When small business owners ask me about running ads, the first question is often, “Should I be on Google or on Meta (Facebook and Instagram)?” My answer is almost always: both, but in a way that works together.
Google and Meta are often treated as two separate worlds. One is about intent, the other about discovery. But the real power comes when these strategies are connected – one fuels the other, and your customer’s journey feels seamless from the first impression to the final click. That’s why I specialize in both.
Google and Meta: Different Strengths, Shared Goals
Think about how you shop or make decisions online. If you’re actively searching for something – say “best local bakery near me” or “emergency plumber” – you go to Google. It’s intent-driven. People are ready, and they’re telling you exactly what they want.
Meta works differently. People don’t log onto Instagram or Facebook with the intention to buy something – they scroll, discover, and get inspired. It’s about sparking curiosity and introducing your brand in an environment where people are open to new ideas.
Put them together and you have a powerful mix: Meta plants the seed, and Google captures the harvest. A customer might first see your ad while scrolling Instagram, tuck your brand away in their mind, and later search for you on Google when they’re ready to buy.
Why One Person Should Handle Both
A mistake I often see is treating Google and Meta ads like they’re in silos – different agencies, different freelancers, different strategies. That almost always leads to wasted money and mixed messaging.
When one strategist manages both, everything stays cohesive. The language in your Google ads mirrors the creative in your Meta campaigns. The promotions line up. The timing makes sense. And your budget can be allocated strategically – shifting spend between platforms depending on performance and seasonality.
Because I’ve worked extensively with both platforms, I don’t just see them as separate channels. I see the big picture: how they can support each other, how the data overlaps, and how to make your ads feel like a unified strategy instead of two disconnected efforts.
The Benefits of a Unified Approach
When Google and Meta campaigns are handled together, your customers experience a consistent message no matter where they encounter your brand. Someone scrolling Instagram might see a product image paired with an engaging caption, while later that same person encounters a search ad on Google that reinforces the same offer or language. This creates a sense of familiarity and trust that simply doesn’t happen when each platform runs in isolation.
There’s also the advantage of data synergy. What I learn on Meta, such as which headlines or visuals spark the most engagement, can be applied to Google ads to improve performance. Likewise, keyword data from Google provides insight into what people are actively searching for, and that knowledge can guide how I build Meta campaigns. Managing both platforms under one strategy means that each campaign fuels the other, instead of starting from scratch each time.
Another benefit is efficiency. When one person manages both platforms, there is no duplication of work, no conflicting strategies, and no lag time caused by back-and-forth between separate teams. Campaigns are built with a single vision, which saves time and ensures resources are used wisely. Performance tracking also becomes more accurate. Rather than guessing which ad truly influenced a sale, I can look at the customer journey across platforms and see how Meta and Google worked together to move someone from awareness to conversion.
What This Looks Like in Action
Here’s a simple journey I see all the time. Someone discovers your product in their Instagram feed. They’re not ready to buy immediately, but they click and explore your page. A few days later, they see a retargeting ad on Facebook reminding them of the same product, this time paired with a testimonial or special offer. Later, when they’re actively searching on Google, your search ad appears. Because they’ve already seen you on Meta, your name feels familiar. That familiarity gives you an edge over competitors they’ve never encountered before, and often, it’s what nudges them to make the purchase.
This is how Google and Meta work best, not as separate tools competing for your ad spend, but as a pair of complementary platforms guiding your customer along their journey.
Why Experience Matters
Both Google and Meta evolve constantly. Algorithms change, new ad formats roll out, and best practices shift with every update. Having experience in both means being able to adapt quickly, avoid pitfalls, and spot opportunities that others might miss.
For instance, I often test creative on Meta because it’s a flexible, visual-driven environment. If a certain image, video, or message resonates strongly there, I can use that knowledge to strengthen Google search copy or display ads. On the other hand, if I notice a spike in specific keyword searches on Google, I can design Meta campaigns that speak directly to that interest. This back-and-forth flow of insights is only possible when the same person has a hand in both strategies.
Over the years, I’ve seen how important it is to connect these dots. Businesses waste less money, ads feel more authentic, and results come faster when both platforms are managed with one clear strategy in mind.
Final Thoughts
Google and Meta are powerful on their own. But when they’re managed together by someone who understands how to make them complement each other, they create a seamless, full-funnel experience that feels natural to customers. Instead of scattered campaigns and conflicting messages, you get ads that build on each other, moving people closer to becoming your customers at every stage of their journey.
Running ads isn’t about choosing one platform over the other, it’s about knowing how to make them work in harmony. That’s the heart of why I offer both.
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