Both can grow your business. Both can also burn money fast if they're pointed the wrong way. The good news: choosing between Google Ads and Meta Ads (Facebook & Instagram) comes down to one simple question.
The one question: is your customer searching, or scrolling?
Google Ads shows your ad to people who are actively searching for what you do, right now — "emergency plumber Frankston", "wedding florist near me". They already want it; you're just putting your hand up.
Meta Ads shows your ad to people who weren't looking — they're scrolling Instagram at 9pm and your beautiful photo, offer or video stops their thumb. You're creating the want.
When Google Ads is the right pick
- Urgent, "need it now" services — plumbers, electricians, locksmiths, towing, dentists in pain.
- High-intent local searches — "accountant [suburb]", "physio near me".
- Things people compare and buy deliberately — builders, lawyers, mechanics.
If people type your service into Google when they need it, Google Ads usually wins — the customer is already most of the way to buying.
When Meta Ads is the right pick
- Visual, crave-able products — food, fashion, fitness, beauty, homewares.
- Events and offers — opening weekend, Mother's Day menu, 20% off first visit.
- Building local fame — staying front-of-mind in your suburb so you're the first name people think of.
- Reminding past visitors — showing ads to people who already visited your website (this is called retargeting, and it's some of the cheapest, best-performing advertising there is).
What about cost?
Rough Australian ballparks — your numbers will vary:
| Google Ads | Meta Ads | |
|---|---|---|
| Cost per click | $2 – $15+ (more in legal/finance) | $0.50 – $3 |
| Sensible starting budget | $750 – $1,500 / month | $500 – $1,000 / month |
| Strength | Catching ready-to-buy searchers | Creating demand & staying memorable |
Google clicks cost more because the person is closer to spending. A $10 click that becomes a $5,000 job is a bargain; a $0.50 click that goes nowhere isn't.
The honest answer for many businesses: both, in stages
A combination we often recommend:
- Start with Google Ads to capture the people already searching — fastest path to enquiries.
- Add Meta retargeting so the people who visited but didn't enquire keep seeing you.
- Layer in Meta campaigns for offers, seasons and brand-building once the basics pay for themselves.
Whichever you pick: three rules
- Your website has to hold up its end. Ads buy the visit; a slow or confusing site wastes it. (That's why we're fussy about the site before spending a dollar on ads.)
- Track everything. Every dollar should be traceable to clicks, calls and enquiries — if your ad person can't show you that, change ad person.
- Start small, prove it, then scale. You don't need $5k a month to find out what works.
