It’s a question we’re constantly asked: should we focus on Social Ads or Google Ads? Spoiler: there’s no universal answer. But don’t panic, we’re here to help you see things more clearly (and avoid launching your advertising budgets blindly).
At Donutz Digital, we’re used to juggling between these two levers. And we’ll explain here, in simple terms and without unnecessary jargon, how to choose the one that best fits your marketing objectives.
Google Ads: Capturing Intent
Imagine: someone types “best quiet beard trimmer fast delivery”. This person doesn’t want advice from their barber uncle, they want a trimmer, right here, right now. This is where Google Ads shines brightly.
What we love about Google Ads:
- The user knows what they want (and that’s rare in life).
- Quick conversions: it’s a bit like a meeting where everyone already agrees.
- Easy ROI management: you know how much you’re spending, for how much you’re selling.
📌 To delve deeper into the subject, take a look at our complete guide on Google Ads.
Social Ads: Creating the Need
Social Ads are like those ice cream vendors who appear exactly when you start feeling hot. They don’t always respond to a demand, they create it.
On Facebook, Instagram, TikTok, or LinkedIn, you can show your products to people who don’t need them yet… but who might just be tempted.
- Surgical targeting: interests, behaviors, demographics… Social platforms know A LOT (sometimes too much?).
- Awareness + engagement: ideal for launching a brand or establishing a strong image.
- A real need for quality content: here, there’s no miracle without striking visuals, well-crafted videos, or UGC.
For inspiration, discover how we boost brands via Social Ads at Donutz.
The Best Strategy? Playing on both Fields
What if we stopped choosing? The best results often come from a combined strategy.
Imagine: Zoe discovers a jewelry brand on Instagram (thanks, algorithm). She likes, she talks about it to her BFF… then forgets. Three days later, she types “minimalist French gold jewelry” on Google. Boom, she comes across you again. She buys.
In this case:
- Social Ads plant the seed.
- Google Ads catch the fruits.
This duo allows covering the entire conversion funnel: from discovery to transaction, passing through consideration.
Attribution and Visibility: a Merry Mess to Tame
It’s THE classic scenario: you have a sale… but it’s impossible to tell if it comes from Instagram, a click on Google, or a little marketing elf.
The rules to remember:
- Google attributes to the last click.
- Social networks value impression and engagement.
- Each platform pulls the cover to itself (normal, they want to shine).
The solution: invest in a good attribution tool and track the overall revenue, not just the KPIs specific to each lever.
If you’re lost in tracking your conversions, we’re happy to help. It’s our favorite playground.
Conclusion: What if We Stopped Choosing?
Google Ads and Social Ads are not sworn enemies.
The right strategy? Adapt your mix based on:
- your marketing objectives,
- your budget,
- the maturity of your audience.
And if you’re still hesitating, contact our team. We love discussing strategies and sharing our passion for well-crafted campaigns (and donuts too).
