It's one of the questions we get asked most when starting an advertising strategy: "Should we start with Google or Instagram/Facebook?". There's no single answer, but there is a clear way to decide based on your business.
The underlying difference: intent vs. discovery
Google Ads captures demand that already exists: someone types "urgent lift repair" because they already have the problem. Meta Ads (Instagram and Facebook) creates demand: it shows your brand to someone who wasn't looking for you, but who fits your audience.
When to prioritise Google Ads
- Your service is actively searched for (repairs, lawyers, emergencies, car rental)
- You want short-term lead generation results
- You have a mid-to-high ticket that justifies the cost per click
When to prioritise Meta Ads
- Your product is visual and benefits from photos or video (fashion, home decor, food)
- You want to build brand and community, not just sell right away
- Your audience doesn't yet know they need what you offer
The combination that works best
In most of the projects we manage, the winning strategy isn't picking a single platform, but combining them: Meta Ads to generate interest and brand visibility, and Google Ads to capture people who are already decided to buy or hire. The order depends on your budget and how many people already know your brand.
If you're not sure where to start, the first step is analysing your business, your margin and your sales cycle. From there, we build a media plan that makes sense for you, not a generic template.