/ Guide
Paid search vs paid social
Paid search is strongest when people express intent through queries; paid social can reach people based on platform audiences, behaviours, interests, content contexts and creative engagement.
Quick facts
- Measurement
- Use common business outcomes where possible, but do not ignore the different roles each channel plays in the path to conversion.
01
Search role
Search often captures existing demand and can make query intent visible.
03
Using both
Social can create interest that later appears as direct or search demand, while search can capture people closer to action.
04
Measurement
Use common business outcomes where possible, but do not ignore the different roles each channel plays in the path to conversion.
Sources and review
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
Next step
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02
Social role
Paid social can create demand, introduce products, demonstrate creative and reach audiences before they actively search.