"Social media ads aren’t substitutable for search ads"

In direct testimony this week at the US Department of Justice's antitrust trial vs. Google, the DOJ's witness Universal McCann Global Chief Media Officer Joshua Lowcock said, in part (close paraphrase):

• Search ads are "mandatory" in any advertising campaign.
• He would not advise his clients to move ad spend from search ads to another type of media even if the price of search ads were to increase by 5%.
• Marketers and advertisers refer to a "purchase funnel" to describe consumers' various states of mind leading up to a purchase.
• Search ads are a uniquely valuable form of digital advertising because they target consumers at the bottom of the purchase funnel.
• Ads on Facebook or Instagram are less likely to hit the consumer when near the bottom of the funnel, so cannot replace search ads.

Earlier in the trial, VP/GM Ads at Google Jerry Dischler had testified that Google competes with other huge online ad platforms for a piece of the “digital advertising pie”.

Comment: So Google is bad because social media platforms deliver fewer conversions of consumers who are ready to buy??