"Should we run Facebook ads or Google ads?" It is usually the first question a business asks when it starts paid marketing. The honest answer is: it depends on whether people are already looking for what you sell.
The core difference: intent
Google Ads (Search) shows your ad to people who have typed a query — "CA near me", "school management software", "buy running shoes". They already have a need. You are catching demand that exists.
Meta Ads (Facebook and Instagram) show your ad to people based on who they are and what they're interested in, while they're scrolling. They weren't looking for you. You are creating demand.
Everything else follows from this difference.
When Google Ads usually works better
- People actively search for your product or service ("plumber", "GST registration", "HRMS software").
- The purchase is urgent or needs-based.
- You sell services where trust comes from being found at the right moment.
- You have a clear, specific offer that matches search terms.
Watch out for: competitive keywords can be expensive, and there's only so much search volume — you can't scale beyond what people are searching for.
When Meta Ads usually works better
- Your product is new, visual, or not something people know to search for.
- You can target a clear audience by location, age, interests or behaviour.
- The decision is emotional or impulse-driven (fashion, food, events, education).
- You want to build awareness and retarget people later.
Watch out for: lead quality can be lower because people weren't looking. Strong creative and qualifying forms matter a lot.
Side-by-side
| Google Search Ads | Meta Ads | |
|---|---|---|
| Intent | High — they're searching | Lower — they're scrolling |
| What you pay for | Clicks on keywords | Impressions/results from an audience |
| What wins | Relevance to the search, landing page | Creative (image/video) and offer |
| Best for | Needs-based services, B2B, urgent purchases | New products, visual products, local audiences |
| Scale | Limited by search volume | Large audiences available |
Most businesses should use both — in the right order
A common, sensible approach:
- Start with Google Search on your highest-intent keywords to capture ready buyers.
- Use Meta to reach new audiences and to retarget website visitors who didn't enquire.
- Compare on cost per qualified lead or sale, not cost per click. Clicks on Meta look cheap; clicks on Google look expensive. Only the final outcome is a fair comparison.
How to split a starting budget
There is no universal ratio, but a practical rule: put more budget where intent is highest for your product. A B2B software company might lean heavily on Google Search; a restaurant or clothing brand might lean on Meta. Start with a test budget on each, measure cost per qualified lead for a few weeks, then shift money toward the winner.
Before you start either
Set up tracking first — without it, you can't compare the two fairly. Our checklist on conversion tracking before you spend on ads covers exactly what to install.
Need help deciding? Our performance marketing team plans and runs both Meta and Google campaigns, and reports on what matters: qualified leads and sales.