In the ever-evolving world of digital marketing, one of the most pressing decisions for brands is choosing the right platform to advertise. Google Ads and Meta Ads (formerly Facebook Ads) dominate the online advertising space, but which one is right for your next campaign? As an agency that works with ambitious startups, fast-scaling brands, and disruptive entrepreneurs, Boom91 believes that this choice shouldn’t be about which platform is “better,” but which one is more strategically aligned with your goals.
Let’s dive into a deep comparison between Google Ads and Meta Ads—so you can make an informed decision for your next move. What Are They, Really?
Google Ads:
Google Ads is a paid advertising platform where ads appear on Google Search results, YouTube, Gmail, and millions of websites via the Google Display Network. It’s intent-based marketing—your ad shows up when someone is actively searching for something.
Meta Ads:
Meta Ads include Facebook, Instagram, Messenger, and the Meta Audience Network. It’s interest-based marketing—your ad shows up based on a user’s behavior, demographics, and preferences.
Platform Strengths: Head-to-Head
1. User Intent
Google Ads: Targets users who already have high intent (e.g., searching for “best wedding planner in Pune”). These users are closer to conversion.
Meta Ads: Great for demand generation—perfect for brands trying to create awareness, educate or nurture potential customers.
Boom91 Insight: If your product/service is new and people aren’t actively searching for it yet, Meta Ads can help generate curiosity.
2. Audience Targeting
Google: You can target based on keywords, search history, and audience behavior on Google properties.
Meta: Hyper-granular audience targeting—age, interests, job roles, income levels, even behaviors like “recently moved.”
Example: A brand launching vegan snack products might benefit more from Meta’s interest-based targeting than Google’s keyword targeting.
3. Cost and ROI
Google Ads: Higher cost per click (CPC), especially for competitive industries like finance, law, or education. But typically delivers faster conversions.
Meta Ads: Lower CPCs, but may take longer to convert depending on funnel stage.
Boom91 Tip: For retargeting and nurturing, Meta is gold. For immediate leads or high-buy intent—Google wins.
4. Ad Format Flexibility
Google: Search ads, video ads (YouTube), shopping ads, display banners.
Meta: Carousel, stories, reels, image ads, dynamic product ads, lead forms.
Creative Note: Brands with visually appealing products (apparel, beauty, food) should lean on Meta’s visual-heavy formats.
5. Analytics & Attribution
Google Ads: Deeper data insights, robust attribution tracking, and seamless integration with Google Analytics.
Meta Ads: Good dashboard analytics, but post-iOS 14 privacy changes have weakened its pixel tracking and attribution accuracy.
Boom91’s Advice: Diversify your tracking. Use UTM parameters, offline conversion imports, and platforms like HubSpot or Zoho for deeper funnel insights.
Real-World Use Cases: When to Choose What
✅ Choose Google Ads When:
You’re targeting high-intent keywords
You need quick lead generation (search ads)
You want to run YouTube campaigns for awareness
You’re in a niche with clear demand (e.g., “CA Firms in Mumbai”)
✅ Choose Meta Ads When:
You’re launching a new product/service
You want to build a community/audience over time
You’re offering something visual or lifestyle-focused
Your product needs storytelling and emotional connection
Case Studies to Back It Up:
Case 1: Nykaa’s Meta Dominance
Nykaa used influencer content and highly-visual creatives on Instagram & Facebook to drive explosive app installs and brand loyalty.
Case 2: UrbanClap (now Urban Company) on Google
Focused heavily on Google search ads like “home cleaning services near me,” tapping into direct intent with stellar results.
What Boom91 Recommends
Every brand is unique—and so should be your ad strategy. At Boom91, we assess:
Audience behavior
Funnel stage
Product positioning
Budget capacity
We often use a hybrid approach—generate demand on Meta, capture intent on Google, and retarget users across both.
Final Verdict:
Want visibility + visual storytelling? Start with Meta Ads.
Want conversions + keyword-driven traffic? Bet on Google Ads.
Want both? Talk to Boom91. 😉