Google Ads reaches people while they're searching, on Google Search, YouTube, Maps and more, so it suits businesses people already look for. Facebook ads reach people while they scroll Facebook, Instagram and Messenger, so they suit products people don't know they want yet. Meta organises campaigns around six goals, from Awareness to Sales; Google offers campaign types such as Search, Performance Max and YouTube. Many small businesses start with one, then add the other.
I read Meta's Business Help pages on preparing to advertise and choosing an ad objective, and Google's own Google Ads overview and help guide, as of October 2026. They do different jobs, so the useful question is which job you need done first.
Facebook ads and Google Ads side by side
| Facebook ads | Google Ads | |
|---|---|---|
| Where ads show | Facebook Feed and right column, Instagram, Messenger, Meta Audience Network | Google Search, YouTube, Maps and more |
| How people meet your ad | While scrolling, chatting and browsing | While searching for what you sell, or watching and browsing |
| How you set it up | Six simplified objectives in Ads Manager | Campaign types: Search, Performance Max, YouTube, Demand Gen, Display, Shopping and more |
| Goals you can pick | Awareness, Traffic, Engagement, Leads, App promotion, Sales | Chosen through the campaign type and your advertising goal |
| How much you spend | You set the amount per campaign; ads run through an auction | You choose the amount; Google's guide covers bidding and targeting |
| Ad label | Meta now shows an Ad label on paid posts | Not stated on the pages I read |
| Free help (as of October 2026) | Meta Business Help Center | Google offers free personalised support when you sign up |
How Facebook ads reach people
Meta describes its ads as paid messages from businesses that can appear across Facebook, Messenger, Instagram and the Meta Audience Network. They show in the Feed on desktop and mobile, in Facebook's right column, on Instagram and in Messenger, and app advertisers can reach people outside Facebook through the Audience Network. Ads can even include social information, such as when a friend connects with your Page.
In Ads Manager you start with one of six simplified objectives: Awareness, Traffic, Engagement, Leads, App promotion or Sales. Meta's advice is to know what you want to achieve before you pick, and to expect that goal to change as the business grows. You decide how much to spend on each campaign, and an ads auction decides when your ad shows.
How Google Ads reaches people
Google Ads puts your business in front of people on Google Search, YouTube, Maps and more. Search campaigns reach people who are already searching for the products or services you offer, which is why it's often the first stop for local services and anything people actively look for. Performance Max spreads one campaign across Google's channels, YouTube ads build connections with viewers, and Demand Gen aims to create new customers.
Google's own guide walks you through 8 steps to prepare a campaign, from choosing the right campaign type to setting your goals, keywords, bidding and targeting. It sits alongside Google Business Profile and Merchant Center, which list your business on Search and Maps and help shoppers find your products.
Collecting enquiries on social? See Instagram lead ads.
Choosing where to start
- People already search for what you do (plumber, accountant, wedding florist): start with Google Search.
- You sell something people discover by seeing it (fashion, gifts, courses): start with Facebook and Instagram.
- You want leads for a service: compare Meta's Leads objective with a Google Search campaign on the same offer.
- You have video: YouTube ads on Google and Feed placements on Facebook and Instagram can both carry it.
- Whichever you pick, set one clear goal and a small test amount before you scale.
If you're starting on Meta, this Facebook ads guide for business owners covers setup, and this Google Ads health checklist helps you check a Google account.
My advice on Facebook ads or Google Ads
Start where your customer's intent is. If people type what you sell into Google, I'd put the first test there, because you're answering a question they've already asked. If they need to see your product before they want it, Facebook and Instagram will do more for you. Run one small test on a single goal for a few weeks, judge it on enquiries or sales rather than clicks, then decide where the next pound or dollar goes.
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I keep every related walkthrough in the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Where do Facebook ads appear?
Meta says its ads can appear across Facebook, Messenger, Instagram and the Meta Audience Network, including the Feed and Facebook's right column.
Where do Google ads appear?
Google Ads can show your business on Google Search, YouTube, Maps and more, depending on the campaign type you choose.
What are Meta's ad objectives?
Meta Ads Manager has six simplified objectives: Awareness, Traffic, Engagement, Leads, App promotion and Sales.
What Google Ads campaign types are there?
Google lists Performance Max, Search, Display, Smart Campaigns, App, Shopping, Video, Demand Gen and more.
Should a small business use Facebook ads or Google Ads?
Use Google Search when people already look for what you sell, and Facebook and Instagram when they need to discover it. Many businesses test both.
