Most businesses measure Paid Social and PPC separately. Customers don't. Discover what 55 accounts revealed about how channels influence one another throughout the customer journey.
For years, we've seen the same pattern across client accounts. Social investment increases, search demand grows, and PPC performance improves. The challenge is that traditional reporting doesn't always show how those things connect.
To better understand the relationship, we analysed performance data from 55 advertising accounts across a range of industries. What we found challenges some of the assumptions many businesses make about attribution, channel performance and budget allocation.
This whitepaper explores the patterns we uncovered, what they mean for different types of businesses, and how marketers can take a more connected approach to performance marketing.
What you'll learn:
✔How paid social activity was associated with changes in branded search demand
✔The relationship between social investment and PPC performance across different types of businesses
✔Why some businesses experienced stronger PPC efficiency alongside increased social activity
✔What longer customer journeys mean for attribution and reporting
✔How to build a more connected approach to performance marketing
HERE ARE SOME OF OUR KEY INSIGHTS
PAID SOCIAL AS A DEMAND GENERATOR
73%
of accounts showed a relationship between increased Paid Social investment and higher search demand, PPC activity and conversion volume
PAID SOCIAL AS AN EFFICIENCY MULTIPLIER
30%
of businesses saw improved PPC efficiency alongside increased Social investment, particularly within premium, visual and higher-consideration sectors.
THE “3-WEEK DELAY” EFFECT
25%
of accounts saw performance improvements emerge 3–4 weeks later, highlighting the importance of aligning reporting windows with real customer journeys
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