Every founder with a media budget eventually asks the same question: Meta or Google?
The short answer is: it depends on whether demand for your product already exists.
Start with Google if demand exists
Google Search ads capture people who are already looking for what you sell. If someone types "digital marketing agency near me", they have intent. You are answering a question.
This is high-intent, lower-funnel traffic. Conversion rates are higher. ROAS tends to be more predictable.
Start with Meta if you need to create demand
If your product is new, niche, or requires education, your audience is not searching for it yet. Meta lets you reach people by who they are, not what they typed.
Meta works well for D2C consumer products, impulse purchases, and anything visual.
The case for running both
The real answer for most businesses is both — but in the right order. Start with the channel that maps to your current sales stage. Once one channel is profitable, use that cash flow to fund the other.
A common pattern for e-commerce: Meta for awareness and top-of-funnel, Google Shopping for bottom-of-funnel and retargeting. Both channels reinforce each other.