If you’re trying to figure out how to get found online, chances are you’ve asked yourself whether Google Ads or social media ads make more sense for your business. It’s a fair question, and one we hear all the time.
The answer is all about understanding the difference between intent-based advertising and interest-based advertising, and knowing where your audience is in their decision-making process.
Google Search Ads: Reaching People with High Intent
Google search ads are what most people think of when they hear “Google Ads.” These are the ads that appear at the top of search results when someone types in a specific question. This type of advertising is considered intent-based because the person seeing your ad is actively looking for a solution.
They already know they have a problem.
They’re aware that a solution exists.
And they’re motivated enough to search for it.
Google’s role in this moment isn’t to create demand; it’s to help the searcher choose between options.
Because of this, Google search ads work especially well for businesses that solve clear, well-defined problems and offer services people already know how to look for, like:
- Service-based businesses
- Local providers
- Companies with high-urgency offerings often see strong results from intent-driven Google advertising.
While search ads may generate fewer clicks overall (depending on your industry and offer), the leads tend to be higher quality because potential customers are closer to making a decision.
When Google Ads Aren’t the Right First Step
That said, Google Ads aren’t always the best place to start. In many industries, the audience doesn’t yet know what to search for (or even that they have a problem).
Sometimes the issue feels annoying but not urgent. Other times, people don’t realize there’s a solution available or don’t know how to describe what they’re experiencing.
When intent doesn’t exist yet, Google search ads have limited reach. You can’t show up for a search that isn’t happening.
This is where social media advertising becomes a powerful alternative.
Social Media Ads: Building Interest Before Intent Exists
Social media ads are interest-based. Instead of responding to a search, they’re shown based on behavior, demographics, and interests while someone is scrolling platforms like Facebook or Instagram.
The person seeing your ad isn’t actively looking for a solution. They’re discovering one.
Because of this, social media ads are especially effective for education, awareness, and long-term lead generation. They’re ideal for businesses whose…
- Offers aren’t urgent
- Audience needs time to build trust
- Goal is to grow an email list or nurture potential clients over time.
Rather than closing a sale immediately, social media ads often help name a problem, spark curiosity, and position your brand as a helpful guide.
In short, social media ads help create demand, while Google Ads help capture it.
Intent vs Interest Advertising: Which Should You Use?
The difference between Google Ads and social media ads comes down to timing. Google Ads reach people who are already searching. Social media ads reach people before they start searching.
Neither approach is better on its own.
In fact, many successful advertising strategies use both. Social media ads introduce the problem and solution, while Google Ads show up when someone is ready to take action.
If you’re trying to decide which makes sense for your business, ask yourself a few questions:
- Does your audience know they have this problem?
- Would they know what to search for to find you?
- Is your offer urgent or something they’ll think about over time?
- Are you trying to generate immediate leads or build a pipeline for the future?
Your answers usually point clearly toward intent-based ads, interest-based ads, or a combination of the two.
Not Sure Where to Start? Let’s Talk.
If you’re feeling stuck between Google Ads and social media ads, you’re not alone. Most businesses don’t need more advertising; they need the right strategy behind it.
If you’re not sure which approach makes sense for your goals, I’m happy to help you think it through. You don’t need to have all the answers yet. A quick conversation can often bring clarity fast.
👉 Talk to us about your ads strategy
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