If you have a budget for ads and you are looking at Google Ads and Meta Ads, which includes Facebook and Instagram and you cannot decide which one to choose you are not the one. I get asked this question a lot and to be honest my answer is usually “it depends” which is not what people want to hear.. Let me explain how I think about it.
Google Ads and Meta Ads solve problems.
The simplest way to think about it is that Google Ads helps you reach people who are already looking for something. Meta Ads on the hand helps you reach people who were not looking for something but might be interested when they see it.
For example if someone searches for “emergency plumber near me” on Google they need help away. That is what Google Ads is for.
Meta Ads works in a way. People are not scrolling through Instagram thinking “I need a plumber”.. If you have a business that sells cute home decor or a coffee subscription box or anything that people might buy on impulse Meta Ads can help you reach the right people at the right time.
So which one is right for your business?
You should consider Google Ads if people are actively searching for what you offer, like “divorce lawyer” or “web designer”. You should also consider Google Ads if you have a service business where people need help away.
You should consider Meta Ads if you have a product that people can see and buy on impulse, like fashion or food. You should also consider Meta Ads if you want to build awareness for your brand not just make sales.
The truth that nobody likes to hear is that for small businesses the answer is both but not at the same time.
If you do not have a lot of money to spend I usually suggest starting with the platform that matches how your customers think. If you have a service business you should start with Google. If you have a product-based business you should start with Meta.
Once you have one platform working and making money you can add the platform.
One mistake that people make is thinking that Meta Ads and Instagram promotion buttons are the thing. They are not. Boosting a post from your phone is not the same as running a Meta Ads campaign with targeting and tracking.
My opinion is that there is no one platform that’s better than the other. The best platform depends on what you sell and who you are selling to. Businesses that waste money on ads are usually the ones that choose a platform because it is popular not because it matches how their customers behave.
If you are not sure which platform is right, for your business that is what I would help you figure out before we spend any money on ads.