As a small business owner, you’re constantly bombarded with marketing advice—cold emails, “must-try” tactics, or targeted ads promising overnight success. One of the most common questions that comes up is: Should I be running Google Ads? Meta (Facebook/Instagram) Ads? Or both?
The answer isn’t one-size-fits-all. Let’s break down how each platform works, what makes them effective, and which might be the right fit for your business.
Meta Ads: Catching Customers Off Guard
Running ads on social media is a passive form of advertising. Your audience is scrolling through their feed, catching up on family photos or memes, when suddenly—your ad appears. Even if they fit your target audience perfectly, you’re interrupting their day with something they weren’t actively looking for.
Think of Meta ads like a TV commercial. Nobody sits down to watch TV for the commercials (ok, except during the Super Bowl but that’s only ONE day a year). But when the timing is right—like seeing a car ad while you’re shopping for a new vehicle—they can work.
- Pros: Great for visibility, brand awareness, and staying top-of-mind.
- Cons: Lower intent. People aren’t looking for you; you have to convince them to stop scrolling and pay attention.
Example: A family law attorney could run Meta ads targeting local residents. While some might click out of curiosity, most people aren’t browsing Instagram hoping their future divorce attorney appears in their feed. That’s why Meta ads tend to work best when you want to introduce your brand or educate people about a service they don’t know how to search for yet.
Google Ads: Meeting Customers in the Moment
Google Ads are active advertising. When someone types “family law attorney near me” or “emergency plumber West Chester” into Google, they’re looking for help right now. They’re in the mindset to research, click, and convert.
- Pros: Higher-quality leads. People are actively seeking what you sell, so they’re more likely to book, buy, or contact you.
- Cons: Typically more expensive per conversion, and competition can drive up costs in high-demand industries.
Example: If someone searches “family law attorney near me,” they’re ready to take action. That makes Google Ads a better investment for conversions than hoping they remember you from a social feed.
When do Google Ads not make sense? If your service is too niche or unfamiliar. Say you’re selling “household assistant” services—a term most people wouldn’t know to Google. In that case, running Meta ads to explain your service first might be the better approach.
Which Is Right for You?
If budget weren’t an issue, running both wouldn’t hurt. But for most small businesses, you need to be strategic:
- Use Meta Ads like a billboard—great for visibility, awareness, and educating people who don’t know they need you yet.
- Use Google Ads like the Yellow Pages—perfect for capturing people who are ready to buy right now.
Pro Tip:
Set realistic goals for each channel. Don’t expect Meta ads to deliver sky-high conversion rates—they’re better for reach and recognition. Don’t expect Google Ads to build brand loyalty—they’re transactional in nature. Of course, there are always exceptions to this rule, but setting expectations is always important!
Final Thoughts
You don’t have to “do it all.” Instead, think about how your ideal customers actually find you:
- Do they know they need you and are actively searching? → Lean into Google Ads.
- Do they need to be educated about your service or reminded you exist? → Invest in Meta Ads.
Both platforms have their place. The key is aligning your ad strategy with how people discover your business—and making sure your budget matches your goals.
Want help deciding which ads make sense for your business and budget? I’d be happy to review your goals and provide recommendations tailored to you. Contact me here.