- Google Ads = existing demand: the customer is looking for a solution right now.
- Facebook & Instagram = creating demand: you reach people who might need your product.
- Most businesses earn more when they combine the two, but in different proportions depending on the business.
The real difference between Google and Facebook
On Google, the customer is the one typing "website design" or "dentist near me". They have a clear intent right now, and your ad appears at exactly that moment. That makes lead quality high, but search volume is limited to the number of people actually searching.
On Facebook and Instagram, you go to the customer while they're browsing. They may not be thinking about your product at all, but if the ad is strong and well targeted, they'll stop and take interest. That gives you much wider reach, and it's ideal for new products and offers.
Which platform suits your business?
The split updates with every answer.
A suggested starting split — the real numbers after the first two weeks decide the final split.
A comparison on every criterion
Very high: the customer is looking for the solution right now.
Mixed: you reach people who might need you, even if they weren't searching.
Why is it usually best to combine both?
Customers rarely buy the first time they see you. They might see your ad on Instagram, search for your name on Google two days later, click a search ad and buy. If you're only on one platform, you'll lose part of that journey.
- Meta creates interest and introduces people to you.
- Google catches the customer when they search for you or for a solution to their problem.
- Retargeting on both platforms brings back people who visited without buying.
And what matters is measuring both by the same yardstick: real ROAS and ROI, not each platform's own numbers.
FAQ
My budget is small — which one should I start with?
If people are searching for your service on Google, start with search ads because they're closer to purchase. If your product is new and nobody searches for it, start with Meta.
Which one is cheaper?
The more accurate question: which one brings a profitable order at a lower cost? That varies by business, and we find out through a real test with real ROAS numbers.
Do you manage both platforms?
Yes, plus TikTok, Snapchat and LinkedIn, with a unified real-return report.
Every pound where it returns the most.
We test, measure real ROAS, and move the budget to the winning platform.