What you will get from this guide
- A simple rule for choosing between searches (Google) and interruptions (Meta), with examples
- A formula for the most you can pay per lead and still profit, with the arithmetic shown
- Typical management fees, and what to have in place before you spend anything
Google Ads vs Facebook Ads is not a contest, because they reach people at different moments. Google Ads shows your ad when someone searches for what you sell, so the person already wants it. Facebook and Instagram ads (Meta) reach people by interests and behavior while they scroll, so you create demand rather than catch it. If people already search for your service, start with Google. If your product is visual, impulse-led or new to the market, start with Meta.
Google charges per click, and cost per click ranges from cents to several dollars depending on the keyword. Meta often allows lower daily budgets and has strong retargeting. Whichever you choose, set the most you can pay per lead before you spend. The formula below gives you that number, and the sections after it cover fees and set-up. For management, see our Google and Meta ads service.
AJ Creationz manages both channels. Many comparison articles online are written by ad agencies or tool vendors, and some are years old; we flag figures that come from vendor pages.
Google Ads vs Meta Ads: how each works
| Google Ads | Meta Ads (Facebook and Instagram) | |
|---|---|---|
| Person’s mindset | Searching for something now | Browsing; not looking for you yet |
| Targeting | Keywords and search intent | Interests, behavior, location, lookalike and retargeting audiences |
| Best for | Urgent or high-intent needs: plumbers, lawyers, software, emergency services | Visual products, discovery, events, offers and retargeting visitors |
| Cost pattern | Per click; cents to several dollars depending on competition | Often lower daily budgets are possible; cost depends on audience and creative |
| Creative effort | Mostly text, plus assets for some formats | Images and video carry the result |
Which should a small business start with
- Do people already search for what you sell? Check by typing it into Google. If there are ads and results, there is demand: start with Google Ads.
- Is it urgent? Needs that cannot wait, such as repairs or legal help, favor Google. Considered or impulse purchases favor Meta.
- Is it visual? Fashion, food, travel, events and anything that looks good in a feed favor Meta.
- Is your budget small? One UK source says most UK agencies will not take accounts spending under about £500 a month on ads. With a small budget, choose one channel and run it properly rather than splitting it thin.
- Do you have a website visitor list? Retargeting people who already visited is a strong Meta use, so add it once you have traffic.
Work out your maximum cost per lead first
Maximum cost per lead = gross profit per customer × lead-to-customer rate
Paying above this number loses money on every customer, however good the campaign looks.
| Step | Number | Arithmetic |
|---|---|---|
| Gross profit per customer | £1,200 | assumption |
| Share of leads that become customers | 20% | assumption |
| Maximum cost per lead | £240 | 1,200 × 0.20 |
| Target cost per lead (leave room for management fees and profit) | £120 | half of the maximum, a chosen target |
| Leads a £1,500 monthly ad budget buys at target | 12.5 | 1,500 ÷ 120 |
| Customers from those leads | 2.5 | 12.5 × 0.20 |
| Gross profit from those customers | £3,000 | 2.5 × 1,200 |
Management fees and minimum budgets
- Google Ads management in the UK: one guide gives £300 to £2,000 a month; another says most UK SMEs pay £500 to £2,500, or 10% to 20% of spend, or flat retainers of £750 to £3,000.
- Meta ads in the UK: one guide gives retainers of £1,500 to £8,000+ a month, with minimum budgets often £3,000 to £5,000 a month.
- US agencies: Google Ads management is often 10% to 20% of ad spend or a retainer, commonly $1,500 to $3,500 a month for mid-tier agencies, per our service guide.
These figures come from agency pages that sell the service, and the sources disagree. Ask for a written scope, what is included, and who owns the ad accounts. You should own them.
What to set up before you spend a pound or a dollar
- Conversion tracking for leads or sales, tested end to end
- A landing page that matches the ad and works on a phone
- A fast follow-up process: replies within minutes beat replies the next day
- Consent and cookie handling for the markets you advertise in
- A decision date: when you will judge the test and what you will do with the result
Do this next
Calculate your maximum cost per lead with your own numbers. Then check Google for the search you want to win; if you see ads and demand, start there, otherwise test Meta with a single offer.
Frequently asked questions
Is Google Ads or Facebook Ads better for small business?
Neither is better for everyone. Google suits people already searching; Meta suits visual products and discovery. Use the questions in this guide.
Can I run both?
Yes, and many businesses do. Start with one and add the other once the first is tracked and profitable.
Which is cheaper?
There is no definitive answer. Google charges per click and cost varies by keyword; Meta cost varies by audience and creative. Compare cost per lead, not cost per click.
How much should I spend to test?
Enough to collect meaningful results, which depends on your costs per lead. Several UK agencies decline accounts under about £500 a month in ad spend, so treat that as a floor for hiring help.
Do I need an agency?
Not necessarily. Many businesses start in-house. An agency helps with setup, tracking and creative if you do not have the time or experience.
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