Stop hiring a Paid Ads & a Social Expert in one
In today’s hyper-competitive digital landscape, businesses often look to streamline their marketing efforts. One of the most common shortcuts? Hiring a single specialist to manage both Paid Ads (think Google Search, Display, YouTube) and Paid Social (like Meta, TikTok, and LinkedIn Ads).
On the surface, it seems efficient. After all, both channels fall under the “paid media” umbrella, right?
But here’s the catch: Google Ads and Paid Social are fundamentally different beasts—from strategy to execution, and even personality fit. Combining them into one role might limit your potential rather than enhance it. Over the years I’ve worked with numerous Paid Social specialists and I’ve also worked internally stretched my duties across basic Paid Social responsibilities. This is what I’ve noticed:
Different Platforms, Different Rules
Google Ads is intent-driven. It’s all about being there when someone is searching for a specific solution. It requires:
Keyword and search term mastery
Deep understanding of Quality Score and bidding models
Landing page optimization for conversion
Data-heavy, reactive campaign management
Paid Social, on the other hand, is interruption-based. You’re putting your brand in front of people who weren’t actively looking. It demands:
Strong creative direction (ad design, copy, video hooks)
Audience psychology and segmentation
Funnel-building and storytelling
Testing angles, hooks, and emotional triggers
Expecting one person to be equally strong on both sides is like expecting a sprinter to run marathons at an elite level too. They both involve running—but that’s where the similarities end.
Different Skillsets, Different Mindsets
Paid Search Specialists often live and breathe data. They’re analytical, detail-oriented, and ROI-obsessed.
Paid Social Experts are storytellers. They’re creative, trend-savvy, and emotionally intuitive.
While crossover can happen, true mastery usually sits at opposite ends of the spectrum. Hiring a "jack of all trades" might get you average results on both sides—but not the strategic depth that drives performance at scale.
One Person, Double the Workload
Each platform changes constantly—algorithm updates, ad formats, and new targeting options. To stay sharp, specialists need to stay educated. That’s hard enough with one platform, let alone two. A single person managing both can quickly become overwhelmed, missing critical updates, or falling behind on best practices.
What It Means for Your Business
By merging roles, businesses risk:
Under-optimized campaigns
Missed growth opportunities
Burnout and turnover
Lack of innovation
Instead of chasing efficiency by reducing headcount, the smarter move is to invest in depth of expertise. That’s where the biggest gains in ROI and scale often come from.
Stay Tuned...
In my next post, I’ll break down why hiring both a Paid Ads Expert and a Paid Social Expert—whether in-house, freelance, or agency-side—can unlock better synergy, higher performance, and long-term profitability for your business.
