The difference in one sentence
Google = I catch existing demand. Someone types 'pizza delivery Maribor', your ad appears right to them.
Meta = I create demand that doesn't exist yet. Someone browses Instagram and sees your nice dress, they think about buying it.
Google catches demand that already exists. Meta creates demand that doesn't exist yet.
When to choose Google Ads
Google is right if you have a service or product people actively search for, especially locally:
- Tradesman (plumber, electrician, locksmith), when a pipe bursts, people immediately search Google.
- Service businesses (hairdresser, beautician, gym, tailor), people searching near home.
- B2B and specialised services, where the buyer knows what they're looking for.
- Local restaurants, bars and stores.
When to choose Meta Ads (Instagram, Facebook)
Meta is right when products are discovered while browsing, visually attractive, lifestyle, fashion:
- Clothing, fashion accessories, cosmetics, jewellery.
- Handmade products, local specialities.
- Events, concerts, performances.
- Online stores with an image catalogue.
How much budget you need to start
Google Ads: €200–€500 per month for a first test (a click costs €0.30–€2 depending on the industry). At €1,000/month you can see real results.
Meta Ads: €150–€300 for a first test, then scaling based on results. Meta allows smaller starting budgets than Google.
Important: the advertising budget is separate from the agency's management fee. The agency typically charges a monthly fee of €200–€800, while you pay the ad budget directly to Google/Meta.
Why ads often fail to sell (and budget is almost never the reason)
Before you raise your budget, it's worth knowing this: when an ad doesn't sell, the budget is the reason in fewer than 10% of cases. Pouring money into a weak ad is like pouring water into an empty well, you dig deeper, but there's still no water. An ad has three seconds to say what you sell, why someone needs you and why they should trust you. If it doesn't, it won't work, no matter the budget.
In practice the cause almost always hides among these five:
- Boring creative. A stock photo, a generic product, too much text, people scroll past in a second.
- The wrong audience. Even the best-looking ad won't sell if it lands in front of the wrong eyes.
- A weak landing page. The click lands on a confusing page with no clear button to buy, and the visitor leaves within five seconds.
- An unattractive offer. A competitor offers the same for less, faster or in a better package.
- No A/B testing. One ad, one image, one offer, if it doesn't work, you don't know what's missing.
Instead of raising the budget, do this: send the ad to a friend and ask what it's selling and why they'd buy, if they can't explain it in five seconds, the problem is the ad. Then check the landing page through the eyes of someone who doesn't know your business: is it clear what they should do and where the button is? Only then test 3–4 ad variations with different copy, images and offers, the algorithm quickly shows which one actually sells.
And a warning: don't judge an ad by likes. High engagement doesn't mean sales, what counts is clicks, inquiries and purchases.
Google vs Meta, quick comparison
| Aspect | Google Ads | Meta Ads |
|---|---|---|
| Demand type | Active search | Passive browsing |
| Best for | Local services, trades, B2B | Fashion, lifestyle, events |
| Click cost (SI 2026) | €0.30, €2.00 | €0.15, €0.80 |
| Min. monthly budget | ~€200 (ads) | ~€100 (ads) |
| Visual emphasis | Text + Display banner | Photo + video strong |
| When you see results | 1–2 weeks | 1–2 weeks |
'I'll do both and see which works.' Bad idea on a €300 budget. Split into €150 + €150, it's too little for meaningful testing. Choose one platform based on your business, give it 1–2 months, then add the other.