There is a key difference between these two types of paid advertising and especially in the way both audiences behave. I still come across people who wonder whether using social media is worth the time and energy needed to do it correctly. Another question I hear is how can they be sure they are getting sales from it.
What you have to consider when choosing which platform to advertise on is the following:
If you are searching on Google for a restaurant or somewhere to stay, you are in a buying frame of mind, looking for a service and interested in booking it. So if Google serves up some Ads which match your search criteria you are more likely to click on them. This is because you are looking for this type of deal and looking to buy.
This is very different on social media. Lets look at Facebook , here you are scrolling through your news feed, looking at cats, sunsets etc., and all of a sudden an Ad appears. You have been targeted because of your interests and what you follow and indeed your own public posts. However, you were not searching for this service so technically it is an interruption Ad.
However, you might be intrigued enough to click through. You might like the page and share it with your friends. This gives the advertiser a chance to do something you cannot do with Google Ads, engage and build a relationship. You may not see as many sales initially, but as you interact and chat you are building trust for future sales and online reviews.