Google Ads or Social Media?

By Patricia Jarmek Digital Advertising 4 October 2026

4 min read

Choose an advertising channel based on how customers reach a decision. A search ad can answer an existing need, a social ad can introduce a solution to someone who has not begun looking. Both approaches may help the same business at different moments. Cost per click alone therefore says little about commercial value.

Start with demand and the product

Ask a few questions before launching a campaign:

Do people actively search for this service or product?
Do they need to see how the product works first?
How long does the decision take and how many suppliers do they compare?
Do you have images, video, a clear offer and a suitable landing page?

Someone needing an urgent lock repair may start with a search. A short demonstration of a new decorative product may create interest before anyone searches for its name. These are illustrations, not rules for every company. Demand, competition and expectations vary by country, season and type of offer.

Separate intent from attention

Search may reach someone who knows what they need, but a query can also be informational. “How to fix a tap” differs from “plumber available today”. Review actual search terms and check that the ad leads to the relevant service. On social platforms, the first moments often need to show whom the product serves, what it does and why someone should continue watching.

Do not assume that every audience must buy immediately. A person might first notice a product in a feed, search for it later and compare terms before ordering. Several touchpoints can contribute to one purchase. Platform reports help, but assigning credit to a campaign depends on the measurement method and lookback period.

Set up a fair test

Before spending, define the goal and follow a simple sequence: [1]

Specify what success means: a qualified enquiry, booking or purchase.
Verify that the action is recorded correctly.
Prepare ads and landing pages appropriate to each channel.
Choose a budget and test period the business can sustain.
Review result quality, cost and the eventual sales outcome.

Not all clicks are comparable. A campaign introducing an unfamiliar offer may get many views but few immediate purchases. A campaign meeting expressed demand may have fewer impressions but more urgent enquiries. Judge each by its role, while keeping the underlying business objective in view rather than rewarding an attractive surface metric.

Include the work behind the ads

Social channels often need several visual versions and refreshed messages. Search needs reviews of queries, ad copy and destination pages. Both require time to respond to enquiries, check measurement and improve the offer. If producing good video is unrealistic, a clear photograph may be a better start than a rushed clip. If the service page does not explain the offer, extra search spend will not fix it. [2]

In a hypothetical test, two channels each produce ten enquiries. Seven from one concern work you actually offer. Only two from the other are suitable. That distinction matters more than their different click counts. Note the time needed to handle each enquiry and the likely value of the work. A few strong opportunities may matter more than a large number of casual messages.

Decide gradually

Do not automatically abandon a channel that plays an earlier part in the decision. Examine trends over a sensible period, customer quality and the scope to improve the ad or page. Increase spending where outcomes are understandable and sustainable. If evidence is still thin, name what needs measuring next. Channel choice is an ongoing business decision that changes with the offer and demand.