Trying to grow your business through social media but not sure whether to invest in ads or just keep posting organically?
You’re not alone.
Most local businesses we’ve worked with have either:
- Burned through ad budgets with little to show for it
- Or posted consistently for months and barely moved the needle
Sound familiar?
Here’s the thing: both paid and organic can work, but not on their own.
Not without a clear strategy.
Not without understanding what role each one plays in your customer’s journey.
That’s why we don’t just run ads or throw up content for the sake of it.
We help local businesses get visible, stay consistent, and convert attention into action, using the right mix of organic and paid tactics tailored to their goals.
In this post, we’ll break down:
- What’s the difference between organic and paid ads?
- Is organic social media still worth it, or should you just run ads?
- When to use each one and how they work best together
- How to avoid wasting your time and ad spend
- What works best for local service businesses based on real results
This will help to clear up the confusion so you can make smarter choices (with your time, money, and social media content).
What’s the Difference Between Organic and Paid Social Media Marketing?
Let’s make it easy.
Organic social media is everything you post without putting money behind it.
Think of the behind-the-scenes moments, client shoutouts, tips, before-and-after photos, team intros etc. This is the real stuff that builds trust over time.
Paid social media on the other hand is advertising.
Whether you’re boosting a post or running a targeted campaign, this is where you’re spending money to get in front of more people, fast!
One is about long term connection, the other is about short term attention.
Both have their place and when you use them together with a clear strategy, that’s when social media starts working for your business. Not just adding to your to-do list.
Is Organic Social Media Still Worth It?
Short answer? Yes.
But probably not in the way you think.
Posting organically isn’t going to flood your inbox overnight, especially with how crowded the social space can be these days. But what it does really well is build familiarity and trust.
When someone Googles your business and clicks through to your Instagram or Facebook…what they see there matters.
Are you active? Do you look legit?
Can they get a feel for what it’s like to work with you?
Organic content answers those questions. It shows people there’s a real, reliable business behind the name and that can be just the thing someone needs to reassure them before they reach out.
So no, organic isn’t dead.
It’s just playing a different role. Not as your main lead generator, but as your digital proof of life and personality.
Not sure how to turn likes into leads?
Our Social Media Strategy Blueprint is built to help with this →
When to Use Organic vs Paid and How They Work Together
Organic social media content is great for showing who you are and what you’re about. It’s where you build trust by being helpful, showing your work, and just showing up consistently.
People get a sense of you without feeling sold to.
For example if you’re a local builder, you could post photos from one of your recent projects or share some quick tips about home renovations.
Not only does it showcase the type of work you, but it will build trust over time.
And for a healthcare clinic, you may share some educational posts about common health issues you treat or behind-the-scenes photos with your team.
This also builds credibility and connection with your followers.
Paid social media content, on the other hand, gets you in front of more people, faster. If you’ve got a time-sensitive offer or want to grow your audience quickly, ads can help you do that.
For example if you’re a professional service provider, you might run ads promoting a limited-time consultation or a new client special.
And for a landscaper, you may advertise seasonal deals or promote your spring cleanup service to local homeowners.
But honestly?
The best results come when you use both.
You should think of paid ads as your way to introduce yourself to new people and get noticed fast.
Then your organic social media content can do the heavy lifting and warm those same people up by showing who you really are and building trust over time.
It’s not about choosing one or the other.
When you use both together, they support each other.
Ads bring the attention, organic content keeps the connection strong.
That combination is where things really start to work.
How to Avoid Wasting Time and Ad Spend?
If you don’t have a clear plan, then social media marketing (organic and paid) can easily eat up both your time and money.
So you need to know what you actually want to achieve first.
Is it brand awareness? Is it that you need some quick leads?
Or do you want to build more rapport with your current customers?
Without understanding this, you will find yourself posting randomly or showing ads to people who just aren’t the right fit.
So you need to be strategic.
Set simple goals for both your organic posts and your ad campaignss.
Experiment with your content. Try different things, see what works and then keep doing more of that.
Also ensure your messaging is consistent across both paid and organic so people can connect with your brand.
(yes your business is a brand).
Then just keep an eye on the numbers.
Use your social media analytics and ad campaigns data, to figure out what’s actually working and what’s isn’t.
That way, you won’t waste your time or your budget chasing shiny objects.
What Works Best for Local Service Businesses?
After decades working in local business, what we’ve found is neither ads nor organic posts cut it alone. You ideally want a good mix of both.
Organic social media content that actually connects with your community, answering their real questions and showing the day-to-day of your business.
And paid social media ad campaigns to get in front of new people, promote a special offer or to book out a busy period.
The businesses that are able to get this balance right, will see more genuine engagement, higher quality leads, and reduce their ad budget wastage.
Blending smart organic posts with well-targeted ads is the way to go..
→ Not Sure Where to Focus Your Efforts?
If you’re feeling like you’re doing all the things on social, or thinking about running ads but not sure where to start, you’re not alone.
The good news is you don’t have to guess your way through it.
At Droid Media, we help local businesses to create simple, effective strategies that mix organic content with paid ads, so you’re not just posting for the sake of it, but actually building momentum.
Let’s have a quick chat about your current social strategy.
We’ll identify what’s working, what’s missing, and what needs to change to bring in real leads.
