Both platforms can grow your business, but they work in completely different ways. Here is how to decide where your first rupee of ad budget should go.
"Should I run Google Ads or Facebook Ads?" is one of the questions we hear most often. The honest answer: it depends on whether people already search for what you sell. Let's break it down.
The core difference: intent vs. interest
Google Ads captures existing demand. People type exactly what they want, like "packers and movers Amritsar" or "buy office chair online", and your ad appears at that moment. These visitors are often ready to act.
Facebook and Instagram Ads (Meta Ads) create demand. Nobody opens Instagram looking for a cafe or a fashion label. You interrupt their scroll with something interesting, based on who they are and what they like.
Side-by-side comparison
| Google Ads | Facebook / Instagram Ads | |
|---|---|---|
| User mindset | Actively searching for a solution | Browsing, open to discovery |
| Targeting | Keywords, location, time of day | Demographics, interests, behaviours, lookalikes |
| Cost per click | Usually higher | Usually lower |
| Lead quality | Typically high intent | Varies, needs nurturing |
| Best formats | Search text ads, Maps, Shopping, YouTube | Images, Reels, carousels, lead forms |
| Great for | Services, emergencies, B2B, high-ticket local | Fashion, food, events, lifestyle, new products |
Start with Google Ads if…
- People already search for your service (doctors, lawyers, repair services, coaching, real estate, B2B suppliers).
- You need leads quickly and want to pay mainly for high-intent clicks.
- Your service is local and urgent: plumbers, pest control, car rentals, taxi services.
Start with Facebook and Instagram Ads if…
- Your product is visual or impulse-friendly: clothing, jewellery, food, decor, travel packages.
- You're launching something new that people don't know to search for yet.
- You want to build a following and retarget people who engage over time.
The best answer is often "both, in the right order"
A common winning structure:
- Google Search to capture people already looking for you.
- Meta Ads to build awareness among your ideal audience.
- Retargeting on both platforms to bring back visitors who didn't convert the first time.
What budget do you need?
You can start testing with a modest daily budget, but give any campaign enough time and spend to collect real data, usually at least a few weeks, before judging it. Measure cost per lead and cost per customer, not just clicks or likes.
Tip: Whichever platform you choose, send traffic to a focused landing page, not your homepage. Read our guide: Landing Page vs Website.
Not sure where to begin? We manage campaigns on both platforms. See our Google Ads packages and social media marketing packages, or get a free ad strategy call.
Want results like these for your business?
Talk to Brute Corp about your website, SEO or marketing. The first consultation is free.
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