- Google captures existing demand. Meta creates new demand.
- Start with Google Search if people already look for your category.
- Meta is essential for D2C, lifestyle and visual products.
- The real answer is almost always both — sequenced correctly.
Intent vs interest — the core difference
Google Search is a pull channel — people type in what they want and you pay to be there. Meta is a push channel — you interrupt people who match a pattern and hope you're relevant.
That single distinction should decide your first ₹10,000 of spend, not opinion or agency preference.
When Google Ads is your starting point
If people already search for what you sell — dentists, plumbers, SaaS categories, B2B services — start on Google Search. Intent is warmest here, conversions come faster, and you can measure a real cost per lead in week one.
When Meta Ads pulls its weight
For lifestyle, apparel, jewellery, food, fitness and any product where visual is the pitch — Meta is unbeatable. Creative is your unfair advantage. Spend more time on the video than on the targeting.
A realistic starter split
For most businesses at ₹50k–₹2L/month: 60% Google Search on your highest-intent terms, 30% Meta on top-of-funnel creative, 10% retargeting across both. Adjust monthly based on cost per qualified lead — not clicks, not impressions.
