Meta Ads or Google Ads: which works best for your business?

What are Meta Ads

Meta Ads are ads placed through the advertising platform of Meta, the umbrella company of Facebook and Instagram, among others. Meta Ads allow companies to promote their products or services on Meta's various social media channels. These ads are targeted because advertisers can use detailed data such as interests, behaviour, age, location and more to accurately reach their target audience.

What are Google Ads

Google Ads is Google's advertising platform that allows businesses to show ads in the search results of Google, YouTube, Gmail and all other websites that are part of the Google Display Network, among others. The best-known form is search ads, where businesses appear at the top of search results when someone searches for a specific keyword. There are also image, video and shopping ads. Google Ads usually works with an auction system where advertisers bid on keywords, and pay per click (CPC) or per display (CPM). The platform offers many opportunities to optimise campaigns based on performance and audiences.

The differences

So each platform has potential to benefit. Below is an overview of the major differences between Meta Ads and Google Ads

Difference 1: platform and intention to use

Meta Ads focuses on a "push" strategy where ads are shown to create more awareness and response. Users scroll on Facebook or Instagram and are "interrupted" by ads. Purchase intent is lower, but visual impact and targeting capabilities are strong.

Google Ads uses the 'pull' strategy where the customer searches purposefully for a particular product or service. People actively search for something, which increases search intent. The ads are shown when someone googles "Bakery Malle", for example.

Specifically, Meta creates a query while Google captures a query.

Difference 2: Targeting and targeting options

Meta Ads gives you more creative freedom. You can target by interest, behaviour, life events (such as getting engaged) or people similar to your current customers (= lookalike audiences). You can also retarget people who have visited your website or left something in their shopping basket.

Google Ads works with keywords. You choose what you want to be found on. In addition, you can filter by location, demographics and device.

Difference 3: What are the costs?

Meta Ads is often cheaper in reach (cost per 1,000 views - CPM). But since intent is lower, more contact moments are needed for a conversion.

Google Ads usually operates on a 'cost per click' (CPC) model. In competitive markets, the cost per click can increase, but on the other hand, the user often already has a buying intention

Difference 4: Campaign types and goals

Meta Ads is more visually appealing. Think photos, videos, Carousels and reels that blend nicely into your target audience's timeline. Perfect for conveying your brand story and mood.

Google Ads offers different types of campaigns: search, display, shopping and YouTube Video Ads. Search focuses on text, while Display and YouTube are visual.

Difference 5: Measuring and optimising

Meta Ads Uses the Meta Pixel and Events API for conversion measurement. Especially strong in retargeting and testing different variants of your ads (A/B testing).

Google Ads is strong in data and tracking via Google Analytics and conversion codes. You can see in detail which keywords are generating conversion.

When do you use which platform?

Choose Meta Ads as:

• You want to build brand awareness
• You have visually strong products or services
• You want to discover and inspire new audiences

Choose Google Ads as:

• You have a product or service with clear search intent
• You want to generate leads or sales quickly
• Want to increase your local visibility

Conclusion

If you want to work around brand awareness, Meta seems to be the right choice. Meta Ads also give the opportunity to interact, which is a major plus as people are often sensitive to social pressure. Moreover, you can be very targeted when setting up a Facebook Ad. You choose very consciously which target audience you want to reach, which means that your spent budget is put to good use. With tools such as videos, images and carousels, you can attract attention in creative ways. Also, if you want to focus more on interaction and building a community around your brand, Meta ads are a good fit for your strategy.

Google Ads is ideal if you want quick results and target customers who are already actively looking for your product or service. By advertising on keywords relevant to your business, you reach people exactly when they need your solution. This makes Google Ads especially effective for companies that want to generate direct sales or leads.

So both Meta Ads and Google Ads have unique advantages. Successful advertising is not about choosing between the two, but about strategically combining both platforms. Start with a clear goal, test what works, and then scale up what gets results.

Don't know where to start? Funkhaus is happy to help!