PPC vs Paid Social: What’s the Difference?
In digital marketing, few topics create more confusion than PPC and paid social. Both fall under the umbrella of paid advertising, can deliver serious results, and often appear side by side in a media plan. However, they’re not the same. Understanding the difference is key to building campaigns that actually work.
Whether you’re running an e-commerce store, driving bookings, or generating leads, knowing how PPC and paid social complement each other can help you make smarter budget decisions.
What Is PPC?
PPC (Pay-Per-Click) advertising is most commonly associated with search engines such as Google Ads. The basic model of PPC is to bid on keywords, your ads appear when someone searches for them, and you pay only when a user clicks on your ad.
One reason PPC is so popular is that it is typically set up to capture intent. For example, someone searching for “best marketing agency in Dublin” is already interested, so your ads will appear in front of them right away. When done well, PPC can drive high-quality traffic that’s ready to convert.
What Is Paid Social?
Unlike PPC, paid social lives on platforms like Meta, LinkedIn, and TikTok. Instead of waiting for intent-based searches, you’re putting ads in front of users as they scroll.
The power of paid social lies in its ability to target and tell compelling stories. These platforms know their users quite well, including age, interests, behaviours, and location. Fine-tuning targeting based on these various factors allows brands to reach highly specific audiences. From video ads to carousel posts, it’s all about engaging people, sparking curiosity, and building awareness that eventually drives action.
Key Differences Between PPC and Paid Social
Though both are paid channels, there are important differences worth highlighting.
Audience Behaviour: PPC targets people who are actively searching for something relevant to what you’re offering. Paid social reaches those who may not be actively looking for your product or service but fit your ideal profile.
Ad Formats: PPC ads are more text-focused and driven by search. Paid social offers rich visuals and creative storytelling.
Goals: PPC is often geared towards immediate conversions. Paid social media is effective for raising awareness, nurturing leads, and retargeting.
Cost Models: Both use auction-based bidding, but CPCs can vary widely depending on industry and platform.
How They Work Together
The real value is in understanding how they complement each other, rather than choosing one or the other. A PPC campaign might capture high-intent traffic, while paid social nurtures those who aren’t yet ready to buy. Together, they build a full-funnel approach, encompassing awareness, consideration, and conversion.
For example, an Irish e-commerce brand could run Google Ads for high-intent keywords like “buy running shoes online.” At the same time, the brand could run Instagram ads to showcase lifestyle content and target users who have visited the site but haven’t made a purchase.
Which Is Best for You?
Both have their place, so it’s all up to you to decide if one or both would suit your business needs. The right mix depends on factors such as industry, goals, and budget. If you’re focused on capturing demand, PPC is usually the starting point. If you want to establish a brand presence and reach new audiences, consider starting with paid social.
At Glassbox, we don’t treat PPC and paid social as competitors, but rather as partners. By monitoring data, testing creatives, and optimising spend across both, we help Irish businesses turn clicks and impressions into measurable growth. Step up your ads game with Glassbox.
