How to choose the ideal ad platform: Meta vs Google (for small brands)

Choosing between Meta (Facebook & Instagram) and Google Ads is not about which is universally “better” but about objective, budget and customer journey stage. Google typically captures active purchase intent; Meta excels at discovery and interest-based targeting. This guide helps small brands decide where to start and how to allocate budget wisely.

Key differences at a glance

Intent vs discovery: Google = intent (search); Meta = discovery (feeds, Reels).
Creative demands: Meta requires strong visual creatives and format testing.
Cost dynamics: CPC can be high for competitive search terms; Meta CPAs depend heavily on creative quality and audience fit.

Recommendations by objective

If the goal is direct sales (e-commerce or product with demand)

Prioritize Google Search for high-intent keywords; use shopping campaigns when applicable.
Complement with Meta for retargeting and demand generation among cold audiences.

If the goal is discovery or local brand awareness

Invest in Meta (reach, traffic, and conversion campaigns).
Use storytelling creatives and localized offers.

If the budget is small (< $500/month)

Start on the platform where the brand already has organic traction: good social engagement → test Meta; existing converting search queries → test Google.
Keep campaigns simple: long-tail keywords on Google; clear CTAs and retargeting on Meta.

Recommended mix for small brands

Begin with a 60/40 or 70/30 split favoring the platform showing early ROAS.
Keep retargeting live on the secondary platform.
Measure by cohorts and LTV, and reallocate budget to the best-performing channel after an initial test period.

The decision between Meta and Google is strategic and test-driven. Small brands should run controlled experiments, measure cohort performance, and scale the channel that delivers the best ROAS for their specific offer.

Would the brand like a media plan with a 4-week testing schedule and creative specs?

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