Every week, clients come to D1 Marketing with the same question: “Should I be on Google Ads or Meta Ads?” The answer is almost never either/or — but understanding the fundamental differences between these platforms is critical to allocating your budget correctly.
The Core Difference: Intent vs Discovery
Google Ads = Capture Existing Demand. People are actively searching for your product or service. Google connects you with buyers at the exact moment of intent.
Meta Ads = Create New Demand. People aren’t searching for you — they’re scrolling. Meta Ads interrupt that scroll with a compelling offer and create desire that wasn’t there before.
When Google Ads Wins
- Your product/service is actively searched (plumber, dentist, accountant)
- High purchase intent (emergency services, comparison shopping)
- B2B with specific service needs
- Local services targeting nearby customers
- eCommerce with strong brand searches
When Meta Ads Win
- Visual products (fashion, food, beauty, fitness)
- New product launches where no search demand exists yet
- Building brand awareness in a specific demographic
- High-LTV offers where nurturing a cold audience pays off
- Retargeting website visitors who didn’t convert
Australian Industry Performance Data (2026)
Based on D1 Marketing’s managed accounts across 45+ industries:
Industries Where Google Outperforms Meta
- Trades & Home Services: Google delivers 2–4× more leads at lower CPL
- Legal Services: High-intent Google searches convert at 3–8%
- Finance & Mortgage: Google captures ready-to-refinance buyers
- Healthcare: Google Search for specific symptoms/treatments converts strongly
Industries Where Meta Outperforms Google
- Cosmetic & Beauty: Visual creative drives aspiration and bookings
- Fitness & Wellness: Facebook/Instagram communities drive conversion
- Fashion & eCommerce: Product discovery and impulse purchase
- NDIS & Disability Services: Community reach and trust building
The Case for Running Both (The Full Funnel)
Our most successful Australian clients run both platforms simultaneously:
- Meta Ads for awareness (video) and retargeting (carousel)
- Google Search for capturing intent when prospects search after seeing your Meta ad
- Google Display for cheap retargeting alongside Meta
This multi-channel approach consistently outperforms single-channel by 35–60% in our testing.
Budget Allocation Recommendations by Business Type
- Local trade/service business: 80% Google Search, 20% Meta retargeting
- eCommerce (established): 50% Google Shopping, 35% Meta, 15% Google Display
- B2B SaaS/services: 40% Google, 40% LinkedIn, 20% Meta retargeting
- Cosmetic/wellness clinic: 60% Meta, 30% Google, 10% YouTube
See how we approach this for specific cities: Meta Ads Sydney · Google Ads Melbourne · Meta Ads Brisbane