Why being on social media isn't enough

If you run a small business, you're probably already on social media. You're posting when you can, sharing what you do, trying to stay visible. And it takes time. A lot of it.

So it's a bit deflating when the enquiries don't follow.

The problem isn't that social media doesn't work. It does. But it's doing a specific job — and it's not the same job as getting found by someone who's already looking for you.

The difference between being seen and being found

When someone scrolls past your Instagram post, they weren't looking for you. They were scrolling. You interrupted them, hopefully in a good way, and maybe they'll remember you later.

When someone types "accountant in Reading" into Google, they're not browsing. They're looking. They've already decided they need an accountant. They just need to find one.

That's a completely different moment. And social media can't capture it.

What social media is actually good at

Social media builds familiarity. It keeps you in front of people who already know you exist. It's great for staying visible in your local community, showing the personality behind your business, and reminding past clients that you're still there.

That's genuinely valuable. But it relies on people seeing your content at the right moment. The algorithm decides who sees what and when. You're working around that constantly.

What search does instead

Search puts you in front of people who are actively looking right now. They've typed in exactly what they need. They're ready to make a decision.

Google Ads and your Google Business Profile both work in this space. They're not about building a following over time. They're about being there when someone is already in buying mode.

And unlike a social post that disappears in a few hours, a well-managed Google presence keeps working regardless of whether you posted anything this week.

You probably need both — but they're not interchangeable

This isn't an argument for ditching social media. It's an argument for understanding what each channel actually does.

If your only marketing is social, you're missing the people who are ready to buy right now. They're searching for what you offer and finding your competitors instead.

If your only marketing is search, you're less visible to the people who might refer you, follow your work, or come back to you later.

The businesses that get this right treat social and search as two different tools for two different moments. Not as alternatives to each other.

The practical question

Take a look at how your enquiries actually come in. Do people find you on Instagram and then get in touch? Or do they search for something specific and land on your website?

Most small businesses I speak to aren't sure. Which usually means they're investing time in one channel without really knowing if it's the one that's bringing people to the door.

That's worth knowing.

Not sure whether Google Ads is right for your business? Get in touch and we can talk it through.