Google Ads primarily targets people who are actively searching for services or products. For a trade business, that means if someone types “emergency plumber near me,” your ad can show up right when they need help. You can also leverage the Google Display Network for broader awareness via banner or image ads across various websites. Google’s strength lies in capturing high-intent users who are more likely to convert quickly.
Social media PPC—like Facebook, Instagram, or LinkedIn ads—takes a different approach. Here, you’re targeting people based on demographics, interests, or behaviours rather than immediate search intent. It’s a bit more like putting up a billboard in a neighbourhood you know your target audience lives in. Social media can be great for building brand awareness or showcasing your portfolio with images or videos. However, these users may not be searching for your service right at that moment. In many cases, both Google Ads and social PPC can work together, depending on whether your priority is instant leads or broader brand reach.