One of the most common questions we get from clients is: "Should I advertise on Meta or Google?" The honest answer is: it depends. Both platforms offer unique advantages, and the right choice depends on your business model, audience, and goals.
Let's break down the key differences and help you make an informed decision about where to invest your advertising budget.
Understanding the Fundamental Difference
Google Ads captures demand—people are actively searching for solutions. When someone types "best running shoes for flat feet," they have purchase intent.
Meta Ads creates demand—you're interrupting people's social experience with compelling content that makes them want something they weren't actively seeking.
This fundamental difference shapes everything from creative strategy to expected conversion rates.
When Google Ads Wins
High-intent products and services: If people actively search for what you offer, Google is often the better starting point. This includes services like plumbers, lawyers, and accountants, as well as products with specific search demand.
B2B with long sales cycles: Decision-makers often research solutions on Google. Being present when they search positions you as a consideration.
Local businesses: Google's local ad formats and Maps integration make it powerful for driving foot traffic and local leads.
When Meta Ads Wins
Visual products: If your product photographs well and creates desire, Meta's visual-first platform is ideal. Fashion, home decor, food, and beauty brands often see excellent results.
Impulse purchases: Products under $100 that don't require extensive research convert well on Meta because the path from discovery to purchase is short.
Brand building: Meta's targeting and creative formats are excellent for building awareness and affinity with specific audiences.
Cost Comparison
Average cost-per-click varies significantly by industry, but generally:
Google Search Ads tend to have higher CPCs ($1-$5 average, but can exceed $50 in competitive industries like legal and insurance) but often higher conversion rates due to intent.
Meta Ads typically have lower CPCs ($0.50-$2 average) but may require more touchpoints to convert since users aren't actively shopping.
The Attribution Challenge
Meta's impact is often underreported due to iOS privacy changes and cross-device behavior. Someone might see your Meta ad on their phone, then purchase on their laptop via Google search. Google gets the credit, but Meta initiated the journey.
Consider using post-purchase surveys ("How did you hear about us?") to get a more accurate picture of Meta's contribution.
Creative Requirements
Google Search Ads require compelling copy and strong landing pages. The creative lift is relatively low.
Meta Ads demand constant creative refresh. Ad fatigue sets in quickly, and you'll need a steady stream of images, videos, and copy variations to maintain performance.
Our Recommendation: Start with Both
For most businesses, we recommend testing both platforms with a modest budget before committing heavily to either. Run campaigns for 60-90 days, measure results, and then shift budget toward what's working.
A common split for new advertisers: 60% Google (capture existing demand) and 40% Meta (build awareness and create new demand).
The Integration Advantage
The most successful brands use both platforms strategically. Meta builds awareness and interest; Google captures that demand when users search. Retargeting across both platforms keeps your brand top-of-mind throughout the customer journey.
Final Thoughts
There's no universal "better" platform. The right choice depends on your specific situation. Test, measure, and optimize based on your actual results—not industry benchmarks or competitor assumptions.
