"Should we run Facebook ads or Google ads?" is one of the first questions business owners ask. The honest answer is that they do different jobs. Once you see the difference, the choice — or the mix — becomes much clearer.
The core difference: intent vs discovery
Google Ads shows your ad to people who are already searching for what you offer. Someone types "emergency plumber" or "website design for restaurants", and your ad appears. You are capturing demand that already exists.
Meta Ads (Facebook, Instagram, Messenger and WhatsApp placements) shows your ad to people who match an audience — interests, behaviours, location, lookalikes of your customers — while they scroll. Most of them weren't looking for you yet. You are creating demand.
When Google Ads usually wins first
- People actively search for your service, especially when they need it soon.
- The job has clear keywords: a service plus a place, a product name, a problem.
- Your offer is easy to compare and the customer is ready to act.
Google also includes YouTube, Maps, display and Performance Max campaigns, but for most service businesses, Search is where to start.
When Meta Ads usually wins first
- Your product or service is visual — food, events, interiors, fashion, travel, beauty.
- People don't search for it, but they recognise they want it when they see it.
- You want to build an audience, launch something new or promote an offer.
- Your customers prefer to message: click-to-WhatsApp and Messenger ads start a conversation instead of sending people to a form.
What decides results on either platform
The platform matters less than four basics:
- Conversion tracking — the platform must know which clicks became enquiries or sales, or it can't optimise.
- The landing page or chat — an ad can only be as good as what happens after the click.
- Creative and message — on Meta especially, the image or video does most of the work.
- Enough budget and time to learn — both platforms need data before they settle; judging a campaign after two days usually leads to the wrong decision.
A sensible way to start
- If people search for what you sell: start with Google Search, then add Meta to reach people earlier and to remarket to visitors.
- If people discover what you sell: start with Meta, then add Google Search to capture the people your Meta ads made curious.
- In both cases, set up tracking before spending, and review results by cost per enquiry or sale — not by clicks or likes.
What to watch out for
Be wary of anyone who promises a fixed return or certain results. Advertising performance depends on your offer, market, budget and follow-up. What a good partner can promise is a clear structure, honest reporting and steady improvement.
The short version
Google captures demand; Meta creates it. Many businesses need both, but rarely on day one. Start where your customers already are, measure properly, and expand from what works.
Want a second opinion on your ad setup? Get in touch — we run Meta and Google Ads together or separately.