Google vs. Meta (Facebook, Instagram) advertising: which pays more?
Short answer: it depends on the target. Google is strong in “intent to buy” (people are already looking), Facebook/Instagram in reach, branding and demand stimulation (people aren’t looking yet, but are interested). A combination will usually yield the best results .
When Google Ads and when Facebook/Instagram?
Choose Google Ads when:
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you are targeting people with a specific intent (“hairdresser Ružinov”, “iPhone service Ružinov”),
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you need quick search queries,
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you have a specific B2B product/service with low volume but high value.
Choose Facebook/Instagram when:
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you need reach, awareness and remarketing,
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you want to launch a new product/offer, work with emotion and visuals,
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you want to build community and content (Reels, Stories, UGC, influencers).
Best practice: Instagram Stories often has the lowest CPM (cheapest 1,000 views), then Instagram Feed and Facebook Feed. However, Google Ads will generally deliver higher quality leads with clear intent.
Decide by objective (framework)
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Sales/lead right away: google search + remarketing (FB/IG).
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Brand and reach: FB/IG (Reels, Stories) + light web traffic.
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Local business: Google Search + Local + FB/IG geotarget.
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B2B: Google Search/Display/YouTube + remarketing and content on LinkedIn/IG.
What to watch out for (critical errors)
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Automatic Placements (Facebook Placements):
We recommend manually selecting (Feed, Stories/Reels, Reels Overlay) according to creativity and goal. -
Decimals and currencies:
When setting budgets, check the localization (comma vs. period). -
Photo banks without context:
Choose authentic visuals, ideally your own – use stock imagery sensitively. -
Superlatives “best/worst”:
can induce mistrust, and for some verticals increase the risk of rejection. -
Slow web/weak mobile:
Even a good campaign will fail on speed, UX and an unclear CTA.
What I recommend to set up right away
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Conversions in both Google Ads and Facebook Business Manager (GA4 + pixel + events).
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Track CPC, CTR, bounce rate, quality of visits and quality score (Google).
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Micro-conversions (scroll, view content, add to cart, click-to-call).
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UTM tags for pure attribution, split campaigns by objectives.
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Site speed and quality (Core Web Vitals, clear structure, visible CTAs).
Mini-checklist of creatives
Facebook/Instagram
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1 idea = 1 visual, hook in the first 2 s (video/Reels).
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Short text, clear offer, distinct CTA.
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Customized formats: Stories/Reels (9:16), Feed (1:1/4:5).
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Test 3-5 versions (visual, headline, CTA).
Google Ads
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Precise keywords, negative words, SKAGs/topic groups.
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Extensions (sitelinks, callouts, structured snippets).
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Separate campaigns for brand/non-brand/remarketing.
Tools, where do you set up campaigns?
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Meta (Facebook, Instagram) → Facebook Ads Manager.
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Google → Google Ads.
Examples from practice
Case 1 – small local business (hairdresser, café, massage):
Start Facebook/Instagram (quick reach and community) + Google Search for enquiries with clear intent in the location. Combination brings long term effect.
Case 2 – B2B/specialty products:
Primarily Google Search (low volume, high value) + remarketing and content (case studies, LinkedIn/IG) for nurturing.
Do you want to do it right? We can help with both.
At Good Marketing, we set up both Google Ads and Facebook/Instagram campaigns from strategy to performance:
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target selection, tracking and conversions,
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creatives (stats, video, reels), testing,
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data-driven optimization (CPC/CPA/ROAS),
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reporting and a clear plan for next steps.
Let’s get it rolling
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