If you have a limited budget and want to start advertising, the question usually comes down to two platforms: Google or Meta (Facebook and Instagram). Both can work brilliantly. The right choice depends on how people buy what you sell.
Google captures demand
Google Ads shows your ad when someone searches. That person already knows what they want, so intent is high. It works especially well when:
- People actively search for your product or service.
- The need is urgent, such as repairs, legal help or local services.
- You can win the customer at the moment they compare options.
The limit is volume. You can only reach people who search, and in competitive markets clicks can be expensive.
Meta creates demand
Meta Ads shows your ad to people based on who they are and what they are interested in, before they start searching. It works well when:
- Your product is visual or easy to demonstrate.
- People do not yet know they need it, or do not know your brand exists.
- You have a strong offer that gives people a reason to act now.
The trade-off is intent. People are scrolling, not shopping, so creative and offer matter enormously.
A simple rule of thumb
If there is clear search demand for what you sell, start with Google Search. It is usually the fastest route to profitable leads or sales. If search volume is small, or your product sells on visuals and impulse, start with Meta.
Then use both together
Over time, the platforms support each other. Social ads build awareness and fill the top of the funnel; search ads catch people when they are ready to buy; retargeting brings back visitors who did not convert first time.
Before you spend anything
Whichever platform you choose, set up conversion tracking first. Without it, neither platform can optimise properly and you cannot tell what is working.
Not sure which is right for you? Tell us about your business and we will recommend a starting point.
