The core difference: intent
Google Ads shows your business to people actively searching, such as "dentist near me". These people often have high intent, but each click can cost more. Meta Ads shows your business to people scrolling Facebook and Instagram. They were not searching, but you can reach them with visuals and offers at lower cost per click in many markets.
When Google Ads makes sense
Choose Google first when customers already search for your service and you need inquiries quickly: repair services, clinics, lawyers, movers, and many local services. Make sure you track calls and form fills.
When Meta Ads makes sense
Choose Meta first when your product is visual or impulse-driven, when you need awareness, or when you want cheap WhatsApp inquiries: salons, restaurants, fashion, real estate projects, courses and events.
The smart approach
Many businesses run both. Use Google to capture demand that already exists and Meta to create demand and retarget visitors. Start with the platform that matches your customer behavior, prove it works, then add the second.
Whichever you choose, fix the landing page and follow-up speed. Fast replies on WhatsApp often matter more than small changes to the ad.