Google Ads vs Meta Ads: which should you start with?

Both platforms can fill a calendar. They work in opposite directions: Google Ads catches demand that already exists, while Meta Ads creates demand among people who weren’t searching yet.

Google Ads: capture intent

Someone searching “emergency plumber” wants one now. Google puts you in front of that person at the exact moment of need.

• Strengths: high intent, fast leads and precise control over which searches trigger your ads.
• Watch-outs: competitive keywords get expensive, and you only reach people who are already searching.

Meta Ads: create demand

Facebook and Instagram reach people by location, interests and behaviour, before they start looking.

• Strengths: lower cost per impression, visual storytelling, and strong performance for offers, seasonal services and remarketing.
• Watch-outs: leads are colder and need fast follow-up, and creative wears out and must be refreshed regularly.

Which should you start with?

Urgent or need-based services such as repairs, legal and medical usually do best starting on Google. Considered or visual purchases such as remodelling, aesthetics, wellness and events often perform well on Meta. Most growing businesses end up using both: Google to capture demand, Meta to create it and to remarket to past visitors.

What makes either channel work

• Conversion tracking that counts real leads and sales, not clicks
• Landing pages matched to each ad
• Replying to new leads within minutes
• A budget large enough for the platform to learn

Our recommendation

Start where intent is strongest, prove your cost per lead, then layer in the second channel. See how we run Google Ads and social advertising.