This comes down to one real question: does your customer already know they need what you sell, or do they need to be shown it exists?
Google Ads suits active search intent
If people are actively typing “emergency locksmith Coventry” into Google, that’s active intent — they already know they have a problem and are looking for a solution right now. Google Ads captures that moment.
Meta Ads suits visual discovery
If your product or service is something people don’t actively search for but would want once they see it — a nice garden design, a stylish product, a home renovation — Meta’s feed-based, visual format tends to perform better.
Budget efficiency differs too
Google Ads often costs more per click in competitive industries, because you’re bidding against everyone actively searching that exact term. Meta Ads can be cheaper per impression, but conversion rates can be lower since intent is softer.
Most established businesses eventually use both
Google Ads for capturing existing demand, Meta Ads for building awareness and staying visible to people who aren’t actively searching yet but will be soon.
FAQs
Which is cheaper to start with?
Meta Ads often has a lower entry cost, but Google Ads frequently delivers higher-intent leads per pound spent for service businesses.
Can I run both at the same time?
Yes, and for many businesses it’s the right long-term approach — see our full Google & Meta Ads service.
Which should a brand-new business start with?
Usually whichever matches how customers currently find businesses like yours — if in doubt, start with the one where competitors are clearly already active.
Not sure which is right for you? Message us on WhatsApp or via our enquiry page and we’ll talk it through honestly.