It's one of the first questions new clients ask us: should we advertise on Google, or on Facebook and Instagram? The honest answer is that it depends on one thing more than anything else: whether people are already searching for what you sell.
Google Ads catches people who are already looking
When someone types "AC repair near me" or "accountant for startups near me", they have a need right now. Google Ads lets you appear at that moment.
Google tends to work best when:
- People already search for your product or service by name
- The need is urgent or high-intent (repairs, medical, legal, B2B services)
- You can answer a specific search with a specific landing page
Watch out for: competitive keywords can be expensive, and broad settings can waste budget on irrelevant searches. Tight keyword lists, negative keywords and proper conversion tracking are essential.
Meta ads create demand people didn't know they had
On Facebook and Instagram, nobody is searching. They're scrolling. Your ad has to stop them and make them want something they weren't thinking about a second ago.
Meta tends to work best when:
- Your product is visual, new or impulse-friendly (fashion, food, décor, events)
- You can target by interest, life stage or location
- You have strong creative: short videos, real people, clear offers
Watch out for: creative fatigue. The same ad shown again and again stops working, so plan to refresh creatives regularly.
A simple way to decide
Ask yourself: if a perfect customer needed me today, would they search for it?
- Yes, clearly: start with Google Search.
- No, they'd need to discover us: start with Meta.
- Both: start with Google to capture existing demand, then add Meta to grow it.
Whatever you choose, get these right first
- Tracking. Without conversion tracking, you're guessing. Set up Google Analytics 4 and the Meta Pixel (or Conversions API) before spending.
- A landing page built for the ad. Sending ad traffic to your homepage usually wastes money. Match the page to the promise in the ad.
- A budget that allows learning. Both platforms need some data before they optimise well. Plan for a learning period rather than judging results in the first few days.
- Fast follow-up. Leads go cold quickly. Reply within minutes if you can, and use WhatsApp or automated emails to make that easier.
The best channel is the one that reaches your customers at the moment they're ready to act. If you're not sure which that is, test both with small budgets and let the numbers decide.
Questions people ask
Is Google Ads or Meta Ads better for a small business?
Google Ads is usually better when people already search for what you sell. Meta Ads is usually better when you need to create demand or show something visual.
Can I run Google Ads and Meta Ads together?
Yes, and many businesses do. Start with the channel that fits how your customers buy, then add the second once the first is working.
How much should I spend on ads to start?
Enough to get meaningful data within a few weeks. Set a monthly test budget you can afford to learn from, and judge it by cost per lead or sale.