Toggle SEO

Social Media Ads Vs. Search Engine Ads

Struggling to figure out which type of ads you should invest in? As a contractor, choosing the right advertising strategy is essential if you want to get the most out of your money. With so many different platforms and ad types to choose from, it can be tough to figure out what the best option is for your business. In this blog, we will be breaking down the two main types of digital advertisements, social media ads and search ads, discussing their pros and cons to help you decide which route might be best for you.

What Are Social Media Ads?

Social media ads are digital advertisements that appear on social media platforms like Facebook, Instagram, LinkedIn, TikTok, X, and more. These ads typically blend in with a user’s social media feed, stories, reels, and other important places on the platform.  In turn, some may even think it’s an organic post at first glance. Each ad consists of text copy, a call to action button, and a visual element. This visual element could be a static image or video content, which allows for more creativity.

One of the most appealing things about social media ads is that you are able to target people based on their demographics, interests, and geographical location. In other words, you are able to reach people who share the same characteristics as your ideal customer. In addition, social media platforms offer a variety of placements for ads, including newsfeeds, reels, and stories, allowing you to capture attention in different ways.

Pros Of Social Media Ads

  • Diverse & Engaging Ad Formats: When it comes to visual formats social media ads offer a variety of ways to engage your audience from videos and reels to stories and posts.
  • Customer Interaction & Engagement: Social media ads allow users to directly engage with your ads. Users are able to like, share, comment, and send direct messages at their convenience. 
  • Lower Cost Per Lead: Social media ads tend to be less expensive than other types of advertising.
  • Good for Product-Based Businesses: Excellent for displaying visual merchandise and increasing direct sales.

Cons Of Social Media Ads

  • Lower Lead Quality: Social media ads tend to produce lower-quality leads as your ads can be shown to people who aren’t actively looking for your services.
  • Spending Money On The Wrong People: Social media ads cast a wide net so most of the people you reach may not even need your services.
  • Interrupting The User Experience: Social media ads are a disruption to a user’s experience, which can be very frustrating for people not searching for your services.

What Are Search Engine Ads?

Search engine ads are text-based advertisements shown to customers who are actively searching for services on platforms such as Google Ads and Microsoft Ads. These ads are usually displayed at the top and bottom of search engine results pages (SERPs), assuring maximum exposure. When a user clicks on your ad, they will then be directed to your landing page to take immediate action.

One of the biggest advantages of running search engine ads is the ability to get your ads in front of people who are already in the decision-making process, which increases the likelihood of conversion. Additionally, these ads operate on a pay-per-click (PPC) basis, which means you only pay when someone clicks on your advertisement.

Pros Of Search Engine Ads

  • High-Quality Leads: Search engine ads are put in front of people who are actively looking for your services, resulting in the production of leads that are hot and high-quality.
  • Only Pay For Clicks: Search engine ads take a cost-effective approach, so you only pay when someone clicks on your ad.
  • Jump Organic Search Results: By running search engine ads, you can bypass organic results and shoot straight to the top of the page for specific keywords.
  • Ideal Service-Based Businesses: Your ads will be run directly to homeowners who are looking for your services right now.

Cons Of Search Engine Ads

  • Thorough Keyword Research: To create high-performing search ads, you must put the time and effort into identifying and going after the right keywords.
  • Can Become Pricey: Depending on the industry and your service area, clicks can be on the higher end. Having an ads expert on your side can help you figure out the best way to save money while still producing excellent leads.
  • Competitive Bidding: With popular keywords comes high competition, which can drive up costs. To avoid paying a ton of money per lead, focus on more specific keywords instead of broad ones like “plumbing repair” or “hardscaping design.”

Why Search Ads Are A Better Choice For Home Service Business Owners

Search engine ads offer tons of advantages for home service business owners. By allowing you to reach homeowners right when they are looking for your services, you will receive a higher-quality lead. Time is everything so putting your ad at the right place at the right time can lead to a very high return on investment (ROI). 

Search ads also tend to bring in higher-quality leads because they target people who are more serious and actively looking for home services. With proper keyword research, a landing page tailored to your ad, and a campaign that is well-optimized, you can achieve outstanding results!

How We Can Help

At Toggle SEO, we specialize in creating and managing ad campaigns tailored to the needs of contractors. Our team will work with you to come up with an advertising strategy that will get you the best return on investment (ROI). Here’s what we can help with:

  • Custom Ad Campaigns: Creation of custom ad campaigns that are tailored to your specific goals and target audience.
  • Expert Keyword Research: We’ll do all the research for you and identify the right keywords to target so that your ads reach the right people at the right time.
  • Ongoing Optimization: Our team makes continuous improvements and adjustments to ensure the best results possible.
  • Landing Page Creation: We’ll create custom landing pages for each campaign that are designed to improve conversions. 

Ready to take your home service business to the next level? Contact our team to learn more about our advertising services today!

Book Free Call With Christian Baker

Christian Baker Owner At Toggle SEO
Toggle SEO

@ToggleSEO