Google Ads vs Meta Ads: Where Should You Invest or Do You Need Both?

How to choose the right paid strategy for your small business

Paid advertising can be confusing especially when you’re running a small business and trying to decide where your budget will actually make a difference. Should you put your money into Google Ads? Should you invest in Meta (Facebook & Instagram)? Or is the smartest move a combination of both? Here’s a simple, jargon-free breakdown to help you choose the right path for your goals.

Google Ads: Reaching people who are ready to buy

Google Ads is all about intent. People go to Google because they’re actively searching for something: a service, a provider, a product or an answer. If your ad appears at the moment they’re ready to book, buy or compare, you’re meeting a high-intent customer exactly where they are.

This channel is ideal for businesses that rely on enquiries, bookings or direct action. If you run a service-based business, offer something with clear demand or need fast, measurable results, Google is often the most effective starting point. Leads tend to be more qualified and conversions are easier to track.

However, Google works best when people already know they need what you offer. If your product is new, unique or something your audience wouldn’t naturally search for, Google may struggle simply because there’s no established demand yet.

Meta Ads: Turning scrolling into awareness and sales

Meta Ads (Facebook and Instagram) are a completely different experience. Instead of waiting for someone to search, Meta places your brand directly into a person’s feed based on who they are and what they’re interested in. It’s powerful for storytelling, brand awareness, education and impulse-driven purchasing.

If you’re launching a new brand, selling products with strong visuals, running an event or wanting to grow your audience, Meta excels at generating reach and warming up potential customers. It’s affordable, creative-led and designed to get people familiar with your brand - even if they weren’t actively looking for you.

The trade-off is that people on social media aren’t always in a buying mindset. You can absolutely generate sales and enquiries on Meta, but the journey is often longer and you may need multiple touchpoints before someone converts.

So… Google Ads, Meta Ads or both?

Choosing the right channel comes down to how people buy from you. If customers typically go looking for your service when they need it, Google Ads tends to deliver quick, high-intent leads. If your goal is to build brand awareness, show up creatively and get in front of a new audience, Meta provides scale and visibility.

But the truth is: the most effective growth strategy usually involves both. Meta creates demand by introducing your brand to people early in their journey. Google captures that demand later, when those same people start searching and are finally ready to take action. Together, they create a complete ecosystem — one channel feeding the other, and both working harder than either could on its own.

Which one is right for you right now?

Start by looking at a few simple questions. Do people already search for what you offer? Do you need leads quickly? Is your brand known, or are you still building awareness? Do you have strong visuals or content that performs well socially? And what kind of budget and tracking setup do you have in place?

If you’re unsure, beginning with Google is often the safest move because it connects you with people who already have intent. Meta becomes incredibly valuable once you’re ready to scale, build recognition, warm up cold audiences and retarget people who have shown interest but haven’t yet taken the next step.

How One Acre helps you get the balance right

Many businesses waste money on ads not because the platform is wrong, but because the structure, targeting or creative isn’t set up properly. That’s where One Acre brings clarity. You get smart strategy matched to your goals, simple reporting, campaigns designed for ROI and strong creative that speaks directly to your ideal customer.

Behind the scenes, I lean into a trusted network of specialists and tools that provide the technical depth, governance and optimisation standards you’d normally get from a large agency without the overheads. You still work directly with me, and I stay across every decision and every performance shift.

Ready to figure out where your budget should go?

If you want confidence in where to invest — whether that’s Google, Meta or a mix of both — let’s talk.

Book a free 30-minute Marketing Reset Call and walk away with clarity on the smartest next step for your business.