Search and social reach people at different moments. The right starting point depends on when demand exists, what the buyer needs to understand and how the sales team follows up.
Start with the buying moment
Search is useful when buyers already describe a problem or service they need. Social can introduce an offer before someone searches for it and can bring back people who have already considered it. Both can work, but they need different messages and landing experiences.
Map the conversion path
A Google query and a social feed impression rarely deserve the same page. Match the headline and offer to the visitor's context. Give the person one clear action, then make sure the enquiry reaches the right owner.
Compare useful outcomes
Cost per enquiry is only a first signal. Agree with sales on what makes a lead qualified, capture campaign source in the lead record and review the path to a meeting, sale or booking. Without that feedback, a cheap lead source may look better than it is.
Choose an initial test
- List the questions buyers search when ready to act.
- Identify the audience and message that could create interest before a search.
- Confirm the page and follow-up can handle the expected enquiries.
- Set one lead-quality measure before shifting budget.
Apply this to your business
For a review of the account, landing page and real enquiries, start with our Google Ads service. You can also see how we present work and evidence.