It's the question we hear on almost every first call. The honest answer is 'it depends' — but it depends on a few specific things you can check in an afternoon.
The core difference
Google Ads captures existing demand. Someone types a problem into a search bar and you appear with the solution. Meta ads create demand. You interrupt someone scrolling and give them a reason to want something they weren't looking for.
Start with Google if…
People already search for what you sell (check Google's Keyword Planner — a few hundred searches a month in your area is plenty).
Your customers have an urgent need: repairs, legal help, healthcare, B2B software with a clear category.
Your average sale is high enough to absorb click costs of $5–$50.
Start with Meta if…
Your product is visual, novel or impulse-friendly — fashion, beauty, home goods, experiences.
Few people search for your solution because they don't know it exists yet.
You can produce a steady stream of creative: photos, short videos, customer stories.
Why not both?
Eventually, yes. The two channels reinforce each other: Meta builds awareness, Google catches people when they're ready. But splitting a small budget across both usually means neither gets enough data to optimise. Pick one, make it profitable, then expand.
Whichever you choose, do this first
Set up conversion tracking and test it with a real submission.
Send traffic to a focused landing page, not your home page.
Decide your target cost per lead or sale before launch, so you know what 'working' means.
Not sure which channel fits your business? Book a free audit and we'll model both for you.
