"Should I run Google Ads or Facebook Ads?" is the question I get asked most often. After managing over $500K in ad spend across Canada, the UK, the USA and Pakistan, my answer is always the same: it depends on where your customer is in the buying journey.
The Core Difference
- Google Ads captures existing demand. People are actively searching for what you sell, right now. High intent, higher cost per click.
- Meta Ads creates new demand. People aren't searching — you interrupt their scroll with something compelling. Lower cost per click, but colder audiences.
Neither is "better." They do different jobs.
When Google Ads Wins
Choose Google Ads first when:
- People already search for your product or service ("emergency plumber near me")
- The purchase is urgent or high-consideration
- You need leads this week, not this quarter
- Your average order value can absorb a higher cost per acquisition
When Meta Ads Wins
Choose Meta Ads first when:
- Your product is visual, new, or impulse-friendly
- Nobody is searching for it yet (new categories, D2C brands)
- You want cheap, scalable brand awareness and retargeting pools
- Your creative team can produce fresh angles consistently
The Strategy I Actually Use
For most businesses the real answer is both, in sequence:
Use Meta to fill the funnel with cheap awareness and engagement. Use Google Search and remarketing to capture people when the need becomes real.
A typical split I start with for a local service business is 70/30 in favour of Google, then rebalance monthly based on cost per qualified lead — not cost per click.
Metrics That Matter
Ignore vanity metrics. Track these instead:
- Cost per qualified lead (not cost per lead)
- Search impression share on your money keywords
- Blended CAC across both platforms
- New customer revenue, not just ROAS
Takeaway: Don't pick a platform — pick a job. Capture demand with Google, create it with Meta, and let the cost-per-qualified-lead data decide your split.
