If you're spending money on online advertising, one of the biggest questions is: should you be using Google Ads or Meta Ads?
The answer isn't simply that one is better than the other.
Google Ads and Meta Ads reach potential customers at different stages of their buying journey. Understanding that difference can help you spend your advertising budget much more effectively.
Google Ads Capture Existing Demand
Think about the last time you needed something urgently.
Maybe your boiler stopped working and you searched “emergency plumber near me.”
Or perhaps your business needed new software and you searched “best CRM for small business.”
You're not casually browsing. You already know what you need and you're actively looking for a solution.
That's where Google Ads can be extremely powerful.
Your business can appear when someone searches for a product or service related to what you offer.
In simple terms:
The customer is already looking. Your job is to be there when they search.
This makes Google Ads particularly useful for businesses offering services or products with strong existing search demand.
Meta Ads Create Demand
Meta Ads work differently.
When someone is scrolling through Facebook or Instagram, they usually aren't actively searching for your business.
They're looking at posts, Reels, videos and updates.
Your advert interrupts that behaviour and introduces them to something they may not have been actively looking for.
That's why Meta Ads can be so effective for:
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Building brand awareness
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Introducing new products and services
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Visual products and brands
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Demonstrating an offer
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Educating potential customers
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Generating interest and enquiries
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Retargeting people who already know your business
Instead of waiting for somebody to search, you're putting your business in front of potential customers first.
Google Captures Demand. Meta Creates It.
This is probably the easiest way to understand the difference:
Meta Ads create demand. Google Ads capture demand.
Imagine somebody sees your business several times on Instagram.
They watch one of your videos.
A few days later, they see another advert.
Now they recognise your company.
When they're finally ready to buy, what might they do?
They Google you.
That's why looking at Google Ads and Meta Ads as competitors isn't always the best approach.
They can work together.
Should You Run Both?
For many businesses, the strongest advertising strategy can involve using both platforms.
Meta can introduce your business to new audiences, build familiarity and generate interest.
Google can then capture people when they're actively searching and closer to making a decision.
That creates a simple advertising journey:
META ADS → AWARENESS → INTEREST → GOOGLE SEARCH → ENQUIRY → CUSTOMER
Of course, every business is different.
If there's already huge search demand for what you offer, Google Ads may deserve more of your initial budget.
If you're selling something highly visual, launching a new offer or targeting an audience that isn't necessarily searching for you yet, Meta could be the better starting point.
Don't Just Choose a Platform — Choose a Strategy
One of the biggest mistakes businesses make with paid advertising is choosing a platform simply because everyone else seems to be using it.
Before spending money, ask:
Where is my customer when they're most likely to discover me — and where are they when they're ready to buy?
Your answer should determine where your advertising budget goes.
At Page Crowd, we help businesses build advertising strategies across Meta and Google designed around their actual customers, goals and budget.
Not sure whether you should be investing in Google Ads, Meta Ads or both?
Contact Page Crowd and we'll help you work out the right approach for your business.
