Google Ads vs Meta Ads
Google Ads vs Meta Ads: Where Should UK SMBs Spend First?
Google catches demand. Meta creates it. Most SMBs need both — but in the right order.
Google Ads
Pay for people actively searching.
Best for:
Service businesses, anyone with clear search demand.
Pricing:
£500-5,000/month + management
Pros
- + High intent — they want what you sell
- + Live in 24 hours
- + Scales predictably
- + Geo-targeted to the postcode
Cons
- − CPCs keep rising
- − Stops working when you stop paying
- − Limited reach for new categories
Meta Ads
Interrupt people scrolling Facebook/Instagram.
Best for:
Ecommerce, lifestyle brands, anything visual.
Pricing:
£500-5,000/month + management
Pros
- + Incredible targeting
- + Visual storytelling
- + Cheaper clicks than Google
- + Builds brand awareness
Cons
- − Lower intent than search
- − Creative burns out fast
- − iOS tracking changes hurt attribution
The verdict
Service business? Start with Google. Product/ecommerce? Start with Meta. Most should run both within 6 months.
RIOT's take
Don't pick one and stick. The winning mix is usually 60/40 between the two — Google for intent, Meta for discovery and remarketing.
FAQs
What's the minimum budget that works?
£500/month is the floor for either platform to gather enough data to optimise.
Which has better ROI?
Google for service businesses with clear search demand. Meta for visual products and impulse buys.
Do I need different creative for each?
Yes. Google is text-led; Meta is visual and short-form video first.
Need help choosing?
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