Google Ads vs Meta Ads — Which Should Your Business Use?
Core difference
Google Ads captures intent (people searching), while Meta Ads create demand (interest/exposure). Both have roles: Google for immediate conversion intent, Meta for discovery and retargeting.
When to use which
- Local service with immediate demand: Google Search + Maps.
- Brand building / visual products: Meta (Instagram) + short video.
- Ecommerce with ROAS goals: combine both — Google Shopping + Meta prospecting + retargeting.
- B2B lead gen: Google Search for intent + LinkedIn/Meta for awareness.
Sample budget split (starter)
Awareness phase: 60% Meta / 40% Google (broad brand goals)
Performance phase: 40% Meta / 60% Google (intent capture & conversions)
Measurement & attribution
Use multi-touch attribution, UTM tagging, and server-side tracking to understand cross-channel contribution.
Confused which channel to pick? Get a free channel audit from Growtara Media.