Start with Google Ads if your customers search for what you sell. Start with Meta Ads (Instagram and Facebook) if they don't yet know they want it. One question settles it for most businesses: does my customer type something into Google before buying? If yes, Google. If no, Meta.
The one-question test, with examples
| Business | Does the customer search first? | Start with |
|---|---|---|
| Dental clinic, physiotherapist, diagnostic lab | Yes: "dentist near me" | Google Ads |
| CA firm, lawyer, B2B supplier | Yes: they compare providers | Google Ads |
| Pest control, AC repair, packers and movers | Yes, and urgently | Google Ads |
| Clothing, jewellery or skincare brand | No: they see it and want it | Meta Ads |
| Café, restaurant, bakery | Mostly no | Meta Ads, plus a Google Business Profile |
| Salon, gym, skin clinic | Both | Google for urgent needs, Meta for offers and new openings |
When does Google Ads win?
Google Ads shows your business to someone at the moment they search. The intent already exists; you are paying to be the answer.
It suits you when:
- people look for your service by name ("orthodontist in Andheri");
- the need is urgent or planned, not an impulse;
- one customer is worth enough to justify paying for each click.
The risk is paying for the wrong searches. A keyword list that is too broad will spend your budget on people looking for jobs, courses or free advice. Checking the search terms report and blocking the irrelevant ones is routine work in the first month.
When does Meta Ads win?
Meta Ads puts your product in front of people who match your customer profile while they scroll Instagram or Facebook. Nobody asked to see it, so the picture or video has to earn the attention.
It suits you when:
- the product is visual;
- the price is low enough for a quick decision, or the offer is strong enough to start a chat;
- you want people in a specific area, age group or interest group to know you exist.
The risk is mistaking attention for business. Likes, views and followers are easy to buy and don't pay the rent. Set the campaign to aim for messages, leads or sales.
Google Ads vs Meta Ads, side by side
| Google Ads | Meta Ads | |
|---|---|---|
| Reaches | People searching now | People who match a profile |
| Buying intent | High | Lower; you create the interest |
| What you need | A clear landing page and the right keywords | Strong photos or short videos |
| Speed | Enquiries can start within days | Needs a few weeks of testing creatives |
| Best for | Services, urgent needs, B2B | Products, lifestyle, local offers |
| Common mistake | Broad keywords, sending clicks to the homepage | Boosting posts for likes instead of running lead campaigns |
Why are my ads not working? Five checks
If you are getting clicks but no enquiries, check these in order before touching the ad.
- Tracking. Can you see which ad produced which call, form or WhatsApp chat? If not, fix this first. Without it you are guessing.
- Landing page. Does the page repeat the promise the ad made, show the price or starting price, and give one clear way to enquire? An ad for "teeth whitening offer" that opens a general homepage loses most visitors.
- Audience or keywords. Are the clicks from your area and from people who could buy? Look at the search terms (Google) or the audience breakdown (Meta).
- Offer. Is there a reason to act now, and is it clear what happens next: a free check-up, a trial class, a quote within the hour?
- Follow-up speed. How long does an enquiry wait for a reply? Many "bad leads" are good leads that were answered the next day.
The number that ties it together is cost per enquiry: ad spend divided by the number of genuine enquiries. Decide in advance what an enquiry is worth to you, and judge the campaign against that figure after three to four weeks.
Should I run both?
Only after one is working. Splitting a small budget across two platforms means neither gets enough data to learn from.
A sensible order:
- Run the channel the one-question test points to.
- When it brings enquiries at a cost you are happy with, add the other.
- A common pairing: Google Ads brings new people in, and Meta Ads reminds the ones who visited but didn't enquire.
What should a small business budget?
Two separate amounts: the ad budget that goes to Google or Meta, and the fee for whoever manages the campaigns. Start with an ad budget you can sustain for at least a month, because the first ten days are a learning period and stopping early wastes what you spent.
For how to split a first budget, read where to spend your first ₹50,000. For what agencies charge, see our guide to digital marketing costs in India.
How we run it
At DMarketing Cryptex, performance marketing means paid campaigns on Google, Meta and YouTube that are tied to tracked results. You pay the ad budget directly to the platform, we never take a cut of it, and the monthly report shows enquiries and what each one cost.
If your ads are running and not delivering, book a Free Growth Check-Up and we will go through the five checks with you. If you haven't started, the Growth Engine planner will suggest which channel fits your business.
Raj Vidhyadharan is the founder of DMarketing Cryptex, a performance marketing agency in Mumbai, founded in 2019.