Paid advertising

Maximizing ROAS: Paid Search vs Social Media Ads

Paid search can reach people actively looking for a product or service, while social campaigns can introduce an offer to relevant audiences and support demand generation. The right channel depends on purchase intent, audience behaviour, margins and the quality of conversion tracking.

How to evaluate campaign performance

• Set up conversion tracking and define qualified leads or sales before scaling spend.
• Compare cost per qualified lead, conversion rate and revenue—not clicks alone.
• Test landing pages and creative variations, and allow enough data before making major changes.
• Review return on ad spend alongside profit margins and customer lifetime value.

Choose channels by intent and economics

Search often captures existing demand; social advertising can help create or nurture demand. Compare both against the same business outcome, use consistent attribution assumptions, and avoid scaling a campaign until lead quality and unit economics are understood.