Meta Ads or Google Ads, which fits your business?
Google Ads fits when people already search for your service, Meta Ads on Instagram and Facebook fits when you want to make an offer known that nobody is searching for yet, and many businesses start with the channel that matches their most common enquiry.
- Written by
- David Nawloka
- Responsible editor
- David Nawloka
- Published
3 min read
What you will know afterwards
- You know the basic difference between search and social media advertising.
- You can judge which channel fits your offer and goal.
- You know what both channels need in preparation.
Anyone advertising online for the first time quickly comes across two names: Google and Meta, meaning Facebook and Instagram. Both sell ads, both can be tested with a small budget. But they reach people at very different moments, and that decides which channel fits your business.
This post explains the difference, shows when each channel fits and what to prepare for both.
The difference: searching or discovering
Google Ads shows your ad mainly when someone searches for something, for example "carpenter Vienna fitted kitchen". The person has a need and is looking for a solution. Your ad appears at exactly that moment, and search ads are usually billed per click.
Meta Ads shows your ad on Instagram and Facebook while people scroll through their feed or stories. Nobody searched for you at that moment. The ad first has to catch attention and then speak to a need that may not even be conscious yet. In return, the audience can be narrowed by location, age and interests.
In short: Google serves demand that already exists. Meta creates attention for an offer.
When Google Ads fits
Google Ads fits when your customers actively search for what you offer:
- trades and services with a clear need, such as plumbers, locksmiths, tax advisers,
- services people search for with a location, such as "physiotherapy Vienna 1070",
- offers where the need arises suddenly and should be met quickly.
Check beforehand whether anyone searches at all. If hardly anyone searches for your service, a search ad can rarely appear, however high the budget.
When Meta Ads fits
Meta Ads fits when your offer works well visually and people first have to discover it:
- restaurants, bars and events,
- beauty, cosmetics and wellness,
- products with a visible effect or special design,
- new offers, limited-time promotions and openings.
Here the picture or video decides. An ad on Instagram has a fraction of a second to stand out. Good pictures of your own therefore matter more than any text.
A simple decision aid
| Question | Rather Google Ads | Rather Meta Ads |
|---|---|---|
| Do people search for your service? | yes, regularly | hardly or not at all |
| Does your offer work visually? | not necessarily needed | yes, strongly |
| How does the need arise? | suddenly, with urgency | through inspiration, desire, occasion |
| What is the goal? | enquiries from searchers | awareness, visits, bookings |
Many businesses end up needing both: Meta to become known, Google to be found when someone searches specifically. Still, start with one channel so you know where an enquiry comes from.
What both channels need
Whatever the channel, every campaign needs three things:
- A clear goal: calls, enquiries, bookings or sales, measured rather than estimated.
- A fitting landing page: the page people land on after the click has to deliver on the ad's promise.
- A separate budget: ad budget and management belong in separate lines. How to split a budget is described in A marketing budget that fits your business.
And patience for the first weeks. Both platforms need data before anyone can say what works.
Ads do not replace a profile
People who respond to an ad often look at your profile or website first. An empty Instagram profile or an outdated website then costs part of the effect. How ongoing posts and ads complement each other is described in Post regularly or run ads?.
bown plans and manages campaigns on Meta and Google and quotes management separately from the ad budget. Which channel is the right start for your business, we clarify in a 30-minute first call.
Frequently asked questions
Can I do both at the same time?
Yes, but start with one channel and one clear goal. Only once you know what an enquiry costs there is a second channel worth it.
Which channel is cheaper?
That cannot be said in general. Costs depend on industry, region, competition and the ad. Compare what an enquiry or a sale costs, not what a click costs.
Do I need an Instagram profile for Meta Ads?
For ads on Instagram you need a Facebook Page or an Instagram account the ad runs through. A well-kept profile helps, because many people look there first before clicking.
Do I need a website for Google Ads?
For search ads yes, because the ad leads to a landing page. That page helps decide whether a click becomes an enquiry.
How is the ad budget billed?
At bown, our service and the platform budget are quoted separately. That way you see how much goes into delivering your ads.