Social ads are for platforms like Facebook and Instagram. They put your ad in front of a potential customer based on their profile demographics, allowing for precision targeting. These types of ads are primarily used for brand awareness, to build interest in your business. Now Facebook and Instagram even have the Checkout feature, which allows customers to buy direct if you have a shop setup there.
Search ads, as the name suggests, are for platforms like Google. They target people looking for something specific. By putting your business at the top of the page, offering exactly what they’re searching for, you have a high chance of buyers choosing you over your competitors.