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Digital advertising is where your budget mysteriously disappears overnight, and you’re left wondering whether those “impressions” actually impressed anyone. While it may seem like the last thing on your list, creating search ads on Google or impression ads on social media can make a huge invisible difference for your business. If you’re a small business owner trying to decide where to run your ads, you’re probably staring at your screen, debating between Google Ads and social media platforms. So, where should you start? Let’s break down exactly where you should be running ads depending on your business.

How Google Ads Work

It may sound a bit dramatic, but Google Ads can be summed up into one concept – you’re paying to be popular. Google Ads operate on a pay-per-click (PPC) system, meaning you only pay when someone actually clicks on your ad. Sounds fair, right? Well, that click could cost you anywhere from a couple of cents to an entire Starbucks order, depending on how competitive your industry is.

For example, if you’re trying to be the top shoe shiner in Myrtle Beach, you probably have a great shot at being that top ad result! However, if you’re trying to be the top bar on the beach… you might have a bit more trouble.

Google Ads are keyword-based, meaning your ad appears when someone searches for something specific, like “best HVAC repair near me” or “how to get rid of a raccoon in my attic.” This makes Google great for businesses that rely on high-intent searches—think lawyers, home services, medical professionals, and e-commerce stores selling specific products. All in all, the more likely people are to actually search up your niche, the more you could consider Google as where you should be running ads.

Social Media Ads

How many times have you impulse bought something from the TikTok Shop? Or saved a post for the coolest art piece you’ve ever seen on Instagram? Unlike Google, where users are actively searching for something, social media ads work by interrupting someone’s scrolling session with something shiny and interesting. The key to success? Knowing your audience.

Here’s how the major platforms stack up:

Facebook Ads

  • Perfect for targeting specific demographics, interests, and behaviors. You can even target within a specific amount of miles from your business location.
  • Best for service-based businesses, local businesses, and e-commerce brands looking to generate leads or sales.
  • The “conversion tracking” feature lets you follow potential customers around the internet like a mildly creepy but effective sales assistant.
  • Professionally Interest-driven. Seeing your product is believing, but they may not know they want it just yet.

Instagram Ads

  • Great for visual brands like fashion, beauty, fitness, and travel.
  • Carousel and story ads are prime real estate for showcasing high-quality visuals that make people stop mid-scroll.
  • Works well for impulse buys and brand awareness campaigns.
  • Recently highlighting reels that work just as well as TikTok, but with a more mature audience.
  • Interest-driven. Users don’t know they need your product until they see it.

TikTok Ads

  • Ideal for brands targeting Gen Z and younger Millennials who prefer videos over, well, everything else.
  • Best for businesses that can create entertaining, engaging, or viral-worthy content (looking at you, trendy food brands and quirky e-commerce shops).
  • Works well for product discovery—TikTok has single-handedly sold out more random Amazon products than we can count.
  • TikTok shop and influencer partnerships are a great way to get your products out there.
  • Impulse-driven. If it’s fun and catchy, people will buy it—whether they need it or not.

Which One Should You Use?

  • If you’re selling a necessity (plumbing, legal services, car repairs, etc.), Google Ads are your best friend.
  • If your business thrives on visuals (beauty, fashion, food, travel, etc.), Instagram is a strong bet.
  • If you’re trying to build a brand and go viral (e-commerce, entertainment, unique services), TikTok it is!
  • If you need to generate leads, retarget customers, or sell online, Facebook’s targeting tools are unmatched.

Where You Should Be Running Ads: Both (Strategically, Of Course)

The best digital marketing strategy isn’t an either/or—it’s a smart mix of both Google and social media ads, depending on your business goals. Test, track, tweak, and (hopefully) watch your ROI climb.

Not sure where to start? Let Three Ring Focus do the heavy lifting. We here to help you craft your next high-quality website, social marketing, logo design, or SEO strategy. Check out of some the work we’ve done for a little sneak peek. Don’t miss out on the benefits of having an expertly crafted branding identity.