The question is usually framed as a fight. It is not a fight. They do different jobs, and running the wrong one first is what makes people conclude that advertising does not work.
Capture versus creation
Google captures demand that already exists. Somebody’s roof is leaking right now and they are typing “emergency roof repair toronto” into their phone. You are not persuading them of anything. You are showing up.
Meta creates demand that has not surfaced yet. Nobody opens Instagram intending to buy a roof. But a homeowner who has been ignoring a stain on the ceiling for eight months might stop scrolling at the right photo.
Which to start with
Start with Google if:
- People search for what you do by name
- You can respond fast enough to win on speed
- Your average job value clears $3,000
Start with Meta if:
- Your service is one people postpone rather than search for
- You have strong visual proof — before and after, drone footage, a crew that looks professional
- You are trying to build a name in a specific neighbourhood
Google fills the calendar this month. Meta fills it next quarter. Businesses that only run Google are always one algorithm update away from a bad season.
