PPC and social media advertising differ in that social media ads are commonly used to target users earlier on in their buying journey. Social media ads appear in social network new feeds, as people are browsing the platforms, whereas PPC ads are shown to users as they actively search a query. Social media ads used in this way are more similar to display ad marketing, rather than search marketing. Social media platforms offer several options to reach the right audience at the right time. Similarly to PPC, you can use their targeting options to target an audience you feel will be interested in your products and services. You can also boost your posts to reach a unique and larger audience for generating more new leads (FaroTech, 2020).