Google Ads vs Meta Ads: Which Should You Start With?
Most Australian small businesses don't need to run both platforms at once. Here's how to work out which one to start with — and fund the second from the profits of the first.
The core difference
Google Ads is intent — it puts you in front of people who are already actively searching for what you sell. Meta Ads (Facebook and Instagram) is discovery — it creates demand by showing your business to people scrolling, who weren't necessarily looking for you at that moment.
Start with Google Ads if...
- You're a local service business — tradies, clinics, repair shops, professional services
- Customers typically search for what you do when they need it ("plumber near me," "family lawyer Adelaide")
- You want faster, more measurable results tied directly to a search query
Start with Meta Ads if...
- You're e-commerce, hospitality, beauty, fitness, or anything visual
- Your product benefits from being seen, not just searched for
- You're building brand awareness for something genuinely new
What it actually costs
In Australia, average Google Ads cost-per-click sits around $2.50–$8 for general terms, climbing to $15–$80+ in competitive industries like legal or finance. Meta Ads typically run on cost-per-thousand-impressions (CPM), averaging $8–$25 depending on targeting and how good your creative is.
Our take
Pick the platform that matches how your customers actually behave, not the one that sounds more exciting. Get it profitable first. Then, if the budget's there, add the second platform to run a full-funnel strategy — awareness on one, capture on the other.
See our digital marketing page for how we scope and price Google Ads and Meta Ads management, including the management-fee structure (your ad spend budget stays separate and entirely yours to control).
Not sure which platform fits your business?
Book a free 20-minute consult and we'll help you work out where your budget goes furthest.