At some point, all business owners will have looked at the question ‘Should I use Google Ads or Meta Ads for leads?’ This is usually during late hours of the night with a calculator at hand and a very tight budget to work with. Of course, everyone wants leads, but no one wants to be wasting their money. The internet can often be a confusing place with mixed advice. Don’t worry, by the end of this article you’ll know which one will be best for your business and why!
Google Ads vs Meta Ads – What They Are?
Imagine having a shop on a busy street where people know exactly what they need. Versus a shop at a fair where you need to grab peoples’ attention.
Google Ads – People Know What They Want
People are searching for a keyword such as dentists near me or CA for GST filing. They know what they need and will click on your ad. As they have already searched for something they need, there is high intent.
Meta Ads – You Find People
Much more suited for people not searching. They’ll be scrolling through Facebook or Instagram, bored and possibly watching reels. You’ll interrupt them with your ad and hopefully if it’s good they’ll become interested.
Overall you’ll notice the main difference between the two is Google will give you existing demand and Meta will create demand.
Google Ads vs Facebook Ads – Key Differences
There’s no real winner between the two. They both have different purposes.
Google Ads | Facebook/Instagram Ads | |
|---|---|---|
Intent | High, they’re searching | Low to medium, they’re browsing |
Targeting | Keywords, location, search behavior | Interests, age, behavior, lookalikes |
Ad formats | Text, call, shopping, display | Images, video, reels, lead forms |
Lead quality | Usually stronger | Varies a lot |
Speed of leads | Fast | Fast, but needs warming up |
Best for | Services, urgent needs | Products, new brands, visual stuff |
This means Google will normally produce fewer leads but they will be warm. Meta will give you more leads, however you’ll then have to sort through them. Neither is a bad option but it depends on what your sales team can manage.
Google Ads vs Meta Ads – Cost per Lead
This will be the first thing people will ask. Unfortunately there isn’t a real answer here. Anybody giving you one will be guessing. However, cost per lead can vary significantly.
Google Ads – Higher Cost per Click
Cost per click is higher. This can often be much higher in competitive industries like legal or real estate. However, people clicking on your ad will normally have a genuine need. You’re paying more but more people will convert.
Meta Ads – Lower Cost per Click
Cost per click will be low. However, the people won’t be looking for you. You’ll have more calls to action, reminders and retargeting.
Factors Affecting Cost per Lead
There are many factors:
Industry – Clinic vs Clothing Brand
Level of competition bidding for the same audience
Location – Metro areas will cost more
Quality of your landing page
How you are targeting
You will still be paying for a bad landing page even with the best ad.
Pros & Cons Of Using Google Ads To Generate Leads
Pros:
High intent – People are ready to buy or need help. Results can be fast, sometimes within days. We also have call extensions so people can call you directly from the ad. It’s easy to track as you’ll know which keyword they searched for.
Cons:
Good keywords will be expensive. There is a lot of competition so poorly managed campaigns can cause you to burn through your budget. Search ads are mostly text-based, so visual storytelling is limited. This can be damaging for some brands. However, using a professional PPC manager will save you a lot of trial and error.
Pros & Cons of Using Meta Ads To Generate Leads
Pros:
Meta will be easier on your budget. You can be highly targeted to peoples’ interests, behaviour and life events. We also have instant lead forms so people can sign up without leaving the app. Retargeting means you can bring people back that were nearly going to act. If your product looks good in photos/videos (Fashion, Food, Décor & Ecommerce) you can create an exciting product.
Cons:
Lower intent. People will be scrolling. Creativity can get stale quickly. An ad that worked in week 1, might not work in week 4. If you’re not targeting well you’ll receive poor leads with incorrect phone numbers and people that never intended to enquire. This is much more common than we’d like to admit.
Google Ads vs Meta Ads – Which is Best?
This question is a little misleading. Depends on the goal.
Use Google Ads if:
Your customers are ready to buy or need help. This would include Clinics, Legal Services, B2B, Real Estate & Repair. Google is best for quick needs.
Use Meta Ads if:
You’re a new brand with no recognition. Or your product looks good in photos/videos (Fashion, Food, Décor & Ecommerce). Meta will increase your awareness and gather leads.
Overall, there isn’t a one-size-fits-all solution. It depends on your goals.
Meta Ads vs Google Ads – Low Budget
If you have a small budget then great, don’t try to stretch it.
We would usually suggest starting with Google Ads. You’ll be reaching people that are nearer to buying. Start off with a few targeted keywords, a specific location and 1 good landing page. Monitor what works and then bring Meta in. Meta should be used mostly for retargeting people who didn’t enquire.
If you have a local business in Delhi NCR then target specific areas. Don’t target the whole city, target specific zones like Dwarka, Uttam Nagar or Gurgaon. We’d also recommend call oriented ads. Local customers often prefer to call.
Best Platform for Leads – Use Both!
Maybe the best platform for leads is actually using both. Meta will bring people in and Google will catch them once they start searching. Retargeting will bring people over the line who are on the fence. Someone could watch your reel on Monday, search your name on Thursday and receive a reminder ad on Saturday. They’ll then enquire.
It can feel like a lot to set up but if you’re in the capital we can help you link everything using our PPC service in Delhi. We’ll make sure everything works as an entire system rather than 3 separate experiments.
How Buzzspire’s PPC Service Can Help You Get Better Leads
We’ve seen businesses waste months trying to figure it out. We’ll keep it simple and do it correctly.
This means we’ll set up your Google Ads, carry out keyword research, create human sounding ad copy, suggest landing pages, track conversions and provide monthly readable reports. Our Meta Ads campaigns will also be included in our Paid Ads Management.
We won’t pressure you and we won’t use any jargon. Curious to know where your current spend is going? Book a free PPC consultation with us.
Conclusion
This is dependent on what your goals are. Google Ads will bring in people who are ready to buy and Meta will increase your interest and visibility. Using both will give the best results. Start with what your customers are doing and then branch out.
Need help setting it up? Take a look at our PPC services at Buzzspire.