"Should we advertise on Facebook or Google?" is one of the most common questions small business owners ask. The right answer depends on whether you're selling a want or a need.
Google Ads shows your ad to people actively searching for your product or service — the demand already exists, you just need to be the first to answer. This works well for services people consciously search for (e.g. "plumber in [city]").
Facebook and Instagram ads work on interests and behavior, not active search. This fits products and services people don't consciously search for, but would buy if they saw the right offer at the right moment — fashion, courses, lifestyle services.
The strongest strategy combines both: Meta Ads builds awareness and first contact, Google Ads catches people who are already deciding and actively searching. Run in isolation without coordination, both channels tend to underperform.
Start with the channel that matches your business logic — if customers actively search for your service, start with Google Ads. If you're selling something that needs introducing first, start with Meta. As the budget grows, add the second channel.
Want to apply this to your own business?