Choosing the channel
Google Ads or Meta advertising for a local business?
Google Ads usually works better when the demand already exists. Meta works better when the service has to be put in front of the right audience.
Google Ads reaches the person who is actively searching.
Meta suits creating demand and reminding people.
The channel is chosen by goal, budget and tracking.
In more detail
When the customer is already searching
Search advertising is often the first choice for urgent and clearly searched services such as repairs, bookings and quote requests.
When the service needs a reminder
Meta works when the service is visual or local, or needs repeated exposure before a decision.
Both need the same tracking
A channel does not fix poor tracking. Before optimising, you need to know which enquiry is actually valuable.
Read next
What does a Google Ads account review include?
A good review does not start with new ads. First you find out whether the account measures the right thing and whether the budget goes to demand that is ready to buy.
How to spot the search terms that burn money
A search term that burns money is not just an expensive click. It is a click that does not match the demand your business is ready to serve.
An ad report a business owner actually reads
A report's job is not to show all the data. Its job is to say what happened, what was learned and what is decided next.
Want your own ad account reviewed?
The free review surfaces the most important things to fix and tells you whether the monthly service (from 500 €/month + VAT) is right for your business.