Meta Ads or Google Ads first? A guide for Australian businesses
When to start with Google search, when to start with Facebook and Instagram, and how Sydney trades, clinics, firms and shops should split a first ad budget.
"Should we do Facebook or Google?" is the most common question we get from Sydney business owners. The answer depends on one thing: are your customers searching for you right now, or do they need to be shown something first?
Google captures demand
Someone with a burst pipe, a toothache, a conveyancing deadline or a birthday gift to buy is typing it into Google. Search ads meet that person at the exact moment. High intent, higher cost per click, fast results. If people search for what you sell, start here.
Meta creates demand
Nobody searches "cosmetic injectables near me" until they have thought about it for a while. Facebook and Instagram reach people before the search, with reels and creative that make them want what you offer. Lower cost per click, slower to convert, and the best channel for brands with a visual story. Retargeting on Meta also catches everyone who visited your website from Google and did not book.
Our starting split by industry
| Industry | Start with | Then add |
|---|---|---|
| Emergency trades | Google search, 80 percent | Meta retargeting and reviews |
| Renovation and building | Split 50/50 | YouTube for project walkthroughs |
| Beauty and aesthetics clinics | Meta and Instagram, 70 percent | Google for treatment searches |
| Law and accounting firms | Google search and LinkedIn | Meta for brand awareness |
| Retail and online stores | Google Shopping and Meta together | Email to everyone who bought |
What both channels need
- A landing page for each campaign, not your homepage
- Creative that tells your story, not a stock photo and a discount
- Tracking that connects the ad to the booked job in your CRM
- Someone, or something, that answers the lead within a minute
Budget reality
Below about $1,500 a month total, pick one channel and do it well. Above that, split and let the numbers decide. Read our guide to Google Ads costs in Sydney for the ranges.
The rule
Searching customers: Google first. Scrolling customers: Meta first. Everyone: fix follow up before you scale either.
Not sure which you are? Book a free leak audit and we will tell you.