Google Ads vs Meta Ads
The distinction that matters is intent. On Google someone is already looking for what you sell. On Meta they are not looking for anything — you are interrupting, and the creative has to earn the attention.
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Google Ads
Search intent
Choose it when people already search for what you sell — services, replacements, repairs, anything urgent.
Strengths
- Reaches people actively looking, right now
- Higher conversion rate per click
- Shorter path from click to purchase
- Straightforward attribution
Trade-offs
- Higher cost per click in competitive categories
- Limited to existing search volume
- Little creative room in a text ad
- Cannot create demand that is not there
Meta Ads
Facebook and Instagram
Choose it for visual products, impulse purchases, and anything people do not know they want yet.
Strengths
- Cheaper reach and cheaper clicks
- Rich creative formats, strong for visual products
- Excellent for retargeting and lookalike audiences
- Can build demand for something new
Trade-offs
- Interrupting, not answering — conversion rates are lower
- Attribution weakened since iOS tracking changes
- Creative fatigues and must be continually replaced
- Longer path to purchase
Where each one actually wins
| Criterion | Google Ads | Meta Ads |
|---|---|---|
| Buyer intent | High | Low to none |
| Cost per click | Higher | Lower |
| Conversion rate | Higher | Lower |
| Creative demands | Low | High and continuous |
| Attribution clarity | Good | Weakened post-iOS 14 |
| Building new demand | Cannot | Can |
| Retargeting | Good | Excellent |
| Visual products | Limited | Ideal |
Our recommendation
If people search for your service — plumbers, lawyers, emergency repairs, replacement parts — start with Google. The demand exists and you are choosing to be present for it. If you sell something visual, discretionary or new to the market, start with Meta, and be prepared to fund continuous creative rather than a fixed set of ads. Once one channel is profitable, add the other and use Meta to retarget the traffic Google brings; that combination usually outperforms either alone.
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
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Read all FAQsWhat happens next
- Google Ads ManagementSearch campaigns managed against cost per acquisition, with the account in your name and the search terms report open.Read
- Meta Ads ManagementFacebook and Instagram campaigns built around creative volume and clean measurement after iOS tracking loss.Read
- Remarketing & RetargetingAudience segmentation by behaviour and recency, with frequency caps — so you persuade rather than pursue.Read
- Microsoft Ads (Bing)Lower competition, older and wealthier audience, and often a materially lower cost per lead than Google.Read
Other decisions people ask us about
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