It’s the question every small business with an advertising budget asks: should I advertise on Facebook/Instagram or Google?
The answer, as always, is “it depends.” But here’s a framework to help you decide.
When to Use Google Ads
Google Ads work best when people are actively searching for what you offer:
- Local services (plumbers, dentists, restaurants)
- High-intent products (wedding venues, accountants)
- Emergency services (locksmiths, emergency repairs)
- Anything where someone would type “X near me” or “best X in [city]”
Pros: High intent, measurable ROI, immediate results
Cons: Expensive per click, competitive, requires ongoing management
When to Use Meta Ads
Meta Ads (Facebook and Instagram) work best for demand generation – reaching people who don’t know they need you yet:
- Ecommerce products (especially visual/lifestyle brands)
- Brand awareness campaigns
- Lead generation with content offers
- Retargeting website visitors
Pros: Lower cost per impression, powerful targeting, great for visual brands
Cons: Lower intent, creative fatigue, iOS privacy changes reduced tracking
Our Recommendation for 2026
If your budget is under £1,000/month, pick one platform and do it well. If you’re a local service business, start with Google. If you’re ecommerce or B2C, start with Meta.
If your budget is £1,000-3,000/month, you can run both – but weight your spend towards the platform that drives conversions, not vanity metrics.
