Every week a business owner asks us whether they should run Google Ads or Facebook and Instagram ads. The truth is that both platforms are highly effective — but for different reasons and in different situations.
The Fundamental Difference
Google Ads captures intent. When someone searches 'emergency plumber Sydney' or 'best accountant Melbourne,' they are actively looking for a solution. Your ad appears at exactly the right moment. Meta Ads (Facebook and Instagram) create demand. Your audience is not searching for anything — they are scrolling. Your job is to interrupt them with something relevant and compelling enough to make them consider you.
When Google Ads Wins
Google Ads works best when your service has clear search demand. Trades, professional services, healthcare, legal, financial advice — these are categories where people actively search. It is also the better platform for high-intent, higher-ticket purchases where buyers are doing their research. If people are already looking for what you offer, Google Ads puts you in front of them at the moment of decision.
When Meta Ads Wins
Meta Ads work best for visually driven products, impulse purchases, and building brand awareness with a specific demographic. E-commerce, hospitality, fashion, events, and consumer lifestyle brands tend to see excellent results. Meta's targeting capabilities — age, interests, income, behaviour, location — allow you to build an audience that does not yet know they want what you sell.
The Cost Question
Google Ads tend to have a higher cost-per-click because you are competing at the point of purchase intent. Meta Ads typically have lower CPCs but require more creative investment — strong images, video, and copy. Neither platform is 'cheaper' in a meaningful sense. The metric that matters is cost per acquisition, and that depends heavily on how well your ads and landing pages are built.
Our Recommendation
For most businesses with a defined service offering, start with Google Ads to capture existing demand. Once that is profitable and running efficiently, layer in Meta Ads to build awareness and retarget website visitors. Running both in tandem — with consistent creative and messaging — produces the best long-term results.