Choosing between Meta Ads (Facebook and Instagram) and Google Ads can feel like choosing between two great options. Both platforms offer strong advantages, but the best choice depends on your specific goals.

This guide simplifies the decision, especially for London-based businesses. We’ll compare targeting, cost, ROI, and how the two platforms can work together using real data to support every point.

By the end, you’ll know where to focus your ad budget and how to get the best results.

‍

1. High Intent vs Awareness Building

‍
Ask yourself: are people actively searching for what you offer, or do you need to get on their radar first?

• Google Ads is ideal for capturing intent. People are already searching for something specific, like “digital marketing London.”
• Meta Ads are great for building awareness. You target based on interests, behaviours, and demographics even before people realise they need your service.

‍

According to Shopify UK (June 2025), Google excels at high-intent lead capture, while Meta shines when it comes to brand discovery.

‍

What this means for you: Use Google when demand already exists. Use Meta when you need to create interest or build recognition.

‍

‍

2. Cost and ROI Breakdown

‍
Meta Ads and Google Ads differ significantly when it comes to cost and return on investment.

• Meta Ads usually have lower cost-per-click (CPC), ranging from £0.30 to £1.50. This makes them ideal for awareness and top-of-funnel campaigns.
• Google Ads tend to cost more (£2–6 per click), but the leads often convert faster due to higher intent.

‍

In terms of return:

• Meta delivers an average 6:1 ROAS, especially strong in ecommerce (up to 7.5:1), though slightly weaker in B2B (around 3.5:1).
• Google averages around 4:1 ROAS, and up to 5:1 for B2B.

‍

For London-based businesses:

• Meta offers cost-effective reach and solid ROI, especially for product-focused campaigns.
• Google drives high-quality conversions, making it better suited for service providers and intent-based searches.

‍

3. Funnel Stage Strategy

‍
Using both platforms at different stages of the funnel can deliver better results.

Funnel StagePlatformWhy It Works AwarenessMeta AdsTarget people by interest, location, and behaviourConsiderationMeta & GoogleRetarget on Meta, capture intent on Google Conversion GoogleAdsReach users with high purchase intent

Top agencies recommend this approach: capture intent with Google, then nurture leads with Meta.

‍

4. Timeline and Learning Curve

‍
When you need quick results, timeline matters.

• Google Ads often generate leads in 2–4 weeks thanks to high intent targeting.
• Meta Ads usually require 4–8 weeks to optimise and build traction.

For London businesses looking for fast enquiries, Google is your go-to. Meta works best for brand-building and long-term engagement.

‍

5. Platform Strengths and Weaknesses

‍

Google Ads
Pros:

• High-intent targeting leads to faster conversions
• Multiple ad formats (search, display, shopping, Performance Max)
• Effective local targeting options

Cons:

• Higher CPC
• Requires more effort for keyword strategy and bidding

Meta Ads (Facebook & Instagram)
Pros:

• Lower CPC
• Excellent for visual storytelling (carousels, Reels, images)
• Powerful interest-based targeting

Cons:

• Lower intent to purchase
• Creative fatigue can reduce effectiveness over time

These pros and cons are supported by findings from Ascend Digital and Shopify UK.

‍

6. Channel Synergy = Winning Combination

‍
The most effective campaigns combine both platforms.

A proven strategy:

1. Use Google Ads to target people actively searching.
2. Retarget non-converters with Meta Ads using eye-catching visuals.

This mix often increases conversion rates by 30–50%, while also lowering your overall CPC by up to 15%.

‍

7. AI and Automation Trends

‍
In 2025, AI plays a huge role in ad performance.

• Meta Advantage+ and Google Performance Max use AI to optimise bidding and targeting with minimal manual input.
• These tools are powerful, but can feel like a “black box.” You’ll get results, but with less control.

Tip: Start with automation to test performance, but monitor campaigns closely. Be ready to step in if performance dips.

‍

‍

Conclusion

‍
Here’s what it means for London businesses in 2025:

• If you need leads quickly, prioritise Google Ads. The platform delivers fast results through intent-driven search and strong local targeting.
• If your goal is brand awareness and long-term engagement, Meta Ads are the better choice. They offer cheaper clicks and strong creative tools for storytelling.
• Want the best of both? Combine them. Use Google to capture active searchers, then follow up with Meta for retargeting and nurturing.

‍

Add a layer of smart AI, focus on precise targeting, and keep your creatives engaging. That’s the formula for a high-performing, modern paid media strategy.

‍

Thinking about launching Meta or Google campaigns? Get in touch we’ll help you build the perfect paid media mix.

‍