With Google PPC you’re playing the waiting game. They have already recognized their need for your product/service and they’re looking for you. It’s exceptionally important to have a PPC Campaign and SEO Campaign to reach these customers, but it is not necessarily the place to promote your social media properties unless you’re a social media product or service. Instead you need to focus those campaigns on sending people back to your site. We do recommend that you capture people on your site by promoting your Facebook page/Twitter account. This will give you an additional contact point and a way to stay in front of them in their every day lives, but make sure you are driving them to fill out a contact form or finish their purchase before you distract them with Facebook and potentially lose the conversion. There is a fine line and you need to know how to properly send your customers through the conversion funnel and then get them to connect with you on social networks. By doing so correctly you can increase the potential for repeat business.