The main difference between Google Ads and Meta Ads (Facebook and Instagram) isn’t the cost per click — it’s the intent of the person who sees your ad.
Google Ads: meeting existing demand
A person is actively searching for “tow truck Kyiv” or “buy a child car seat”. They already have a need — your job is to show up first and convince them to choose you.
- higher purchase intent;
- more expensive clicks in competitive niches;
- limited volume — only as many people as are searching.
Meta Ads: creating demand
A person is scrolling their feed and not planning to buy anything. The ad has to catch the eye and offer something interesting.
- cheaper reach and a large audience;
- precise targeting by interests, age and city;
- strong creatives are a must — photos, videos, Reels.
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Learn moreWhat to choose for your niche
| Niche | Best to start with |
|---|---|
| Urgent services (plumber, tow truck, appliance repair) | Google Ads |
| B2B, equipment, construction | Google Ads |
| Beauty, clothing, decor, gifts | Meta Ads |
| Online courses, events | Meta Ads |
| Healthcare, legal, real estate | Both |
Minimum test budget
Plan for $300+ a month for Google Ads and $200+ for Meta Ads. A smaller budget won’t let the platforms collect enough data to optimise, and you won’t be able to draw conclusions.
What ads won’t work without
- A landing page with exactly what the ad promised.
- Conversion tracking — so the platform knows what a “good” client is.
- Fast lead handling — ideally within 5–15 minutes.
- A week or two for the campaign to learn, without drastic changes.