Start with Google Ads if people already search for what you sell. Start with Meta Ads (Facebook and Instagram) if you need to create demand or your product sells on looks. Most businesses eventually use both, but starting with the right one saves money.
This is one of the most common questions I get from South African business owners with a limited budget. Here’s how the two platforms differ, what they cost, and a simple way to decide.
The key difference: intent vs discovery
- Google Ads shows your ad to people actively searching, like “plumber Randburg” or “accountant for small business”. They already want what you offer.
- Meta Ads shows your ad to people scrolling Facebook and Instagram, based on their interests, behaviour and demographics. They weren’t looking for you, so the ad has to grab attention.
In short: Google captures demand that already exists, while Meta creates demand by putting your business in front of people who might want it.
When Google Ads is the better first choice
- Service businesses people search for when they need them: trades, legal, medical, IT, accounting.
- Urgent needs, like emergency repairs or same-day services.
- B2B services where buyers research options on Google.
- Products people search for by name or type.
When Meta Ads is the better first choice
- Visual products: fashion, food, décor, beauty, events.
- New products or ideas people don’t know to search for yet.
- Building awareness in a specific local area or audience.
- Promotions, launches and offers.
Examples by business type
| Business | Start with | Why |
|---|---|---|
| Plumber or electrician | Google Ads | People search when something breaks |
| Accountant or lawyer | Google Ads | High-value services people research |
| Restaurant or coffee shop | Meta Ads | Visual, local and great for offers |
| Clothing or décor brand | Meta Ads | Sells on looks and inspiration |
| Gym or beauty salon | Both | Search for bookings, Meta for promotions |
| B2B software or consulting | Google Ads, then LinkedIn | Buyers search, then compare |
How the costs compare in South Africa
Google clicks usually cost more, often R10 to R60 for local services, but searchers are further along in their decision. Meta clicks are often cheaper, commonly a few rand each, and Meta is very cost-effective for reaching lots of people, but those people are earlier in their journey. Compare cost per enquiry, not cost per click.
For a detailed breakdown of Google costs, see How much does Google Ads cost in South Africa?.
How to run a fair first test
- Set one clear goal, such as enquiries, bookings or online sales.
- Set up tracking first: Google Ads conversion tracking and the Meta Pixel, ideally both connected to Google Analytics, so you can compare like with like.
- Give each platform a fair budget: at least R3,000 to R5,000 a month for four to six weeks.
- Use the right creative. Google needs relevant keywords and clear ad text; Meta needs scroll-stopping images or short videos.
- Compare cost per enquiry and, if you can, the quality of those enquiries, before deciding where to spend more.
What creative works on each platform
- Google Search: clear, specific ad text that matches the search, with your location, a reason to choose you and a direct call to action, like “Book a free quote”.
- Meta: strong visuals first. Short vertical videos, real photos of your work or team, and a clear offer in the first line of text usually outperform polished stock imagery.
- Both: a landing page that continues the same message, loads fast on mobile and makes it easy to call, WhatsApp or fill in a short form.
Using both together: retargeting
Once you have some traffic, the two platforms work well as a team. Someone might find you on Google, visit your website and leave without enquiring. With the Meta Pixel installed, you can show that person a Facebook or Instagram ad a few days later, perhaps with a testimonial or a limited offer, to bring them back. Retargeting audiences are small, so this usually costs little but converts well.
Measure what matters
In South Africa, a large share of enquiries arrive by phone call or WhatsApp rather than web forms. Make sure clicks on your phone number and WhatsApp button are tracked as conversions on both platforms, otherwise you’ll undercount results and might switch off a campaign that’s actually working.
Common mistakes
- Boosting random Facebook posts instead of running a proper campaign with a clear goal.
- Running Google Ads on very broad keywords without negative keywords.
- Sending ad traffic to a homepage with no clear next step.
- Judging results after a week. Both platforms need time to learn.
- Not tracking calls and WhatsApp clicks, which are often the main way South Africans make contact.
A simple way to decide
- Search Google for what you sell, as a customer would. If competitors are advertising there, there’s search demand.
- Ask how customers found you in the past. Searching, or seeing you on social media?
- Look at your creative assets. Strong photos and video favour Meta.
- Start with one platform and a clear goal, measure for 4 to 6 weeks, then test the other.
What about LinkedIn Ads?
LinkedIn is powerful for reaching decision-makers by job title and industry, but clicks often cost several times more than on Meta. It usually only makes sense for higher-value B2B services with a budget of at least R10,000 a month for LinkedIn alone.
Frequently asked questions
Can I run Google and Meta ads at the same time?
Yes, and they work well together: Meta builds awareness, and Google captures people when they search later. With a small budget, though, it’s better to do one well first.
Which is cheaper, Google Ads or Facebook ads?
Facebook and Instagram clicks are usually cheaper, but Google clicks often convert into enquiries at a higher rate. Compare cost per enquiry rather than cost per click.
Do I need a website to run ads?
For Google Search ads, yes: you need a landing page that matches your ad. Meta can send people to WhatsApp, Messenger or an instant form, but a clear landing page still usually produces better-quality enquiries.
Is boosting a Facebook post the same as running Meta Ads?
Not quite. Boosting is a simplified option with limited targeting and goals. Campaigns set up in Meta Ads Manager give you far more control and usually better results.
Which platform is best for B2B businesses in South Africa?
Google Ads is usually the best starting point, because business buyers search for suppliers and services. LinkedIn Ads can work well on top of that for higher-value services, and Meta is useful for retargeting people who’ve already visited your website.
How much should I spend to test a platform?
Plan for at least R3,000 to R5,000 a month per platform for 4 to 6 weeks to get meaningful results.
Not sure which platform fits your business? Book a free coffee chat, or see my paid media packages on The Menu.
Keegan Jordaan is the founder of Crema Digital, a Johannesburg digital marketing studio. He has more than 10 years of hands-on experience and most recently ran the full digital marketing function for a group of 18 companies. Book a free coffee chat.