You have an advertising budget and two big options: Google Ads or Meta Ads (Facebook and Instagram). They are not competitors. They solve different problems, and which one suits you depends on whether your customers search for what you sell or need to discover it.
Google Ads: you capture demand that already exists
Someone types "plumber Chalandri" or "eshop development". They need it now. Google Ads puts you in front of them at the exact moment they search. That is why clicks cost more, but they are also much "warmer".
A good fit for: emergency services, professionals (doctors, lawyers, accountants), B2B, construction, repairs, anything people search for with a specific keyword.
Meta Ads: you create demand
Nobody searches for "handmade lavender candle" until they see one. On Instagram and Facebook you show your product or service to people based on their area, age and interests. Clicks are cheaper, but people need more time before they buy.
A good fit for: e-shops with visual products (clothing, jewellery, cosmetics, home decor), restaurants and cafés, beauty, gyms, tourism, events, new products.
Quick guide by industry
- Dentist, lawyer, accountant: mostly Google.
- Hair salon, nail studio, beauty clinic: Meta for visuals and offers, Google for "near me" searches.
- Restaurant, café: Meta, together with a properly set up Google Business Profile.
- Clothing or cosmetics e-shop: Meta for discovery, Google Shopping for people looking for a specific product.
- Hotel, holiday rentals: Meta for inspiration, Google for people searching for a place to stay in the area.
- B2B services: mostly Google.
With a small budget, pick one
If you have less than €300 a month, don't split it. Choose the platform that fits your industry and give it at least two months. Split across two platforms, neither will collect enough data to improve.
With a bigger budget, use both
The combination works very well: Meta brings people who are hearing about you for the first time, and when they search later on Google, they find you again. With retargeting you show ads to people who have already visited your site, which usually gives the cheapest results.
What they have in common: measurement
Whichever platform you choose, without measurement you are throwing money away. On Google this means conversions in GA4 for calls and forms. On Meta it means the Meta Pixel and the Conversions API. That way you know not how many clicks came in, but how many customers.
We can set it up together
We manage Google Ads and Meta Ads from €200 + VAT per month per platform, with no lock-in contract, tracking every call and form. See also how much Google Ads costs, with real numbers. If you also want regular social media posts without the effort, take a look at TopSocial.
