Getting to Know Meta Ads or Google Ads for Business Owners
When it comes to online advertising in 2025, small business owners are asking one big question:
“Should I spend my money on Meta Ads (Facebook + Instagram) or Google Ads?”
Both platforms are powerful. Both can deliver results. But they work differently, serve different purposes, and perform better depending on your business goals.
This guide breaks down the strengths, weaknesses, costs, and ideal use cases of both Meta Ads and Google Ads—so you can make a smart, confident decision about where to invest.
🔍 The Big Difference: Intent vs. Interest
Before we get into budgets, targeting, or performance, it’s critical to understand this core difference:
- Google Ads = Intent-based
You’re reaching people who are actively searching for something—e.g., “emergency plumber near me” or “best yoga studio in Hendersonville.” - Meta Ads = Interest-based
You’re targeting people based on behaviors, demographics, and interests—e.g., homeowners in Asheville who like DIY or expectant moms interested in prenatal classes.
👉 In simple terms: Google Ads answers demand. Meta Ads creates it.
⚔️ Side-by-Side Breakdown: Meta Ads vs. Google Ads
| Feature | Google Ads | Meta Ads (Facebook + Instagram) |
|---|---|---|
| Ad Type | Text + Display + Video + Shopping | Image + Video + Carousel + Story Ads |
| Audience Targeting | Keyword-based, location, intent | Interests, behavior, custom/lookalike audiences |
| Best For | People actively searching | People who match your ideal customer persona |
| Ad Placement | Search results, YouTube, partner sites | Facebook/Instagram feeds, Stories, Reels, Messenger |
| Learning Curve | Higher (especially for Search ads) | Easier to launch for beginners |
| Average CPC (Cost per Click) | Higher for competitive terms ($1–$10+) | Lower overall ($0.50–$2.00 avg) |
| Conversions | Typically faster (they’re already looking) | Takes more nurturing or retargeting |
📈 When Google Ads Make Sense
Google Ads are ideal when:
- Your service solves a problem people are actively searching for
- You want fast, high-intent traffic
- You operate in a competitive local niche (like HVAC, law, or roofing)
- You want to capture bottom-of-funnel customers ready to take action now
Best Campaign Types for Small Businesses:
- Search Ads: Text-based ads that show up on Google searches
- Local Services Ads (LSAs): Great for service businesses—pay per lead
- Shopping Ads: Ideal for eCommerce
- YouTube Ads: Increasingly valuable for video engagement
📱 When Meta Ads (Facebook/Instagram) Shine
Meta Ads are powerful when:
- Your business needs to build awareness or create desire
- You have a strong visual product or service
- You’re launching a campaign, event, or lead magnet
- You want to retarget website visitors or email subscribers
Strengths:
- Incredible targeting based on age, gender, interests, behaviors, etc.
- Lower costs per impression
- Ideal for top-of-funnel marketing
- Excellent for building brand presence over time
Best Campaign Types for Small Businesses:
- Traffic or Awareness Campaigns
- Lead Generation (with in-app forms)
- Conversion Ads with Pixel tracking
- Retargeting campaigns for people who visit your site or engage with your social pages
💰 What About Cost?
Here’s a rough comparison of cost metrics in 2025:
| Metric | Google Ads | Meta Ads |
|---|---|---|
| Average CPC | $1–$6+ (can go higher in competitive niches) | $0.50–$2.00 |
| Cost per Lead | $25–$100 (depending on industry) | $10–$50 (typically lower in B2C) |
| Minimum Budget to Start | $500/month recommended | $300/month can work well |
Important: Google Ads may cost more, but they often convert faster. Meta Ads may require more touchpoints but are excellent for building long-term brand visibility and nurturing leads.
🧠 So… Which One Should You Bet Your Budget On?
Here’s a simple guide based on your business type and goals:
💼 Use Google Ads If You…
- Run a service-based business (HVAC, plumbing, law, etc.)
- Want fast leads from high-intent customers
- Can handle more competitive pricing
- Are targeting urgent or specific needs
🎯 Use Meta Ads If You…
- Sell visual or lifestyle products/services
- Need to build awareness, engagement, or email lists
- Are running events, promotions, or special offers
- Have strong content (video, testimonials, photos)
💡 Use Both If You…
- Want to dominate your market and build brand + convert leads
- Have multiple offers across different funnel stages
- Can afford to split your budget for a full-funnel strategy
📊 What We Recommend at 828 Biz
For most small businesses in Western North Carolina and beyond, we often recommend starting with:
✅ Google Ads for leads + Meta Ads for brand awareness and retargeting.
It’s a balanced approach that:
- Gets you in front of people who are searching
- Keeps you top-of-mind for those who need time to decide
- Builds both short-term conversions and long-term loyalty
Want to DIY?
- Get started with Google Ads: https://business.google.com/us/google-ads/
- Get started with Meta Ads: https://business.meta.com/
📌 Final Takeaway
There’s no one-size-fits-all answer. The best platform depends on:
- Your business goals
- Your budget
- Your customer behavior
- The quality of your creative (copy, photos, landing pages)
Meta Ads tend to be cheaper and better for visibility and nurture.
Google Ads tend to be more expensive but better for immediate leads.
Together, they’re a powerful combo.
Ready to Build a Profitable Ad Strategy in 2025?
At 828 Biz, we help small businesses turn ad dollars into actual results—with no fluff, no jargon, and no guesswork.
👉 Book a free strategy session and we’ll help you find the right platform (and plan) for your goals and budget.
