If you’re a growth marketer or demand gen lead, you’ve probably asked yourself: “Where should I put my next dollar—paid search or paid social?” While both fall under the umbrella of paid media, they operate very differently. Paid search captures high-intent users who are actively looking for a solution, making it ideal for bottom-of-funnel conversions. Paid social, on the other hand, pushes content to users who aren’t searching but might be interested—making it perfect for discovery, storytelling, and top/mid-funnel efforts. Knowing when and how to use each channel can be the difference between average performance and full-funnel efficiency.
Paid search works best when intent is high—think local services, urgent problems, or niche B2B offerings. It’s driven by keywords, easy to optimize for ROAS, and perfect for quick wins. Paid social shines when you’re launching a new product, building brand awareness, or targeting specific demographics with rich visual content. A smart marketer doesn’t pick one over the other—they use both together. For example, use social ads to generate awareness and curiosity, then follow up with branded search ads or retargeting to drive conversions.
When it comes to budget allocation, there’s no one-size-fits-all formula. Lead gen campaigns often lean more heavily on search (e.g., 70/30), while brand awareness or product launches may require more social spend (e.g., 80/20). The key is to match your spend to your campaign goals and monitor performance across channels using UTM tracking and multi-touch attribution. Ultimately, paid search and paid social aren’t in competition—they’re complementary tools. Use search to capture demand, and social to create it. If you’re unsure where to start, working with a paid media agency can help map your strategy to real results.