Social Media Ads vs. Search Ads: Where to Spend When Budget’s Tight

Written By Diana Dundukova

When your budget’s tight, picking the right paid ads strategy matters. Just like choosing a tool—you need to know if you’re screwing something in or hammering it. The job determines the tool. The same goes for deciding between social media ads and search ads.

Let’s break down the difference so you know where to invest.

 

Search Ads vs. Social Ads: What’s the Difference?

Social ads are like the street performer you didn’t expect to watch but suddenly can’t stop looking at. You weren’t searching for music, but now you're hooked.

Social ads work by pushing content in front of people based on who they are—job titles, interests, behaviors, and more. That makes them great for building awareness and planting seeds, especially for products your audience hasn’t heard of yet.

Search ads are more like asking a librarian for help. You have a question. They give you the answer.

Search works by pulling in people who are already looking for what you offer. They’re asking Google for help—and your ad shows up with the solution.

 

When to Use Social Media Ads

If you’re selling something new, complex, or high-ticket, social is your friend. It’s a powerful way to warm up cold audiences, tell your story, and stay top of mind.

Use social ads when:

  • You’re launching something no one is Googling yet

  • You want to grow awareness with fun, educational content (yes, even in B2B)

  • You want to generate leads using LinkedIn or Facebook forms

  • You’re retargeting people who visited your site but didn’t convert

  • You need to get hyper-specific with your audience (think CFOs in SaaS who golf on Wednesdays)

Example:
A software company that helps waste haulers streamline dispatch might not get a lot of search volume—but with the right targeting, social ads can introduce that product to the exact people who need it.

Two visual examples of ads on phones. One showcases a software company for haulers and the other is a weigh-loss supplement.

When to Use Paid Search Ads

If people are actively looking for what you sell, paid search helps you meet them at the finish line.

Use search ads when:

  • People are already searching for your product or service

  • You want high-intent leads ready to buy or book a call

  • You want to show up above your competitors (yes, you can bid on their names)

  • You serve a niche with specific search queries

Example:
A cybersecurity firm that helps banks protect client data can win big by targeting search terms like “best IT security software for banks.”

Cost and ROI: What to Expect

Social ads = lower cost, slower return.

Search ads = higher cost, faster return.

Social clicks might be cheaper, but those leads take more nurturing. Search clicks are pricier, but the people clicking are usually more ready to act.

That’s why B2B advertisers should track cost-per-lead, cost-per-acquisition, and customer lifetime value. Those numbers tell you what’s really working.

 

So, Which One’s Better?

Truth? Both platforms can work. But that’s not helpful if you have a tight budget, limited time, or no one managing your campaigns.

Here’s the better question:
What’s the fastest way to get in front of the right people with the money you’ve got?

If you're trying to build demand or introduce something new, lean into social.

If you're trying to convert warm leads, go search.

Not sure what your business needs? That’s where we come in.

Diana Dundukova