One of the most common questions we hear from business owners starting out with paid advertising: "Should I run Google Ads or Facebook Ads?" The answer isn't as simple as picking one β but there is a right answer for your specific situation.
In this guide we'll break down exactly how each platform works, what they cost, who each is best for, and how to decide where to put your budget in 2025.
The Fundamental Difference
This is the single most important thing to understand before spending a dollar on either platform:
Google Ads captures existing demand. Someone searches for "emergency plumber near me" β they already want what you offer. Your ad appears at the exact moment of intent.
Meta Ads creates demand. Someone is scrolling their Facebook feed when your ad interrupts them. They weren't looking for you β you have to stop them, capture their interest, and build enough desire for them to act.
Neither approach is better in absolute terms. The right one depends entirely on whether your customers are actively searching for your product or service β or whether you need to reach them before they know they need you.
Google Ads: When It Wins
High-Intent Services & Products
If people are actively searching for what you sell, Google Search Ads are almost always the highest-converting advertising channel available. Plumbers, lawyers, dentists, accountants, web developers, electricians β when someone types "immigration lawyer Montreal" into Google, they are ready to hire. Capturing that intent is enormously valuable.
Local Service Businesses
Google's local search ads and Local Services Ads (LSA) are purpose-built for businesses that serve specific geographic areas. Combined with a strong Google Business Profile, Google Ads can dominate local search results.
E-commerce With Specific Products
Google Shopping ads β which show product images, prices, and your store name directly in search results β consistently deliver strong ROAS for e-commerce businesses selling products people search for by name or category.
- βBest for: high purchase intent, local services, e-commerce, B2B with clear search terms
- βAverage CPC (Cost Per Click): $1β$10 for most industries; $5β$50+ for competitive niches like legal and finance
- βAverage conversion rate: 3β8% for well-optimised campaigns
- βTime to results: leads can come in on day 1 of launch
Meta Ads: When It Wins
Brand Awareness & Top-of-Funnel Reach
Meta's platform reaches over 3 billion people monthly across Facebook, Instagram, and Messenger. If your goal is to build brand recognition, grow your audience, or reach people who don't yet know your business exists, Meta's scale and targeting depth is unmatched.
Visual Products & E-commerce
Instagram and Facebook are visual platforms. If your product photographs beautifully β fashion, food, home dΓ©cor, beauty, fitness β Meta Ads with strong creative can generate enormous demand. This is where DTC (direct-to-consumer) brands are built.
Lookalike Audiences & Retargeting
Meta's targeting capabilities are exceptional for reaching people who look like your best customers. Upload your customer list and Meta builds a lookalike audience of millions of people with similar demographics and behaviours. Combined with retargeting visitors who've already been to your website, Meta can deliver serious volume at efficient CPAs.
- βBest for: brand building, visual products, DTC e-commerce, retargeting, B2C with broad audiences
- βAverage CPM (Cost Per 1,000 Impressions): $8β$25 depending on audience and placement
- βAverage conversion rate: 1β4% for cold audiences; higher for retargeting
- βTime to results: 2β4 weeks to gather data and optimise effectively
Head-to-Head Comparison
| Factor | Google Ads | Meta Ads |
|---|---|---|
| User intent | High (actively searching) | LowβMedium (passive browsing) |
| Audience targeting | Keyword + demographic | Interest, behaviour, lookalike |
| Best ad format | Text, Shopping | Image, Video, Carousel |
| Speed to results | Fast (day 1) | Slower (2β4 weeks) |
| Minimum budget | $500/month recommended | $500/month recommended |
| Best for B2B? | Yes | Partially (LinkedIn better) |
| Best for local? | Yes | Partially |
| Creative requirements | Low (text-based) | High (strong visuals needed) |
Which Should You Choose?
Choose Google Ads if...
- βYou offer a service or product people actively search for
- βYou're a local service business (plumber, dentist, lawyer, agency)
- βYou want leads fast and your customer lifetime value justifies a higher CPC
- βYou sell products on Google Shopping
Choose Meta Ads if...
- βYou have a visually compelling product or brand
- βYou want to build brand awareness at scale
- βYour customer isn't searching for your solution yet (you need to create demand)
- βYou want to retarget website visitors or run lookalike campaigns from your existing customer list
Use Both if...
The most powerful paid advertising strategies use both platforms in a coordinated funnel. Meta Ads build awareness and generate initial interest at the top of the funnel. Google Ads capture the intent when that same person later searches for your solution. Together, they cover the full customer journey β and the data each platform generates makes the other more effective.
What About Budget?
For either platform, we recommend a minimum of $500β$1,000/month in ad spend to gather enough data to optimise effectively. Campaigns running on less tend to be starved of the conversion data needed to improve.
Management fees (whether you hire an agency or do it yourself, accounting for your time) add to this. Our Google Ads and Meta Ads management services start at $699/month each β and most clients see a positive return within the first 30β60 days of a properly structured campaign.
Start with Google Ads if you have clear search intent around your service. It delivers faster results and is easier to attribute ROI. Add Meta Ads once Google is profitable β using it for retargeting first, then expanding to cold audiences as you gather data.
Not Sure Where to Start With Paid Ads?
Book a free strategy call and we'll audit your current setup (or lack of one) and recommend the right platform mix for your specific business and budget.