Meta Ads vs Google Ads: What’s the Real Difference (and Which Should You Use)?
When it comes to online advertising, two big names always come up: Meta Ads (Facebook + Instagram) and Google Ads. Both are incredibly powerful tools to grow your business, but they work in very different ways. If you're wondering which one is right for your brand, read below.
First Up: What Are Meta Ads?
Meta Ads are the ads you see while scrolling through Facebook or Instagram. They're the posts that say "Sponsored"—often a product, a service, a video, or a lead form. These ads target people based on who they are: their age, interests, behaviours, location, job, and even life events (like getting engaged or moving house). What’s cool about Meta Ads is that they don’t wait for people to search. They show up in someone’s feed, spark curiosity, and drive action—whether that’s clicking through to your website, liking your page, or filling out a form.
And What About Google Ads?
Google Ads are what you see when you search for something online. Let’s say you type “plumber near me” into Google. The first few results? Those are Google Ads. These ads appear because people are actively looking for something. That means they’re usually closer to making a decision, like booking a service, buying a product, or getting a quote. Google Ads also show up on YouTube, on other websites, and even in Gmail. But the key thing is this: they’re driven by keywords—what someone types into that little Google search box.
So, What’s the Big Difference?
Here’s the main thing to remember:
Meta Ads are great for getting in front of people who don’t know you yet. They're perfect for creating awareness, building trust, and telling your brand story.
Google Ads are ideal when someone is already searching for what you offer. They’re more direct, focused, and often lead to faster conversions.
Meta is about discovery. Google is about intent.
Which One Should You Use?
It really depends on your goal. If you want to build an audience, promote a launch, or retarget people who’ve visited your site or watched your videos, Meta Ads are your best friend. If you're trying to catch people at the moment they’re ready to take action—like booking a service or buying a product—Google Ads are often the smarter play. But here’s a little secret: the best results often come when you use both together.
Here’s How They Can Work Side-by-Side:
Imagine this: Someone sees your ad on Instagram and checks out your website. A few days later, they Google your service—and boom, your ad shows up at the top of the results. They click, remember your brand from earlier, and make a booking. That’s the magic of combining both platforms. One builds familiarity, the other drives the conversion.
There’s no “one-size-fits-all” when it comes to online ads. Meta and Google each bring something unique to the table—and when used well, they can seriously boost your visibility, leads, and sales.
At Rose & Alice Creative, I help brands like yours make smart, strategic decisions when it comes to digital advertising. Whether you’re just getting started or ready to scale, we’re here to make sure every dollar you spend works harder. Need help choosing the right platform—or building a strategy that includes both? Get in touch, and I will help you choose the right strategy to achieve your goals.