"Should I run Facebook ads or Google ads?" is a question with no universal answer — but there is a right answer for your specific business. The two platforms do fundamentally different jobs, and choosing wrong wastes months.

Google captures demand

When someone searches "plumber near me" or "wedding photographer Bangkok," they already want the thing. Google Ads puts you in front of that ready-to-buy intent. The downside: if nobody is searching for what you offer yet, there's no demand to capture.

Meta creates demand

Facebook and Instagram users aren't searching — they're scrolling. Meta ads interrupt them with something they didn't know they wanted. This is powerful for visual, impulse, or new-concept products, but it asks more of your creative.

A simple decision rule

  • People actively search for what you sell → start with Google.
  • Your product is visual, social, or impulse-driven → start with Meta.
  • High-consideration service (clinics, B2B, property) → Google first, Meta for retargeting.
  • Tiny budget → pick one, master it, then expand. Don't split thin.
Google is the answer to a question already being asked. Meta is the question you plant in someone's mind. Most mature businesses eventually need both.

Start where your customers already are in their journey. Capture the easy demand first, then graduate to creating new demand once you have data and cash flow to support it.