“Should I run Facebook ads or Google ads?” is one of the questions we hear most from store owners. The honest answer is that they do different jobs. Once you understand the difference, choosing where to spend becomes much easier.
How Meta Ads work
Meta Ads run on Facebook, Instagram and Messenger. People are scrolling, not searching, so your ad has to interrupt them and create interest. Meta’s targeting and algorithm are very good at finding people likely to buy, even if they have never heard of your brand.
Best for: new or unique products, impulse buys, fashion and beauty, visual products, and building a brand audience you can retarget later.
How Google Ads work
Google Ads show when someone actively searches, for example “buy lace front wig UK”. The demand already exists; you are simply putting your product in front of it. Google Shopping ads, which show a product photo and price, are especially strong for online stores.
Best for: products people already search for, high-intent buyers, replacement and essential items, and local services.
Side-by-side comparison
| Meta Ads | Google Ads | |
|---|---|---|
| Buyer mindset | Browsing, discovering | Searching, ready to buy |
| Creates or captures demand? | Creates demand | Captures demand |
| Key to success | Strong video and image creative | Keywords, product feed, bids |
| Typical cost per click | Usually lower | Often higher, but warmer traffic |
| Good for retargeting? | Excellent | Good (display and YouTube) |
So which should you start with?
- Nobody searches for your product yet? Start with Meta Ads and test several creatives.
- People already search for it? Start with Google Shopping and Search.
- Bigger budget? Use both: Meta to bring new people in, Google to catch them when they search later.
Know your numbers first
Before spending a single pound or dollar, calculate your break-even ROAS, the return on ad spend you need just to cover product, shipping and fees. If your break-even ROAS is 2.5, any campaign below that is losing money, however good the clicks look. You can work this out in seconds with our free ROAS and profit calculator.
Common mistakes to avoid
- Changing campaigns every day before the algorithm has enough data.
- Running one creative only. Test at least 3 to 5.
- Sending ad traffic to a slow or confusing product page.
- Not installing the Meta Pixel / Conversions API or Google conversion tracking properly.
Need help running profitable ads?
Talk to the Sell Smart eCom team. We will look at your store and give you a clear, honest plan, free.
Talk to our ads team →
