45M+
UK Meta users
92%
UK Google search share
3-5x
Typical Meta ROAS
£200
SKALR Meta management fee
The core difference between the two platforms
Google Ads targets intent. Someone types a search query into Google and your ad appears in the results. They are already looking for what you offer — the question is just whether they click on you or a competitor. Meta Ads work differently. You are not waiting for someone to search. You are choosing who sees your ad based on who they are: their age, location, interests, job title, and behaviour online. Google captures demand that already exists. Meta creates demand by getting your business in front of the right people before they go looking. Neither is better. They solve different problems at different stages of how a customer makes a buying decision.
When Meta Ads tend to outperform Google
Meta Ads consistently deliver a lower cost per lead than Google for most UK service businesses in sectors where visual content is a strong asset. Home improvement, aesthetics, fitness, food, hospitality, and lifestyle products all tend to perform well on Meta because the creative can do a lot of the selling. Meta also wins in sectors where Google search volume is low or where cost per click on Google has become so competitive that smaller budgets cannot get enough volume to generate meaningful data. If your ideal customer spends time on Facebook and Instagram, Meta is usually the more efficient starting point.
When Google Ads tend to outperform Meta
Google wins when search intent is high and specific. Legal services, emergency tradespeople, B2B software, financial services, and medical procedures tend to convert better on Google because the person searching already knows what they need and is looking for a provider right now. That kind of active, high-intent search behaviour is something Meta cannot replicate. If your customer is likely to search specifically for your service when they need it, Google captures that moment in a way Meta cannot.
How the costs compare for UK businesses
On Meta, cost per click for most UK service businesses ranges from around 40p to £2.00. On Google, cost per click for competitive keywords typically runs from £3 to £15 or more. Meta is significantly cheaper per click, but the person clicking is less likely to be in buying mode right now. Google clicks cost more because the person clicking is further down the decision process. For businesses with a monthly ad budget under £1,500, Meta usually delivers more volume and more data per pound spent. For businesses with established budgets and high search intent products, Google may justify the higher cost per click through a stronger conversion rate.
Running both platforms at the same time
The strongest paid advertising approach for most established UK businesses is to run both. Meta builds awareness, generates leads at lower cost, and keeps your brand visible over time. Google captures the high-intent tail when someone is ready to act right now. The two channels reinforce each other. People who have seen your Meta Ads are more likely to recognise and click your Google results when they search. SKALR specialises in Meta. If you are asking whether Google Ads would add value to your strategy alongside Meta, we will give you an honest answer based on your specific business rather than just selling you more services.
What we recommend for most UK businesses starting out
If you are running paid advertising for the first time, start with Meta. The lower cost per click means your budget goes further while you are still learning. The audience targeting flexibility lets you test different segments without massive commitment. The visual creative format gives you more ways to communicate your offer than a text-based search ad does. Once you have a reliable cost per lead from Meta and a clear picture of what your ads say that actually converts, you have a strong foundation for adding Google search on top.
How to think about budget allocation between the two
If you have £1,000 per month to spend on paid advertising, putting all of it into one platform first is usually the right approach. Split budgets across two platforms before either campaign has enough data to optimise properly means both underperform. Start with Meta, build a profitable campaign structure, then use the data to make a case for adding Google budget. Most businesses we work with reach that point between three and six months in.
Questions
Common questions answered.
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