If you only have enough budget to start properly on one platform, this is one of the most important decisions you will make. The easiest way to think about it is this: Google Ads captures demand, while Facebook and Instagram create demand.
When Google Ads wins
Google tends to work best when people are already searching for the solution. If someone types a high-intent search, the need already exists and you are competing to be the trusted answer.
- Your buyers actively search for what you sell
- There is urgency or strong commercial intent
- You can send them to a tightly matched landing page
When Facebook and Instagram win
Meta usually works better when your product or service needs to be introduced visually, emotionally or through offer-led interruption.
- Your offer is visual or impulse-friendly
- Your audience needs to be shown the idea first
- You have creative strong enough to stop the scroll
The simplest rule of thumb
If your customer goes looking for the solution, start with Google. If they need to be shown the solution, start with Meta.
The mistake that wastes both
The campaign is only half the job. Good ads sent to a weak website still lose money. That is why paid media and the landing experience need to work together.
For more on that, have a look at our PPC services and website and ads article.