Most Australian small businesses can't afford to run Meta Ads and Google Ads well at the same time when they're starting out. So the real question is: where do your first dollars go? The answer comes down to one idea — the difference between capturing demand and creating it.
Google Ads captures existing demand
When someone searches 'emergency plumber Sydney' or 'best CRM for tradies', they already want the thing. Google Ads puts you in front of that active intent. It tends to convert well because you're meeting people at the moment they're looking — but competitive keywords can be expensive per click.
Meta Ads creates demand
On Facebook and Instagram, people aren't searching for you — they're scrolling. Meta's strength is showing a compelling offer to a precisely targeted audience who weren't actively looking but are a great fit. Clicks are usually cheaper, but you're often earlier in the buying journey, so it takes more nurturing to convert.
Start with Google if demand exists
If people are already searching for what you sell — a known service, an urgent need, a category with search volume — start with Google Ads. You'll capture ready buyers and get cleaner, faster proof of what a customer costs you.
Start with Meta if you're creating a category
If your product is new, visual, impulse-friendly, or something people don't think to search for, Meta is usually the better first move. It's also strong for local awareness, events, and building an audience you can retarget later.
The thing both need: tracking
Whichever you choose, proper conversion tracking is non-negotiable. Without it you're guessing. Set up server-side tracking, the Meta Pixel with the Conversions API, and Google's conversion tags so you know your real cost per lead and cost per sale — not just clicks.
Budget and patience
Give either platform enough budget and time to exit the learning phase — a few weeks and enough conversions to optimise on. Constantly switching platforms or killing campaigns after three days is how most SMB ad budgets get wasted.
Then run both
Once one channel is profitable, the classic combination is Google to capture intent and Meta to create demand and retarget. If you want your paid media set up and managed properly from day one, our paid media and social service handles strategy, tracking and creative — tell us your goals.