Event planning is an evolving industry in India. From organising famous celebrities’ shows to organising top business tycoons’ family functions, the industry is rapidly evolving. But without the right digital strategy, finding quality leads can be a waste of both money and time.
In this digital era, finding the right people to market to can be a nightmare for event planners. From product launches and trade expos to corporate summits, marketing your event effectively online is essential to maximise attendance and awareness. Currently, two titans reign over online advertising, social media marketing and Google Ads.
But which platform delivers the best results for your event goals?
With several years of industry experience, Avira Digital Studios has come up with this blog. Where we describe our detailed analysis and try to explain which one is best suited to your event needs.
Let’s explore how each strategy works, compare their advantages, and help you decide what fits best for your event marketing efforts.
Understanding the Platforms
What is Social Media Advertising?
Social Media Advertising leverages platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter) to target users based on interests, demographics, and behaviours. Engaging visuals and excellent storytelling, ideal for promoting business on social media platforms.
What is Google Ads?
Google Ads, on the other hand, operates based on search intent. It captures users who are actively looking for something, like “business seminar near me” or “industry networking events”. This form of paid advertising, commonly referred to as Google PPC campaigns for events, can be highly effective for driving immediate conversions.
Comparing Reach and Engagement
Social platforms offer dynamic and creative ways to connect with audiences. With the right social media ad campaign, you can build excitement, grow your following, and drive pre-event buzz through engaging content like videos, reels, and polls.
Google Ads, while less visual, bring in highly qualified traffic. People clicking on a well-targeted Google ad are usually closer to making a decision, such as registering or buying tickets. So when it comes to social media vs search ads for event marketing, the goal is key: awareness vs intent.
Targeting Options That Matter
One of the biggest strengths of social media marketing for event attendance is its precise targeting capabilities. Whether you want to reach young professionals, industry leaders, or specific interest groups, platforms like LinkedIn or Meta Ads Manager allow you to fine-tune your audience.
Google Ads focuses on keywords and user intent. You’re targeting those actively searching for events, venues, or planners. For time-sensitive promotions or high-intent actions like bookings, Google often delivers strong results.
Comparing the ROI of these Platforms
Let’s talk numbers because, at the end of the day, every event planner wants measurable returns. Comparing the ROI of different ad platforms for events shows that while social media ads generally have a lower cost per click (CPC), they often require nurturing before a conversion happens. Google Ads may cost more per click, but the user’s intent is usually higher.
A blended strategy often works best, allocating your event advertising budget between platforms to maximise both reach and conversions.
Best Practices to Maximise Results
Social Media:
- Use eye-catching creatives and video teasers.
- Start your social media ad campaign weeks ahead to build momentum.
- Leverage stories and event-specific hashtags to build real-time engagement.
Google Ads:
- Focus on long-tail keywords (e.g., “networking conference for startups”).
- Use geo-targeting and ad scheduling for optimal performance.
- Constantly monitor and optimise your bids and ad copy.
Avira Digital Studios’ Perspective
At Avira Digital Studios, we believe in crafting holistic advertising strategies. Our approach combines creativity, performance, and data-backed decision-making. From building brand buzz through social media advertising to targeting high-converting users via Google PPC, our team ensures every event campaign is designed for maximum impact.
We don’t rely on templates. We analyse audience behaviour, set realistic KPIs, and build integrated ad strategies aligned with your event goals.
Choosing between Google Ads and social media ads isn’t a matter of which is better, but which suits your event’s objectives best. If you’re looking to generate awareness, build a community, and engage audiences early, social media is powerful. If your goal is immediate action, Google Ads may deliver higher returns.
For most planners, a blended approach delivers the strongest results. By leveraging both platforms with strategic intent, your event can gain visibility, credibility, and measurable success. Let Avira Digital Studios help you design a campaign that works where it matters, online and on time.