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Google Ads vs Social Ads: Which Works Best for Small Businesses?

Anson

Marketing & Social Media

When you’re running a small business, every marketing pound has to count. Paid ads can be a powerful way to reach new customers, but the big question is: should you spend your budget on Google Ads or Social Media Ads?

The truth is, both platforms can work brilliantly, but they serve different purposes. Here’s a breakdown of how they compare, and when each one makes sense for small businesses.

What Are Google Ads?

Google Ads (previously known as AdWords) show up when someone actively searches for a product or service. If a customer types in “plumber near me” or “best web design agency in Kent,” ads appear at the top of search results.

Pros:

  • Targets people with high purchase intent
  • Immediate visibility at the top of search results
  • Works well for local businesses looking for leads

Cons:

  • Can be competitive and expensive for certain keywords
  • Needs ongoing optimisation to avoid wasted spend

What Are Social Media Ads?

Social ads run on platforms like Facebook, Instagram, LinkedIn, or TikTok. Instead of waiting for someone to search, you place your business directly in their feed while they’re scrolling.

Pros:

  • Highly visual and creative (great for brand awareness)
  • Advanced audience targeting (interests, behaviours, demographics)
  • Can build loyalty and engagement over time

Cons:

  • People aren’t always ready to buy when they see your ad
  • Performance can dip if creatives aren’t refreshed regularly

Google Ads vs Social Ads: Key Differences

Comparison chart showing differences between Google Ads and Social Ads for small businesses

Which Is Best for Small Businesses?

It depends on your goals:

Choose Google Ads if:

  • You want immediate leads and sales
  • You have a local service people actively search for (plumbing, legal, web design, skip hire, etc.)
  • You can manage ongoing keyword optimisation

Choose Social Ads if:

  • You’re building a brand or launching a new product
  • You want to reach a specific audience based on interests (e.g. foodies, parents, fitness fans)
  • Visual storytelling and creativity are part of your marketing strategy

Best of Both Worlds:

Many small businesses see the strongest results by combining the two. For example, social ads can be used to build awareness and retarget visitors, while Google Ads captures people who are actively searching and ready to buy.

Final Thought

There’s no one-size-fits-all answer to “Google Ads vs Social Ads.” The right choice depends on your goals, industry, and budget. For many small businesses, the smartest move is to blend both: Google Ads for high-intent leads, and Social Ads for long-term brand growth.

If you’re unsure where to start, think about your main goal: is it to drive sales now, or to build recognition for the future? Your answer will guide you in the right direction.