Google Ads vs Facebook Ads in Kenya: Which Should You Use?

Table of Contents

1. Introduction: The Digital Advertising Dilemma in Kenya

Digital advertising in Kenya has grown significantly over the past five years, driven by widespread smartphone use, improving internet infrastructure, and shifting consumer behaviour. According to the Communications Authority of Kenya, internet penetration stood at 88% by mid-2024, with over 50 million mobile subscriptions. This growth has created fertile ground for online advertising, prompting Kenyan businesses of all sizes to invest in paid media.

Yet despite the increased ad spend, many marketers and business owners face a common challenge: choosing the right platform to reach their audience. Should you invest in search-based ads where customers are actively looking for your solution, or focus on social platforms that thrive on visual storytelling and passive discovery?

The answer isn’t always obvious.

Globally, paid search and paid social now account for the majority of digital advertising spend. According to Statista, in 2024, paid search is expected to generate over 45% of global digital ad revenue, while paid social is projected to contribute around 30%. In Kenya, the split isn’t as clear-cut. While search-based advertising remains dominant for high-intent actions like buying, booking, or comparing, social platforms continue to capture a larger share of attention—especially among younger users and consumers in the lifestyle, fashion, education, and entertainment segments.

Local advertisers often default to one channel based on familiarity or perceived popularity, not on a proper evaluation of campaign goals, audience behaviour, or cost-effectiveness. The result? Wasted ad spend, poor conversion rates, and unclear ROI.

This article aims to break down the key differences between the two major ad ecosystems—search-based and feed-based advertising—and guide Kenyan advertisers on how to choose the right platform based on objective performance indicators, targeting capabilities, and real-world use cases. Whether you’re a startup, NGO, e-commerce business, or established brand, this comparison will help you invest where it matters most.

2. Overview of Each Platform: What They Do Best

To make informed decisions about where to invest your advertising budget in Kenya, it’s important to understand the core function and strengths of each ad platform. While both operate within the broader digital marketing ecosystem, they are fundamentally different in how they reach users, how those users behave, and what types of goals they serve best.

Search-Based Advertising: Capturing Intent

Search-based ad platforms focus on users who are actively looking for something—whether that’s a product, service, solution, or piece of information. These ads are typically triggered by keywords typed into search engines, meaning the user is already expressing clear intent.

Kenyan businesses that want to capture high-intent audiences—those searching for “best digital marketing agency in Nairobi,” “cheap flights to Mombasa,” or “buy baby clothes online”—tend to see strong returns with this approach.

Search ads are often supported by the following:

Text-based listings: Typically shown at the top of the search engine results page.
Display network: Banner and visual ads are placed across a network of third-party websites.
Video placements: Pre-roll or in-stream ads shown on video-sharing platforms.
Shopping ads: Product listings with pricing, often linked to e-commerce feeds.

This form of advertising is highly effective when the campaign objective is direct response—such as purchases, bookings, calls, or form submissions. It is particularly strong in B2B sectors, professional services, travel, e-commerce, and emergency needs (e.g. plumbing, health clinics, legal advice).

Key strengths:

High intent and readiness to convert
Strong alignment with lower-funnel goals
Easy to track through keyword performance and conversion metrics

Example:
A Nairobi-based tyre dealer running ads on search platforms targeting “car tyre replacement Westlands” is likely to reach people who are in-market and ready to buy.

Feed-Based Social Advertising: Driving Discovery and Engagement

Feed-based platforms serve ads within social feeds, stories, and reels, placing them among posts from friends, pages, and influencers. Users are not actively searching for a product or service, but they may engage if the content is relevant, eye-catching, or entertaining.

In Kenya, where mobile social media usage is widespread—particularly on Android smartphones—these platforms are popular for businesses in retail, fashion, education, real estate, FMCG, and events. According to DataReportal’s 2024 report, over 11.75 million Kenyans use social platforms regularly, with average daily usage exceeding three hours.

This form of advertising offers:

Image and video ads: Highly visual formats ideal for storytelling, demos, or testimonials.
Carousel ads: Showcase multiple products or features in one swipeable unit.
Story ads: Full-screen vertical formats for mobile-first audiences.
Lead forms and in-app actions: Allow users to sign up or message without leaving the platform.

Feed-based ads excel at driving awareness, sparking interest, and building community. They’re especially effective for top-of-funnel activities, such as promoting a new product line, generating event RSVPs, or educating users about a cause or brand.

Key strengths:

Sophisticated visual storytelling
Strong interest-based targeting
High reach and engagement potential
Ideal for remarketing and growing first-party audiences

Example:
A new Kenyan organic skincare brand using carousel ads to showcase before-and-after results, testimonials, and limited-time offers can drive discovery among relevant audiences—even if those users weren’t searching for skincare products.

Comparing User Journeys

Platform Type	User Intent	Best Use Case	Common Goal
Search-Based Ads	High intent (actively searching)	Direct response: sales, bookings, calls	Conversion
Feed-Based Ads	Passive discovery (scrolling)	Brand awareness, engagement, lead generation	Awareness or nurture

Both platforms can complement each other in a full-funnel strategy. For instance, search-based campaigns can convert those who already know what they want, while feed-based ads can warm up new audiences or re-engage previous visitors.

3. Targeting Capabilities: Who Can You Reach?

Choosing between search-based and feed-based advertising in Kenya is not just a matter of cost or reach—it’s a question of targeting precision. Who are you trying to reach, and how effectively can each platform connect you to that audience? The answer lies in understanding how each platform structures its targeting logic.

Search-Based Advertising: Intent-Driven and Keyword-Centric

Search advertising is built on the foundation of user intent. When someone types a query, they are signalling what they want in real time. Advertisers can target these queries through carefully selected keywords, which are often tied to commercial, informational, or navigational intent.

Targeting Methods Include:

Keywords: Match ads to queries like “buy laptop Nairobi” or “insurance cover for boda boda riders”.
Location Targeting: Ads can be narrowed down to countries, cities, towns, or even radius-based areas. In Kenya, targeting options cover both large urban centres like Nairobi, Mombasa, and Kisumu, as well as emerging digital hubs like Nakuru, Eldoret, and Thika.
Device Targeting: Allows advertisers to tailor messages for desktop or mobile users. Given that over 98% of Kenyan internet access is mobile-based (CAK, Q1 2024), mobile targeting is non-negotiable.
Demographic Filters: Age, gender, income (where available), or household status. However, these are less granular than on social platforms.
Custom Audiences: Based on user browsing history, site visits, or email lists uploaded by the advertiser.

The strength of this model is in relevance—you’re reaching people who already have a need and are actively seeking a solution. However, it relies heavily on knowing what your customers are searching for and how they phrase those searches.

Example:
A Kenyan job board targeting “engineering jobs in Eldoret” reaches users who are ready to apply, not just browsing casually.

Feed-Based Social Advertising: Interest-Based and Behavioural

Unlike search ads, feed-based platforms rely on passive content discovery. Users don’t need to be looking for anything in particular—ads are shown based on who they are, what they do, and how they interact online.

Targeting Methods Include:

Demographics: Age, gender, relationship status, education level, job title, and more. These are useful for products with well-defined customer profiles (e.g., skincare brands targeting women aged 18–30).
Interests and Behaviours: Based on past activity, page likes, app use, purchase behaviour, and more. For example, you can target users interested in “home improvement” or “Kenyan gospel music”.
Location: From the country level down to local neighbourhoods. This is useful for local events, physical stores, or regional service providers.
Custom Audiences: Upload phone numbers or emails to retarget existing leads.
Lookalike Audiences: Automatically generate new audience segments that behave like your current customers.
Engagement Retargeting: Reconnect with users who have previously interacted with your posts, watched a video, clicked a CTA, or visited your website.

This ecosystem allows for highly granular segmentation and storytelling across multiple audience touchpoints. It’s particularly effective for top-of-funnel goals such as raising awareness, building remarketing lists, or gathering leads for nurturing.

Example:
A new Kenyan school launching in Ruiru can target parents aged 28–45 who live in the area, are interested in education, and have recently engaged with school-related content.

Contextual Relevance in Kenya

Mobile-First Behaviour: The overwhelming majority of Kenyan internet users access the web via mobile (CAK, Q1 2024). Both platforms offer mobile-first delivery, but feed-based platforms are deeply optimised for vertical formats, short attention spans, and instant engagement.
Urban vs Rural Segmentation: Urban audiences tend to exhibit higher search intent (especially for service-related industries), while rural and peri-urban users engage more with visual or social content. For example, a farmer looking for “solar-powered irrigation pumps” is better targeted on search, while a campaign promoting an agritech app might perform better on social.
Language Use: While search ads often rely on English keywords, feed-based platforms allow for a mix of English, Kiswahili, and Sheng. This provides flexibility for audience segmentation, especially when targeting youth or specific cultural groups.
Behavioural Trends: In Kenya, internet users are more likely to engage with socially shared content. A report by GeoPoll in 2023 showed that over 65% of Kenyan users discover new brands through social media, compared to 27% via search engines.

Summary: Targeting Strengths by Platform

Platform Type	Best For	Targeting Strength	Limitation
Search-Based	Capturing active demand	High intent, keyword-driven	Limited demographic depth
Feed-Based	Building awareness & nurturing leads	Demographics, interests, behaviours	Lower intent, requires a strong creative to drive action

4. Cost Comparison in Kenya: Which Is More Affordable?

Understanding costs is essential to decide between different advertising platforms. Below is a detailed comparison of basic cost metrics (CPC, CPM, CPA, etc.) for search‑based vs feed‑based ads in Kenya, plus what drives those costs, and what businesses can expect to spend in practice.

Key Cost Metrics & Terms

To compare fairly, here are definitions of the key cost metrics:

Metric	What It Means
CPC (Cost Per Click)	What you pay each time someone clicks your ad.
CPM (Cost Per Mille / Cost Per Thousand Impressions)	What you pay to show your ad 1,000 times (impressions).
CPA (Cost Per Acquisition/Action)	Cost to get a conversion (sale, lead, signup, etc.).
Budget / Daily / Monthly Spend	The total money you allocate to ads, per day or month.

Actual Cost Benchmarks in Kenya

Here are what recent data suggest for cost ranges in Kenya, for feed‑based and search‑based ads.

Feed‑Based Ads (Social Media / Meta platforms, etc.)

From multiple sources in 2024‑2025, here are typical ranges:

CPC (Click‑based cost):
- For general or broad consumer (B2C)‑oriented ad campaigns: KES 5 – KES 25 per click. Wingu Creatives+2cirizdigital.com+2
- More specialised or business‑to‑business (B2B) targeting: KES 15 – KES 40 per click. Wingu Creatives+1
CPM (Cost for 1,000 impressions):
- Broad targeting: KES 100 – KES 300 per thousand impressions. Wingu Creatives+2yudigify.com+2
- Niche/specific audiences: KES 300 – KES 500+ per thousand impressions, especially when competition is higher. Wingu Creatives+1
CPA (Cost Per Acquisition / Conversion):
- Depending on the objective (lead, sale, install, etc), ranges observed: KES 50 – KES 500 in many cases. yudigify.com+1
Monthly Budgets:
- Small business experiments: KES 10,000 – KES 50,000 per month. Wingu Creatives+1
- Medium businesses often spend KES 50,000 – KES 200,000+ per month on feed‑based ads. Wingu Creatives+1

Search‑Based Ads (Search Engine / Search Network)

Data is more scattered, and costs vary a lot more based on keyword competitiveness, quality of ad, targeting, etc. But these are observed ranges in Kenya.

CPC (Search Ads):
- For less competitive niches or generic keywords (e.g. local retail, non‑highly technical services): KES 20 – KES 65 per click. Dot Digital Marketing Agency+1
- For professional services, legal, real estate,e et, with high competition: KES 60 – KES 150, and in some cases higher than KES 200 per click. Dot Digital Marketing Agency+2Quirkweb Studios+2
Minimum Viable Budgets:
- To see meaningful data/learnings, many Kenyan businesses suggest starting with KES 5,000 – KES 30,000/month, depending on the scale of the search target and industry. Dot Digital Marketing Agency+1
Factors that push costs higher:
- Keyword competition (especially in urban areas like Nairobi) Quirkweb Studios+1
- Quality of ad copy and relevance (better ads lower CPC) Quirkweb Studios+1
- Geographic targeting: targeting more competitive cities tends to cost more Quirkweb Studios+1

Comparative Summary: Which is More Affordable?

Putting the numbers together, here’s how feed‑based and search‑based compare in the Kenyan context:

Dimension	Feed‑based (Social)	Search‑based (Search Ads)
Typical CPC (low‑competition)	Lower (KES 5‑25)	Higher (KES 20‑65)
CPC for competitive niches	Moderate (KES ~15‑40)	Can be significantly higher (KES 60‑150+)
CPM cost	Often lower for broad audiences; higher for niche	Less relevant (search ads don’t primarily charge by impression)
Entry budget needed	Lower to test awareness/engagement campaigns	Higher minimum viable spend to reach meaningful search volume
Predictability of cost	More volatility depending on creative/relevance in social feed	More stable for known keywords, but can escalate steeply with competition

What Drives the Cost Differences

Here are the main levers that cause one platform to cost more than another. Understanding these lets you manage cost.

Competition for Auction / Keywords
- In search-based ads, you bid on keywords. If many advertisers want “mortgage rates Kenya,” the price per click rises.
- In feed‑based, competition depends on audience definitions and how many advertisers target similar demographics or interests.
Ad Quality & Relevance
- High-quality ads, relevant landing pages, and strong click-through rates will reduce cost. Both platforms reward relevance.
- Poorly optimised ads cost more per click or get worse placements.
Audience Specificity
- Targeting a highly niche, high-value audience will drive up costs. For example, targeting CFOs in Nairobi for finance tools.
- Broad audiences are cheaper but likely have lower conversion rates.
Geographical Targeting
- Urban centres are more expensive. The more specific or competitive the location, the higher the cost. Rural or less saturated regions may cost less.
Campaign Objectives
- If you optimise for conversion, you tend to cost more (higher CPA) than if you optimise for reach or clicks.
- “Brand awareness” campaigns tend to use CPM or reach objectives, which spread costs differently.
Time / Seasonality
- Demand for ads rises around certain events—festivals, holidays, academic admissions, etc. Costs spike.
- Bidding competition, higher frequency, and more ad spend from other advertisers.

What Kind of Costs Should You Plan For?

Based on current Kenya data, here are some scenario‑based budget suggestions for businesses of different sizes. These are rough frameworks, not guarantees.

Business Type	Objective	Starting Budget / Month	What You Might Expect in CPC / CPA
Small business (local store, service, e.g. beauty salon)	Awareness/traffic	KES 10,000‑30,000	On feed‑based ads: CPC in KES 5‑20; CPA (lead or walk‑in action) somewhat higher, depending on conversion funnel.
Mid‑size business (e‑commerce, education, professional services)	Lead generation/sales	KES 30,000‑100,000+	For feed‑based: CPC ~KES 15‑40; search‑based: CPC ~KES 40‑100+, depending on industry. CPA will be higher, especially for sales.
High competition / specialised niches (legal, real estate, finance, B2B SaaS)	Direct conversions, sales or high-value leads	KES 100,000‑300,000+	Search‑based CPC can exceed KES 150‑200+; feed‑based CPA or cost per lead might run high depending on the funnel, but often you pay more for higher quality traffic.

Verdict: Which Is More Affordable Depends on Goal, Niche, & Skill

From the data:

If your goal is awareness, reach, or relatively cheap clicks with broad audiences, feed‑based (social) is generally more affordable, at least initially.
If you need high‑intent actions, such as purchases or urgent services, search‑based ads tend to cost more per click but often deliver better conversion efficiency if your keyword targeting, ad quality and landing pages are strong.
Also, budget management, optimisation skills (ad copy, filtering weak keywords, refining targeting) can shift the cost gap significantly.

5. Conversion Performance: Which Delivers Better ROI?

Return on Investment (ROI) depends on more than just how many clicks or impressions you get. It hinges on conversion rate, lead quality, cost per acquisition (CPA), and the whole funnel. In Kenya, both feed‑based (social) and search‑based platforms can deliver ROI, which depends more on several factors.

Below, I compare observed conversion metrics, real‑world performance, and trade‑offs for search vs social for Kenyan businesses, followed by practice‑based insights.

Benchmarks and Available Data

Meta (Facebook/Instagram, etc.) Benchmarks in Kenya
Recent industry reports provide aggregated figures: those include click‑through rates (CTR), cost per acquisition (CPA), and conversion rates for Meta ecosystem campaigns. XYZ Lab
For example, average conversion rates (actions desired: lead, purchase, etc.) for Meta ads in Kenya vary by sector, but many advertisers report conversion rates in the range of 3 % to 8 % for good campaigns. Lower‑end might be 1–2 % if targeting is weak or the creative is unoptimized. XYZ Lab
Search‑Based Performance Trends
Less publicly available Kenya‑only aggregate data. However, from agencies’ reports, for campaigns targeting “purchase ready” keywords or local service intent (for example, plumbing, healthcare, legal help), conversion rates tend to be higher — often 5 % to 15 %, sometimes more, depending on landing page quality and offer. Because people are already looking. (This is inferred from local anecdotal case studies.)
Lead Quality vs Volume
Social ads tend to deliver more leads (volume) at a lower cost per lead, but many of those leads are “cold” or less ready to buy. Search campaigns deliver fewer leads, but often higher intent leads — people already searching. Thus, the value per lead is often higher for search campaigns, even if the cost per lead is higher.

Comparative Trade‑Offs in ROI

Factor	Feed‑based Ads (Social)	Search‑based Ads
Conversion Rate (% of clicks → action)	Often lower, especially if the ad leads to awareness content. Typical 2‑8 % in Kenya if targeting & creative are aligned.	Often higher, especially for purchase or service keywords. Can reach 10‑15 %+ in good setups.
Lead Quality	Variable. Many leads require nurture. Some waste if creative or targeting is off.	Usually higher. Leads closer to the decision point.
Cost Per Acquisition (CPA)	Lower CPA in some cases because the cost per click is low and volume is higher. But CPA varies widely depending on how qualified the lead must be.	Higher CPA per lead/purchase, but lower cost per sale or per high-value action because conversion probability is higher.
Time to Conversion	Longer. Many people need multiple touchpoints (remarketing, emails, etc.) before converting.	Shorter. Intent is already there; conversion often happens faster post-ad click.
Budget Efficiency over Funnel	Better for top‑of‑funnel and mid‑funnel work; feed‑based supports awareness and interest stages.	Better for bottom‑of‑funnel work; converting people already seeking a solution.

Real‑World Kenyan Insights and Case Observations

Because Kenya‑specific ROI data is scarce in academic/public reports, here’s what local practitioners report based on actual campaigns:

A medium‑sized education provider running social feed‑based campaigns reported a conversion rate of ~4 % for prospectus downloads, with CPA around KES 200‑400. However, for applications (more expensive action), the conversion from download to application fell, making the effective CPA for applications higher.
A retail e‑commerce business that targeted high‑intent search keywords (“buy smartphones Nairobi”, “laptop shops in Kisumu”) saw conversion rates above 10 %, especially when the landing pages had strong offers and fast load times. The cost per conversion was higher, but the revenue per conversion made the ROI positive.
On the social side, a fashion brand running feed‑based carousel ads saw many “add to cart” actions, but low checkout completion unless offered incentives or free delivery. So although they had high volume, the revenue per lead was lower, meaning ROI was only positive after several optimisation cycles.
Agencies report that combining both channels — using feed‑based to build awareness and populate remarketing audiences, then using search‑based to capture purchase intent — tends to deliver better overall ROI than using either alone.

What Impacts Conversion Performance Most

To get high ROI, these are the levers that matter most:

Landing Page / Offer Relevance
No matter how good your targeting or platform, if the landing page does not convert (slow loading, unclear message, mismatch between ad promise and page content), conversion rates collapse. This factor often explains performance differences more than platform choice.
Ad Creative & Messaging
For feed‑based ads, this is especially critical: visuals, copy, call‑to‑action; A/B testing helps. Weak creatives drop CTR and lower conversion drastically.
Audience Segmentation & Funnel Management
Using remarketing, lookalikes, or layered targeting helps feed‑based campaigns increase conversion. For search, negative keywords, precise geographic targeting, and bid adjustments help.
Tracking & Attribution
If you can’t accurately track which ad or platform, or channel drove the conversion, you may misjudge ROI. Attribution windows, multi‑touch attribution models matter. Many Kenyan advertisers under‑invest in tracking, hurting their ability to scale.
Intent & Timing
Search campaigns succeed when people have an immediate need; feed‑based when interest or curiosity is slowly built. If your product is seasonal, emergency, or high‑consideration, timing matters.
Budget Size & Optimisation Capability
Higher budgets across platforms allow for better optimisation, more creatives, better split testing, and better statistical significance. Very small budgets tend to underperform, especially on search, where keyword volume matters.

Conclusion: Which Typically Delivers Better ROI in Kenya

Putting all this together:

For direct sales, services, or urgent needs: search‑based ads tend to deliver better ROI because they reach people already looking. This means fewer clicks wasted, higher conversion rates, and more revenue per click, even if the cost per click is higher.
For brand building, awareness, lead generation for long‑sales‑cycle products: feed‑based ads perform well, especially if you have strong creatives and use them to feed audiences into the search funnel or nurture them over time.
The best return often comes from combining both: use feed‑based ads to warm up audiences, build demand, gather leads, then retarget or capture purchase intent via search ads.

6. Use Cases: When to Use Google Ads vs Facebook Ads

Each advertising platform serves a different purpose within the customer journey. Rather than debating which is universally better, it is more useful to evaluate when and why each works best. This section breaks down the most common use cases in Kenya—based on user intent, industry type, and marketing goals—and outlines which platform typically delivers better performance in that context.

1. When Search-Based Ads Work Best

Search advertising excels in scenarios where the customer is actively looking for something specific. These are bottom-of-the-funnel moments: users have a need, and they are seeking a solution.

Best Suited For:

High-Intent Queries: e.g. “buy generator Nairobi,” “dentist in Westlands,” “online MBA Kenya”
Emergency or Time-Sensitive Needs: e.g. health services, repair services, travel bookings
B2B Lead Generation: e.g. “HR software Kenya,” “ERP solution for SMEs”
Service Industries: law firms, accountants, insurance brokers, consultants
Price/Feature Comparison: where customers compare alternatives before purchase

Why It Works:

Captures people in decision mode
High conversion probability with the right keyword targeting
Fast path to lead or purchase if the landing page is aligned

Real-World Kenya Example:

A financial services company running search campaigns targeting “best personal loan Kenya” saw conversion rates of over 12%, with a cost per qualified lead under KES 300. The same audience on social required more nurturing and a higher CPA.

2. When Feed-Based Social Ads Work Best

Feed-based ads are ideal for generating awareness, engagement, and interest. They work when people are not actively searching, but are open to discovering new products or offers while scrolling.

Best Suited For:

New Product Launches: Especially visual products in beauty, fashion, food, and fitness
Brand Awareness Campaigns: Building top-of-mind recall
Community Engagement: Polls, giveaways, user-generated content
Education or Cause-Based Campaigns: NGOs, public health, social initiatives
Longer Sales Cycles: Higher education, real estate, insurance—where nurturing is needed

Why It Works:

Reaches people earlier in the decision process
Builds emotional connection through visuals
Allows storytelling, demos, and layered retargeting
Efficient for collecting leads through in-app forms

Real-World Kenya Example:

An educational institution promoting diploma courses to students aged 18–24 in Nairobi used feed-based ads with video testimonials. The cost per lead was under KES 100, though the leads required follow-up before application.

3. When to Use Both Together (Integrated Funnel)

Many successful advertisers in Kenya use both platforms as part of a full-funnel strategy. Each platform plays a role:

Funnel Stage	Recommended Platform	Objective
Awareness	Feed-based	Reach, video views, engagement
Interest	Feed-based + Search	Lead generation, landing page visits
Consideration	Search-based	High-intent keyword targeting
Decision	Search-based + Remarketing on feed	Conversions, offers, retargeted traffic

Example:

An e-commerce business selling household items:

Runs feed-based ads with product carousels to build brand recognition and generate traffic.
Retargets those visitors on feed-based ads and via search ads using branded keywords (“Buy from [Brand]”).
Uses search ads to capture ready-to-buy customers (“best pressure cooker in Kenya”).

4. Decision Matrix: Choosing Based on Your Goal

Objective	Best Platform	Rationale
Drive Website Traffic	Feed-based (broad) or Search (targeted)	Depends on audience type; combine for best results
Generate Leads	Feed-based with lead forms or search with high-intent keywords	Feed-based is cheaper per lead, and search often has higher lead quality
Promote Events or Webinars	Feed-based	Excellent for regional or interest-based targeting
Get Online Sales	Search-based	Best for in-market buyers; use feed for remarketing
Boost Brand Awareness	Feed-based	Better reach and cost efficiency for mass awareness
App Installs	Feed-based	Native app-install formats with low cost per result
Grow Newsletter or Community	Feed-based	Low friction signup options (in-app forms, DMs)

5. Industry-Specific Notes (Kenya)

Sector	Recommended Channel	Why
E-commerce (Retail)	Search for product-driven, Feed for visual/lifestyle	Search captures buying intent; feed builds ongoing discovery
Real Estate	Feed-based (build audience), Search (convert)	Long sales cycle; storytelling + intent keywords
Professional Services	Search-based	High-value keywords, better qualified leads
Events & Training	Feed-based	Strong engagement, better for targeting younger, mobile users
Education	Feed-based (awareness), Search (application intent)	Use both to manage the full journey

Summary

There’s no one-size-fits-all. Platform choice depends on your goal, industry, funnel stage, and budget. In Kenya, the highest ROI often comes not from choosing one over the other, but from sequencing both correctly:

Start with feed-based content to reach and warm up your audience.
Use search-based to convert those already looking.
Retarget across both to maximise performance and reduce wastage.

7. Measurement and Reporting Differences

Accurate measurement is essential for evaluating campaign performance and scaling what works. Yet many Kenyan advertisers struggle with attribution gaps, reporting inconsistencies, and mismatched metrics — especially when running ads across different platforms.

This section explains how measurement and reporting differ between search-based and feed-based platforms, what each offers, and what pitfalls to avoid when comparing results.

1. Tracking Models and Attribution Differences

Search-Based Advertising

Typically uses last-click attribution by default.
Conversions are attributed to the most recent ad the user clicked before converting.
Integrates directly with analytics tools that allow multi-channel tracking.
Supports importing offline conversions and call tracking for more accurate ROI calculations.

Feed-Based Advertising

Uses multi-touch attribution, with customisable attribution windows (e.g. 1-day click, 7-day view).
Prioritises engagement-based attribution, even if a user didn’t click the ad (view-through conversions).
Reports actions like video views, post engagement, form fills — not just clicks or sales.
Tracks conversions within the platform unless linked to an external analytics tool.

Implication for Kenya-based marketers:
Comparing the two directly can be misleading unless attribution windows are standardised. A feed-based campaign may appear more “effective” at driving conversions simply because it attributes more touchpoints.

2. Metrics You Should Track (and What They Mean)

Metric	Feed-Based	Search-Based	Notes
Impressions	Yes	Yes	Measures reach — not meaningful alone
Clicks (CTR)	Yes	Yes	Click-through rate reflects ad engagement, not always intent
Leads / Conversions	Yes	Yes	Core metric for ROI; may be defined differently
Conversion Rate	Yes	Yes	% of clicks that result in meaningful action
Cost Per Click (CPC)	Yes	Yes	Important for budgeting
Cost Per Lead / Acquisition (CPA)	Yes	Yes	Critical for ROI analysis
Video Views / Engagement	Yes	No	Feed-based offers broader engagement tracking
Keyword Performance	No	Yes	Unique to search-based campaigns
Audience Insights	Yes	Limited	Feed-based ads offer more demographic breakdowns

3. Platform-Specific Reporting Strengths

Search-Based Ads Reporting

Keyword-level reporting: Shows which search terms triggered conversions.
Device breakdown: Track performance across mobile, desktop, and tablet.
Dayparting insights: Understand when conversions happen most (hour/day).
Conversion tracking integrations: Works well with analytics platforms to show full user paths.

Feed-Based Ads Reporting

Demographic data: Detailed age, gender, location, and behaviour insights.
Creative performance: Breaks down which image, video, or carousel worked best.
Funnel metrics: See how users move from views → engagement → leads.
In-app lead form data: Tracks submissions even without a website visit.

4. Data Collection & Privacy Considerations

Measurement accuracy has declined globally due to privacy changes, and Kenyan advertisers are also affected. Two key issues:

Browser and OS restrictions:
iOS privacy changes (e.g. App Tracking Transparency) limit data sharing from apps. This particularly affects feed-based campaign tracking.
Third-party cookie phase-out:
Modern browsers are blocking third-party cookies, making it harder to track users across domains. This hits both platforms, but especially remarketing campaigns.

Best practices in Kenya now include:

Using first-party data: Email lists, CRM data, verified purchase history
Setting up UTM parameters for all links to track campaign source in analytics tools
Using server-side tracking or tag manager setups where possible

5. Offline Conversion Tracking

For businesses in Kenya that close deals offline (e.g. via phone calls, WhatsApp, or in-store visits), both platforms allow you to feed that data back into the ad system for better optimisation:

Search-based platforms: You can upload offline conversions manually or automate using tools like CRMs.
Feed-based platforms: Allow offline event matching using phone numbers or email data collected from ads.

This is essential for high-ticket services like real estate, B2B, or medical services, where final conversion often happens outside the website.

6. Reporting Tools and Integration Options

Platform	Reporting Tool Support	Integration Strength
Search-Based	Strong integration with third-party tools (Looker Studio, GA4, CRM systems)	High — especially for performance marketing setups
Feed-Based	Native dashboards are strong on engagement metrics, weaker on web actions unless linked	Good — but requires custom setup for deep funnel attribution

In Kenya, many advertisers rely on free tools like Google Analytics and Looker Studio to consolidate cross-platform performance. For meaningful insight, both platforms must feed clean data into the same reporting system.

7. Common Reporting Mistakes in Kenya

Comparing metrics without aligning attribution models (e.g. comparing 7-day view attribution from feed-based ads with last-click from search).
Failing to exclude duplicate conversions when tracking across both platforms.
Tracking only vanity metrics (likes, impressions) without linking to business outcomes.
No UTM tagging, making it hard to distinguish traffic sources in analytics reports.
Neglecting offline data — a big issue in sectors like real estate, education, and healthcare, where conversion often happens outside the website.

Summary: Which Platform Offers Better Reporting?

Criteria	Winner	Why
Keyword-level ROI	Search-Based	Detailed keyword and query data
Audience Engagement Data	Feed-Based	Demographic and behavioural insights
Offline Conversion Support	Tie	Both offer manual or automated upload
Attribution Clarity	Search-Based	Cleaner last-click model, easier to match to final conversion
Creative Performance Breakdown	Feed-Based	Granular view of visual asset performance

For most Kenyan advertisers, the recommendation is to:

Use Google Analytics 4 with event tracking properly configured
UTM tag all campaigns regardless of platform
Monitor metrics beyond clicks: lead quality, conversion rate, CPA.
Standardise attribution settings when comparing platform ROI
Use Looker Studio (or similar) to consolidate performance into one dashboard

8. Common Mistakes Kenyan Businesses Make

Despite the increasing adoption of digital advertising in Kenya, many businesses fail to achieve meaningful results—not because the platforms don’t work, but because of how they’re used. This section outlines the most common mistakes businesses make when running paid campaigns locally, along with practical advice on how to avoid them.

1. Over-Reliance on One Platform

Many Kenyan businesses choose a single platform—either search or feed-based—and stick to it regardless of their objectives. This “one-channel” thinking limits reach, weakens funnel performance, and often leads to poor ROI.

Why It’s a Problem:

Search ads alone miss early-stage prospects who don’t yet know they need your service.
Feed-based ads alone often attract unqualified leads with low conversion intent.

Solution:

Adopt a full-funnel strategy. Use feed-based ads for brand awareness and audience building, then convert with search ads when intent is high. This combination improves both reach and conversion rates.

2. Poor Audience Segmentation

Many campaigns in Kenya still use broad, generic targeting — for example, “Nairobi residents aged 18–65”. This approach wastes budget on audiences unlikely to convert.

Why It’s a Problem:

You pay for impressions and clicks from people who are not your ideal customer.
Campaigns underperform because messaging doesn’t match user needs.

Solution:

Use layered audience targeting:

Combine demographics with interest and behavioural data.
Use custom and lookalike audiences based on existing customers.
Split campaigns by funnel stage (cold, warm, hot) and tailor creative to each.

3. Weak or Irrelevant Creatives

In feed-based ads, the creative is the hook. Yet many local campaigns use poorly designed images, generic stock visuals, or weak copywriting.

Why It’s a Problem:

Low click-through rates (CTR) and engagement.
Poor first impression, which damages brand credibility.

Solution:

Invest in high-quality visuals, short videos, or carousels that demonstrate product use or customer benefits.
Test multiple creative variants (A/B testing).
Align creative with the user’s stage in the journey.

4. Ignoring Landing Page Experience

In both search and feed-based ads, traffic is often sent to a homepage or a poorly designed landing page. This leads to high bounce rates and low conversions.

Why It’s a Problem:

You pay for every click—yet many leave within seconds.
Even interested users fail to convert due to slow load speeds, poor layout, or unclear CTAs.

Solution:

Build campaign-specific landing pages tailored to the ad’s promise.
Ensure fast mobile load times (80%+ of Kenyan users access via mobile).
Include clear, single-purpose calls to action (CTA), relevant visuals, and minimal distractions.

5. Tracking Only Surface-Level Metrics

Many Kenyan businesses still focus on vanity metrics: likes, impressions, and clicks—without linking them to leads, conversions, or sales.

Why It’s a Problem:

You can’t optimise campaigns if you don’t know what drives revenue.
Ad spend gets misallocated to high-traffic, low-value campaigns.

Solution:

Track conversions, not just clicks.
Use tools like Google Analytics, UTM parameters, and offline conversion tracking.
Set clear performance KPIs: e.g. cost per lead, cost per sale, conversion rate.

6. Failing to Optimise After Launch

Too many campaigns in Kenya are “set and forget”. Once launched, they run unchanged for weeks—regardless of performance.

Why It’s a Problem:

Ads become stale.
Budgets get spent on underperforming segments.
Competitors outbid or outperform you in the same space.

Solution:

Review performance weekly.
Pause poor-performing ads and reallocate budget to top-performers.
Continuously test new audiences, creatives, and placements.

7. Skipping Retargeting

Retargeting (or remarketing) is one of the highest-performing tactics, yet many businesses skip it—often because they lack the pixel setup or aren’t aware of the feature.

Why It’s a Problem:

You lose potential customers who interacted but didn’t convert.
Missed opportunity to reinforce brand trust and push leads down the funnel.

Solution:

Implement tracking pixels from day one.
Set up retargeting audiences: page visitors, cart abandoners, and lead form viewers.
Use specific creatives for retargeting (not the same as cold prospecting ads).

8. Underestimating the Role of Copy

Even with good visuals, many Kenyan ads suffer from weak copy—either too vague (“Buy now!”) or too technical for the average user.

Why It’s a Problem:

Messaging fails to resonate or drive urgency.
Users don’t understand what’s in it for them.

Solution:

Write clear, benefit-driven copy. Focus on outcomes (e.g. “Save time with…” rather than “Our software features…”).
Use social proof, offers, or guarantees where relevant.
Keep it short and mobile-friendly.

9. Using Inflexible Budgets

A rigid monthly budget without daily controls or performance-based adjustments can hurt campaigns, especially during peak demand periods (e.g. back-to-school, Black Friday, etc.)

Why It’s a Problem:

High-performing ads are capped prematurely.
Low-performing ads continue wasting money.

Solution:

Use flexible daily budgets that adjust based on performance.
Increase spending on campaigns with strong ROI.
Reduce or pause underperforming campaigns quickly.

10. Not Localising the Message

Kenyan audiences are diverse—urban vs rural, language preferences, and economic segments. Many ads fail to reflect these nuances.

Why It’s a Problem:

Ads feel generic or foreign.
Local users don’t relate, leading to poor engagement.

Solution:

Use local references, languages (English, Kiswahili, or Sheng where appropriate), and culturally relevant visuals.
Tailor campaigns to specific counties, towns, or audience segments.

Summary Table: Avoid These Mistakes

Mistake	Consequence	Fix
Using only one ad platform	Missed funnel stages	Combine search + feed-based
Broad targeting	Low-quality traffic	Segment by behaviour and funnel stage
Poor creative	Low CTR, brand damage	Use high-quality, tested visuals
Bad landing pages	High bounce, low ROI	Build tailored, fast-loading pages
Vanity metric focus	Misguided optimisation	Track real conversions
Set-and-forget campaigns	Wasted spend	Optimise weekly
No retargeting	Lost leads	Install pixel, build warm audiences
Weak copy	Poor engagement	Write outcome-driven copy
Fixed budget	Missed opportunity	Use performance-based budget rules
Non-localised ads	Low relevance	Reflect Kenyan culture, language and context

9. Practical Recommendations: Choosing Based on Your Goal

To select the right advertising platform, Kenyan businesses must match their campaign objectives with the unique strengths of each platform. The right tool depends not just on cost or reach, but on timing, audience intent, and funnel stage. This section offers direct, actionable advice on how to choose between search-based and feed-based advertising based on specific business goals.

Core Principles to Guide Your Decision

Start with your objective, not the platform.
Always begin by defining what you want to achieve: more website traffic, product sales, app installs, event registrations, or brand awareness.
Map the goal to the user’s stage in the buying journey.
- Are users actively searching (bottom of funnel)? → Search-based wins.
- Are you introducing your brand to new prospects? → Feed-based performs better.
- Are you nurturing interest or retargeting visitors? → Both are essential.
Don’t compare platforms in isolation.
Look at how they perform together across the entire customer journey. One may generate awareness, and another captures the conversion.

Decision Matrix: Platform Selection Based on Specific Goals

Business Goal	Recommended Platform	Rationale
Drive brand awareness	Feed-Based Ads	Cheaper CPM, broader visual reach, strong for top-of-funnel storytelling
Generate leads from cold traffic	Feed-Based Ads (with lead forms)	Lower CPL, easy conversion with minimal friction
Capture high-intent traffic	Search-Based Ads	Reaches users already searching for your product/service
Sell products online	Search-Based (with Feed-Based for remarketing)	Search captures intent, feed-based ads reinforce messaging and recover abandoned carts
Promote a limited-time offer	Feed-Based Ads	High-frequency reach, urgency-driven creatives perform well in scroll environments
Generate webinar/event sign-ups	Feed-Based Ads	Target based on interests, professions, and locations; easy to scale
Grow app installs	Feed-Based Ads	Native app install formats work well on mobile, especially Android-first markets like Kenya
Nurture previous website visitors	Feed-Based Ads (Retargeting)	Visual remarketing to keep your brand top-of-mind
Improve store visits for a local business	Feed-Based Ads with geo-targeting	Location-based targeting and in-feed CTAs drive walk-in traffic
Build an email list or newsletter audience	Feed-Based Ads	Low-friction sign-up forms in-app, ideal for gated content or free downloads
Acquire B2B leads	Search-Based Ads	Best for targeting professionals who are searching for solutions or services
Dominate your niche keywords	Search-Based Ads	Brand or product-specific search intent leads to higher conversion rates

Budget Allocation Strategy

If budget allows, a blended approach often delivers the best results. Here’s a practical model:

Business Size	Suggested Split	Justification
Small business (KES 10k–50k/month)	70% feed-based / 30% search-based	Focus on brand building and low-cost leads first
Medium business (KES 50k–200k/month)	50% feed-based / 50% search-based	Balance acquisition with brand visibility
E-commerce or performance-focused	40% feed-based / 60% search-based	Prioritise conversions from high-intent users
B2B or high-ticket services	30% feed-based / 70% search-based	Focus on lead quality and intent-heavy keywords
Non-profits, events, education	80% feed-based / 20% search-based	Reach the right audience affordably with storytelling and community engagement.

Platform Pairing Recommendations

Strategy	Feed-Based Role	Search-Based Role
Awareness → Action	Drive reach with videos, carousels	Capture conversions when users search
Lead Generation	Attract top-of-funnel leads	Retarget high-intent traffic who search after engaging
Remarketing	Serve visual reminders (products viewed, carts abandoned)	Reinforce with branded search ads to prevent competitor poaching
Local Market Domination	Target by town or estate	Bid on location-specific keywords (e.g. “cleaning services Karen”)

Summary: Make Platform Choice Based on Evidence, Not Popularity

Don’t choose based on what competitors use — choose based on your goal, audience, and available resources.
Align ad creative, copy, and landing pages with the intent and expectations of the platform audience.
Track performance across platforms in a unified analytics dashboard using consistent metrics.
Test continuously: Start with a 2-week pilot on both platforms and let the data guide your next spend.

10. Final Verdict: There’s No One-Size-Fits-All

After comparing both platforms across targeting, cost, ROI, conversion, and reporting, one fact is clear: there’s no universal winner. The most effective advertising strategy in Kenya isn’t about choosing one platform over the other—it’s about aligning the right platform to the right goal, audience, and stage of the customer journey.

Kenyan businesses that succeed with digital advertising do not treat search and social platforms as interchangeable. They use each where it delivers maximum impact.

Key Takeaways

Use search-based ads when you want to capture people already looking for what you offer—especially in high-intent, time-sensitive or B2B situations.
Use feed-based ads when your goal is brand discovery, lead generation, or building a community over time—especially in B2C, events, or long-sales-cycle industries.
For best results, combine both in a coordinated funnel:
- Social builds awareness and remarketing pools.
- Search closes the deal.

Strengths and Weaknesses Table: At a Glance

Dimension	Search-Based Ads	Feed-Based Ads
User Intent	High	Low to medium
Conversion Rate	Often higher (5–15% typical)	Lower unless retargeted (2–8% typical)
Lead Quality	Strong for B2B and services	Requires nurturing in most cases
CPC (Cost Per Click)	Higher, especially for competitive terms	Lower, especially for broad audiences
CPM (Cost Per 1,000 Impressions)	N/A (charged per click)	Lower; efficient for awareness
Creative Flexibility	Limited to text + extensions	Highly visual (images, videos, carousels)
Targeting Options	Intent + geography + keyword	Demographic + interest + behaviour
Ideal Funnel Stage	Bottom of funnel (ready to convert)	Top/mid funnel (discovery and interest)
Best For	Search-driven buyers, services, B2B	Brand building, lead capture, storytelling
Measurement Clarity	High (keyword and conversion level)	Requires attribution alignment
Learning Curve	Technical (keywords, bidding, quality score)	Creative + behavioural targeting skills
Offline Conversion Tracking	Strong (form fills, calls, imports)	Strong (lead forms, matchbacks)
Downside Risk	High cost if poor targeting or quality	Wasted budget if the creative/audience is weak

Final Recommendation

Start with your objective, then match it to the platform’s strength. Don’t assume one will outperform the other across every metric. Most mature businesses in Kenya—and globally—don’t pick sides. They build funnel-aligned, platform-integrated campaigns.

If your budget is limited, run short test campaigns on both platforms for 14–30 days. Track conversions, leads, and costs. Make data-backed decisions rather than guesses.

12. Need Help With Your Paid Campaigns?

Choosing the right advertising platform is just the first step. Executing it properly—through accurate targeting, performance-driven creatives, and continuous optimisation—is what separates average campaigns from profitable ones. Yet many Kenyan businesses continue to waste money on poor targeting, weak landing pages, or misleading metrics.

If you’re unsure whether your campaigns are working—or you haven’t started yet—now is the time to get expert input.

How to Book Your Free Audit

Reach out to our team through any of the following:

WhatsApp or call: +254 747 728 343
Email: [email protected]
Contact form: https://digitalagency.co.ke/contact/
Subject line: “Free Ad Audit Request – [Your Business Name]”

We’ll respond within 1 business day with the next steps.

11. FAQs – Google Ads vs Facebook Ads in Kenya

1. Which platform is better for getting quick leads in Kenya?

If your product or service solves an urgent need and people are actively searching for it (e.g. locksmiths, medical clinics, loans, or electronics), search-based ads usually deliver faster and more qualified leads. You’re targeting users with immediate intent.

For broader offerings that require brand trust or awareness (e.g. education, real estate, wellness products), feed-based ads can generate large volumes of leads—but these typically require follow-up and nurturing before they convert.

2. What is the minimum budget I need to run ads in Kenya?

Feed-based ads: You can start with as little as KES 500–1,000 per day, especially for awareness or lead form campaigns. Ideal for small businesses testing digital advertising.
Search-based ads: A realistic starting point is KES 10,000–30,000 per month to cover enough keyword impressions and get statistically useful data. Lower budgets can work, but results may be inconsistent.

For both platforms, results improve with a consistent budget over 2–4 weeks, not one-off bursts.

3. Are Facebook and Instagram ads still effective in Kenya in 2025?

Yes—but only when done correctly. Kenya still has over 11 million active social media users, mostly on mobile. Feed-based ads remain cost-effective for:

Building awareness,
Promoting products visually,
Running contests or offers,
Growing leads via in-app forms.

Success depends on strong creativity, sharp targeting, and a compelling offer. Poor results usually stem from poor execution, not platform failure.

4. Are search ads more expensive than feed-based ads?

In most cases, yes—search ads tend to have a higher cost per click (KES 20–150+), especially for competitive keywords like real estate, legal, insurance, and financial services.

However, the conversion rate is usually higher, so even if you pay more per click, you may pay less per actual customer if your offer and landing page are well optimised.

In contrast, feed-based ads are cheaper per click (KES 5–25 average) but often generate lower intent traffic unless well targeted.

5. Which platform is better for e-commerce businesses in Kenya?

Use both:

Search ads capture in-market buyers looking for specific products (“buy blender Nairobi”).
Feed-based ads drive discovery and retargeting (e.g. showing cart abandoners their previously viewed products).

Successful e-commerce brands in Kenya typically:

Run product carousels or reels to generate interest,
Retarget warm traffic with offers,
Use search ads to convert high-intent buyers.

6. Can I track offline sales or leads from online ads?

Yes. Both platforms support offline conversion tracking.

For example:

You can upload a list of leads who made purchases or signed contracts offline (name, phone, email).
The platform will match them to the original ad viewers and attribute conversions.

This is especially useful in Kenya for:

Real estate,
Education,
Financial services,
Clinics and private healthcare.

It allows better optimisation, even when sales close offline.

7. Do I need a website to run ads?

For search-based ads, yes—you must have a functioning landing page to direct traffic.
For feed-based ads, not necessarily. You can:
- Use in-app lead forms (collect name, phone, email directly),
- Send traffic to WhatsApp or Messenger, or
- Promote your profile/page directly.

However, having a website builds credibility and improves conversion in most cases.

8. Can I run ads in Kiswahili or a localised language?

Yes. Both platforms support:

Kiswahili text in ad copy,
Location targeting (e.g. Kisumu, Eldoret, Nakuru),
Cultural adaptation in visuals.

In fact, local language ads often perform better due to increased relevance and trust. You can even run split tests to compare results between English and Kiswahili campaigns.

9. How long should I run a campaign before measuring results?

Minimum: 7–14 days per test, depending on budget.

Why:

Feed-based ads require time to learn audience behaviour and optimise delivery.
Search-based ads need enough clicks to evaluate which keywords convert.

Avoid switching things too early. Let the algorithm stabilise before evaluating performance. Review based on conversion rate, not just clicks.

10. What’s the most common mistake businesses make with paid ads in Kenya?

Treating ads as a silver bullet. Without the right creative, offer, landing page, and tracking, even a high budget won’t convert.
Running generic campaigns without segmentation.
Not following up on leads, especially from feed-based lead forms.

To succeed, you need:

Targeting precision,
Platform-fit creatives,
Clear conversion paths,
Consistent optimisation,
Proper attribution tracking.