Google Ads vs Meta Ads: which suits your business?

The difference is simple. Google reaches people already looking for what you sell. Meta puts you in front of people who weren't looking but might be interested. Neither is better, they suit different jobs and different products.

Google suits urgent, searched-for services

Burst pipe, locksmith, emergency electrician, mobile imaging for a facility that needs it this week. Nobody browses their way into these. Intent is already there, you're just competing for the click.

Meta suits discovery and visual products

Things people didn't know existed, or didn't know they wanted: a custom-cut mattress for their caravan, a renovation service they'd been putting off, a new local business opening. If a photo does the selling, Meta usually earns its money.

Cost and patience differ

Google clicks cost more but arrive warmer. Meta reach is cheaper but needs more touches before someone acts, and the creative wears out, expect to refresh images and copy every few weeks.

A reasonable way to choose

• +Would someone type this into Google at the moment they need it? Start with Google.
• +Does it look good in a photo, and is it a considered purchase? Start with Meta.
• +Selling to other businesses or organisations? Usually Google, plus LinkedIn.
• +Local and time-sensitive? Google for capture, Meta for awareness.

Running both

It works well once each is pulling its weight, but split them properly: Google to catch demand, Meta to create it. Running both badly at once is how a small budget disappears with nothing to show.