Paid Social vs Paid Search: Which One Should You Invest In?

Paid advertising has long been an effective strategy online, and two types stand out:

paid search and paid social.

If you're a business trying to reach more people or boost conversions, you've probably wondered which one to focus on. Should you attract your audience on Google search results or pop up on their feed while they’re scrolling through Instagram?

Both channels can bring in strong results, but the key is choosing the one that fits your goals, budget, and audience best. Dive into today’s Inside Track and let’s break down the difference of the two!

What is paid search?

When you search for something like "paid search agency London" on Google, you’ll notice that the top results often have a small “Sponsored” tag. That’s paid search in action!

Paid search is a type of pay-per-click (PPC) advertising where businesses pay to appear at the top of SERPs for search engines like Google or Bing. These ads are triggered by keywords that people type into the search bar.

To make this work, you'll need to set a fee you’re willing to pay every time someone clicks on your ad. It’s a great strategy for driving immediate traffic to your website, especially when people are already searching for your products or services.

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What is paid social?

Now, imagine you're scrolling through your Instagram feed and a post with a little “Sponsored” tag pops up. That’s paid social!

Paid social is a form of advertising where businesses pay to place their content directly on the feeds of their target audience across social media platforms. These ads can come in various formats like images, videos, stories, or carousel posts.

It’s a great way to build awareness, reach new customers, and drive conversions, especially when you want to target specific users. You’ve also probably noticed many of these ads come with clear call-to-action buttons like “Shop Now,” “Learn More,” or “Sign Up,” making it easy for users to know what to do next.

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Key differences between the two

Both paid search and paid social are effective forms of advertising. But given that these two strategies come with a cost and are both designed to drive immediate traffic or engagement, what makes them different?

So, which one is best for you?

Now that you understand both tools better, let’s decide which is the right one for your business.

Choose paid search if you’re:

• Targeting high-intent leads who are already searching for your product or service
• Listing e-commerce products and want to appear at the top of search results
• Solving urgent problems (think plumbers, locksmiths, or emergency services)

Choose paid social if you’re:

• Building brand awareness and want to stay top of mind
• Launching new products or services with a creative push
• Targeting a specific demographic or interest-based audience

Or… you can use both!

If you want full-funnel coverage, you can combine paid search and paid social. While one captures those actively searching, the other keeps your brand visible, memorable, and engaging. This means covering every stage of your customer journey, from awareness to consideration to conversion!

HOW INSPIRE CAN HELP

If you’re torn between paid social and paid search and keen to know more, my team at Inspire is here to help!

We’re here to understand you and your brand better so we can help you grow your business. Whether you’re aiming for more traffic through paid search or building long-term brand presence through paid social, we’ll guide you in choosing the strategy (or combination) that suits your goals, budget, and audience.

From setup and targeting to creative execution and performance tracking, we make sure every ad pound is spent well. If you’re ready to explore paid advertising, just click on my email below and let’s talk about what’s best for your business!

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