It is the question we hear most from businesses ready to advertise: should we start with Meta (Facebook and Instagram) or with Google? The honest answer is “it depends”, but on things you can work out in ten minutes.

Google captures demand that already exists

People on Google are searching for something right now, such as “solar installation near me” or “airport transfer Manchester”. If customers already search for what you sell, Google Search ads put you in front of them at the moment of intent. Leads are often warmer and quicker to convert.

Meta creates demand

On Instagram and Facebook, people are not searching; they are scrolling. Meta is excellent at showing the right product to the right audience before they knew they wanted it. It suits visual products, impulse purchases, new brands and offers that need a story.

A quick way to decide

• Is there search volume for your service? Start with Google Search.
• Is your product visual, new or an easy impulse buy? Start with Meta.
• Is your budget small? Pick one platform and do it properly rather than splitting thin.

Whatever you choose, set up tracking first

Install the Meta Pixel with the Conversions API and Google Analytics 4 with conversion events before you launch. Without tracking, you are optimising for clicks instead of customers.

Test, then scale

Run several creatives or ad groups, give them enough budget to learn, then move money to the winners. Review results weekly and judge success on cost per lead or sale, not on likes or impressions.

Not sure which fits your business? Book a free call and we will tell you honestly where we would put your first budget.