"Should I advertise on Google or Facebook?" It's one of the most common questions we hear from businesses starting with paid advertising. The honest answer is: it depends. This guide helps you understand when each platform excels and how to make the right choice for your business.
The Fundamental Difference
The core distinction is simple but profound:
Google Ads captures existing demand. People are actively searching for solutions. You appear when they're looking.
Meta Ads (Facebook and Instagram) creates demand. People aren't searching—they're scrolling. You interrupt them with relevant messages.
This fundamental difference shapes everything about how each platform works.
Think of Google as a library where people come looking for specific answers. Meta is more like a coffee shop where you can start conversations with people who might be interested.
Google Ads: Capturing Intent
When Google Ads Excels
High-intent products and services: When people know what they want and search for it. "Emergency plumber London" or "accountant for small business" signals clear purchase intent.
Problem-aware audiences: People searching for solutions to specific problems. "How to fix leaking tap" might not be ready to buy, but they have a clear issue.
Local services: People searching "near me" or including location terms have immediate needs.
B2B services: Business buyers often research solutions via search before making contact.
Google Ads Advantages
- Intent-based targeting: Reach people actively looking for what you offer
- Measurable ROI: Clear path from click to conversion
- Immediate results: Ads can appear within hours of setup
- Precise targeting: Geographic, demographic, and keyword-based control
Google Ads Challenges
- Competitive keywords are expensive: Popular terms can cost £10-50+ per click
- Limited creative options: Primarily text-based (though Display and YouTube expand this)
- Click fraud: Though Google works to prevent it, some wasted spend is inevitable
- Requires ongoing management: Keywords, bids, and ads need regular optimisation
Meta Ads: Creating Demand
When Meta Ads Excels
Visual products: Fashion, home décor, food—anything that sells through images.
Impulse purchases: Products people don't search for but buy when they see them.
Brand building: Reaching people who don't know you exist yet.
Remarketing: Bringing back website visitors who didn't convert.
New category products: Innovative products people don't know to search for.
Meta's audience targeting is remarkably sophisticated. You can target by interests, behaviours, life events, job titles, and lookalike audiences based on your existing customers.
Meta Ads Advantages
- Visual storytelling: Images and videos showcase products beautifully
- Detailed targeting: Interest, behaviour, and demographic options are unmatched
- Lower cost per impression: Generally cheaper to reach large audiences
- Lookalike audiences: Find new customers similar to your best existing ones
- Retargeting power: Keep your brand in front of interested prospects
Meta Ads Challenges
- Lower intent: People aren't actively looking—you're interrupting
- Creative demands: Requires compelling visual content that's regularly refreshed
- Privacy changes: iOS updates have impacted tracking accuracy
- Platform dependency: Algorithm changes can affect performance suddenly
Comparing Costs
Google Ads Typical Costs (UK)
| Industry | Average CPC |
|---|---|
| Legal | £3-10 |
| Finance | £2-8 |
| Home Services | £1-5 |
| B2B Services | £2-7 |
| E-commerce | £0.50-2 |
Meta Ads Typical Costs (UK)
| Metric | Typical Range |
|---|---|
| CPM (cost per 1000 impressions) | £5-15 |
| CPC (cost per click) | £0.30-1.50 |
| Cost per lead | £5-30 |
These vary enormously by industry, targeting, and creative quality.
Don't choose a platform purely based on cost per click. A £5 click that converts at 10% beats a £0.50 click that converts at 0.5%.
Which Platform for Your Business?
Choose Google Ads If:
- People search for what you sell: If there's meaningful search volume for your products or services, capture that intent
- You offer emergency or urgent services: Plumbers, locksmiths, emergency repairs
- You're in B2B with long sales cycles: Buyers research extensively via search
- You have limited creative resources: Text ads are simpler to produce
- You need leads quickly: Search ads can deliver immediate results
Choose Meta Ads If:
- Your product is visually compelling: Fashion, food, home products
- You're building brand awareness: Reaching people who don't know you yet
- Your audience is well-defined: Specific demographics, interests, or behaviours
- You have strong creative capabilities: Ability to produce engaging visual content
- Your product is an impulse purchase: Things people buy when they see them
Use Both If:
Most businesses benefit from using both platforms strategically. A common approach:
- Google Ads for bottom-funnel capture: Catch people actively searching
- Meta Ads for top-funnel awareness: Build audience and interest
- Retargeting on Meta: Re-engage website visitors who didn't convert
Budget Allocation Strategies
Starting Out (£1,000-3,000/month)
Focus on one platform initially. Choose based on the criteria above. Master that before expanding.
Growing (£3,000-10,000/month)
Split between platforms based on performance data:
- Start with 60/40 split favouring the platform with better early results
- Test and adjust monthly based on cost per acquisition
- Use each platform for what it does best
Scaling (£10,000+/month)
Full-funnel approach:
- Meta for awareness and interest
- Google Search for high-intent capture
- Retargeting across both platforms
- YouTube for video engagement
- Google Display for extended reach
Measuring Success
Track platform-appropriate metrics:
Google Ads KPIs
- Conversion rate: Percentage of clicks that convert
- Cost per conversion: Total spend divided by conversions
- Search impression share: How often you appear vs. competitors
- Quality Score: Google's rating of ad relevance
Meta Ads KPIs
- Cost per result: Whatever your campaign objective is
- Frequency: How often people see your ads (watch for fatigue)
- ROAS: Return on ad spend for e-commerce
- Relevance score: Meta's quality indicator
Common Mistakes to Avoid
Google Ads Mistakes
- Broad match keywords without negatives: Wastes budget on irrelevant searches
- Ignoring Quality Score: Low scores mean higher costs
- Set-and-forget mentality: Requires ongoing optimisation
- Poor landing pages: Great ads to weak pages waste money
Meta Ads Mistakes
- Targeting too narrow initially: Limits the algorithm's learning
- Creative fatigue: Using the same ads too long
- Ignoring placement performance: Not all placements work equally
- Poor attribution understanding: Post-iOS14 tracking limitations
Getting Started
If you're new to paid advertising:
- Start with clear goals: What does success look like?
- Pick one platform: Based on the criteria above
- Start small: Test with a modest budget before scaling
- Track everything: Set up conversion tracking properly
- Give it time: Allow 2-4 weeks before judging performance
- Iterate: Improve based on data, not assumptions
Need help navigating paid advertising? Our paid advertising services take the guesswork out of Google and Meta campaigns. Get in touch to discuss your advertising goals.