Advertising on Meta
Google Ads vs. Meta Ads: Which Fits Your Business?
Google Ads vs. Meta Ads: an honest comparison of search intent, cost per click and creatives, with advice per business type and a starter budget.
Written by Genly's AI team, reviewed by Marlon Bonink
· 4 min read
You want to advertise online and face the first choice: Google, or Facebook and Instagram? Everyone has an opinion. The agency owner swears by Google, your brother-in-law by Instagram. The honest answer depends on one question: are your customers already searching for what you sell, or do they still need to discover they want it?
Short answer: Choose Google Ads when people already search for what you offer, like a plumber, a lawyer or a specific product. Choose Meta Ads (Facebook and Instagram) to create demand for something people do not search for yet, like a new product or a service you need to show. Many businesses start with one channel and add the second once the first is profitable.
The difference in one sentence
Google captures existing demand: someone types "boiler leaking" and you show up first. Meta creates new demand: someone scrolls Instagram, sees your product and thinks "I want that". Both work, in different situations.
Google Ads vs. Meta Ads compared
| Google Ads (search) | Meta Ads (Facebook and Instagram) | |
|---|---|---|
| When people see the ad | When they search | While scrolling |
| Intent | High: people are already looking | Lower: people discover you |
| Cost per click (typical) | Often $0.50 to $5, more in pricey industries | Often $0.20 to $1.50 |
| What drives success | Keywords, bids, landing page | The ad itself: visual, video, hook |
| Creatives needed | Mostly text | Images and videos, constantly refreshed |
| Learning curve | Keywords and bidding | Making and testing creatives |
| Strong for | Urgent services, specific products | New products, visual products, local offers |
Cost per click varies hugely by industry. A click on "divorce lawyer" costs far more than one on "flower delivery". On Meta, clicks are often cheaper, but the visitor is earlier in the decision.
By business type
| Business | Start with | Why |
|---|---|---|
| Plumber, locksmith, HVAC | Google Ads | People search the moment something breaks |
| Online store with an eye-catching product | Meta Ads | The product needs to be seen; video sells |
| Online store with products people search for | Google Shopping, then Meta | Buyers with intent first |
| Salon, barber, restaurant | Meta Ads (local) | Visuals and an offer in your area work well |
| Coach or trainer | Meta Ads | Build recognition and trust with video |
| B2B service | Google Ads, possibly LinkedIn | Businesses search for specific solutions |
| Solar and heat pumps | Meta lead ads plus Google | Meta creates demand, Google catches searchers |
Combining both: a starter budget split
With a small budget, doing one channel well beats doing two halfway. A practical approach:
- Months 1 to 2: start with the channel that fits your business (see the table). Learn what a customer costs.
- Month 3: if it works, add the second channel with 20 to 30 percent of your budget.
- After that: shift budget to wherever cost per customer is lowest.
On Meta, most results come from the ad itself. Testing new visuals and videos every few weeks keeps costs down, and that is where most business owners get stuck, because new creatives take time. AI makes them in minutes; see how to make ads with AI.
When does outsourcing make sense?
Google Ads revolves around keywords, bidding and negatives; Meta around creatives and testing. If you have no time to learn either, you can outsource. What that costs and what to look for is covered in outsourcing Facebook ads. Want us to run it for you, creatives included? See Genly Agency.
Frequently asked questions
What is the minimum budget for Google Ads and Meta Ads?
On Meta you can start with $5 to $10 a day. On Google it depends on your cost per click: at $3 per click, 10 clicks a day already costs $30. For a fair test, budget at least a few hundred dollars a month for either.
Which should I do first, Google or Meta?
Start where your customers are at the moment of need. If they search actively, start with Google. If they need to discover you, start with Meta.
Can I advertise without a website?
On Meta, yes: a lead form or a WhatsApp button sends inquiries straight to you. On Google you practically need a website or landing page, except for call-only ads.
Do Google and Meta both use AI?
Yes. Both platforms use AI to show your ads to the right people. The difference is what you supply: mostly text for Google, images and video for Meta. You can create those with a tool like Genly; see our plans.
Editor
Marlon Bonink
Co-founder of Genly
This article was written by Genly's AI team and reviewed by Marlon before it went live. How we work with AI: AI transparency.
