The core difference
Google Ads catches demand that already exists: someone types 'emergency electrician Sheffield' and you appear. Meta ads, on Facebook and Instagram, create demand: someone scrolling sees your offer and thinks 'I could do with that'. One intercepts intent, the other interrupts attention. Which you need first depends on whether your customers already know they need you.
Quick answer
If people search for what you sell, start with Google. If they need to be shown they want it, start with Meta. Run both only once the first one is paying for itself.
When to start with Google
Start with Google when your service is something people actively look for, especially with urgency or high value. Trades, professional services, repairs, B2B services and anything with a clear search term. The clicks cost more but each one is from someone who wants what you do right now.
- Clear search demand for your service
- High value per customer
- Urgency or need-based purchases
- A website with a page per service to land on
When to start with Meta
Start with Meta when the product is visual, impulse-friendly or new enough that nobody is searching for it. Ecommerce, events, hospitality, fitness, courses, anything where seeing it is what sells it. Cheaper reach, better creative testing, and the best remarketing tool there is.
| Google Ads | Meta ads | |
|---|---|---|
| Best for | Capturing existing demand | Creating demand and remarketing |
| Cost per click | Higher | Lower |
| Intent | High | Low to medium |
| Needs | Strong landing pages | Strong creative |
The combination that usually wins
Once one is working, the other makes it better. Google brings in the high-intent enquiries; Meta remarkets to everyone who visited and did not enquire, and builds awareness so more people search for you by name. Brand searches get cheaper and convert better, which lowers the Google cost too.
A starting budget and a fair test
Whichever you pick, give it a proper test: a realistic daily budget for at least six weeks, proper conversion tracking from day one, and a landing page built for the campaign rather than the homepage. Judge it on cost per enquiry, not clicks. Then add the second platform.
If you are stuck or want a second pair of eyes on this, give us a shout. We are always up for a chat.
