It is one of the first questions in almost every strategy call: should we advertise on Instagram and Facebook, or on Google? The honest answer is that they do different jobs. Knowing which job your business needs first saves budget and time.
Meta Ads create demand
Ads on Instagram and Facebook appear while people are scrolling, not searching. They are ideal for showing something people did not know they wanted: a new restaurant, a fashion collection, an event, a service that looks great on video. Short video content performs especially well here, which is why it usually comes from the same shoot day as your social media posts.
Google Ads capture demand
Search ads appear when someone types exactly what they need: "catering Berlin", "office cleaning Charlottenburg", "buy running shoes online". The intent is already there; your job is to be the first sensible answer. Google Ads work best for services and products that people actively look for.
Where to start
- Start with Google if people already search for your offer and compare providers.
- Start with Meta if your offer is visual, new or something people buy on impulse.
- Use both once one channel works: Meta builds awareness, Google catches the people who search later.
Meta makes people want it. Google makes sure they find you when they do.
Budget and expectations
Many businesses start with around €10 to €15 a day. Ads begin delivering within days, but we judge results after the first four weeks, once there is enough data to see which audiences and messages work. The budget is paid directly to Meta and Google, and the ad accounts stay in your name.
The part most people forget
Both channels need a clear destination: a landing page, a booking form or a shop page that loads fast and answers the obvious questions. Good ads sent to a weak page waste money. In the free strategy call we look at both, and suggest where your first euro should go.
