Google Ads vs Meta Ads: When Should a Business Use Each?

A simple framework for understanding search intent, social discovery, targeting and lead generation.

Different discovery moments

Google Ads can reach people actively searching for a product or service. Meta Ads can reach people based on audience and interest signals while they browse social platforms.

Start with the business goal

Lead generation, sales, awareness and remarketing can require different campaign structures. Tracking the enquiry or purchase after the click is important when evaluating performance.

Use the right landing experience

The ad is only one part of the system. The landing page, offer, form, WhatsApp flow and follow-up process all affect what happens after a visitor arrives.