Google Ads vs Meta Ads: Which Platform Should You Start With

The answer depends on how people buy what you sell. Both platforms work. But one will work better for your specific business.

When to Start with Google Ads

Google Ads captures demand that already exists. Someone searches for "plumber near me" or "best CRM software" and your ad shows up. They're actively looking for a solution.

Google Ads works best for:

• Local service businesses (plumbers, lawyers, dentists)
• B2B products and services
• High-consideration purchases
• Products people search for by name or category
• Businesses with proven demand

The advantage is intent. These people are ready to buy. The disadvantage is competition. Popular keywords get expensive.

When to Start with Meta Ads

Meta Ads (Facebook and Instagram) creates demand. People aren't searching for your product. They're scrolling their feed and your ad interrupts them with something interesting.

Meta Ads works best for:

• Ecommerce and DTC brands
• Visually appealing products
• Impulse purchases
• New products people don't know to search for
• Brands building awareness

The advantage is scale. You can reach millions of people in your target demographic. The disadvantage is you're interrupting them, so your creative has to work harder.

The Decision Framework

Ask yourself these questions:

Do people search for what you sell?

If yes, Google Ads is likely your starting point. If no, Meta Ads.

Is your product visual?

If yes, Meta Ads will showcase it well. If no, Google might be easier.

What's your average order value?

Higher AOV products can afford Google's higher CPCs. Lower AOV products need Meta's scale.

Do you have video or image assets?

Meta requires strong creative. Google can work with text ads.

Budget Considerations

Both platforms require at least $1,800 per month in ad spend to gather enough data for optimization. Less than that and you're just guessing.

Google Ads typically has higher cost per click but higher intent. Meta Ads has lower CPCs but requires more volume to find buyers.

For most businesses, the management fee is similar regardless of platform. The difference is in how the ad spend performs.

The Hybrid Approach

Eventually, most successful businesses use both. Here's how they work together:

Meta Ads drives awareness and first touch. People see your brand, visit your site, maybe add to cart but don't buy.

Google Ads captures the search. They remember your brand name, search for it, and your branded search ad brings them back.

Retargeting on both platforms closes the loop. You stay in front of people who showed interest until they convert.

Which to Start With

If you had to pick one:

Start with Google if you're a local business, B2B company, or sell something people actively search for.

Start with Meta if you're an ecommerce brand, have a visually compelling product, or need to build awareness for something new.

Once you're profitable on one platform, expand to the other. Don't try to do both at once with a limited budget. Master one, then scale.

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