Meta Ads vs Google Ads: The Ultimate Comparison
Choosing between Meta Ads (Facebook/Instagram) and Google Ads is a crucial question for any digital acquisition strategy. These two platforms dominate the online advertising market but work differently.
In Summary:
Fundamental Differences
| Criteria | Google Ads | Meta Ads |
|---|---|---|
| **Demand Type** | Intentional (search) | Latent (discovery) |
| **Main Format** | Text + Shopping | Image + Video |
| **Targeting** | Keywords | Interests + Demographics |
| **Funnel** | Bottom (conversion) | Top (awareness) |
| **Average CPC** | €1-5 | €0.20-1 |
| **Reach** | 8.5B searches/day | 3B active users |
When to Choose Google Ads?
Ideal Use Cases for Google Ads
- People are already searching for your product/service
- Keywords with significant search volume
- Example: "plumber Paris", "buy iPhone 15"
- Products/services with short decision cycle
- Transactional searches
- Urgency or immediate need
- Decision-makers searching for specific solutions
- High-value niche keywords
- Example: "enterprise CRM software", "SEO agency"
- Products with competitive prices
- Large catalog to promote
- Comparison shopping
Google Ads Advantages
Google Ads Disadvantages
When to Choose Meta Ads?
Ideal Use Cases for Meta Ads
- Create demand where none exists
- Educate the market
- Example: new app, disruptive product
- Fashion, decor, beauty, travel
- Shareable content
- Influence and aspiration
- Audiences based on interests, behaviors
- Powerful lookalike audiences
- Social retargeting
- Lower CPC to start
- Quick message and creative testing
- Offer validation
Meta Ads Advantages
Meta Ads Disadvantages
Comparison by Objective
Objective: Generate E-commerce Sales
| Metric | Google Ads | Meta Ads |
|---|---|---|
| Average ROAS | 400-600% | 300-500% |
| Average CPA | €20-50 | €15-40 |
| Best for | Searched products | Impulse products |
| Star format | Shopping | Carousel/Video |
Recommendation: Use both. Google Shopping for products with demand, Meta for retargeting and new products.
Objective: Generate B2B Leads
| Metric | Google Ads | Meta Ads |
|---|---|---|
| Average CPL | €50-150 | €20-80 |
| Lead quality | Very high | Medium to high |
| Best for | Professional services | Content/Webinars |
| Star format | Search | Lead Forms |
Recommendation: Google Ads for hot leads, Meta for nurturing and higher-funnel leads.
Objective: Brand Awareness
| Metric | Google Ads | Meta Ads |
|---|---|---|
| Average CPM | €3-8 | €5-15 |
| Reach | Less broad | Very broad |
| Best for | Brand searches | General awareness |
| Star format | YouTube | Stories/Reels |
Recommendation: Meta Ads for coverage, YouTube Ads for video engagement.
Combined Strategy: Best of Both Worlds
Complete Marketing Funnel
Awareness (Meta Ads)
↓ Videos, Stories, inspiring content
↓
Consideration (Meta + Google)
↓ Retargeting, educational content
↓
Conversion (Google Ads)
↓ Search, Shopping
↓
Loyalty (Meta Ads)
→ Custom audiences, exclusive offersRecommended Budget by Phase
| Phase | Split | Google Ads | Meta Ads |
|---|---|---|---|
| Launch | 60/40 | 40% | 60% |
| Growth | 50/50 | 50% | 50% |
| Maturity | 70/30 | 70% | 30% |
How to Decide?
Use Google Ads if:
Use Meta Ads if:
Use Both if:
Conclusion
There's no universal "best" channel. The choice depends on:
Our recommendation: Start with the channel best suited to your business, then expand to the other once you master the first.
Need a custom strategy? Our experts have been managing campaigns on both platforms for 10 years. [Request your free audit](/en/contact).