Two platforms, built for different businesses
Meta creates demand. Google captures it. Many businesses run both, and we'll tell you honestly which fits.
Meta Ads
Convenience ledMeta reaches people before they go looking for you, and it does it cheaply. For work people book on impulse, that gap is the whole argument.
Roughly 2.8x the cost per click and 2.5x the cost per lead on Search. Your own costs depend on your market and competition.
- Reaches people before they start searching for you
- Much cheaper per click and per lead on average
- Strong visuals sell the job on the spot
- Attribution is less precise since Apple's tracking changes
- Weaker for long, multi decision maker sales
Meta creates demand: it reaches people before they're searching. Strong where visuals sell the job, which is why it suits trades, ecommerce and consumer brands well. It isn't exclusive to any of them.
Google Ads
Intent ledA facilities manager sourcing a water control system isn't finding that supplier by accident. They are already searching and comparing, and that intent shows up in the numbers.
Google's rate rose in 2025. On Facebook lead campaigns it fell in 12 of the 15 industries measured. You pay more per click, but more of those clicks convert.
- Captures people already searching for a solution
- A higher share of clicks convert, and that gap grew last year
- Suits considered purchases and longer sales cycles
- Higher cost per click, around $5.42 on average against Meta's $1.92
- Doesn't reach people before they know they have the problem
Google captures demand: it reaches people already searching for a specific service. Strong for considered, longer contracts, which suits B2B well, and just as much for trades in areas where people search rather than scroll. Many businesses run both platforms at once.
Not sure which fits? Apply and we will tell you honestly, before anything is agreed.
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