If you’ve ever boosted a Facebook post and then wondered where your money went, you’re not alone.
It’s one of the most common frustrations business owners share, and it usually leads to the same conclusion: “Marketing just doesn’t work for us.”
The reality is more nuanced.
Most marketing doesn’t fail because of the platform. It fails because expectations and implementation are misaligned.
At Shield Bar Marketing, this confusion shows up in two sentences heard over and over again:
- “We’re running Facebook ads, but we’re not really sure what they’re doing.”
- “We tried Google Ads once and it didn’t work.”
The issue isn’t Facebook.
And it isn’t Google.
Social media advertising and PPC do very different jobs, yet many businesses expect them to deliver the same results.
Let’s break it down.
The Core Truth Most Businesses Miss
Here’s the simple rule that changes everything:
Social media is for generating awareness.
PPC is for generating customers.
When those roles get mixed up, marketing starts to feel random and results become inconsistent.
When they’re understood and used intentionally, marketing becomes more predictable.
What Social Media Advertising Actually Does
Social media advertising means paying to put content in front of people who did not ask for it.
Think Facebook, Instagram, and LinkedIn.
Users are scrolling. Watching videos. Catching up with friends. Killing time.
They’re not searching for:
- “Emergency garage door repair”
- “AC repair near me”
- “Best med spa in Tucson”
They’re in bored mode, not buy mode.
That makes social ads interruption-based and interest-based.
When done well, social ads can generate:
- Video views
- Engagement
- Brand recognition
- Clicks
- Follows
- Occasional leads (with strong offers and good timing)
Most of the time, social media lives at the top of the funnel.
Its job is to introduce the brand, build familiarity, support trust, and warm the audience.
What PPC (Pay-Per-Click) Actually Does
PPC, especially Google search ads works very differently.
Here, someone types:
- “Garage door repair near me”
- “Emergency AC repair 24/7”
- “Best med spa in Tucson”
They are actively raising their hand and saying:
“I want this. Right now.”
That’s intent-based traffic.
They’re not browsing. They’re problem-aware, comparison-ready, and often minutes away from becoming a customer.
That’s why PPC primarily lives at the middle and bottom of the marketing funnel.
PPC captures high-intent users ready to buy and can be used to retarget users who already showed interest to bring them back to you.
If the ad is clear and the website doesn’t get in the way, a click can turn into a paying customer within minutes.
Side-by-Side: Social Ads vs. PPC
Targeting
- Social Media Ads: Interests, behaviors, demographics, job titles, lookalike audiences
- PPC: Keyword phrases and questions —what people actually type into the search bar
Creative & Messaging
- Social: Thumb-stopping visuals, hooks, stories, short-form video, before-and-afters
- PPC: Clear headlines, specific services, location, credibility, strong calls to action
KPIs That Matter
- Social: Reach, engagement, video views, click-through rate, cost per lead
- PPC: Cost per click, conversion rate, cost per lead, cost per booked job
Timeline
- Social: Thumb-stopping visuals, hooks, stories, short-form video, before-and-afters
- PPC: Clear headlines, specific services, location, credibility, strong calls to action
A Real World Example
Imagine a garage door company in Tucson.
On Social Media
They run a short video ad:
“3 signs your garage door is about to fail.”
A technician explains noises, safety risks, and warning signs.
The call to action encourages viewers to follow the page or schedule a safety inspection.
Most viewers don’t need service today.
But now they recognize the brand. They’ve seen the logo. Trust starts forming.
On PPC
Three weeks later, a homeowner searches:
“Emergency garage door repair Tucson.”
They’re not browsing. They’re stressed.
If a Google ad appears with:
- Clear service and location
- Strong reviews
- A call button
There’s a high likelihood that click turns into a paying job.
Social created awareness.
PPC captured intent.
Different roles. Same funnel.
Where Businesses Waste Money
Mistake #1: Treating Social Like a Vending Machine
Boosting random posts without strategy and expecting the phone to ring isn’t marketing.
Social ads need intention—audiences, messaging, follow-up, and retargeting.
Mistake #2: Treating PPC Like Branding
Clever but vague Google ads don’t convert.
Search ads should be direct, specific, and conversion-focused—not poetic.
Mistake #3: Using the Wrong Channel for the Wrong Goal
If trucks are idle or chairs are empty, PPC should lead.
If awareness is the bottleneck, social media should carry more weight.
Flip those expectations, and frustration follows.
A Simple Framework to Decide Where Your Next Dollar Goes
Ask two questions:
1. Do You Need Awareness—or Customers?
- Full schedule but low recognition? → Lean into social
- Open capacity and need leads now? → Lean into PPC
2. Do People Already Understand What You Do?
- Straightforward services → PPC should almost always be part of the mix
- Complex or newer offerings → Social helps educate and build demand
Over time, the strongest businesses use both:
- Social to warm the market
- PPC to harvest demand
The Bottom Line
Social media ads are interruption-based.
They’re powerful for awareness, education, and staying top of mind.
PPC is intent-based.
It’s powerful for capturing customers who are ready to buy right now.
Social media is for generating awareness – planting seeds.
PPC is for generating customers – harvesting.
Once that distinction is clear, marketing stops feeling random—and starts working with purpose.
For more straight-talking strategy and practical breakdowns like this, Shield Bar Marketing helps service businesses replace guesswork with measurable, repeatable systems.
Because clarity beats chaos. Every time.
Schedule a discovery call with Shield Bar Marketing
We’ll review your site, your data, and your next best steps to turn your website into the hardest-working salesperson on your team.