Two different logics
- Google Ads (search): shows your ad to people searching for exactly what you sell («fixed-price app development», «plumber in Milan»). Intent is high: the person already has a need.
- Meta Ads (Facebook and Instagram): shows your ad to people chosen by interests, age, area or because they already visited your site, while they are doing something else. Intent is lower: you must arouse interest, and images and video matter a lot.
When to start with Google Ads
- You sell a service or product that people actively search for.
- You want enquiries or calls quickly and with a measurable goal.
- The budget is limited: with a few well-chosen keywords you soon find out whether it works.
- You have a clear landing page: whoever clicks must immediately find what the ad promised.
When to start with Meta Ads
- The product is visual or emotional: fashion, food, events, furniture, experiences.
- It is something new that nobody searches for yet: if no search exists, Google has nobody to catch.
- You want to do remarketing: show the offer again to people who visited the site or filled a cart.
- You care about local awareness or introducing a new brand, and you have good images or video.
How to decide in your case
Four questions are enough:
- Do people search for what I sell? Write it in one sentence the way a customer would: if the search exists, start from Google.
- Do I have eye-catching images or video? If yes, Meta can deliver; if not, you need the material first.
- What action do I want? A quote request works well on Google; a seasonal promotion works well on Meta.
- Can I measure the results? Without conversion tracking you do not know which ad brings customers. It is set up before spending.
The first budget: a simple rule
- One platform at a time: splitting a small budget over two tools gives enough data on neither.
- Give the systems time to learn: in the first days the platforms are in a learning phase. Changing everything every day makes results worse.
- Compare the cost per lead, not clicks: a cheap click that does not convert is money lost.
- Start small and scale what works, instead of starting big to «give it time to take off».
- To estimate the figure with a concrete example read how much Google Ads costs.
Tracking today
In Europe, measuring conversions and personalising ads requires visitors' consent, which makes data less complete than in the past. That is why well-configured tracking matters: conversions measured from day one and, at the more advanced tiers, tools designed to recover the signal with the user's consent (Google's enhanced conversions and Meta's Conversion API). A site with a clear, well-configured cookie banner is not an obstacle: it is the basis for measuring correctly.
What our packages include
- Base (€750): Google Ads account, conversion tracking, one search campaign with up to 20 keywords, 3 ads and a Google Analytics link.
- Plus (€1,800): up to 3 campaigns (search, display, shopping if relevant), remarketing, 8 ad variants for A/B testing, landing-page review and a monthly report for the first 2 months.
- Pro (€3,900): also Meta Ads, up to 6 campaigns across the two platforms, enhanced conversions, custom and look-alike audiences, weekly optimisation for 3 months.
- The advertising budget, meaning what you pay to Google and Meta, is not included: you decide it. Details on the fixed-price Google Ads and Meta campaigns page.