Google Ads vs Paid Social: Which Should Your Business Invest In?
If you’re thinking about investing in paid marketing, you’ve probably asked the big question:
Should we run Google Ads or Paid Social?
And the honest answer is… it depends. (We know. Not dramatic enough. Stay with us.)
Both channels can drive serious results, but they work in completely different ways. Choosing the right one isn’t about which platform is “better.” It’s about understanding what your business actually needs right now.
Let’s break it down properly.
What Google Ads Is Really Good At
Google Ads captures intent.
When someone types into Google:
- “Forklift servicing near me”
- “Warehouse automation provider UK”
- “Asbestos removal quote”
- “Best caravan dealership Preston”
They’re not browsing. They’re searching. And that usually means they’re closer to making a decision.
Google Ads works best when:
- People are actively looking for what you offer
- You want to capture existing demand
- You need leads quickly
- Your service solves a clear problem
It’s powerful because it meets customers at the exact moment they’re ready to act.
If your business relies on high-intent enquiries, Google Ads can be incredibly efficient.
What Paid Social Is Really Good At
Paid social (Meta, LinkedIn, TikTok, etc.) works differently. It’s interruption-based rather than intent-based.
People aren’t searching for you; they’re scrolling.
That means paid social is brilliant for:
- Brand awareness
- Introducing new products or services
- Retargeting website visitors
- Nurturing colder audiences
- Building familiarity and trust
It creates demand rather than capturing it.
If Google Ads is someone walking into your shop asking for help, paid social is putting your shop in front of people who didn’t realise they needed you yet.
The Key Difference: Intent vs Interruption
This is where most businesses get it wrong.
Google Ads = high intent traffic
Paid Social = attention and influence
If people are already searching for your service, Google Ads should absolutely be in your strategy.
If people aren’t actively searching but would benefit from what you offer, paid social helps you build that awareness.
Neither replaces the other, they sit at different stages of the funnel.
So… Which One Should You Invest In?
Here’s a simple way to think about it:
Choose Google Ads if:
- You need enquiries now
- There’s clear search demand in your market
- Your service solves an urgent problem
- You want measurable lead generation quickly
Choose Paid Social if:
- You’re launching something new
- You want to grow brand recognition
- Your sales cycle is longer
- You need to educate your audience
- You want to stay visible in a competitive market
And if you’re serious about growth?
The smartest approach is usually both structured properly.
Why Strategy Matters More Than Platform
The biggest mistake we see isn’t choosing the “wrong” channel. It’s running ads without a strategy.
- No clear objective
- Weak landing pages
- No tracking
- No retargeting
- No creative testing
- Expecting instant miracles
Paid marketing works when it’s:
- Built around a clear funnel
- Supported by strong messaging
- Backed by proper tracking
- Optimised consistently
Otherwise, it just burns budget.
How TLH Approaches Paid Marketing
At TLH Marketing, we don’t treat Google Ads and Paid Social as separate silos.
We look at:
- Where your demand currently sits
- What your competitors are doing
- Your sales cycle
- Your website conversion journey
- Your budget
- Your long-term growth goals
Sometimes that means starting with Google to capture intent. Sometimes it means building awareness on social first. Often, it means combining both so they strengthen each other.
Paid social warms the audience. Google captures them when they’re ready. Retargeting keeps you visible.
That’s when things start to scale.
The Bottom Line
If you’re asking “Google Ads or Paid Social?” The real question is:
Are we trying to capture demand, or create it?
Once you’re clear on that, the decision becomes much easier.
And if you’d rather not guess? That’s what we’re here for.
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