Google Ads captures existing demand by showing ads to people actively searching. Meta ads on Instagram and Facebook create new demand by reaching people based on interests and behaviour.
- Google tends to win for urgent services, researched purchases such as legal, health, education and B2B, specific product searches and local businesses.
- Meta tends to win for visual products, new categories nobody searches for yet, launches and brand awareness.
- Differences: targeting (keywords vs interests), formats, creative needs, cost structure and sales cycle.
- Together: Meta builds awareness that later shows up as branded searches, while Meta remarketing re-engages Google visitors.
Start by checking search demand, set up tracking on both, test with small budgets and shift spend to the more efficient channel. Regulated sectors should check local rules and platform policies. Racoun runs Google and Meta under one team with no media commission.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
