Choosing the right digital ad platform can feel like a guessing game for service-based businesses, but it doesn’t have to be. Should you focus on Google Ads to capture people who are actively looking for a service right now, or should you use social media ads to build awareness and reach a wider audience? The truth is, both platforms have their own strengths, and the best strategy often involves a mix of the two.
We’re going to break down the key differences between these two digital advertising giants and help you decide what’s right for your business.
Using Google Ads to Capture the Active Searcher
Think of a potential client whose furnace just broke on the coldest day of the year. They aren’t scrolling through Instagram to find a solution; they’re going straight to Google and searching for “furnace repair near me.” This is where Google Ads shines. It’s a platform built for reactivity, connecting your business with people who have an immediate need and are actively searching for a solution.
When you run an ad on Google, you are essentially placing your business at the top of the search results for specific keywords. This is an incredibly powerful way to drive immediate traffic and leads because you are reaching your audience at a critical moment: when they are ready to make a decision.
Who is this for?
- Businesses that solve urgent problems: Think of an HVAC company, an emergency plumber, or a locksmith. Your clients need you now, and Google is where they start their search.
- Businesses with a clear service offering: If you have a specific service that people would search for, like “vacation rental management” or “tax preparation services,” Google Ads can be highly effective.
For example, when we work with a company like Comfort Systems of Montana, we use Google Ads to ensure they show up at the most crucial times—like when a furnace needs a quick repair. By doing this, we’ve helped them grow their number of leads by 49%.
Using Social Media Ads to Build Awareness and Shape Demand
Now, let’s look at the other side of the coin. A person might be scrolling through Facebook or Instagram, seeing posts from friends and family, when they come across an ad for an HVAC company. They aren’t in need of a furnace repair right now, but they see the company’s name, maybe a clever ad, and it sticks in their mind. A few days or weeks later, when their furnace does break, they might remember that name and search for it on Google.
This is the power of social media ads. They are designed for reach and awareness—a more passive approach to advertising. Instead of reacting to a search, social media ads place your brand in front of a targeted audience based on demographics, interests, and online behavior. It’s about building a connection and staying top-of-mind before a need even arises.
Who is this for?
- Businesses focused on brand building: If you want to tell a story and build a long-term relationship with potential clients or customers, social media is the perfect platform to share engaging content.
- Businesses with a visual or community-focused service: Think of a vacation rental company showcasing stunning photos, or a medical practice sharing helpful health tips. Social media allows you to connect with your audience on a more personal level.
For a company like Great Northern Metal Company in Bozeman, MT, we run Facebook and Instagram ads to increase brand awareness as they expand to new markets in Montana. Using a mix of video and static ads, we were able to grow their impressions by 100% and video views to completion by 82% year-over-year.
Bringing It All Together: The Power of Both
You might be thinking, “This is great, but my business needs both leads and brand awareness.” That’s exactly right. The most successful strategies often use a combination of both Google and social media ads.
Here’s a simple way to think about it:
- Social media ads create the initial spark. They build awareness and trust, making your brand feel familiar to potential clients.
- Google Ads are there to catch the flame. When those potential clients are ready to act, your Google Ads ensure you’re the first business they see.
This combination creates a powerful synergy. The more people are aware of your brand from seeing your social media ads, the more likely they are to search for your company name, leading to a higher conversion rate when they see your Google Ads. It’s a strategic partnership that ensures you’re visible at every stage of the customer journey, from initial interest to a final decision.
Making the Right Choice for Your Business
While a combined strategy is often best, every business is unique. We’ll help you make the right marketing decisions, the kind you’ll feel good about in the months to come.
Here are a few questions to consider:
- What are your goals? Are you in a high-urgency industry where immediate leads are the priority, or do you need to build long-term trust and a strong brand presence?
- Who is your audience? Where do they spend their time online? Are they actively searching for solutions or are they more receptive to new ideas while casually scrolling?
- What does success look like? We’ll track what’s working, what’s not, and what to do next. This isn’t surface-level marketing; it’s marketing that works because it’s rooted in smart thinking, solid strategy, and a deep understanding of your goals.
Digital ads shouldn’t feel like guesswork. At Big Storm, we bring clarity to the process, helping you choose the right mix of Google and social media ads to reach your audience at every stage. Leads, conversions, and growth remain at the center of everything we do, and we partner with you to create a strategy that delivers measurable results.
Ready to clear the way for growth? We’ll help you move forward with purpose.
Explore our services and let’s start a conversation about what a data-driven strategy can do for your business.