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
In our recent article on SEO vs GEO, we looked at how AI is changing search visibility and how people find content online. But knowing about this shift is just the start. Now ...
For years, Search Engine Optimisation (SEO) was largely about visibility in search engines and competing for those coveted ‘Top 10 blue link’ results. If your website had the ...
If you’re going to use Pinterest to its full potential, it helps to think beyond just “posting pretty pictures.” At its best, Pinterest sits somewhere between search, social, and ...
When most brands think about paid social, Pinterest does not always make the list (a crying shame if you ask us!). Meta and TikTok usually steal the spotlight, while Google gets ...
Over the past few years, tracking has got harder. With tighter privacy rules, browser restrictions, and the decline of third-party cookies, we simply don’t have the same level of ...
We sat down with Linford, our Sales Manager, to talk about one of the most common questions he hears from potential clients. If you're already investing in Google Ads and seeing ...
By now, most marketing teams are a little wary of “trend” content. Too often it’s vague, overly optimistic, or focused on surface-level culture shifts that don’t really change how ...
