A frequent question I get asked a lot is whether to begin with social media ads or Google Ads. While both platforms can be effective, they serve different audiences and and reflect different user intent.
The goal of social media platforms like Facebook and Instagram is to find users who are interested in your product or service.
As marketers, we create campaigns to reach out to these potential customers and engage them with interesting content however, generally these users won’t be as ‘Hot’ or as far down the marketing funnel as they’re not physically searching for your product or service right now.
Google Ads, on the other hand, are targeted at people who are actively looking for a specific product or service. When someone searches for a relevant keyword on Google, your ad may appear near the top of the search results. Because there is a higher level of intent, leads generated through Google Ads are generally “hotter,” or more interested, than leads generated through social media ads.
So, which one should you pick first? It all comes down to what you have to offer. If you sell a product, Google Ads may be the best option because you can target people who are actively looking to buy or in need of your service right now. Social media should be used primarily for discovery purposes.
When deciding between social media ads and Google Ads, consider your company’s goals and the type of audience you want to reach. Both can be effective tools in your advertising.
