One of the most common questions we get from Utah business owners is some version of: "Should I be running Google Ads or Facebook Ads?" The honest answer is that both platforms are powerful, but they work in fundamentally different ways, and using the wrong one for your goals is one of the fastest ways to burn through your budget with little to show for it.
In this post we'll break down exactly how each platform works, which types of businesses benefit most from each, how to think about budget allocation, and when it makes sense to run both simultaneously.
The Core Difference: Intent vs. Discovery
The most important thing to understand about Google Ads and Meta Ads is the mindset of the user you're reaching.
Google Ads: capturing existing demand
When someone searches "emergency plumber in Salt Lake City" or "wedding photographer Utah," they are actively looking to hire someone. That intent is extremely valuable. Google Ads lets you place your business directly in front of people at the exact moment they are searching for what you offer. You're not interrupting anyone. You're showing up for someone who already wants what you have.
This is why Google Ads typically converts at a higher rate than most other paid channels. The intent is already there. Your job is simply to show up, communicate value clearly, and make it easy to take the next step.
Meta Ads: creating demand
Meta (Facebook and Instagram) works differently. Users aren't searching for anything; they're scrolling. You're reaching people based on who they are: their demographics, interests, behaviors, and connections. Meta is a demand creation platform. You're introducing your business to people who may not have been actively looking for it but are a strong fit for what you offer.
This makes Meta particularly powerful for building brand awareness, launching new products or services, and reaching audiences who don't yet know they have a need you can solve. The conversion path is typically longer than Google, but the audience reach and targeting depth are unmatched.
Which Platform Is Right for Your Business?
Google Ads works best when:
- People are actively searching for your product or service
- Your sales cycle is short and decision-driven (home services, legal, medical, urgent needs)
- You want to capture leads or sales from high-intent buyers quickly
- Your average transaction value justifies a higher cost-per-click
Meta Ads work best when:
- You need to build brand awareness in a specific region or demographic
- You have a visually compelling product or service
- Your target customer has specific interests or lifestyle characteristics you can target
- You're launching something new and need to generate initial buzz
- You want to retarget website visitors or existing customer lists
Budget Considerations
Costs vary significantly between the two platforms and depend heavily on your industry, location, and competition. In Utah, Google Ads for competitive industries like legal, dental, or home services can run $10–$50+ per click. Less competitive niches may see costs well under $5. Meta Ads generally have a lower cost-per-click, but because the intent is lower, cost-per-conversion is sometimes comparable.
A general starting point: if your monthly ad budget is under $1,500, pick the platform that best fits your business model and go all-in. Splitting a small budget across two platforms often means neither gets enough spend to exit the learning phase and optimize properly. At $3,000+/month, running both in tandem typically yields the best results, with Google capturing ready-to-buy customers while Meta builds the top of your funnel.
Running Both: The Full-Funnel Approach
The most effective paid advertising strategies use both platforms together. Here's how it typically works:
Meta Ads introduce your brand to a cold audience. Someone sees your ad while scrolling Instagram, visits your website but doesn't convert. A Google remarketing ad shows up when they later search for a competitor. A Meta retargeting ad shows up in their feed again. By the third or fourth touchpoint, they're ready to buy, and they do.
This multi-channel approach is how brands with modest budgets punch above their weight. You don't need to be everywhere. You need to be consistent and strategic on the channels where your customers actually are.
What to Measure
Regardless of which platform you use, measure what matters: cost per lead, cost per acquisition, and return on ad spend (ROAS). Clicks and impressions are vanity metrics. If your Google Ads campaign drives 500 clicks at $3 each but none of them call you, something is broken, whether in your targeting, your ad copy, or your landing page.
Set up conversion tracking before you spend a single dollar. Without it, you're flying blind. Both Google and Meta have free conversion tracking tools that, when implemented correctly, give you a clear picture of what's working and what needs to be adjusted.
The bottom line: there's no universally right answer between Google and Meta. The right answer depends on your business, your goals, your audience, and your budget. What matters is that you make a deliberate choice, track your results rigorously, and optimize continuously.