Learn how search engine marketing vs. social media marketing impacts traffic, leads, and ROI—so you can invest wisely.
Ah, the eternal marketing showdown: search vs. social.
Marketers (and business owners) everywhere wrestle with the same question: Should I put my budget into search engines or social media platforms?
You’ve got paid search vs. paid social, organic search vs. organic social, and a whole lot of opinions floating around about which one works best.
Here’s the truth: The right digital marketing strategy depends on your business goals, target audience, and where your potential customers are in the buyer’s journey.
So, let’s break it down: Which platform will help you drive traffic, increase online visibility, and get the best ROI?
Meet the Players: Search & Social, Paid & Organic
Before we start throwing punches, let’s get to know our contenders.
Strategy | Definition | Role in Marketing Strategy |
Organic Search (Search Engine Optimization & Content Marketing) | Earns rankings on search engines naturally through high-quality content, relevant keywords, and backlinks | Builds long-term brand authority and drives organic search traffic |
Paid Search (SEM & PPC Ads) | Runs paid search ads on Google or Bing to appear on search engine results pages (SERPs) | Captures users actively searching for solutions, delivers immediate results |
Organic Social Media | Grows an audience through unpaid content on social media platforms | Strengthens brand authority, engages a relevant audience, and builds loyal customers |
Paid Social (Social Media Advertising) | Uses paid ads on platforms like Facebook, Instagram, LinkedIn, and TikTok to reach specific audience segments | Drives traffic, boosts brand awareness, and supports lead generation |
Organic Search (Search Engine Optimization & Content Marketing)
Definition: Earns rankings on search engines naturally through high-quality content, relevant keywords, and backlinks
Role in Marketing Strategy: Builds long-term brand authority and drives organic search traffic
Paid Search (SEM & PPC)
Definition: Runs paid search ads on Google or Bing to appear on search engine results pages (SERPs)
Role in Marketing Strategy: Captures users actively searching for solutions, delivers immediate results
Organic Social Media
Definition: Grows an audience through unpaid content on social media platforms
Role in Marketing Strategy: Strengthens brand authority, engages a relevant audience, and builds loyal customers
Paid Social (Social Media Advertising)
Definition: Uses paid ads on platforms like Facebook, Instagram, LinkedIn, and TikTok to reach specific audience segments
Role in Marketing Strategy: Drives traffic, boosts brand awareness, and supports lead generation
Each one has a job to do in your digital marketing strategy. Some play the long game — others are all about instant gratification.
The Pros, Cons, and Best Time to Use Each
Not all marketing strategies are created equal. Some get you immediate sales, while others take time to build long-term brand authority.
Got it? Good. Now let’s talk about when to use them.
Strategy | Pros | Cons | Best Use Case |
|---|---|---|---|
Organic Search (SEO & Content Marketing) | ✅ Cost-effective long-term | ❌ Takes time to rank | 🔥 Long-term organic search traffic |
Paid Search (SEM & PPC Ads) | ✅ Immediate results | ❌ Can be expensive | 🔥 Driving immediate sales |
Organic Social Media | ✅ Free (except time investment) | ❌ Requires consistency ❌ Hard to attribute (dark social) | 🔥 Brand storytelling |
Paid Social (Social Media Advertising) | ✅ Immediate boost to brand awareness | ❌ Can be costly | 🔥 Driving traffic fast |
Organic Search (Search Engine Optimization & Content Marketing)
Pros:
✅ Cost-effective long-term
✅ Builds brand authority
✅ Captures users with high intent
Cons:
❌ Takes time to rank
❌ Requires SEO content and ongoing optimization
Best Use Case:
🔥 Long-term organic search traffic
🔥 Targeting users actively searching
🔥 Building online visibility
Paid Search (SEM & PPC Ads)
Pros:
✅ Immediate results
✅ Reaches high-intent users
✅ Captures users with high intent
Cons:
❌ Can be expensive
❌ Competitive for specific keywords
❌ Traffic stops when ad spend ends
Best Use Case:
🔥 Driving immediate sales
🔥 Testing relevant keywords
🔥 Capturing search engine traffic quickly
Organic Social Media
Pros:
✅ Free (except time investment)
✅ Builds loyal customers
✅ Supports brand engagement
Cons:
❌ Requires consistency
❌ Hard to attribute (dark social)
❌ Slow lead generation
Best Use Case:
🔥 Brand storytelling
🔥 Engaging a target audience
🔥 Strengthening customer relationships
Paid Social (Social Media Advertising)
Pros:
✅ Immediate boost to brand awareness
✅ Highly targeted social ads
✅ Multiple ad formats (video ads, sponsored content, etc.)
Cons:
❌ Can be costly
❌ Audience may not be actively searching
❌ Requires ongoing testing
Best Use Case:
🔥 Driving traffic fast
🔥 Growing a new customer base
🔥 Retargeting with social media marketing
What is Dark Social? And Why Organic Social Doesn’t Get the Credit It Deserves
Dark social refers to untrackable shares or views/impressions your brand makes when someone is comparison shopping — quietly researching, checking your work, and discussing options in private channels like DMs, texts, and emails.
Imagine a LinkedIn connection scrolling through their feed. They pause on your post about a new industry insight, absorb the key points, and keep scrolling. Later, in a meeting, they mention your company as a potential solution without ever engaging with the post.
Or picture a decision-maker evaluating consulting firms. Over a number of weeks, they browse LinkedIn, skim through articles, and watch keynote clips. Each interaction shapes their perception — who’s credible, who understands their challenges, and who they’d trust. By the time they reach out, they’ve already made up their mind.
This is why organic social often drives more conversions than it gets credit for.
All of these are micro-moments in the buyer journey. “Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends”
Takeaway: Just because you can’t track every share doesn’t mean organic social isn’t working. It’s fueling private conversations, brand awareness, and hidden referrals, making it an essential piece of your long-term strategy.
Which Strategy is More Effective for Your Business Goals?
The right choice depends on your goals, target market, and how quickly you need results.
If your goal is…
- Long-term brand authority —> Invest in organic search & Social (SEO, content marketing, organic social)
- Quick conversions & high-intent buyers —> Focus on paid search (search ads & PPC)
- Building brand awareness & engagement —> Use organic social media
- Scalable lead generation & retargeting —> Go with paid social & paid search
Pro Tip: A smart marketing strategy combines multiple approaches. Paid search ads bring in quick wins, while organic search builds long-term credibility. Paid social drives new customers, while organic social media keeps them engaged.
How Search & Social Fit Into Your Digital Marketing Strategy
To spend your budget wisely, you need to understand where each strategy fits in the buyer’s journey.
Stage | Best Strategy | Why? |
Awareness | Paid Social + Organic Social | Introduce your brand and attract new audiences |
Consideration | Organic Search + Paid Search + Organic Social | Capture intent-driven traffic researching solutions |
Conversion | Paid Search + Paid Social | Drive users to purchase with high-intent ads and retargeting |
Loyalty & Retention | Organic Social + Email Marketing | Keep customers engaged and turn them into brand advocates |
Stage: Awareness
Best Strategy: Paid Social + Organic Social
Why? Introduce your brand and attract new audiences
Stage: Consideration
Best Strategy: Organic Search + Paid Search + Organic Social
Why? Capture intent-driven traffic researching solutions
Stage: Conversion
Best Strategy: Paid Search + Paid Social
Why? Drive users to purchase with high-intent ads and retargeting
Stage: Loyalty & Retention
Best Strategy: Organic Social + Email Marketing
Why? Keep customers engaged and turn them into brand advocates
To maximize your results, your digital marketing strategy should align with where your audience is in the buyer’s journey. Mapping out your buyer’s journey can help you determine whether search or social is the best fit for your goals.
- Want brand awareness? Paid social & search gives you instant reach.
- Want long-term traffic? SEO (organic search) builds credibility and trust.
- Need conversions ASAP? Paid search targets users ready to buy.
- Want to nurture a loyal audience? Organic social (and email marketing) fosters relationships.
The Cost of Search vs. Social: Where’s Your Budget Going?
Let’s break down what you’re really paying for when you invest in paid search, organic search, paid social, and organic social. If you haven’t set a budget, here’s a guide on how to set a realistic marketing budget that aligns with your business goals.
How Paid Search Works: Search Engine Marketing (SEM)
- Cost Model: Pay-per-click (PPC) – You pay each time someone clicks on your ad.
- What You’re Paying For:
- Clicks — Every time a user clicks on your ad, you get charged.
- Keyword Bidding — Competing for specific keywords in search engine results pages (SERPs).
- Ad Optimization — Tweaking search ads for better conversion rates.
- Landing Page Optimization — Ensuring the page users land on feeds the pipeline.
- Ongoing campaign management — Stay on top of your campaigns to ensure you aren’t spending money on things that don’t convert.
For example: You’re a home builder looking for new clients. You decide to run a Google Ads campaign targeting the keyword “custom home builders near me.” If the cost per click (CPC) is $10 and 100 people click on your ad, you’ll spend $1,000. If just one of those users signs a contract worth $500,000, the return on investment is massive.
How Organic Search Works: Paying for SEO & Content Strategy
- Cost Model: Paying for SEO expertise, technical fixes, and high-quality content.
- What You’re Paying For:
- Technical SEO — Fixing site speed, indexing, and search engine optimization (SEO) issues.
- Expert Content Planning — Mapping out SEO content that ranks over time.
- Keyword Research — Finding the right relevant keywords to target.
- Link Building — Getting backlinks to improve search engine rankings.
For example, You invest $3,000/month in SEO strategy and content creation. Your SEO team optimizes your website, fixes technical issues, and writes a blog post titled “How Much Does It Cost to Build a Custom Home?”
Over six months, the page starts ranking on Google, bringing in hundreds of potential customers each month — without ongoing ad spend. Over time, this organic search traffic increases, generating leads long after the initial investment.
How Organic Social Works: Paying for Engagement & Content Creation
- Cost Model: Paying for content creation, community management, and engagement.
- What You’re Paying For:
- Creative Assets — Images, video ads, and organic content for engagement.
- Social Media Management — Scheduling, posting, and staying consistent.
- Community Engagement — Replying to comments, interacting with other users, and brand building.
For example: Instead of running ads, you invest in organic social media by sharing behind-the-scenes content of home builds, client testimonials, and progress updates on Instagram, Facebook, and LinkedIn. You hire a social media manager to post consistently, interact with followers, and answer questions about the home-building process.
Over time, your social pages build credibility and trust, leading to direct messages from interested buyers asking about your services. Unlike paid social ads, this approach takes longer to gain traction but helps establish long-term brand authority.
How Paid Social Works: Paying for Clicks & Reach
- Cost Model: Paying per click, impression, or engagement on social media.
- What You’re Paying For:
- Clicks & Engagement — Every click, like, or share costs money.
- Audience Targeting — Fine-tuning social ads based on demographics, behaviors, and interests.
- Creative Assets — Video ads, carousel ads, sponsored content—you need compelling visuals.
- Ad Testing & Optimization — Refining targeting, ads, and campaigns for better engagement and lower costs.
For example: You decide to run a Facebook ad campaign featuring video ads of a custom home build, targeting users who have expressed an interest in custom home designs or follow popular home design accounts.
Your cost per click (CPC) is $3, and 200 users click, costing you $600. Even if only five people book a consultation, and one turns into a signed contract, your investment is well worth it.
Final Answer: It’s Not “Either-Or” – It’s the Right Mix
You don’t have to pick just one — a well-rounded digital marketing strategy uses both search and social media at different stages.
- Short-term goals? Lean into paid search & paid social for immediate results.
- Long-term growth? Invest in organic search & organic social media for sustainable success.
- Best approach: Balance your advertising budget, audience segments, and business objectives.
The smartest brands don’t choose between search and social—they strategically invest in both to achieve results.
Let’s Optimize Your Marketing Strategy
Feeling stuck on where to spend your budget? We’ll help you create a strategy that maximizes your ROI.
🔹 Want more organic traffic? We’ll fine-tune your SEO.
🔹 Need high-intent leads? Let’s optimize your paid search.
🔹 Looking for social engagement? We’ll build a social media strategy that actually works.
Your digital marketing strategy deserves more than guesswork—it deserves a strategy that actually delivers. Farinella can help you craft the perfect mix of search engine marketing, social media marketing, and content strategy to achieve real results.
