If you’re a demand gen lead or growth marketer, chances are you’ve wondered: “Where do I spend my next dollar—paid search or paid social?” Though both are considered paid media, they work considerably differently. Paid search engages high-intent users who are searching for a solution, which makes it perfect for bottom-of-funnel conversions. Paid social, conversely, drives content to users who aren’t actively seeking but could be interested—ideal for discovery, storytelling, and top/mid-funnel initiatives.
Having a sense of when and how to deploy each channel can be the difference between mediocre results and full-funnel effectiveness. Paid search performs best when intent is greatest—consider local services, emergencies, or specialized B2B solutions. It’s keyword-driven, simple to optimize for ROAS, and ideal for rapid wins. Paid social excels when launching a new product, creating brand awareness, or reaching niche audiences with engaging visual content. A savvy marketer doesn’t choose between them—they use both in tandem.
For instance, leverage social ads to create awareness and intrigue, and then ramp up with branded search ads or retargeting to complete the conversion. When it comes to spend allocation, there isn’t a one-size-fits-all approach. Lead gen campaigns might rely more on search (e.g., 70/30), whereas brand awareness or product launches might need higher social spend (e.g., 80/20). The trick is to balance your spend with your campaign objectives and track performance across channels through the use of UTM tracking and multi-touch attribution. At the end of the day, paid search and paid social aren’t competing—opposite, really. Use search to fulfill demand, and social to induce it. If you don’t know where to begin, using a paid media agency can assist in charting your path to actual results.