Where to Invest According to Your Business Type?

In the world of digital marketing, one of the most strategic—and often most confusing—decisions for many entrepreneurs and companies is where to invest your advertising budget: Google Ads or Meta Ads (Facebook and Instagram)?

Both platforms are powerful, but they operate on different logics and offer unique benefits depending on your business type, campaign goal, and audience behavior. In this blog, we’ll help you make this decision with a practical approach based on real experience and data.

🎯 Understanding the Basics: What Is Each Platform?

✅ Google AdsGoogle Ads is Google’s advertising platform, allowing you to display ads in search results (Search), YouTube, Google Maps, the Display Network (millions of websites), and more.

It’s primarily based on search intent—people seeing your ads are actively looking for something.Example: If someone searches “dentist in Guadalajara,” your clinic can appear right at that moment.

✅ Meta AdsMeta Ads covers advertising on Facebook, Instagram, Messenger, and Audience Network. Its focus is on smart interruption—ads appear while people browse social media, not necessarily searching for a product or service.Example: You’re watching Instagram Stories and an ad for a new restaurant in your area pops up, based on your interests or location.

🧠 How Does Each Work?

Feature	Google Ads	Meta Ads
Based on	Search intent	Interests, behavior, demographics
Best for	Immediate responses, direct search	Demand generation, visibility, community building
Ad formats	Text, video, display, shopping	Image, video, carousel, reels, stories
Cost per click (CPC)	Higher in competitive industries	Lower on average, ideal for awareness campaigns
Targeting	Keywords and location	Interests, age, gender, location, behavior
Expected results	Direct conversions	Visibility, engagement, leads over the medium term

🏪 Where to Invest Based on Your Business Type?

1. Local businesses and actively searched services Best choice: Google AdsPerfect for:

• Dentists, doctors, or clinics

• Plumbing, electrical, locksmith services

• Lawyers, notaries, accountants

• Auto repair shops, car washes

People actively search for these services on Google, so you need to be there with well-targeted location-based campaigns Tips:

• Use call and location extensions

• Invest in local keywords: “plumber in Mexico City,” “dentist in Monterrey”

  
  

2. Online stores and physical products Best choice: 

Google Ads + Meta Ads combined An online store needs traffic from multiple channels:

• Google Shopping and Search to attract ready-to-buy customers.

• Meta Ads to discover products, remarket, and build loyalty

  Recommended strategy:

• Google Shopping campaign

• Instagram Reels and Stories with direct links

• Cross-platform remarketing (Meta to reach visitors from your site)

  
  

3. Personal brands, visual products, and lifestyle businesses Best choice: Meta Ads Perfect for:

• Clothing, accessories, makeup, jewelry

• Online courses, coaching, consulting

• Lifestyle, wellness, tourism, art

Your strength is in emotional and visual content—Meta wins here

Recommendation:

• Stories + Reels + carousel ads with emotional branding

• Focus on building community, not just driving traffic

• Use CTAs like “Send us a DM” or “Shop now”

  
  

4. B2B services, SaaS, or business solutions Best choice: Google Ads + LinkedIn Ads (not Meta)In these cases, customers are more active on search engines or professional platforms. Meta can help with remarketing or awareness, but your core should be Google Ads (and LinkedIn if possible).Tips:

• Search ads with keywords like “billing software,” “SEO agency for SMEs”

• Conversion-focused landing pages

• Clear CTAs: “Request a demo,” “Book a call”

  
  

📈 What Happens If You Use Both?

Magic happens when you combine them smartly. Here are real cases from Kahla Marketing:

Case 1: Laser hair removal clinic

• Google Ads: Capture searches like “laser hair removal in Zapopan”

• Meta Ads: Show testimonials, procedure videos, and promotions on Instagram🔁 Result: More booked appointments and an engaged online community.

Case 2: Slow fashion clothing brand

• Meta Ads: Create desire through stories and reels with real models

• Google Ads: Search campaigns for terms like “Mexican linen blouse for women”🔁 Result: Increased qualified traffic and higher conversion rate.

  
  

💸 Which Platform Is Cheaper?

It depends. On average, Meta Ads tend to have a lower CPC. However:

• Google Ads usually converts better in high-intent sectors.

• Meta Ads drive more engagement and brand recognition.

💡 Conclusion: Cheaper is not always better—think in terms of cost per real result (useful clicks, leads, sales).

🧩 Combined Strategies: Getting the Best of Both

1. Top of funnel on Meta Ads (attract with visual content)

2. Bottom of funnel on Google Ads (capture people ready to buy)

3. Cross-platform remarketing: If they came from Google, remind them on Instagram; if they watched a video, retarget them with a search ad.

There’s no one-size-fits-all answer, but there is a smart strategy for your business model:

• Local services → Google Ads

• Visually appealing products → Meta Ads

• Products people search for → Google Ads

• Businesses needing branding & emotional connection → Meta Ads

• If you can do both → Do it! And optimize each channel for its strengths.

  
  

🧠 Still Not Sure What Works for Your Brand?

At Kahla Marketing, we help you analyze your industry, design tailored campaigns, and get the most out of every peso you invest. We don’t believe in generic solutions—we believe in strategies built with purpose.

📩 Message us and let’s create a digital advertising strategy that actually converts.