In many of the smaller-budget accounts we’ve worked on, spreading resources too thin across Google Ads and Meta Ads often results in minimal performance on either platform. So it’s usually more effective to focus on one platform instead of splitting your spend across both.
If your goal is to reach people who are actively looking for your products or services, Google Ads is often the better starting point. It allows you to target users based on the exact keywords they’re searching, which means your ads can appear when someone is already in the market for what you offer — like “mobile bar hire Sydney” or “marketing agency near me”.
On the other hand, Meta Ads are typically more suited for awareness campaigns. Instead of targeting specific keywords, you reach people based on demographics, interests, or behaviour — such as homeowners aged 30–55 in Melbourne or new mums interested in kids’ activities. This can be effective for introducing your brand to a broad audience and starting to drive demand.
These aren’t strict rules. Meta Ads can still generate strong leads, and Google Ads can support awareness through Display campaigns. The two platforms complement each other; you just need to know which one aligns best with your current goal and budget.