Search Ads vs Social Ads: What’s The Difference & When Should I Use Them?

When it comes to digital marketing, choosing the right tools for the job can be as essential as choosing the right drill bit for a specific material. For construction brands looking to build their online presence, the choice between search ads and social ads can significantly impact the reach, engagement, and results of their marketing campaigns. Let’s break down the key differences between these two advertising methods, so you can pick the right one for the job, just like a pro choosing between a hammer and a nail gun.

Search ads are a form of pay-per-click, otherwise known as PPC advertising, typically appearing at the top of search engine results pages on platforms like Google and Bing. When someone searches for a specific term, like “cordless drill for masonry” or “best roofing materials,” search ads related to these queries appear as the top results.

How Search Ads Work:

• Keywords: You bid on keywords that are relevant to your business, like “construction tools” or “affordable timber windows.”
• Intent-Based Targeting: Search ads reach people who already have a clear intent or interest.
• Cost Structure: You only pay when someone clicks on your ad, making it cost-effective and trackable.

• High Purchase Intent: Users searching for terms like “construction project management software” are likely ready to take action. Search ads help you reach those who are further along in their buying journey.
• Visibility for Niche Keywords: If you specialise in specific tools, materials, or services, you can target niche keywords to reach your ideal audience.
• Highly Trackable: From first view, to click, to actions taken on your website, we can track how users interact with search ads and their impact on your business. This makes them very easy to scale and prove their value.

Social ads appear on platforms like Facebook, Instagram, LinkedIn, and TikTok, reaching users based on their demographics, interests, and online behaviour. Social ads can be image-based, video content, carousel ads, or even interactive stories, creating a broad range of ways to engage with your target audience.

How Do Social Ads Work?

• Audience Targeting: Instead of keywords, social ads rely on demographic, location, behaviour, and interest data.
• Content Variety: Social platforms offer video, photo, carousel, and story ads, which allows for more creativity.
• Cost Structure: You can choose from various cost models, including cost-per-click (CPC) or cost-per-impression (CPM), depending on your campaign goals.

• Broad Audience Reach: For brand awareness campaigns, social ads are ideal for reaching new people who may not be actively searching for your services but could still be interested.
• Targeted Demographics: Social platforms allow you to reach specific groups, such as homeowners aged 30-45 who are interested in home renovation or industry professionals who work on large-scale construction projects.
• Visual ads: Use image and video ads to capture your target audience’s interest or inspire them to find out more. These ads are perfect for prospecting “net new” users who have not interacted with your brand before.

Consider search ads when you need to reach audiences who are already looking for something specific. Here’s when they’re most effective:

1. Targeting High-Intent Customers: If you’re a construction supplier or service provider looking to convert leads quickly, search ads allow you to target users who are highly likely to take action.
2. Launching Specific Products: For new or niche products, search ads can connect you with people specifically looking for those tools or materials.
3. Local Reach for Services: Keywords combined with location targeting make search ads highly effective for local service providers. If you offer plumbing services, for instance, “plumber near me” would be a high-conversion keyword for you to target.

Social ads help with brand-building, engagement, and reaching new audiences. Consider them in these scenarios:

1. Increasing Brand Awareness: Social ads are great for construction brands looking to gain visibility. Whether you're showcasing before-and-after shots of a building project or highlighting employee craftsmanship, social ads allow you to reach people who may not yet be familiar with your brand.
2. Engaging Potential Customers: By creating visually appealing and engaging content, you can capture the attention of potential customers even if they aren't actively looking. Think about running a video ad series showcasing your latest building techniques or an ongoing project.
3. Retargeting Audiences: Social platforms excel at retargeting, so if someone visits your website but doesn't make a purchase or request a quote, you can reconnect with them through targeted ads.

You shouldn't choose between search and social ads; in fact, combining both can be as essential to a strong marketing strategy as a solid foundation is to any structure. Many construction businesses find success with a cross-channel approach, leveraging the unique strengths of each platform to build brand awareness, engage potential customers, and drive conversions.

Paid Search and Paid Social go together like rebar and concrete - each plays a specific role, but when combined, they create a stronger, more cohesive campaign.

• Using Social Ads to Build Brand Awareness, Followed by Search Ads: Begin with social ads to introduce your brand to a wider audience. Then, as they start searching for solutions, your search ads can meet them with the answers.
• Creating Retargeting Funnels: Use social ads to retarget people who engaged with your search ads but didn't convert. This creates a reminder that keeps your brand top-of-mind.
• Focusing on Content Variety Across Platforms: For instance, share tips on construction safety or insights on eco-friendly building in your social ads and create direct, intent-driven search ads for people actively looking for specific services or products.

Search and social ads are two sides of the same coin. Think of social ads as fuel for your marketing engine, ensuring you have a wide top-of-funnel pipeline for new users discovering your brand and services for the first time. The campaigns nurture these users so that they understand what you offer and why it meets their needs better than your competitors.

Search ads turn that fuel into results, making sure that your brand is visible when users search for related terms for your business. This means that users have the highest chance of landing on your site when they are ready to purchase.