Quick comparison
Google Ads. Intent: search intent ('people searching NOW') | CPM: high | Conversion rate: high (2–8% search) | Minimum budget: €1,000/mo | Strongest for: direct revenue, local services, B2B requests.
Meta Ads. Intent: interest targeting ('people who might be interested') | CPM: lower | Conversion rate: lower (0.5–2%) | Minimum budget: €500/mo | Strongest for: brand building, visual products, remarketing.
Overlap: both platforms require strong creatives, conversion tracking and a well-optimised landing page. Difference: Google captures existing demand, Meta creates new demand.
The foundation: intent vs interest
Google Ads captures search intent ('people searching for what you sell NOW'). Meta Ads targets interest ('people who might be interested'). Both work, for different stages.
An analogy: Google Ads is the fisherman casting a line where fish are already swimming. Meta Ads is the fisherman luring fish to a spot where they aren't yet. Both methods catch fish, but the approach, patience and scale are fundamentally different. For an SME running a trades business, Google Search Ads is the best choice: people actively search for a plumber when they have a leak. For a new sports clothing brand, Meta Ads is the better choice: the target group doesn't spontaneously search, you need to get them to discover you.
Google Ads: strengths
High intent = high conversion. Search campaign can drive revenue day 1. Local Service Ads for SMEs. Performance Max for scale. Downside: rising CPCs, especially in competitive niches.
Google Ads has one unique advantage Meta can't replicate: people searching in Google know what they want. A query for 'SEO agency London' has a purchase intent Meta targeting can't match. Google's Local Service Ads (LSAs) are particularly interesting for local service providers: you pay per lead (not per click), Google verifies your business and reviews are prominently shown. LSAs typically convert 30–50% better than regular Search Ads for local services.
Meta Ads: strengths
Lower CPM than Google. Strong for brand-building + remarketing. Visual = ideal for lifestyle, retail, fashion. Downside: lower intent = lots of 'browsing' traffic.
Meta's real superpower is the remarketing ecosystem: someone visits your website via Google, you follow them via the Meta pixel, and 3 days later they see a targeted ad on Instagram. The Meta pixel, Conversions API and custom audiences together form a retargeting engine Google doesn't have at the level of social media browsing. For webshops: a Meta-only funnel (awareness → retargeting → purchase) can be built entirely on Meta for visual products, including Catalog Ads that automatically show products based on browsing behaviour.
By industry: what works?
Local services (plumber, lawyer): Google Ads dominant. B2B SaaS: Google Ads for demo requests, LinkedIn Ads beats Meta for decision-makers.
A more detailed industry analysis: construction and trades perform best on Google Local Service Ads + Google Search. Restaurants and hospitality: Meta + Instagram ads for new customers, Google Maps for existing search demand. Coaching and therapy: Meta for awareness + free offer (webinar, e-book), Google for direct appointment requests. Fashion/lifestyle webshop: Meta dominant for discovery, Google Shopping for comparative shoppers who already know what they want.
The combo strategy
Meta for awareness + list building (lead magnet). Google for capturing search intent. Remarketing on both for close. One channel = limited scale.
The most effective full-funnel setup: (1) Meta Ads for cold audience, awareness video or lead magnet to collect emails. (2) Google Search Ads for warm intent, people who already know what they're looking for. (3) Meta Remarketing for site visitors who haven't converted yet. (4) Google Display/YouTube for further brand reinforcement. With €3,000/month split as 40% Google / 40% Meta / 20% retargeting this is a proven scalable structure for SMEs in competitive markets.
By industry: when to pick what
Hospitality and food: Meta + Instagram dominant, visual offering, local targeting, 'open now' references. Google Ads as supplement for direct search ('restaurant tonight').
B2B professional services: Google Ads for bottom-of-funnel (someone actively seeking a provider), LinkedIn Ads for decision-maker awareness, Meta limited in effectiveness due to intent mismatch.
E-commerce fashion and lifestyle: Meta and Instagram are the strongest discovery channels. Google Shopping captures the comparative shopper who already knows what they want. Combining is standard for any serious webshop.
Local health and wellness (physio, dentist, personal trainer): Google Search + Maps for direct search demand, Meta for local community awareness. Retargeting restrictions in the health sector require extra care with pixel settings.
Our recommendation: how to decide
Two decisive questions: 1) Is there already active search demand for what you sell? If people already search in Google for your service or product, Google Ads is the fastest route to conversion. If search demand is limited or non-existent (new product, new category), you need to create that demand via Meta. 2) Is your product visual and emotional? Visual products (clothing, interiors, food, beauty) sell through inspiration. Meta's image-driven format is superior to Google's text-oriented search results.
Budget advice: under €1,000/mo total, choose one platform and master it. Google Ads for high-intent services, Meta for visual consumer products. Above €2,000/mo, combine. Above €5,000/mo, full-funnel with both platforms plus retargeting is the norm.
Which channel fits you?
Request advice →