Search captures intent, social creates demand. Here is how to split a $5k–$50k monthly budget across both without wasting half of it.
Most operators ask “Google or Meta?” The right question is “in what proportion, and at what stage of growth?”
Google Ads taps people already searching for your offer. Meta Ads invents the demand. If your category has search volume, start with Google. If you sell something nobody knows they need yet, start with Meta.
Months 1–3: 80% Google, 20% Meta. Capture the existing demand first. Months 4–9: rebalance to 60/40, start Meta as you understand what creative resonates. Year 2: typically 50/50, sometimes 60% Meta if you sell on impulse or visual appeal.
If you sell to people in a city (HVAC, dental, legal, real estate), Local Services Ads frequently outperform standard Search. The cost-per-lead is half, the trust signal of the Google Guarantee badge converts harder.
We run integrated Google Ads and Meta Ads programs and split budget month-by-month based on what is actually returning. Tell us your category and we will sketch a starting split.