Think of Google Ads as a sign on the door right when someone is already looking for what you sell. If someone types "emergency plumber Madrid," they have a need right now, and that ad intercepts it at the exact right moment. It works very well for local services, specifically named products, and urgent situations.
Meta Ads is a different animal: on Instagram or Facebook nobody is searching for anything, they're looking at content from friends and creators. There, an ad works by interrupting that scroll with something appealing enough to spark an interest the person didn't even know they had. It works better for visual, impulse-driven products, or brands that need to build awareness before selling anything.
Comparing cost per click alone is a mistake
A click on Google usually costs more than one on Meta, but it arrives with more buying intent behind it. Looking only at cost per click, without checking how much each channel actually converts, almost always leads to the wrong conclusions.
With a limited budget, where do I start?
As a general rule, with exceptions depending on the industry: if your product has clear search volume on Google, start there. If it's more visual or impulse-driven, or aimed at someone who "doesn't know they need it yet," Meta usually gives a better start.
Ideally, they work together
The most powerful combination is usually Meta for building awareness and traffic, and Google (including remarketing) for capturing people who already know you and are closer to deciding. Neither fully replaces the other: each covers a different stage of the buying process.
What about TikTok Ads or other platforms?
They follow the same logic as Meta (interrupting content, not active search), but with their own audience and format. You don't need to be everywhere from day one: it's better to master one channel and understand its numbers before spreading budget across too many fronts at once.
Frequently asked questions
What's the minimum budget needed to start?
There's no universal figure, but below a certain threshold (usually around €300-500 a month) it's hard to generate enough data to optimise the campaign well. Below that, it's better to focus effort on a single channel.
Can I manage campaigns myself without experience?
It's possible for small budgets and simple goals, but both platforms reward people who can read the data and adjust quickly. A poor initial setup can burn through budget before you learn the lesson.
How long should I wait to know if a campaign is working?
Usually 1 to 2 weeks of stable data, depending on volume, before drawing reliable conclusions. Changing the campaign every couple of days without letting the algorithm learn tends to make results worse.