Guide · Advertising
Google Ads or Meta Ads? How to choose where to start.
They look similar on an invoice and work very differently. Here's a simple way to decide which should come first for your business.
The short answer
Google Ads captures demand that already exists: people typing what they need into a search box right now. Meta Ads (Facebook and Instagram) creates attention among people who haven't searched yet. Neither is better. They answer different questions.
When Google Ads usually comes first
- People already search for what you sell, such as a repair, a service or a specific product.
- You want inquiries from people who are ready to act now.
- You serve a clear local area and want to show up when someone nearby searches.
When Meta Ads usually comes first
- Your product or brand is visual, new or not something people search for by name.
- You have an offer, an event or a launch to announce.
- You want to re-engage people who have already visited your website.
What both need to work
- A landing page built for the ad. Sending paid traffic to a generic homepage wastes the click.
- Conversion tracking. Count inquiries, calls or sales, not just clicks.
- A budget tied to customer value. Decide what a customer is worth, then what you can afford to pay to win one.
- Patience to learn. The first weeks show what works, and good accounts are adjusted regularly.
A simple way to decide
- Do people search for what I offer? If yes, start with Google Ads.
- Do I need to introduce my business or an offer to people who haven't heard of it? If yes, start with Meta Ads.
- Do I already have website visitors who didn't act? Retargeting on either platform can bring them back.
Common mistakes
- Judging success by clicks instead of inquiries.
- Targeting too broadly to "reach everyone".
- Running ads without any way to tell which ones led to a customer.
Not sure which fits your business? That's exactly what a strategy session is for. You can also read about our Google Ads and Meta Ads management.
Not sure where to start?
Pick the channel that fits your business.
Tell us what you sell and who you want to reach. We will recommend where to start, and only what the situation calls for.