One of the most common questions from businesses starting with online advertising: Google Ads or Meta Ads (Facebook/Instagram)? The honest answer is that it depends on your business, customer, and objective — but there are clear rules for deciding.

How they work differently

Google Ads captures existing demand: you appear when someone is actively searching for what you offer. Purchase intent is high. Meta Ads (Facebook + Instagram) generates demand: it interrupts users who aren't actively searching, but who fit your ideal customer profile. Intent is lower, but the targeting capability by interests, behavior, and demographics is exceptional.

When to use Google Ads

  • Your product or service has active search volume («emergency plumber London», «restaurant management software»)
  • You need high-intent leads in the short term
  • You have a minimum budget of €500–€1,000/month (below this there isn't enough data to optimize)
  • Your sales cycle is short and the average ticket justifies it

When to use Meta Ads

  • Your product doesn't have active search but has a clear audience profile (ages, interests, behaviors)
  • You want to build brand awareness and generate demand long-term
  • You have compelling visual content (product photos or video perform extremely well)
  • Your goal is remarketing: re-engaging website visitors who didn't convert

Key differences in cost and metrics

Average CPC on Google Ads is higher than on Meta Ads, but conversion rates are typically higher because search intent is greater. On Meta Ads, cost per impression is lower, but you need more volume to get quality conversions. For most SMEs with limited budgets, start where the intent is — which is usually Google.

The winning strategy: combining both

For businesses with a growing budget: Google Ads to capture ready-to-buy customers + Meta Ads for remarketing to website visitors who didn't convert. This combination covers the full funnel with efficient investment.

Need help setting up and optimizing your digital advertising campaigns? Contact us — we do free audits of existing accounts.