Key points
- Google search ads reach people who are already looking. Meta (Facebook and Instagram) ads reach people while they browse.
- Services people search for in a hurry usually start with Google. Visual, offer-led or awareness-led businesses often start with Meta.
- Set up tracking and a clear landing page first. Ad spend goes to the platform on top of any management fee.
Both Google and Meta can bring in enquiries, but they work in different ways. Choosing well, and setting things up properly, matters more than the platform itself.
The key difference: searching vs browsing
- Google search ads appear when someone types what they want, such as “emergency plumber near me”. The person is already looking, so the intent is high.
- Meta ads (Facebook and Instagram) appear while people scroll. They are good at introducing your business to people who were not looking yet, using location and interests.
When Google tends to fit best
- People search for what you do, especially when it is urgent: trades, repairs, clinics, locksmiths.
- You want enquiries from people ready to act.
- You can describe the service clearly in a few words.
When Meta tends to fit best
- Your offer is visual or easy to understand at a glance: salons, restaurants, events, products, classes.
- You want to build awareness in your local area or among creators and fans.
- You have strong photos or short videos to show.
Can you use both?
Yes. A common approach is to start with the channel that matches how customers look for you, make sure tracking works, then add the other once you know what a lead costs. Do not split a small budget too thinly across both at the start.
Set these up before you spend
- A clear goal. Calls, form enquiries or bookings. Pick one to start with.
- Tracking. You should be able to see which ads lead to calls and enquiries, not just clicks.
- A fast, clear landing page. Send people to a page built for the offer, not just your home page. See our website service.
- A way to answer quickly. Enquiries cool fast. A reply routine, or a chatbot for out-of-hours questions, helps.
- A budget you are comfortable testing with. Ad spend is paid directly to the platform, separate from any management fee.
Beginner mistakes to avoid
- Running ads with no tracking, so you cannot tell what works.
- Sending every click to the home page.
- Targeting so broadly that spend is wasted, or so narrowly that the ads barely run.
- Changing everything every few days, so nothing gets a fair test.
- Giving up too soon, or expecting a guaranteed result. Platforms and audiences change, so test and improve steadily.
Not sure which to start with?
Tell us about your business and we'll recommend a starting channel and budget in your free growth plan. See our ad packages.