SEO, Google and Social Ads

SEO, Google Ads, and Social Media Ads are core components of an integrated marketing strategy. Each addresses a specific function—visibility, traffic acquisition, and conversion. These tools can be deployed independently or in combination, depending on business goals, sales cycles, and campaign timelines.

Google Ads

Google Ads enables demand capture by targeting users actively searching for services. It is best suited for immediate visibility, transactional intent, and measurable campaign objectives. For example, new business launches or flash sales benefit from instant search presence.

Formats

• Search Ads: Appear on SERPs based on user queries.
• Display Ads: Shown on websites in the Display Network.
• Video Ads: Run on YouTube and partner channels.
• Mobile Ads: Includes App Campaigns and Call-Only formats.
• Local Ads: Display location, contact, and directions.
• Remarketing: Re-engage non-converting users.

Search intent

Google Ads performs well due to high intent. Unlike passive social scrollers, search users are actively looking for solutions. This intent translates into higher conversion rates and more measurable outcomes.

Targeting

Advertisers can refine campaigns using:

• Location (e.g., postcode or city)
• Demographics (age, income brackets)
• Devices (mobile vs. desktop)
• Behaviour (repeat visitors, cart abandoners)

Data-driven

Refine ad campaigns using:

• CTR (Click-Through Rate) to assess creative relevance
• CPA (Cost Per Acquisition) for efficiency
• Search Terms Report to identify high-performing keywords

Avoid prioritising metrics like impressions or likes, which do not correlate with intent.

Use cases

Google Ads is effective for product launches, seasonal campaigns, or entering high-competition markets. Campaigns require careful audience targeting, continuous budget monitoring, and real-time performance analysis.

Example: A legal services firm used Google Ads with location-based keywords like “family lawyer near me” and refined targeting based on postcode income demographics. Conversion rate improved by 34% compared to generic social media ads.

Execution

• Set clear campaign objectives (lead generation, calls, conversions).
• Align ad groups with high-intent keywords and matched landing pages.
• Use conversion tracking and A/B testing to refine ads and reduce waste.

Social Ads

Social Media Ads reach specific audience segments based on interests, demographics, and behaviors. They are used when the priority is building awareness, promoting content, or reaching passive audiences through demographic targeting. Social platforms offer extensive reach and flexible ad formats.

Objectives

• Awareness: Reach new users unfamiliar with your brand.
• Consideration: Encourage users to visit your site or engage with content.
• Conversions: Drive form submissions, downloads, or transactions.

Social ads are effective for promoting a range of content, including videos, product announcements, promotional offers, and articles. Their flexibility and platform-specific targeting options support both short-term campaigns and ongoing visibility efforts.

Limitations

• Lower user intent compared to search
• Unpredictable engagement quality
• Higher creative turnover required to prevent fatigue
• Attribution can be difficult across the full funnel

Strategic use

Social campaigns are best used for:

• Retargeting past visitors
• Distributing branded video or event content
• Supporting SEO and Google Ads by reinforcing brand visibility

Use cases

Social platforms suit campaigns focused on:

• Video promotions
• Event announcements
• Product launches
• Time-limited offers

Social ads typically yield lower CPCs and allow detailed segmentation based on lifestyle, job role, or behaviours. They offer lower CPCs and broader targeting options compared to search-based channels.

Example: A regional gym chain used Instagram video ads to promote a “30-day free trial” and increased website traffic by 42% over three weeks.

Execution

• Define custom audiences using platform insights or CRM data.
• Refresh creative assets frequently to prevent ad fatigue.
• Monitor cost-per-result and optimise based on engagement metrics.

Search (SEO)

Search Engine Optimisation (SEO) increases visibility in unpaid search results. It supports long-term traffic acquisition by improving content quality, site structure, and link profile authority. SEO works best as a foundation: improving trust and rankings over months, and complementing the immediate impact of paid channels.

Components

• Keyword Research: Identify and prioritise terms aligned to buyer intent.
• On-Page Optimisation: Structure metadata, headings, and internal links.
• Technical SEO: Resolve speed, mobile, and crawlability issues.
• Backlink Building: Acquire high-quality inbound links from reputable domains.
• Local SEO: Optimise business listings, NAP consistency, and local keywords.

Advantages

SEO reduces cost-per-acquisition over time by creating a sustainable inbound traffic source. While slower to show results, it delivers compounding ROI as rankings improve and authority increases.

• Improves brand trust and organic rankings.
• Reduces long-term cost-per-lead.
• Creates a compound return on content investment.

Example: A law firm implemented local SEO and doubled inbound enquiries from “family lawyer near me” searches within six months.

Execution

• Conduct an SEO audit to identify structural issues and ranking gaps.
• Develop a keyword-content map to target specific funnel stages.
• Build internal links and outreach campaigns for backlink acquisition.

Multimodal

A combined strategy ensures full-funnel coverage, aligning immediate acquisition with long-term visibility:

Cross-channel alignment improves message consistency, audience retention, and reporting accuracy. Integrating these strategies enables better attribution, improved ROAS, and more stable growth across acquisition channels. Businesses that embrace all three pillars can accelerate growth, outpace competitors, and future-proof their digital presence.

Decision guide

Determine which channel best suits your goal:

• Ready-to-buy audience? Use Google Ads
• Need awareness or engagement? Use Social Ads
• Looking for sustained organic growth? Invest in SEO

Budget allocation

A balanced allocation strategy ensures both immediate results and future growth:

• 40% Google Ads (for high-conversion opportunities)
• 20% Social Ads (for brand awareness and retargeting)
• 40% SEO (for long-term traffic and authority)

Adjust distribution based on business goals, campaign phase, and user behaviour trends.