Meta ads or Google ads? Which one suits a small business?

This is usually the first question a business asks when it wants to start advertising: should I advertise on Instagram and Facebook (Meta), or on Google? The two work at different moments. To see which one suits you, first look at how your customers find you.

The basic difference: searching versus scrolling

Google ads appear to someone who is searching for something. A person who types "renovation company Bornova" has a need right then. Your ad appears in front of them at exactly that moment.

Meta ads, on the other hand, appear to someone scrolling through Instagram or Facebook. That person isn't looking for you at that moment; the ad reminds them of a need or shows them something new.

When do Google ads work best?

• When people search for your service on Google: plumbers, locksmiths, renovation, glass balconies and the like.
• When there is an urgent or planned need and the person is comparing options.
• When you serve a specific area; you can limit the ad to that area.

When do Meta ads work best?

• When your product or service is visual: food, interiors, fashion, beauty and the like.
• When people aren't searching for you yet but would be interested once they see you.
• When you have good photos and videos; on Meta, the image is the most important part of the ad.

Using both together

For many businesses the best results come from the two working together. Someone who sees you on Meta may search for your name on Google when the need arises. Still, if the budget is tight, it is wiser to start with one channel and measure what it brings in.

What you need before you start

1. A page for the ad to lead to. When visitors click, they should know what to do: ask for a quote, call, send a WhatsApp message.
2. Measurement. Without seeing how many people called or filled in a form, you can't tell whether the ad is working.
3. Images and text. Real photos of your products and your work, especially for Meta.
4. A realistic trial period. Ad accounts learn during the first weeks; deciding after a few days is usually too early.

In short

If your customers search for you, start with Google; if they get interested when they see you, start with Meta. We describe setup and management on both channels on our Meta ads management and Google ads management pages. The ad budget is paid directly to Meta or Google; our fee is for setup and management.

Frequently asked questions

How much should I spend on ads each month?

There is no single right number; it depends on the industry, the area and the competition. The soundest approach is to try a small budget for a few weeks, see what it costs you to win a customer, and then adjust the budget to match.

If I run ads, will I also rank higher in Google's organic results?

No. Ads and organic results are separate. When you stop the ads, your visibility in the ad space stops too.

Is boosting a post on Instagram the same as running an ad?

Similar, but more limited. Boosting is a quick option; Ads Manager offers far more choices for targeting, measurement and testing.

Cover photo: Nathan Dumlao / Unsplash