Which Platform Wins for Your Business Goals?
Two Giants, One Big Decision
When it comes to paid advertising, two platforms dominate the conversation: Google Ads and Meta Ads (Facebook & Instagram). Both offer powerful tools to generate traffic, leads, and sales — but they work very differently, and choosing the right one can make or break your ROI.
So, which one is right for your business?
The answer depends on your goals, budget, product type, and audience behaviour. At LUMIQ, we run both Google and Meta campaigns for clients across Australia, and we’ve learned there’s no one-size-fits-all approach.
Here’s how the two compare — and how to pick (or combine) them to get the best results.
The Benefits & Differences Between Google Ads and Meta Ads
1. Intent vs Interest: How Each Platform Works
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Google Ads targets search intent — users actively looking for something (e.g. “buy caravan VIC”).
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Meta Ads interrupt users in their feed — showing ads based on interests, behaviours, and demographics.
If your audience is already searching for your product, Google can convert fast. If you’re building brand awareness or targeting top-of-funnel leads, Meta is unmatched.
2. Cost & ROI: Where Your Budget Goes Further
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Google Search CPCs tend to be higher, especially in competitive industries.
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Meta Ads can be more cost-efficient for reach, impressions, and engagement.
However, Meta’s conversion quality can vary, while Google’s intent often brings in hotter leads. A blended strategy often works best — using Meta for awareness and Google for final-stage conversion.
3. Ad Formats & Creative
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Google: Text ads, responsive search ads, shopping, display, YouTube.
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Meta: Image, carousel, Reels, video, collection, lead forms.
Meta is visual and engaging, perfect for showcasing products or lifestyle content. Google is more transactional, ideal for product features, service details, and urgency-based CTAs.
The Real Power Is in the Mix
Still deciding between Google and Meta Ads? The truth is, most high-performing brands use both — but in a way that’s strategic, not scattered.
At LUMIQ, we help clients build cross-channel ad strategies that use each platform for what it does best. Whether you’re launching your first campaign or scaling a six-figure ad account, we’ll match the platform to your business goals — and make every dollar count.
🧩 Want to see which platform fits your brand best?
Let us run a free Ad Channel Suitability Assessment and show you how to scale smart.