Emergency calls drop, since nobody browses Instagram during a flood.
Read what paid social advertising is. Our PPC management plans both channels together.