It’s one of the most common questions we hear from business owners: should I spend my advertising budget on Google Ads or Meta (Facebook & Instagram) Ads? The truth is they do different jobs — and the best strategy often uses both.
The key difference: intent vs interruption
- Google Ads captures demand. People search Google when they already want something — “emergency plumber Gold Coast”, “best running shoes”. You’re putting your business in front of buyers at the exact moment of intent.
- Meta Ads creates demand. People aren’t searching on Facebook or Instagram — they’re scrolling. Great creative interrupts that scroll and introduces your product to people who didn’t know they needed it.
When Google Ads wins
- You sell something people actively search for (services, repairs, specific products).
- You want leads or sales quickly — search campaigns can convert within days.
- Your customers are in “solve my problem now” mode.
When Meta Ads wins
- You have a visually appealing product or strong brand story.
- You want to build awareness and reach new audiences at scale.
- You’re retargeting people who visited your website but didn’t buy.
The best answer: use both together
The smartest businesses run them as one funnel:
- Meta Ads introduce your brand and build awareness.
- Google Ads capture the people who then search for you.
- Retargeting on both platforms brings back visitors who didn’t convert.
This full-funnel approach almost always beats relying on a single channel.
What budget do you need?
As a guide, most local businesses start with $1,500–$3,000/month in ad spend per platform, plus management. The right split depends on your industry, goals and margins.
Let us build your strategy
Not sure where to start? We manage Google Ads and Meta Ads campaigns for businesses across Australia. Book a free strategy call and we’ll recommend the right mix for your goals.