Google Ads vs Meta Ads: Choosing What Belongs in Your Mix
Google captures demand; Meta builds demand. Here is a practical framework for deciding what belongs in your paid media mix.
The different jobs
Google Ads captures people already searching — high intent, but limited to existing demand. Meta Ads builds awareness and retargets interest — broader, but requires creative and offers that stop the scroll.
The practical mix
For most B2B and local businesses in India, Google Search is the highest-intent channel; Meta works for audience building and remarketing; LinkedIn earns its place for B2B role targeting. The right mix depends on your offer economics.
Measurement before budget
Never scale spend without conversion tracking. Forms, calls and WhatsApp enquiries must be tracked before budgets grow, or you are optimizing blind.
A defensible cost per enquiry
Decide what a customer is worth and what you can pay per enquiry. Channels that stay under that ceiling get budget; those that do not get fixed or cut.
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