Google Ads vs Meta Ads: Which Drives Better ROI?

If you’re spending money on ads, the big question is: where should you put your budget? 

Google Ads and Meta Ads (Facebook and Instagram) are the top choices for most businesses, but they work very differently.

At Consultico, we help brands make smarter decisions with their marketing spend. Whether you’re a startup looking to grow fast or a B2B company trying to generate leads, understanding how each platform delivers ROI can save you time, money, and frustration.

Google Ads: Capture Demand When It’s Hot

Google Ads appear when someone searches for a product, service, or answer. Think of a user typing “accounting software for freelancers” or “best boiler repair near me.” That person already has intent; they’re actively looking for a solution.

That’s why Google Ads often lead to higher conversion rates. You’re targeting people who are ready to take action, whether that’s buying, booking, or enquiring.

Best for:

• Startups offering in-demand services

• B2B lead generation

• Local businesses or high-ticket offerings

💸 Cost per click (CPC): £3–£5 average (can be higher in competitive sectors)

📈 Conversion rate: 6–8% average across industries

Bottom line: Google Ads are great for driving high-quality leads, fast. But they’re also more expensive, so you need a solid landing page and offer to convert clicks into sales.

Meta Ads (Facebook & Instagram): Build Awareness and Scale

Meta Ads work differently. They appear while users are scrolling, not searching. That means your ad might be the first time someone even realises they want your product or service.

This makes Meta a great tool for discovery and brand awareness. With powerful targeting based on age, interests, behaviours, and location, you can place your offer in front of the right people, even if they’re not actively looking.

Meta is also highly visual. Image and video ads tend to perform best, especially for e-commerce or lifestyle brands.

Best for:

• Startups building awareness

• Product-based businesses

• Visual, creative campaigns

💸 Cost per click (CPC): £0.50–£1.50 average

📈 Conversion rate: 2–9%, depending on industry and campaign type

Bottom line: Meta Ads are cheaper and offer great reach, but users aren’t always ready to convert. You’ll often need to nurture leads across multiple touchpoints before they take action.

So, Which Platform Has the Better ROI?

It depends on what you sell and where your audience is in the buying journey.

• Google Ads deliver higher intent, quicker conversions, and better short-term ROI, ideal for service-based businesses or anyone offering something people already know they want.

• Meta Ads offer lower-cost clicks, strong visual storytelling, and great long-term ROI when used to warm up cold audiences or retarget website visitors.

What We Recommend at Consultico

In most cases, the best ROI comes from using both platforms strategically.

You can use Meta Ads to drive traffic, build awareness, and retarget people who’ve shown interest. Then use Google Ads to capture those who are ready to buy or take action.

This full-funnel approach allows you to grow your brand while still converting high-intent leads, giving you the best of both worlds.

We also recommend continuously testing both platforms. Every business is different, and real data will always outperform guesswork. Our team at Consultico helps clients analyse performance, shift budgets smartly, and scale what works.

Ready to Make Your Ad Budget Work Harder?

Don’t waste money on guesswork. Whether you’re just getting started or trying to fix underperforming campaigns, we’ll build you a tailored strategy that combines data, creativity, and real results.

Let Consultico turn your clicks into customers, and your budget into ROI.