The question every SME asks when choosing where to allocate a limited ads budget: Google or Meta? The correct answer is not 'one of the two' — it is understanding what each captures.
Google Ads intercepts existing demand: someone already searching 'marketing consultant Rome' has a clear problem in mind. Higher cost per click, but purchase intent closer to the decision. Meta Ads (Facebook/Instagram) generates demand: it reaches people who are not actively searching yet but match the right profile. Lower cost per click, but a longer conversion cycle.
Practical rule for a limited budget (under 2,000 euro/month): if your product/service answers a need people already actively search on Google (e.g. 'accountant Rome', 'real estate lawyer Lima'), start with Google Ads — the demand already exists, you just need to intercept it. If you sell something new or rarely searched (an innovative service, a niche product), Meta Ads builds awareness at a more sustainable cost.
The most common mistake in SMEs: splitting the budget 50/50 between the two channels from month one, without data. It is better to concentrate everything on one channel for 4-6 weeks, measure the real cost per lead (not just the click), and only then decide whether to diversify.
FAQ. Is TikTok Ads worth it for a B2B SME? Only if the target includes decision-makers under 40 and the product lends itself to visual/demonstrative content — otherwise the ROI is rarely competitive vs Google/Meta for B2B. What minimum budget is needed for reliable data? Indicatively 500-800 euro/month per channel; below that, data is too noisy for solid decisions.
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