Paid ads
Google Ads vs Meta Ads
Google Ads works when people already search for what you sell — the intent is there, and you pay a premium for it. Meta works when nobody is searching and your product is visual or impulse-friendly. If demand exists, start with Google search; if you're creating demand, start with Meta.
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Google Ads or Meta Ads — which should you use?
Google Ads works when people already search for what you sell — the intent is there, and you pay a premium for it. Meta works when nobody is searching and your product is visual or impulse-friendly. If demand exists, start with Google search; if you're creating demand, start with Meta. Google Ads starts at No minimum, but a meaningful search test needs a four-figure budget in most categories (free tier: Free to set up; you pay per click or per conversion.); Meta Ads starts at You can learn something from a few hundred pounds if the creative is good (free tier: Free to set up; you pay per impression or action.). Prices are list prices and change, so check the vendor pages before buying.
Last updated 3 August 2026
This isn't a tools comparison so much as a channel one, but it's the decision that eats most first ad budgets. The mistake is running both badly at the same time and learning nothing from either.
Test budgets differ. On Google search you need enough clicks to see conversions — in competitive B2B, clicks can run well over £10 each, so a real test is four figures. On Meta, reach is cheap but you need three to five creative variants before the data means anything.
Side by side
Google Ads and Meta Ads in short.
Google Ads
Search, Shopping, YouTube and Display advertising across Google's network.
- Free
- Free to set up; you pay per click or per conversion.
- Paid from
- No minimum, but a meaningful search test needs a four-figure budget in most categories
Good at
- Search captures existing intent — the highest-converting traffic you can buy
- Shopping campaigns are the default for ecommerce product discovery
- Conversion data feeds smart bidding, which improves with volume
Weak at
- Cost per click in competitive categories can be brutal
- Performance Max hides placement data, which makes diagnosis hard
Meta Ads
Facebook and Instagram advertising driven by interests, behaviours and lookalikes.
- Free
- Free to set up; you pay per impression or action.
- Paid from
- You can learn something from a few hundred pounds if the creative is good
Good at
- Cheap reach compared with search, so testing messaging is affordable
- Creative is the lever — a good video can outperform targeting sophistication
- Excellent for visual, impulse and consumer products
Weak at
- Interrupts people who weren't looking, so conversion rates are lower
- Attribution has been noisier since iOS tracking changes in 2021
The differences
Where they actually diverge.
| Feature | Google Ads | Meta Ads |
|---|---|---|
| Buyer intent | High — they searched | Low — you interrupted |
| Cost per click | Higher | Lower |
| Creative demand | Moderate — text and feeds | High — needs constant new video |
| Best for | Existing demand, B2B, high-value services | New demand, consumer, visual products |
| Attribution clarity | Better | Noisier post-iOS 14.5 |
Pick one
Which one fits you.
Choose Google Ads if
- People search for your category by name
- One customer is worth hundreds or thousands
- You have a landing page that answers a specific query
Choose Meta Ads if
- Nobody knows your category exists yet
- The product looks good on video
- You can produce new creative every fortnight
When neither is the answer
Paid ads amplify a funnel that already converts. If your landing page converts under 1% from organic traffic, fix that first — ads will just make the leak more expensive.
Questions
Common questions.
How do I know if there's search demand?
Google Keyword Planner is free with an ads account and shows monthly search volume for your terms. If your category has under a few hundred monthly searches nationally, search ads won't move your numbers.
Can I run both?
Once each is working, yes — many businesses use Meta for reach and Google to catch the resulting branded searches. Just don't start both in the same month with one budget, or you'll be unable to tell which worked.
Prices are list prices published by each vendor and change often — check the linked pricing pages before you buy. We take no affiliate commission and nobody pays to appear here.
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