Meta Ads vs Google Ads: Which Should You Run First?
By Saif Haroon, founder of SureSocial Last reviewed
Start with Google ads if people already search for what you sell, because you meet them at the moment of intent. Start with Meta ads if they do not, because Meta can put the product in front of likely buyers before they know to look. Most growing brands end up running both.
How do Meta ads and Google ads differ?
The core difference is intent. On Google the customer tells you what they want by searching; on Meta you reach them while they scroll, so the ad has to create the want.
| Point | Meta ads | Google ads |
|---|---|---|
| Where ads appear | Facebook, Instagram, Messenger and the Audience Network | Google Search, Shopping, YouTube, Display and Maps |
| What it does best | Creates demand among people not yet looking | Captures demand from people already searching |
| What decides results | Creative: the hook, the offer and how often it is refreshed | Keywords, the product feed, bids and the landing page |
| How targeting works | Broad audiences, guided by the pixel and the creative | Search terms, products and audiences |
| Fits best | New or visual products, impulse buys, offers that need explaining | Products people already search for by name or by need |
When should you start with Google ads?
When there is clear search demand for what you sell: people type the product, the problem or your brand into Google. Search and Shopping campaigns put you in front of buyers who are already deciding.
When should you start with Meta ads?
When few people search for the product, because it is new, visual or solves a problem people do not search for. Meta lets you show it to likely buyers, but you need a steady supply of new creative to keep results up.
When should you run both?
Once one channel is profitable on store revenue and you want to grow. Meta builds awareness and Google captures the searches that awareness can create, so measure both on store revenue to stop either one taking credit for the other's sale.
- Work out your break even ROAS first.
- Start on the channel that matches how your customers find you.
- Give it enough budget and time to learn before you judge it.
- Add the second channel once the first is profitable on store revenue.
What else do people ask?
Is Google ads or Meta ads cheaper?
Neither is cheaper in general. Cost per click and cost per sale depend on your market, offer and creative, so compare the channels on ROAS from store revenue, not on cost per click.
Do I need different creative for each?
Yes. Meta needs scroll stopping images and video, refreshed often. Google search needs tight ad copy and a landing page that matches the search.
Can a small budget run both?
It can, but splitting a small budget often leaves each channel too thin to learn. Start with one, prove it, then add the second.