Targeted Advertising on Google vs. Social Media: Which Is Right for Your Denver Business?

Online advertising has become a major growth driver for businesses of all sizes. Global digital ad spend is projected to surpass $785 billion in 2025. With so many channels available, Denver businesses often ask whether they should invest in Google Ads, social media ads or both. The answer depends on your goals, budget and where your audience spends time.

In this post, we compare Google Ads (search, display, YouTube) with social media advertising (Facebook/Instagram, LinkedIn, TikTok). Drawing on recent benchmarks and our experience managing campaigns at Subsilio Consulting, we’ll outline the strengths, costs and best use cases for each platform.

Understanding Google Ads and Social Media Ads

How Google Ads Work

Google Ads displays paid listings across Google Search, YouTube, Gmail and partner sites. Advertisers bid on keywords, and Google considers purchase intent, ad quality and maximum cost‑per‑click (CPC) to determine which ads appear.

Strengths:

• Reaches users with high purchase intent who are actively searching for products or services.
• Offers diverse formats—text, display, video and shopping ads.
• Advanced targeting based on keywords, demographics, location and behavior.
• Scalable budgets, from small local campaigns to enterprise campaigns.

Weaknesses:

• Can be expensive in competitive industries; CPCs often exceed $10–$20.
• Requires ongoing optimization and account management.
• Less visual and storytelling capacity compared to social media.

How Social Media Ads Work

Social media platforms (Meta/Facebook, Instagram, LinkedIn, TikTok) show ads in users’ feeds or stories. Instead of bidding on keywords, you target audiences based on demographics, interests and behaviors.

Strengths:

• Powerful for building brand awareness and creating demand, especially with visual formats like video, carousel and stories.
• Precise targeting using lookalike audiences and behavioral filters.
• Effective retargeting to re‑engage visitors who viewed your site or interacted with your content.

Weaknesses:

• User intent is typically lower; people aren’t actively searching for your product.
• CPCs have been rising; constant creative testing is required to maintain engagement.
• Requires eye‑catching visuals and clear messaging.

Cost and Performance Benchmarks

• Industry benchmarks from 2025 put the average cost per lead for Google Ads around $70.11, while Meta (Facebook/Instagram) Lead Ads average $27.66 per lead. Meta appears cheaper, but lead quality can differ.
• Visitors from paid social are 41 % more likely to bounce than visitors from paid search, suggesting lower downstream conversion rates.
• In 2025, Google Ads achieved an average click‑through rate (CTR) of 6.11 % and a return on ad spend (ROAS) of 3.52×, while Facebook/Meta ads delivered a 9.21 % conversion rate in lead‑generation campaigns.

When to Choose Google Ads

Use Google Ads when you:

• Need immediate conversions – People searching for “emergency plumber Denver” or “digital marketing agency near me” are ready to act. Capturing this existing demand leads to higher conversion rates.
• Have a specific, high‑intent audience – Use keyword targeting, location filters and call extensions to reach local customers ready to buy.
• Want predictable ROI – With proper management, Google Ads provides measurable performance, letting you optimize bids and keywords.

When to Choose Social Media Ads

Choose social media ads when you:

• Want to build brand awareness or create demand – Platforms like Facebook, Instagram, TikTok and LinkedIn are ideal for introducing your brand and nurturing leads.
• Have visually appealing products or services – Carousels, videos and stories allow you to showcase offerings creatively.
• Need to target specific interests or behaviors – Use social data to reach people based on lifestyles, hobbies or career attributes, which can be powerful for niche services.

Why Combining Both Often Works Best

Advertising isn’t a zero‑sum choice. In fact, both platforms complement each other:

• Meta warms up audiences; Google converts them – Social campaigns build brand recognition and create interest. Then, when users start searching, your Google ads capture that demand. Experts note that the smartest approach is to use Facebook to spark interest and Google Ads to turn it into action.
• Cross‑channel retargeting – Show ads on social media to people who clicked your search ads but didn’t convert, and vice versa.
• Full‑funnel coverage – Social media covers awareness and consideration; Google covers decision and conversion stages.

Local Advertising Tips for Denver Businesses

• Use geo‑targeting – both Google and social platforms allow you to target ads to specific zip codes or neighborhoods. This prevents wasted spend and ensures your ads reach people in Denver and nearby suburbs.
• Leverage local keywords – include Denver or neighborhood names in your search campaigns (e.g., “Lakewood HVAC services”). For social ads, create localized audiences based on city or interest groups.
• Highlight local credentials – showcase your Denver expertise, community involvement or local awards in ad copy and creatives. This builds trust and relevance.

Conclusion

There is no one‑size‑fits‑all answer to the “Google Ads vs. social media ads” debate. Google Ads excels at capturing high‑intent searches and driving immediate conversions, but it can be expensive. Social media ads are powerful for building brand awareness and reaching specific demographics, although user intent is lower. A combined strategy often delivers the best results: use social platforms to warm up audiences and Google Ads to convert them once they start searching.

At Subsilio Consulting, we tailor advertising campaigns to each client’s goals and budget. Whether you’re seeking instant leads, long‑term brand building or a mix of both, understanding the strengths and costs of each platform will help you make informed decisions and maximize your return on ad spend.

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