Google advertising captures demand that already exists. Someone types what they need, and you appear at the moment of intent. Meta advertising creates demand by putting an offer in front of people who fit your customer profile but were not looking today. Both work — for different jobs.
Start With Google When Demand Exists
Urgent, searched-for services — plumbing, heating, legal help, repairs, emergency work — usually start with search. The enquiries arrive with a defined need, which means shorter sales cycles and clearer attribution.
- People already describe the problem you solve.
- Enquiries are closer to a buying decision.
- Results are easier to tie back to specific searches.
Start With Meta When You Need To Create Interest
Discretionary, visual or new offerings often perform better on Meta: renovation and design work, wellness services, retail, events, memberships and anything people do not routinely search for. Strong photography, video and a compelling offer matter far more here than keyword structure.
Budget Realistically Per Channel
Splitting a small budget across two platforms usually produces two campaigns with too little data to optimise. It is generally better to fund one channel properly, learn what converts, and then expand — rather than run both at a level that cannot teach you anything.
Where Running Both Makes Sense
Once search is producing steady enquiries, Meta becomes a strong companion: it keeps your business visible to people who visited the site without contacting you, and it builds recognition so future search results convert at a higher rate. The two channels compound when they are coordinated rather than bought separately.
Track The Same Outcome Across Both
Compare platforms on booked work and qualified enquiries, not clicks or reach. Use call tracking and form tracking so every channel reports against the same definition of a result. Without that, the platform with the cheapest clicks will always look like the winner.
Questions To Ask Before You Commit
- Who owns the ad account, data and creative if we part ways?
- What is management, and what is media spend?
- What will be reported, how often, and against which target?
- What happens in month one, and when should results be judged?
Choose the channel that matches how your customers actually buy, fund it properly, and measure both platforms against booked work.