The primary difference lies in where and how ads are displayed:
Paid Search:
- Ads appear on search engine results pages (SERPs) based on user queries (e.g., Google Ads, Bing Ads).
- Targeted via keywords; driven by search intent (e.g., users actively searching for solutions).
Paid Social:
- Ads appear on social media platforms (e.g., Facebook, Instagram, LinkedIn, TikTok).
- Targeted based on user demographics, interests, and behaviors; often for passive engagement.
Key distinction: Paid search captures active intent, while paid social generates demand and awareness among users not actively searching.
