If you’ve got a finite budget and you’re staring down both Google and Meta, the honest answer to "which one?" is: it depends what you sell and who’s looking for it. Here’s the simple way we think about it before spending a client’s first dollar.
Google Ads captures demand
Google is for people already looking for what you offer. Someone typing "emergency plumber Sydney" or "running shoes size 10" has intent — they want to buy now. Google Ads (Search and Shopping) puts you in front of that intent at the exact moment it appears. It’s usually the higher-converting place to start if people actively search for your product or service.
Meta Ads creates demand
Meta — Facebook and Instagram — is for people who aren’t looking yet but would love you if they knew you existed. It’s brilliant for products with a visual hook, an impulse element, or a story to tell. The creative does the heavy lifting: you’re interrupting a scroll, so the ad has to earn the stop.
A simple way to choose
- People search for what you sell? Start with Google to capture that demand.
- Your product is visual, impulse-led or new to the market? Start with Meta to create demand.
- Either way, send traffic to a fast, focused landing page — great ads die on slow pages.
- Give each channel enough budget and time to learn before you judge it.
The strongest programs often use both — Google to capture existing purchase intent and Meta to create new demand. You do not need to begin with both. Start with the channel that matches how customers find you, measure performance against revenue, and scale what works. If you would value a second opinion on where your budget should go, start a conversation.
