People search for it
Start with Google Ads.
Compare
Google Ads vs Meta Ads: where should your budget go?
Google Ads reaches people already searching for what you sell, so intent is high. Meta Ads reaches people who match your customer but were not searching, so it creates demand. Businesses with existing search demand usually start with Google, and visual or impulse offers often do well on Meta.
Free · reply in 1 working day
Get your growth plan
| Google Ads | Meta Ads | |
|---|---|---|
| Intent | Actively looking | Discovering |
| Main skill | Keywords and tracking | Creative and audiences |
| Formats | Search, Maps, YouTube | Reels, images, carousels |
| Best for | Urgent or considered services | Visual products and offers |
| Measure by | Cost per lead and ROAS | Cost per result and ROAS |
Where to start
It looks good on camera
Test Meta Ads early.
Budget allows both
Capture demand on Google and retarget on Meta.
Frequently asked questions
Which has lower cost per click?
Meta often has cheaper clicks, but a cheap click from someone not ready to buy may cost more per customer. Compare cost per enquiry and return on ad spend rather than cost per click.
Can I run both at once?
Yes. Many businesses use Google to capture people already searching and Meta to retarget visitors and build new demand. With a small budget, prove one channel first, then add the other.