Meta Ads vs Google Ads: Which Has Better ROI?

The core distinction between these platforms hasn't changed, but its implications have evolved significantly.

Google Ads: Capturing Existing Demand

Google Ads intercepts people actively searching for solutions. When someone types "CRM software for small business" or "accountant near me," they're signalling purchase intent. Your job is simply to be there with a compelling offer.

This intent-based model means:

• Higher conversion rates — typically 2-5x higher than Meta for bottom-funnel keywords
• More predictable performance — search volume provides clear demand signals
• Limited scale — you're capped by how many people are searching
• Higher CPCs — competition for intent-rich keywords drives up costs

Meta Ads: Creating New Demand

Meta Ads (Facebook and Instagram) reach people who aren't actively looking but match your ideal customer profile. You're interrupting their scroll with something compelling enough to spark interest.

This interruption model means:

• Massive scale — 3+ billion users across Meta platforms
• Lower CPMs — significantly cheaper to reach 1,000 people
• Lower initial intent — requires more nurturing to convert
• Creative-dependent — ad fatigue requires constant refreshes

Averages are dangerous in paid media because they mask enormous variance by industry, audience, and execution quality. That said, here's what we typically see across our client portfolio in 2026:

Meta Ads Benchmarks (UK/Europe)

• CPM: £5-15 (B2C) / £15-40 (B2B)
• CPC: £0.50-2.00 (B2C) / £2-8 (B2B)
• Landing page conversion: 5-15%
• Lead-to-customer rate: 2-10% (highly variable)

Google Ads Benchmarks (UK/Europe)

• CPC: £1-5 (low competition) / £10-50+ (high competition)
• Landing page conversion: 3-8% (search) / 0.5-2% (display)
• Lead-to-customer rate: 5-20%

The critical insight: Meta's lower upfront costs often result in similar or higher customer acquisition costs once you account for the full funnel. But Meta also builds brand awareness that compounds over time—value that's harder to measure but very real.

Prioritise Google Ads When:

• Search demand exists — people are actively Googling your solution category
• High purchase intent keywords are affordable — CPCs don't break your unit economics
• You need quick wins — capturing existing demand converts faster
• Your product solves an urgent problem — emergency services, time-sensitive needs
• B2B with long sales cycles — Google captures prospects when they're researching

Prioritise Meta Ads When:

• You're creating a new category — no one's searching for what doesn't exist yet
• Visual storytelling matters — fashion, food, lifestyle, design-led products
• You have strong creative assets — video, UGC, compelling imagery
• Your audience is highly targetable — specific demographics, interests, behaviours
• Building brand is a goal — awareness that pays dividends over time

For most established businesses, the answer is both—but with clear roles. Google captures demand you've created; Meta creates demand for Google to capture later.

Here's the framework we use at iNDEXHILL when advising clients on platform allocation:

The 70/20/10 Starting Point

• 70% to your primary driver — whichever platform has proven ROI
• 20% to the secondary platform — diversification and testing
• 10% to experimentation — new platforms, creative tests, audience expansion

Adjust Based on Funnel Stage

• New brand, no awareness: 60% Meta / 30% Google / 10% test
• Established with search demand: 60% Google / 30% Meta / 10% test
• Mature with both working: Split based on marginal ROAS

The key is tracking at the platform level while optimising at the portfolio level. A Meta campaign with a 2x ROAS might still be worth running if it's filling the top of a funnel that Google converts profitably.

The most sophisticated advertisers treat Meta and Google as complementary rather than competitive. Here are strategies we implement for clients:

1. Meta for Awareness, Google for Capture

Run brand awareness campaigns on Meta, then bid on branded terms on Google. Users who see your Meta ads often search your brand name—capturing that search completes the conversion journey at low CPC.

2. Google Data Informs Meta Targeting

Your Google Search terms report reveals exactly what language your customers use. Feed those insights into Meta ad copy and targeting to improve relevance.

3. Cross-Platform Retargeting

Someone clicks a Google ad but doesn't convert? Retarget them on Meta where CPMs are lower. Someone engages with Meta content? Add them to Google remarketing lists.

4. Attribution Triangulation

Neither platform's attribution is fully accurate. Use both platforms' data plus your own CRM to triangulate the truth. Look for directional patterns rather than precise numbers.

• Comparing platforms on last-click attribution — Meta assists conversions that Google closes; ignoring this undervalues Meta
• Giving up on Meta too quickly — the algorithm needs 50+ conversions per week to optimise properly
• Ignoring creative fatigue — the same ads that crushed it last month might be invisible today
• Over-segmenting audiences — Meta's algorithm often outperforms manual targeting when given room
• Treating platforms as competitors — they work better as partners in a unified strategy

When we take on paid media management for a new client, we don't start with platform preference. We start with business goals.

Our process:

1. Audit existing performance — what's actually working?
2. Map the customer journey — where do people discover, research, and buy?
3. Calculate unit economics — what can you afford to pay per customer?
4. Design the funnel — which platform serves which stage?
5. Test and iterate — let data drive allocation decisions

This integrated approach consistently outperforms siloed platform management. And when combined with organic SEO, it creates compounding returns that pure paid can't match.

Our Meta Ads Management are built around this exact framework, designed for businesses that need predictable growth.