Do you know the differences between marketing with search and social? We all have to do both but understanding the differences would help manage your expectation. There is actually one major difference, only one.
I recently started using a Travel ad program from Expedia. I also promoted the same Ad through Facebook ad. The immediate result was different. The Travel ad generated far better results than the Facebook ad. There could be many explanations but the major difference is “customer’s intention”.
In search (i.e. Travel ad), customers have an ‘intention’ to do something. They were looking for a place to holiday. They did the search to fulfil their intentions. In social, customers don’t normally have intention or efforts to take purchasing action. They might like your photos or your offers. But, they are likely to save those offers for later days.
Social is more suitable for building up brands, spreading awareness, or introducing your product. As I said above, we need both. But, knowing the difference would help you manage your budget and your expectation.