Maximizing ROI with Paid Search: Google Ads vs. Social Media Ads

When we talk about Google Ads vs social media ads, we really mean Google Ads vs Facebook ads – the other social media sites aren’t anywhere close. 

Digital marketers are always arguing about which medium is better: search or social. Given that there are 3.5 billion searches on Google every day and 4.74 billion people using social media daily, it’s a close-run battle.

Most companies have limited budgets to invest in digital marketing strategies. Every cent matters. If you’re trying to maximize your return on investment (ROI) then paid search is the obvious solution.

Want to find out why? We’ll discuss why you should choose a paid search strategy for a higher ROI, and we’ll teach you how to maximize your ROI with paid search in 2024. Learn more below.

Why Use Paid Search Ads?

Let’s start with the basics: why use paid search ads? It’s all about where people go to find their information. According to Econsultancy, 61% of consumers turn to search engines as part of their product research. They’re not going on Facebook to find a new lawnmower or plumber.

Think about your own habits. When you need something, you Google it. The action is so common that the company has become a verb.

You’ll also get more volume per keyword on search engines. Of those 4.74 billion people on social media, most aren’t searching for products or services. That makes them useless for your purposes. But, of the 3.5 billion searches on Google, some will definitely relate to your business.

The best way to get them to choose you over a competitor is to skyrocket to the top of the search results. Using Google Ads (or another form of paid search), you appear higher on the search engine results page (SERP) than the organic results. You’re not waiting months to rank organically; you can start generating tons of traffic immediately.

Google Ads vs. Facebook Ads: Which is Better?

Facebook Ads

These appear in the users’ feeds. Unlike Google, where you target based on keywords (aka perceived interest), here you target based on demographic and behavioral data.

There’s a certain amount of trial and error initially. But once you’ve found your audience, you can see a high ROI. You can also run retargeting ads, advertising to people who’ve already seen your products.

CTR: 0.90% on Facebook [Source]

Conversion Rate: 3% [Source]

ROI: 250% [Source]

Google Ads

These are primarily about keywords, the terms consumers search for. For example, when a consumer searches for “local tree surgeons,” you want to appear at the top of the ranking.

Your compelling ad copy should encourage them to click, leading them to a relevant landing page. It’s a simple yet effective way to funnel consumers toward a sale.

CTR: 2% [Source]

Conversion Rate: 3.75% [Source]

ROI: $8 for every $1 Spent [Source]

The Verdict

Overall, Google Ads is by far the preferred option for businesses. By targeting relevant keywords, you advertise solely to people interested in your products, services, or industry. Plus, you can funnel them towards a landing page where it’s easier to convert browsers into buyers.

How to Maximize ROI with Paid Search

Now we’ve settled the Google Ads vs Facebook ads debate, how do you run your paid search campaign? Follow these tips to maximize your ROI:

1. Choose the Right Keywords. Keywords are central to any paid search campaign. Target high-performing keywords that balance your budgetary constraints with a high search volume. Use Google Keyword Planner to find the best keywords. Review your keywords regularly.
2. Build a List of Negative Keywords. Negative keywords are the terms you don’t want to rank for. If a keyword isn’t performing or it’s related to your business, add it to the negative list. It’ll save you a ton of ad spending.
3. Hone Your Ad Copy. Continually rework your ad copy until it compels searchers to click. Include a value proposition, grab their attention, and make sure there is a call-to-action front-and-center (CTA).
4. Create a Conversion-Worthy Landing Page. The longer customers spend on your landing page, the easier it’ll be to appear in paid search. It’s also your chance to convert every click into a buyer. Work and rework the content, using A/B testing to find the winning formula.
5. Set Goals. Determine what you want to achieve – these goals should be measurable. That could be increasing your ROI, gaining more traffic, or selling more products. Whatever it is, measure and monitor your progress as you work towards it.