Google ads reach people searching for your service now, while Meta ads reach people who may need it but are not searching yet. If customers search for your service when they need it, start with Google, and if your product is discovered through photos and video, start with Meta on Facebook and Instagram, then combine the two once the numbers are clear.
Step by step
- 1
Do your customers search for you?
Services such as maintenance, clinics and law firms are searched for when the need arises, and that is where Google is strongest.
- 2
Is your product seen before it is wanted?
Fashion, restaurants, decor and new products are often discovered on social media, and that is where Meta is strongest.
- 3
Compare cost per customer, not per click
Do not compare click prices across the two platforms, because the intent behind the click is different. Compare the cost of a paying customer from each.
- 4
Prepare what each platform needs
Google needs a landing page that answers the search itself, and Meta needs photos and videos that grab attention from the first seconds.
- 5
Start with one, then add the other
A small budget split across two platforms may not be enough for either to learn, so get the first one stable before adding the second.
- 6
Use each at its stage
Meta to build interest and retarget people who engaged, Google to capture people who are searching. Each complements the other.
Judging a platform after one week or by the number of likes is unfair to it. Judge after a proper test period and by the actual cost per sale.
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- difference between google ads and meta ads