Paid social
Google Ads vs Meta Ads: which is right for your business?
Google Ads reaches people already searching for what you sell. Meta Ads puts you in front of people who aren't searching yet. Most businesses should start where demand already exists, then add the other.
Google Ads: people who are looking
Search ads appear when someone types in what you offer. That intent makes Google strong for services people actively look for, like a plumber, a solicitor or a specific product.
Meta Ads: people who aren't looking yet
Facebook and Instagram ads appear while people scroll. They work well for products people didn't know they wanted, strong visuals, and building an audience you can retarget.
How to choose
- People search for what you sell: start with Google
- Your product sells on looks or story: start with Meta
- High-value purchase with a long decision: use both, with Meta retargeting
- Small budget: pick one and do it properly
Using both together
The two work well together. Meta builds awareness, Google catches people when they search, and retargeting on both brings back visitors who didn't buy first time.
FAQs
Which is cheaper?
Meta clicks are often cheaper, but Google visitors are often closer to buying. Compare cost per sale, not cost per click.
Can B2B companies use Meta?
Yes, especially for retargeting and lead forms, though Google and LinkedIn often suit B2B better.