Start with Google Ads if people already search for what you sell by place, project or service. Start with Meta Ads if buyers are not yet searching or visuals sell the product, as in a launch. Most real estate and travel businesses end up using both: Meta to create demand, Google to capture it. Judge both by cost per qualified lead and site visits, not clicks.
What is the difference between Meta Ads and Google Ads?
Google Ads capture existing demand; Meta Ads create it. On Google Search a person types what they want, so intent is high and the audience is narrow. On Facebook and Instagram people are scrolling, not searching, so you reach many more people with a picture or video, and intent is lower. Both can be tracked to a lead, a call or a sale.
When should you start with Google Ads?
- People already search for your service, route, project or locality (“2 BHK in Hisar”, “Delhi to Manali cab”).
- You can send them to a landing page that matches the search.
- You want fast, high-intent enquiries and can bear a higher cost per click.
In our Next Cab account, route-wise Search campaigns recorded conversions from ₹48 to ₹763 each by route, which shows both the intent and the spread. See the account.
When should you start with Meta Ads?
- Few people search for you by name yet, or you are launching a project.
- Visuals and video carry the sale (property walk-throughs, destinations, products).
- You want lead forms or WhatsApp chats and retargeting of people who showed interest.
Our travel accounts use Meta for WhatsApp enquiries at ₹4.58 to ₹54.48 per chat in one account. See the account.
What is different for real estate?
A property is a high-ticket, long-cycle purchase, so lead quality and speed to lead matter more than lead count. Google Search captures people looking by location or project; Meta reaches the wider catchment with video and lead forms that can qualify by budget, timeline and unit type. The goal for both is a site visit. We do not publish real-estate client results; here is the funnel we build.
Should you run both?
Usually yes, in this order: start with the channel that fits your stage and budget; add the second once tracking is trustworthy and the first is working. Himalayan Musafir runs both: Meta lead forms across 128 campaigns and Google Search by destination, with Dubai Search at ₹61.64 per recorded conversion. See the accounts.
How do you compare them fairly?
Do not compare clicks. Compare cost per qualified lead, cost per site visit or booking, and the quality of the people each sends. Use the same definition of a lead on both, and make sure Google’s “conversions” count real enquiries and not page views.
What budget do you need?
Enough for each channel to produce a few dozen results a week; if you cannot afford that on both, pick one. We tell you honestly in the free snapshot.
Key takeaways
- Google captures demand that exists; Meta creates it.
- For real estate, judge both on cost per qualified lead and site visits.
- Fix tracking before running both.
- Pick one channel if the budget cannot feed both.