Meta or Google: where to invest your first ad budget

“Where should we advertise — Instagram or Google?” is one of the most common questions at a first meeting. The honest answer: it depends on whether people are already searching for your product. Let’s look at the difference between the channels.

Google: demand that already exists

In search, people phrase the request themselves: “sushi delivery”, “relocation lawyer in Dubai”, “buy car parts”. Google Ads captures existing demand, so it works well for products and services people actively look for.

• Fits when there is steady search demand.
• Brings “warm” leads from people who are already choosing.
• Needs a quality website or landing page — without it, clicks are wasted.

Meta: demand we create

On Instagram and Facebook people aren’t searching for you — they are scrolling the feed. Here ads create interest: they show the product to people who fit by interests and behaviour but haven’t thought about buying yet.

• Fits new products, visual niches, events, HoReCa, beauty, real estate.
• Delivers scale and awareness — and, with the right funnel, leads and sales.
• Depends on creatives: they need constant testing and refreshing.

How to choose where to start

If your product is actively searched for, start with Google and add retargeting on Meta. If the product is new or the purchase decision is emotional, start with Meta and warm the audience up with content. For most businesses, a combination of both channels works best.

What you need before launch

• A clear goal: leads, sales, calls, bookings.
• A landing page or a well set-up Instagram profile.
• Installed pixels, configured conversions and UTM tags.
• Several offers and creatives to test.

Don’t judge ads by clicks. Judge them by cost per lead and cost per sale — those are the numbers your report should show.

Not sure where to start? Learn about paid ads and PPC — after the brief we’ll propose a strategy, media plan and test budget.