How Google Ads finds people
On Google, you choose the words you want to show up for. When someone searches for them, your ad can appear. That person has already told Google what they want, so the ad meets a need that exists right now.
Google also shows ads on YouTube and across other websites, so it is not only search. But the search ad is the one most businesses start with, because it is closest to a purchase.
Our Google Ads page explains how we set up search campaigns. For video, see the YouTube ads cost guide.
How Meta ads find people
Meta shows your ad to people on Facebook and Instagram. You choose who to reach by place, age and interests, or by people who already know you. The ad has to earn attention in the middle of a feed.
That makes Meta strong for products that look good, offers with a clear hook and brands that want to be remembered. It is weaker when someone needs a very specific answer right now.
Our Meta ads page covers setup. For costs, see the Instagram ads cost guide.
How each one charges you
Both sell ad space in an auction. Your price depends on who else wants the same people, how good your ad is and what goal you set. Neither platform publishes an average price for India.
Both also cap spend, in different ways. Google may spend up to 2 times your average daily budget on a single day for most campaigns, and a month can reach up to 30.4 times that average. Meta may spend up to 25% more on a day, but a calendar week never goes above 7 times your daily budget.
A worked example with made-up numbers: with ₹1,000 a day, one Google day could cost up to ₹2,000 and one Meta day up to ₹1,250. So plan your monthly limit with the rule in mind, not just the daily number.
For the rest of the bill, such as fees, creative and tools, see our guide to digital marketing cost in India.
A simple test: how does your customer decide?
We use three questions. This is our own thinking, not a platform rule.
- Do people search for what you sell? If yes, start with Google Ads.
- Does the product need to be seen to be wanted? If yes, start with Meta ads.
- Is the sale slow, with several people involved? Then use Google for the search and Meta to keep reminding people.
A plumber, a coaching class or a software supplier usually starts on Google. A clothing label, a new cafe or a festival offer usually starts on Meta.
When to use both
Use both when you have the budget to test each and a way to measure the result. The common order is one platform first, then the second once the first has a steady cost per enquiry.
- Google finds people who are ready. Meta reminds people who are not yet.
- Meta can show your offer to a wide group. Google catches those who then search for you by name.
- Running both without tracking only doubles the confusion. Set up enquiry tracking first.
Mistakes we see
- Choosing by popularity, not by how the customer decides.
- Judging Meta by direct sales alone when it was built to build interest.
- Judging Google by clicks, when the number that matters is cost per enquiry.
- Splitting a small budget across both so neither gets enough data to learn.
- Sending every click to the home page instead of a page that matches the ad.
For the thinking behind a plan, read our digital marketing strategy guide.
