Meta ads vs Google ads: which is right for your business?
One catches people already looking. The other finds people who aren't yet. Here's how to choose.
It's rarely a case of one being better than the other. They do different jobs, and the right choice depends on how your customers buy.
Google Ads: catching existing demand
People on Google are actively looking for something. If someone searches for an emergency plumber or accountant near them, they want it now. Search ads put you in front of that intent.
Google tends to suit you if:
- People already search for what you sell
- Purchases are needs-based or urgent
- You offer a service in a specific area
Meta ads: creating demand
People on Facebook and Instagram aren't looking to buy. They're scrolling. Meta ads work by interrupting that with something visual and interesting, using what the platform knows about people's interests and behaviour.
Meta tends to suit you if:
- Your product is visual or benefits from being shown
- People don't yet know they need it
- You sell to consumers and can target by interest or life stage
The case for using both
For many businesses the answer is both, in the right order. Meta builds awareness; Google captures people when they later search. Retargeting ties them together by reminding people who've visited your site.
Where to start
If budget is tight, start where intent is highest. For most service businesses that's Google search. For many product brands it's Meta. Test, measure cost per customer and let the numbers guide the next step.
Founder of oXo Creatives, founded 2013. Roles at Meta, Google, PlayStation, King and NatWest.
Want help with paid ads?
Google, Meta and LinkedIn campaigns set up and managed to bring what each enquiry costs you down to a number you can live with. Typically a couple of weeks to build and launch, then managed month to month.
