The question is usually framed as a choice. It is better understood as a sequence: Google captures demand that already exists, Meta creates demand that does not yet.
Google: people already looking
Search advertising reaches someone who has typed the problem into a box. Intent is high, competition is direct, and cost per click reflects both. Enquiries tend to convert faster because the decision is already underway.
Meta: people who would be interested
Social advertising reaches a defined audience before they search. Costs per enquiry are usually lower and quality is usually more variable — which is a follow-up and qualification problem, not a reason to avoid the channel.
How to decide where to start
- Clear existing search demand and a limited budget: start with Google
- A service people do not know to search for: start with Meta
- A strong offer and capacity to follow up quickly: run both and let cost per booked appointment settle the split
- No CRM or follow-up in place: fix that before increasing spend on either
The number that matters
Cost per click and cost per lead flatter the wrong channel. Measure cost per booked appointment and cost per customer. Meta frequently looks worse on lead cost and better on customer cost, or the reverse — you cannot know until the pipeline is tracked end to end.