Which Platform Is Right for Your Paid Ads?

One of the first questions business owners ask about advertising is where to run their campaigns. Should you use Google Ads, Facebook, Instagram, or another platform? The answer depends on your goals, your audience, and your budget.

This guide compares the major platforms so you can understand which option makes the most sense for your business.

Google Ads: High-Intent Search Traffic

How it works: Google Ads place your business at the top of search results when people type in specific keywords, such as “plumber near me” or “El Paso dentist.”

Why it works:

• Reaches people already looking for your service

• Allows flexible budget control

• Offers location and keyword targeting

Best for: Service industries such as HVAC, legal, dental, and real estate, where customers search directly for solutions.

For more detail, see Google Ads beginner resources.

Meta Ads: Awareness and Community Engagement

How it works: Ads appear on Facebook and Instagram feeds, stories, and reels. Targeting is based on demographics, interests, and location.

Why it works:

• Builds awareness among people who may not be searching yet

• Delivers strong audience targeting

• Creates visual and storytelling opportunities

Best for: Restaurants, gyms, wellness brands, and retail businesses that benefit from brand recognition and ongoing engagement.

Related: Learn about Paid Ads services

Using Both Together

The strongest approach often combines Google Ads and Meta Ads. Google brings in people ready to buy right now, while Meta creates awareness that drives future interest.

Example: A dental practice might run Google Ads for “emergency dentist El Paso” while also using Meta Ads to promote a whitening special. This combination reaches both urgent and casual audiences.

Budget Considerations

• Smaller budgets: Start with Google Ads for measurable lead generation.

• Moderate budgets: Use both, focusing on high-intent Google searches and supportive Meta awareness campaigns.

• Larger budgets: Run full campaigns on both platforms to maximize visibility.

Final Word

There is no single best platform for every business. The right choice depends on your goals and your market. Many local businesses benefit from starting with one platform and expanding as results grow.

We design campaigns that balance performance with budget, so you invest where it matters most.

Explore Paid Ads management