It is the most common question I get from business owners: "Should I run Google Ads or Facebook and Instagram ads?" The honest answer is that they do different jobs. Once you understand the difference, the decision becomes simple.

The core difference: intent

Google Ads shows your ad to people who are already searching for what you sell. Someone typing "dentist near me" has a need right now.

Meta Ads (Facebook and Instagram) shows your ad to people who match a profile, such as location, interests or behaviour, while they scroll. They were not looking for you; your ad has to create the interest.

Side-by-side comparison

  • Buyer intent: Google is high, Meta is lower but broader.
  • Cost per click: Google is usually higher, Meta usually lower.
  • Lead quality: Google leads are often warmer; Meta leads need good qualifying questions.
  • Creative: Google relies on text and keywords; Meta relies on images and video.
  • Best for: Google suits urgent and high-intent needs; Meta suits visual products, offers and new launches.

When Google Ads should come first

  • Urgent local services: AC repair, plumbing, car service, clinics.
  • High-value services people research: real estate, education, B2B services.
  • When people already know the product category and search for it.

When Meta Ads should come first

  • Visual products: fashion, food, home decor, salons.
  • New products people don't know to search for yet.
  • Real estate launches and events where reach and retargeting matter.
  • Offers and promotions with a clear hook.

Why the best answer is often both

The two platforms support each other. Meta puts your brand in front of the right people; some of them later search on Google, where your search ad catches them. Retargeting on both closes the loop.

Measure the right number

Don't compare platforms by cost per click or likes. Compare cost per qualified lead and, ideally, cost per sale. That requires proper conversion tracking on both platforms before you spend.

A simple way to start

  1. Set up tracking for calls, forms and WhatsApp clicks.
  2. Start with the platform that matches your buyer's intent.
  3. Run it long enough to get real data, usually two to four weeks.
  4. Add the second platform once the first is profitable.

Need help choosing?

I manage both Google Ads and Meta Ads. Book a free consultation and I will tell you where your budget should go first.