Service businesses often ask whether to run Google ads or social ads. They do different jobs. Here is how to choose the right fit, and why the answer is sometimes both.
Pay-per-click search ads show up when someone is actively searching for your service. The intent is already there. For service businesses people seek out, like home services, legal, or medical, this is often the fastest path to leads.
Facebook and Instagram ads interrupt people who are not searching yet. They are powerful for building awareness, telling your story, and staying top of mind, especially for services with visual appeal or a strong before-and-after.
PPC meets people who already want what you offer. Social puts you in front of people who could want it once they see you. One harvests demand, the other plants it.
If customers actively search for your service, start with PPC. If your service benefits from being shown and explained, or you want to fill the pipeline ahead of demand, social earns its place.
Social builds awareness, PPC captures the search that awareness creates, and retargeting closes the people who did not act the first time. Together they lower your overall cost per lead.
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