If you're thinking about paid ads, the first question is usually where to put your money: Facebook and Instagram, which both run through Meta, or Google? Both can work well. They just work in very different ways, and the right place to start depends on how your customers find you.
The short answerGoogle Ads put you in front of people who are already searching for what you offer. Facebook and Instagram ads put you in front of people who aren't searching yet, but might be interested. If people actively look for what you sell, start with Google. If they need to see it to want it, start with Meta.
How Google Ads work
Google Ads appear when someone types a search. A person looking for "boiler repair near me" or "wedding photographer Leeds" sees ads at the top of the results, above the normal listings. You choose the searches, called keywords, that you want to appear for, and you usually pay when someone clicks.
The big strength is intent. The person has already decided they need something, and they're comparing options. Your job is to be there, look like the obvious choice, and make it easy to get in touch or buy.
Google Ads also include Shopping ads, which show products with a picture and a price right in the results. For online shops, these are often the most useful type of Google ad.
How Facebook and Instagram ads work
Meta ads appear while people scroll through Facebook and Instagram. Nobody is searching, so instead of keywords you choose who sees your ads: by location, age, interests and behaviour. You can also show ads to people who have already visited your website or engaged with you, which is called retargeting.
The big strength is reach and attention. You can put something in front of the right people before they even know they want it. That makes Meta ads good for anything visual, anything new, and anything people buy on impulse rather than after a careful search.
Side by side
| Comparison | Google Ads | Facebook and Instagram ads |
|---|---|---|
| How people find you | They search for what you offer | They see you while scrolling |
| What you target | Searches (keywords) | People (location, interests, behaviour) |
| Best at | Catching people ready to buy, book or call | Creating interest and reaching new people |
| What you need | Clear ad text and a strong landing page | Eye-catching images or video, plus a landing page |
| Biggest risk | Paying for searches that were never going to buy | Showing ads to people who scroll straight past |
When Google Ads usually make more sense
- People already search for what you do. Plumbers, solicitors, dentists, driving instructors and most local services fall into this group.
- Customers need you now. Emergency and same-day work, where speed matters more than browsing.
- You sell products people look up by name. Shopping ads can put your product and price right in front of them.
- Each customer is worth a lot. When one new customer is valuable, paying for a click from someone who's actively looking is easier to justify.
When Facebook and Instagram ads usually make more sense
- What you sell looks good. Food, fashion, homeware, venues, before-and-after work: anything people respond to visually.
- It's new. If people don't know your product, brand or event exists, they can't search for it yet.
- You're promoting an event or a launch. Meta is good at building interest in the run-up to a date.
- You want to stay in front of past visitors. Retargeting reminds people who looked but didn't buy.
Why many businesses end up using both
The two platforms work well together because they cover different moments. Meta ads can introduce you to someone who has never heard of you. A few days later, when they search for what you offer, a Google ad is there to catch them. And if they visit your site and leave, Meta can remind them to come back.
That said, using both doesn't mean starting with both. Spreading a small budget thinly across two platforms usually means neither gets enough to learn what works. It's normally better to start with the one that fits best, get it working, and then add the other.
How much should you spend?
There isn't one right number. What a click costs depends on your industry, your area and how many others want the same customers. A better question is what a new customer is worth to you, and how much you're comfortable testing with while you find out what works.
Whichever platform you choose, expect the first few weeks to be about learning. The early results show which audiences, searches and ads bring in the right people, so you can put more behind what works and stop what doesn't.
Before you spend anything: tracking
Whichever you pick, set up tracking first. That means Google Analytics 4 on your website, the Meta pixel if you're running Meta ads, and conversion tracking for the things that matter, like enquiries, calls or sales. Without it you're guessing, and it's very hard to tell whether your money is working.
Four questions to help you decide
- Do people search for what you offer? If yes, Google Ads are a strong place to start.
- Does it need to be seen to be wanted? If yes, lean towards Facebook and Instagram.
- Is it new, or tied to a date? Meta is usually better for launches and events.
- Is your website ready? Both send people somewhere. If that page is slow or unclear, fix it first.
Still not sure? That's exactly what our free call is for. We'll look at what you're promoting, who it's for and what you've tried, and give you an honest view on where to start. Book a free call, or read more about our Google Ads and Meta ads services. Weighing up paid and organic search instead? Read SEO vs Google Ads.