45M+
UK Meta users
92%
UK Google search share
3-5x
Typical Meta ROAS
£200
SKALR Meta management fee
The fundamental difference
Google Ads targets intent. Someone types a search query and you show up in the results. They are already looking for what you offer. Meta Ads targets people. You choose who sees your ad based on who they are, what they are interested in, and how they behave online. Neither is better — they solve different problems at different stages of the customer journey.
When Meta Ads outperform Google
Meta Ads tend to outperform Google for businesses where visual creative is a strong asset — home improvement, aesthetics, fitness, food, fashion, and lifestyle products. Meta also wins on cost per lead for most service businesses operating in sectors where Google search volume is limited or where cost per click on Google has become extremely expensive. If your target customer spends time on Facebook and Instagram, Meta Ads are typically the better starting point.
When Google Ads outperform Meta
Google Ads win when search intent is high and specific. Legal services, emergency trades, B2B software, and medical services tend to convert better on Google because people are actively searching for a solution right now. If your customer knows exactly what they want and is searching for it, Google captures that intent in a way Meta cannot.
Cost comparison for UK businesses
On Meta, cost per click for most UK service businesses ranges from £0.40 to £2.00. On Google, cost per click for competitive keywords can be £3 to £15 or more. Meta is significantly cheaper per click but the intent is lower. Google clicks cost more but the person clicking is further down the buying journey. For businesses with smaller budgets, Meta typically delivers more volume at lower cost.
Running both simultaneously
The strongest paid advertising strategy for most established UK businesses is running both. Meta builds awareness and generates leads at lower cost. Google captures people who are ready to buy. The two channels reinforce each other — people who see your Meta Ads are more likely to click your Google search results when they come to search. SKALR specialises in Meta. We will tell you honestly if Google Ads would add value to your strategy.
Our recommendation for most UK businesses
If you are starting paid advertising for the first time, start with Meta Ads. The lower cost per click, the visual creative opportunities, and the audience targeting flexibility make it easier to learn what works before committing significant budget to Google's more expensive search inventory. Once you have a clear picture of your cost per lead on Meta, add Google search to capture the high-intent tail.
Questions
Common questions answered.
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