Google Ads · Meta Ads · Strategy
Google Ads or Meta Ads: which to choose for a local business
Both platforms bring customers, but in different ways. Google catches people already searching. Meta creates desire in people who were not thinking about you yet. Choosing the right starting point saves months and hundreds of euros.
In this article
Quick answer
Use Google Ads when your customers search for what you sell ("dentist near me", "reformer pilates Lisbon"): it catches people who have already decided to buy. Use Meta Ads (Instagram and Facebook) when you need to create desire, for example a new brunch, a trial class or an event. For most local businesses, the best mix is Google for demand and Meta to stay top of mind with people nearby.
It is one of the questions we hear most in the free diagnosis. The short answer is that they are not competitors: they do different jobs on the way to a customer.
This article shows the practical difference between the two, which usually works best for each type of business and when it makes sense to combine them.
Part 1
The difference in one sentence
On Google, people look for you. On Instagram, your ad finds them.
| Google Ads | Meta Ads | |
|---|---|---|
| When it shows | When someone searches on Google or Maps | While people scroll Instagram or Facebook |
| Intent | High: they already want to solve the problem | Low to medium: they were not searching |
| Format | Text, map and extensions with phone and address | Image, video and Reels |
| You pay for | Usually per click | Usually per thousand views |
| Strength | Converting demand that already exists | Creating demand and keeping you top of mind |
Part 2
Which works best for your business
A rule of thumb: if people search for your service when they need it, start with Google. If they buy on impulse or taste, start with Meta.
- Clinics, dentists, physiotherapy, technical services: Google Ads first. Searchers already have the need and choose among the top results.
- Restaurants and cafés: both. Google and Maps for "where to eat near me", Instagram to make people want to try.
- Pilates, yoga and aesthetics studios: Meta first, with a trial class or session offer. Then Google for people searching the service by name.
- Neighbourhood shops and local brands: Meta first. The product sells through the image.
- Events and launches: Meta. Nobody searches for an event they have not heard of.
To check whether there is search demand in your area, look up in Keyword Planner how many people search for your service in Lisbon. If it is only a few dozen a month, Meta tends to deliver more.
Part 3
When it makes sense to use both
From about €500 a month of ad spend, combining the two platforms usually brings more customers than putting everything into one.
The most common pattern we see in Lisbon: someone sees your studio or restaurant Reel on Instagram, does nothing, and days later searches your name on Google or Maps. If your profile shows up there with good reviews, the booking happens. The two channels work together.
- Under €300 a month: one platform and one objective.
- Between €500 and €1,200 a month: Google for demand and Meta for the area around your business.
- Always: a complete Google Business Profile with recent photos and reviews, because both kinds of customer end up there.
Summary: where to start
Answer one question: do your customers search for what you sell?
- Yes, they search. Start with Google Ads and your Google Business Profile.
- No, they buy on impulse or taste. Start with Meta, with a clear offer for people nearby.
- Both. With €500 or more a month, use both and measure the cost per customer on each.
Frequently asked questions
What is better for a local business, Google Ads or Facebook Ads?
It depends on how customers find you. If they search for the service (dentist, plumber, pilates in Lisbon), Google Ads usually brings customers faster. If they buy on impulse or taste (new restaurants, shops, events), Meta usually delivers more. Many local businesses benefit from both.
Is Google Ads more expensive than Meta?
Per click, usually yes. But people who click on Google are already searching, so they convert more. Compare the cost per new customer on each platform, not the cost per click.
Can I start with both at the same time?
Yes, if you have at least about €500 a month of ad spend. Below that, it is better to start with one platform so the campaign has enough data to learn.
Does Kune manage both Google Ads and Meta Ads?
Yes. The Essencial plan (€400 a month) covers one platform; Crescimento (€700) and Performance (€1,100) cover Google Ads and Meta Ads, always linked to your Google Business Profile. No minimum term, and ad spend is paid separately.
Sources: Google, Keyword Planner · Meta Business Help Center, learning phase
