Search and social work best together because most people discover an organization in one place, then validate it in another before deciding to take action.
Discovery rarely happens in one clean step. Many prospects first notice an organization in one place, then validate it somewhere else, and only then decide to reach out or buy.
That’s why search and social often work best as a pair—not as rivals. One channel can introduce you, and the other can reinforce trust and clarity.
Even when someone is ready to act, they usually take a few quick laps to confirm they’re making a good choice.
Search is great for capturing active intent—people who are already looking for a solution.
Social is great for creating familiarity and demand—especially for people who aren’t searching yet or who need to “get a feel” first.
When search and social work together, each channel strengthens the other. The goal is not “running ads”—it’s designing a visible, believable path to a confident decision.
Want help building a simple channel mix that supports the way people actually decide?
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Next, we’ll share a straightforward way to think about ad budgets—based on goals and outcomes—so you can start with confidence instead of crossing your fingers.
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