Perplexity Ads vs Google Search Ads: Different Intent, Different Strategy

Perplexity isn't Google with a chatbot interface. The platforms serve different user intents, and strategies that work on Google often fail on Perplexity.

Understanding these differences determines whether your Perplexity investment pays off.

The Core Difference: Search vs Research

Google users search. They want links, options, and quick answers. "Best CRM software" yields a results page to scan and click.

Perplexity users research. They want synthesized understanding. "Best CRM software" yields a comprehensive answer explaining options, tradeoffs, and recommendations.

This shapes everything about how advertising works on each platform.

Intent Comparison

Google captures users ready to act. Perplexity influences users still learning. Both matter—but they require different approaches.

Ad Format Differences

Google Search Ads appear as clearly labeled results competing for position. Users expect ads. The format is transactional: headline, description, link.

Perplexity Sponsored Questions appear as suggested follow-ups after an AI answer. Users are in learning mode, not clicking mode. The format is exploratory: a question that leads to more information.

Google ads say "click here to buy." Perplexity ads say "want to learn more about this angle?"

Bidding and Pricing

Google: Auction-based CPC. You pay when users click. Highly competitive categories run $5-50+ per click. Granular keyword targeting enables precise bidding.

Perplexity: CPM-based pricing in the $30-50 range. You pay for impressions, not clicks. Less granular targeting currently available.

The models reward different optimizations. Google rewards click-through rate and conversion efficiency. Perplexity rewards engaging questions and brand influence.

Measurement Approaches

Google measurement is relatively clean. Click → landing page → conversion. Attribution models exist. ROAS is calculable.

Perplexity measurement is indirect. Users see your sponsored content, then later search Google, visit your site directly, or convert through other channels. Last-click attribution misses the influence.

For Perplexity, measure:

• Brand search lift during campaigns
• Direct traffic increases
• Post-purchase survey mentions of AI search
• Incrementality through geo-testing

Creative Strategy Differences

Google ad copy is optimized for action. Strong CTAs, urgency, keyword relevance. "Get Started Free" and "Limited Time Offer" work.

Perplexity questions are optimized for curiosity. Educational framing, specific use cases, genuine value promise. "How do remote teams use [Brand] to replace daily standups?" works.

Recycling Google ad copy for Perplexity fails. The mental modes are incompatible.

When to Use Each

Prioritize Google when:

• Users have clear purchase intent
• You need trackable, immediate conversions
• Your category has high-volume search demand
• Direct response metrics drive your business

Prioritize Perplexity when:

• Users need education before purchasing
• You're building awareness in a new category
• Your product requires explanation
• Consideration-stage influence matters
• You're targeting research-oriented professionals

Use both when:

• You have budget for full-funnel coverage
• Perplexity influences the research that precedes Google searches
• Your measurement can capture cross-platform journeys

The Complementary Model

The strongest approach treats Perplexity and Google as complementary, not competing.

Perplexity influences the research phase. Users learn about your category, understand their options, and form preferences. Your sponsored questions shape that understanding.

Google captures the action phase. Users who researched on Perplexity later search Google with informed intent. They search your brand name or specific product queries.

The user journey: Perplexity research → brand awareness formed → Google search → conversion.

Measuring only Google conversions misses Perplexity's contribution. Measuring Perplexity in isolation misses how it feeds downstream channels.

Budget Allocation

For advertisers testing Perplexity alongside established Google campaigns:

Start with 5-10% of search budget allocated to Perplexity testing. Enough to learn, not enough to hurt overall performance.

Measure holistically. Track whether Perplexity activity correlates with Google branded search increases. That correlation justifies expanded Perplexity investment.

Adjust based on category. High-consideration B2B purchases benefit more from research-phase influence than impulse consumer purchases. Weight allocation accordingly.

The Bottom Line

Google and Perplexity aren't competitors for the same budget—they're different tools for different jobs.

Google captures demand. Perplexity shapes it.