The question we get asked most often: "Should I run Google Ads or Facebook/Instagram Ads?" The honest answer is — it depends on your business. But after managing over ₹2 crore in ad spend across both platforms for clients in Delhi, Noida, and Gurgaon, we have clear patterns.
The Fundamental Difference
Google Ads = Demand capture. Someone searches "best coaching institute in Noida" — your ad appears. They're already looking for what you sell. High intent, higher conversion rate, but also higher cost per click.
Meta Ads (Facebook/Instagram) = Demand creation. Someone is scrolling Instagram and your ad interrupts them. They weren't looking, but your ad made them interested. Lower intent, lower cost per click, but requires more creative work.
When Google Ads Wins
- High-value services where people actively search (lawyers, doctors, software companies)
- Local businesses (plumbers, electricians, pest control)
- Products with clear search queries ("buy running shoes online")
- B2B services where decision-makers search for solutions
For one of our real estate clients, Google Ads delivered leads at ₹180/lead — people actively searching for properties in specific Delhi localities. High quality, ready to visit.
When Meta Ads Wins
- Fashion, beauty, lifestyle products with strong visual appeal
- Low-ticket impulse purchases
- Brand awareness campaigns
- Services where the customer didn't know they needed you (before they saw your ad)
- Retargeting website visitors who didn't convert
For a coaching institute, Instagram Reels ads showing student testimonials generated 3x more applications than Google at 40% lower cost. Visual proof of results worked better than text ads here.
The Winning Formula for Most Businesses
Run Google Ads for bottom-of-funnel (people ready to buy). Run Meta Ads for top-of-funnel awareness and retargeting. Let both platforms feed each other. Someone who saw your Instagram ad is more likely to click your Google ad when they search later.
The worst thing you can do is run one ad platform without tracking ROI. Every rupee should be traceable to a result — lead, call, purchase. If your agency can't tell you the cost per lead, find a new agency.
What Budget Do You Need?
For Google Ads: minimum ₹15,000/month to get meaningful data. For Meta Ads: ₹10,000/month minimum. Anything below this, you won't have enough impressions to optimise. We manage both platforms for clients starting at ₹25,000/month total ad spend.