A new D2C brand usually has limited budget and cannot afford to test everything at once. So the honest question is: which platform gives you the best chance of your first orders? The answer comes down to one thing: are people already searching for what you sell?
How the two work differently
- Google Ads mostly catches existing demand. Someone types a search, and your ad appears because they are already looking.
- Meta Ads (Facebook and Instagram) mostly creates awareness. Your ad interrupts someone scrolling and introduces a product they were not searching for.
Neither is better in general. They are suited to different situations.
When Meta Ads usually make sense first
- Your product is new or unfamiliar, so few people search for it by name.
- It is visual or impulse-friendly: fashion, jewellery, home decor, food, personal care.
- You have strong photos or short videos to show it in use.
- You want to build an audience you can retarget later.
When Google Ads usually make sense first
- People already search for the product type, such as a specific item or a problem it solves.
- You sell something people buy in response to a need, where a purchase intent search is common.
- You have a website that is clear about price, shipping and trust.
How to check whether people search for your product
Before spending, search for your product type on Google and look at the suggestions and results. Use free tools such as Google Keyword Planner to see whether the terms you would target have meaningful search volume. If almost nobody searches for it, Google Ads will have little to work with, and Meta is likely the better starting point.
What both need to work
- A website or store that loads fast on mobile
- A clear offer, price and delivery information
- Working conversion tracking, so you can tell which ads produce orders
- A budget large enough to collect enough data to learn from
If your website is confusing, both platforms will just send visitors to a page that does not convert.
A practical way to start
- Fix tracking and the landing page first.
- Pick one platform based on the questions above.
- Run a small, defined test with a fixed budget and a clear stop date.
- Look at cost per purchase or lead against your margin, not just clicks.
- Add the second platform only when the first one is working.
Bottom line
Start where your customers already are in their journey. If they are searching, use Google. If they need to discover you, use Meta. Then add the other one once the first is profitable.
If you want us to set up and run Meta campaigns, see our Meta ads service. If you are unsure where to start, our digital marketing page explains how the pieces fit.