Meta ads vs. Google Ads | What do I do with each

Many clients ask me: is it better to launch an ad campaign on Meta Ads or Google Ads? This is where the Meta Ads vs. Google Ads debate begins.

The truth is: that creating a Media Buying strategy on both platforms is convenient, but, probably, the results to be obtained are not the same.

In appearance, each of them seeks to advertise a profile or page so that it can generate immediate paid visibility. But they do not do it in the same way. Therefore, I talk about both and explain which one I prefer.

Meta ads

Meta Ads, formerly, Facebook Ads or Ads Manager, is an online advertising platform provided by Meta Platforms, Inc., the parent company of Facebook, Instagram, Messenger, and WhatsApp. 

This platform allows businesses and advertisers to reach a wide audience through Meta’s various services.

This type of ad allows us to promote content from across the Meta ecosystem through a paid medium. This publication will appear for a certain period in the feed of certain users. 

It is ideal to generate visits and new followers to a profile, besides allowing contact media.

Among the benefits of Meta Ads, we find:

• Wide audience. Meta has a massive user base and offers segmentation tools that allow advertisers to target specific audiences based on demographics, interests, and behaviors.
• Varied ad formats. Meta Ads also offers a variety of ad formats, including image ads, video, carousel, collection, and more, tailored to different marketing objectives.
• Cross-platform integration. Ads can appear on Facebook, Instagram, Messenger, and Audience Network, extending the reach of ad campaigns.

Google Ads

Google Ads is an online advertising platform developed by Google, which allows companies to display ads in Google search results, on YouTube, on partner websites through the Google Display Network, and on mobile applications.

Its objective is to make websites visible in its search engine immediately. It creates a tool focused on the search of users through keywords.

It is ideal for businesses, companies, and corporations. Any project that has a website or a YouTube channel can be promoted through this medium.

The benefits of Google Ads are:

• Search Network Reach. Allows advertisers to reach users who are actively searching for specific products or services, which can lead to higher conversion.
• Advanced targeting. Offers detailed targeting options, such as keywords, geographic location, demographics, interests, and online behavior.
• Detailed analysis and reporting. Provides comprehensive reports and analytics tools to measure ad performance and adjust strategies accordingly.

Which one do I recommend?

I recommend both. But, I think each of these means of making ads has a different target and audience. But let’s clarify some things.

For those people who are trying to get new followers and build audiences, massively, in a more direct and personal format, then Meta Ads offers these options. These types of ads can be both transactional and informational.

On the other hand, if we are talking about a company that requires both to generate conversions, seeks to bet on data collection, and generates sales, then Google Ads is for them. 

Remember that to advertise on Google it is necessary to have a properly registered and indexed website, in addition, the costs of these ads can be higher, thanks to the data that can be collected and all the options offered by Google.

Personally, I believe that for more modest businesses, such as projects or developing entrepreneurship, ads on social media are always more pocket-friendly. In addition, engagement, visibility, and audience building are guaranteed.