“Should we run Facebook ads or Google ads?” is one of the first questions business owners ask us. The honest answer is: it depends on whether your customers are already searching for what you sell.
Meta Ads: discovery and demand creation
Meta Ads run across Instagram, Facebook, Messenger and the Audience Network. People aren’t looking for you — they’re scrolling. Your ad interrupts them, so it has to earn attention.
Meta works best when:
- your product is visual — resorts, interiors, real estate, food, fashion, salons;
- people don’t know they want it until they see it;
- you can target by location, interests, behaviour and lookalikes of past buyers;
- you have strong creatives — reels, carousels, walkthroughs.
Google Ads: intent and demand capture
Google Search ads appear when someone types exactly what they need: “interior designers in Bangalore”, “eye hospital near me”, “resorts near Bangalore for weekend”. They are already in buying mode.
Google works best when:
- people actively search for your service, especially urgent or high-value ones;
- you’re a local business competing for “near me” searches;
- you want leads with higher intent, even if each click costs more.
Google also includes Display, YouTube, Shopping and Performance Max, which blend discovery and intent.
A simple way to decide
| Question | Lean Meta | Lean Google |
|---|---|---|
| Do people search for your service? | Rarely | Often |
| Is your product highly visual? | Yes | Less important |
| Is the need urgent? | No | Yes |
| Do you have strong video/photo content? | Yes | Not essential |
Why the best answer is often “both”
Many of our clients use Meta to create awareness and interest, and Google to capture people when they later search the brand or category. Retargeting on both platforms then reminds warm visitors to come back and enquire.
If budget is tight, start with the platform that matches your customer’s behaviour today, prove it works, then add the second.