STG Digital Solutions runs ad campaigns for small businesses, and the most common question is whether to spend on Google or on Facebook and Instagram (Meta). They work in very different ways.
Google Ads: capture existing demand
People on Google are already searching: "plumber near me", "ERP software for retail". Your ad appears at the moment of need.
Best for: services people actively search for, urgent needs, high-value enquiries.
Watch out for: competitive keywords can be expensive. Tight targeting and good landing pages are essential.
Meta ads: create demand
On Facebook and Instagram, people aren't searching. They're scrolling. Your ad has to catch attention and spark interest.
Best for: visual products, new brands, offers, events, local awareness and retargeting website visitors.
Watch out for: creative matters enormously. Weak images or videos waste budget fast.
How to choose
- Do people already search for what you sell? Start with Google.
- Is your product visual, new or impulse-friendly? Start with Meta.
- Do you get lots of website visitors who don't buy? Use Meta retargeting.
Using both together
Many businesses run Google Ads for ready-to-buy searches and Meta ads to build awareness and retarget visitors. Each channel supports the other.
Measure what matters
Track calls, WhatsApp clicks, form submissions and sales as conversions. Clicks alone tell you very little.
Frequently asked questions
How much should a small business spend on Google Ads?
Start with a modest test budget for a few weeks, measure the cost per enquiry, and increase spending only on campaigns that bring customers at an acceptable cost.
Are Instagram ads part of Meta ads?
Yes. Meta ads run across Facebook, Instagram, Messenger and partner apps, all managed from one place.
Which is better for local businesses?
Google Ads usually works well for services people actively search for, while Meta ads are strong for awareness, visual products and offers in your area.
Start small and learn
Begin with a modest test budget, run it for a few weeks, then put more money behind what works.
Our digital marketing team plans and manages campaigns on both platforms. Book a free marketing review.
