How to Choose Between Paid Search vs Paid Social

In this blog:

• What is Paid Search?

• What is Paid Social?

• Comparing Paid Search vs Paid Social — and When to Use Them

• Paid Search vs Paid Social: What’s Best for You?

Reaching the right audience at the right time is everything in digital marketing — and paid search and paid social are two of the most powerful tools to get there. Both produce results, but in different ways: one captures intent, the other sparks it.

At Big Human, we don’t just pick channels. We craft digital marketing strategies that combine them, turning clicks into conversions and campaigns into results.

“There isn’t a silver bullet when it comes to marketing,” our Director of Marketing, Kelley Louise, said. “Different approaches work for different clients (and at different times). And it’s never as simple as paid search versus paid social — the right solution could be both (or neither). We’re all about uncovering solutions based on data, industry best practices, and proven results so that you can make an informed decision with confidence.”

Here, we’re diving deep into how paid search advertising and paid social advertising work, when to use them, and how to decide which is best for you. (Or, if you’re looking for marketing support and a custom plan, reach out to us to chat.)

What is Paid Search?

Paid search advertising puts your brand in front of people the moment they’re searching for what you offer. On search engines like Google and Bing, you bid on specific keywords that place your paid search ads at the top of search engine results pages (SERPs).

It’s a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. This makes PPC ads a cost-effective way to get in front of potential customers with clear user intent. Paid search is all about being there when your target audience is actively searching for what you offer.

For example, if you Google “running shoes,” the top results labeled “Ad” or “Sponsored” are paid search ads. They often appear above the organic search results and sometimes alongside them or at the bottom of the SERP. They include a headline, a short description, and a link to a landing page, making it easy for users to click and act while intent is high.

What is Paid Social?

Paid social advertising reaches people where they spend their time: on social media platforms like Facebook, LinkedIn, and TikTok. Instead of targeting search queries like paid search (for example, reaching someone who Googles “best GPS dog collar”), you use demographics, interests, and user behavior to reach specific audiences. So, a paid social ad might lead with the solution — “track your dog’s location, from anywhere” — rather than the product itself. 

“Paid social is a great tactic to inspire audiences, especially if you have a product they might not have heard of yet,” Kelley shared. “You connect with them based on interest and showcase a solution that they might not have previously considered or known about.”

But paid social doesn’t stop at introducing a new product; it can also be a useful tool for staying top of mind for any product. For example, if you sell suitcases, a shopper might not think about replacing theirs until your ad reminds them. Or, you can retarget based on their browsing history and other factors, such as reminding them about an item that they were browsing online. 

“This is also where paid social and paid search become quite complementary,” Kelley said. “It’s a feedback loop that can build upon itself.”

There’s also more room for creativity with paid social ads; you can use a variety of ad formats like carousels, videos, or stories.

Comparing Paid Search vs Paid Social

The biggest difference between paid search ads and paid social ads isn’t just where the ads live; the strategy comes down to user intent. 

With paid advertising, your brand shows up when someone types a search query into a search engine. When they’re actively looking for answers, products, or services and your brand appears, you’re capturing demand.

On the flipside, paid social advertising doesn’t wait for people to search. It uses social media platforms and their algorithms to target new customers who may be interested in what you offer. When you’re introducing your brand to specific audiences who might not know they need you yet, you’re creating demand.

Both paid search and paid social can drive brand awareness, lead generation, and eventually, conversion rates, but they’re different parts of a larger digital marketing strategy. As your creative partner, we’ll help you figure out where to focus your marketing efforts based on your business goals and budget. 

When to Use Paid Search

Turn to paid search advertising when you need to capture demand that already exists. If your target users are typing high-intent search terms into a search engine, paid search is the fastest way to get in front of them. 

You can also divert traffic from competitors — even if they are ranking organically for a search term, the paid ad placement is positioned above the organic results. If the category is competitive (e.g., insurance, legal, education), organic search can take a long time to build traction, and paid gets you visibility right away. 

Paid search is especially effective for:

• eCommerce businesses bidding on product-specific keywords

• Lead generation campaigns that link users to a focused landing page

• Businesses with clear conversion goals (like real estate, travel, SaaS tools, or seasonal offers) with trackable, optimizable ROI

Paid search is great if you’re managing a tight marketing budget or just getting started with digital advertising. Since search campaigns run on a pay-per-click model, you have greater control over your ad spend and a closer look at metrics like cost-per-click (CPC) and click-through rate.

For nonprofits, Google Ad Grants offer up to $10,000 per month in free search advertising, allowing you to reach a broader audience without the typical costs. This funding can be a game-changer for mission-driven organizations looking to increase visibility and drive conversions.

When to Use Paid Social

Lean on paid social advertising when you want to create demand or build brand awareness. It helps you reach new customers who may not be actively searching yet. Unlike paid search (which relies on keywords), paid social lets you proactively target people by demographics, behavior, or interests. 

Paid social is ideal for:

• Introducing your brand on social media platforms and establishing your social presence

• Spotlighting startups and new products that need more explanation to drive purchase behavior, especially with visual inspiration

• Reaching specific audiences using broader targeting options

• Retargeting site visitors or people who’ve engaged with your organic social content, especially for eCommerce, subscription products, or SaaS freemium to paid conversions 

“Social ads are designed for interaction — likes, shares, comments, saves — which amplifies your reach organically,” Kelley said. “We often see a halo effect from paid social. Your ads could be conversion-based for purchases or sign-ups, but you often get followers, too (since someone might not be ready to take action just yet, but they want to stay involved). This is a big win for driving community for your brand; not just transactions.”

With paid social advertising, success isn’t measured in just clicks. It’s about fueling your funnel and expanding your digital marketing strategy beyond people who are already searching.

It’s also a great space to get experimental. 

“Paid social is one of the fastest ways to test creatives, messaging, and positioning,” Kelley said. “You can quickly see which hooks resonate, and then roll those insights into your broader campaign strategy.”

Using Paid Search and Paid Social Together

The real magic happens when paid social advertising and paid search advertising work hand-in-hand. Together, they guide potential customers through the entire funnel, from discovery to conversion. 

Paid social ads increase brand visibility, introduce you to the right audience, and warm up new customers. When potential customers start showing user intent through their search queries on Google or Bing, paid search ads hook them in at the exact moment they’re ready to act, driving clicks to a dedicated landing page.

When you track metrics on both channels, you can use your findings to optimize your ad spend and send retargeting campaigns to your audience. This turns two separate approaches into an integrated digital marketing strategy that maximizes your reach and relevance.

Paid Search vs Paid Social: What’s Best for You?

Paid search and paid social make an impact in different ways, so the best approach depends on your business goals. But when it comes to larger marketing efforts, the choice isn’t one or the other. To reach the right audience at the right time, the smartest strategy is often a blend of both (and sometimes, it's neither).

“Marketing is a toolbox, not a single lever,” Kelley said. “You don’t have to use every tool all the time — and you shouldn’t. The strategy is figuring out which ones will move the needle for your business goals right now. That’s one of our favorite puzzles to solve alongside clients.”

We specialize in cutting through the noise, crafting multi-channel strategies that engage and convert. It’s nuanced, but here’s a very high-level overview on how to decide between paid search and paid social:

• Use paid social advertising to expand brand visibility, reach new customers, and create demand with highly targeted audiences on social media platforms. 

• Use paid search advertising to bring in high-intent users ready to act on specific keywords and search queries on SERPs. 

• Use both if you want a seamless path from awareness to conversion: prime your target audience with paid social, capitalize on user intent with paid search, then reinforce your message through retargeting campaigns.

Digital advertising’s strength is its range. There are multiple approaches and channels to choose from — and combine. Paid search and paid social each have their own specialties and advantages, but the best results come from integrating them into a larger marketing strategy that can grow as your business does.

If you need a hand turning your paid advertising efforts into measurable results, reach out.