I set up Hashtaggz back in 2013, and as a Meta Ads agency in Marbella there’s one question I get asked more than any other. Google or Meta? Which one should I put my money into?
My honest answer isn’t the one people want to hear. It depends on your industry.
But that’s not me dodging the question, I promise. Once you know how your customers actually buy, the choice gets a lot easier. Real estate is the clearest example I’ve got. Here on the Costa del Sol, Google Ads wins for property leads. The cost per lead is higher (sometimes quite a lot higher), but the people coming through are far more serious.
I see this again and again with property clients on the coast. On Meta, the leads come in cheap and quick, and an agent can have a full inbox by Friday. But when they start ringing round, a lot of those people were “just looking” or don’t pick up at all. On Google, the leads cost more and arrive more slowly. But the person filling in the form has usually already searched for a specific area, a budget and a number of bedrooms. And a lot more of them book a viewing.
So let me walk you through how I decide.
What is the difference between Google Ads and Meta Ads?
Google Ads shows your ad to people who are already searching for what you sell. Meta Ads (Facebook and Instagram) shows your ad to people who match a certain profile while they’re scrolling, usually before they’ve started looking.
That’s really the whole thing. Google catches demand that already exists. Meta creates demand by putting you in front of people who didn’t know they needed you yet.
Think about how you behave yourself. When your boiler packs up, you don’t sit and wait for an Instagram ad. You go straight to Google and type “boiler repair Marbella”. But you’d never search for a reformer Pilates class you’d never heard of. You’d see it on Instagram, think “ooh, that looks nice”, and book a taster.
Same person, two completely different ways of buying.
Is Google Ads or Meta Ads better for lead generation?
Google Ads usually brings better quality leads, and Meta Ads usually brings cheaper ones. Which is “better” depends on what a lead is worth to you and how long your customers take to make up their minds.
Cheap leads aren’t cheap if nobody answers the phone. I’d much rather a client paid more for ten leads who genuinely want to talk than paid a fraction for fifty people who filled in a form while scrolling in bed. (That happens far more than you’d think.)
But Meta has a real strength too. If your offer is visual, simple and an easy yes, like an intro class, a free consultation or a summer camp, Meta can fill a calendar quickly.
Which industries suit Google Ads?
Google Ads suits businesses where people search with a clear need and the sale is worth a lot. Real estate, private healthcare, dentistry, legal services, high-end home services and B2B all tend to do well.
Take property on the Costa del Sol. Someone searching “villas for sale in Marbella” or “new build apartments in Estepona” is already well into their journey. A lot of them are sitting in the UK or Northern Europe planning a move, and they’re searching because they want to book viewings. Yes, you’ll pay more per lead than you would on Facebook. But those leads pick up the phone.
Private clinics work the same way. Someone typing “dental implants Marbella” has a problem and wants it sorted. They’re not browsing for fun.
Which industries suit Meta Ads?
Meta Ads suits businesses that sell an experience or something that looks good, where people buy on emotion or impulse. Fitness and Pilates studios, beauty and aesthetics, restaurants, events, school open days and summer camps all fit here.
Most of the businesses that come to me as a Meta Ads agency in Marbella sit in this group. One of my private school clients boosted their Facebook ad click-through rate by 1,000%. Honestly, that’s the power of putting the right picture in front of the right parent at the right time.
The budget didn’t change. What changed was who we were talking to. The school’s ads had been going out far too wide, so I rebuilt the audiences around expat parents living on the coast, the families actually choosing a British school here. Same money, but now it was landing in front of the right people. And they clicked.
Meta is also brilliant at reaching people by life stage. On the coast that might be families who’ve just moved here and need a school, or new residents looking for a gym. Nobody searches for “a business like yours” until they know it exists, so Meta gets you there first.
What does Google Ads cost compared with Meta Ads in Marbella?
Google Ads generally costs more per click and per lead than Meta Ads, especially in competitive local sectors like property and aesthetics. Meta clicks are cheaper, but you usually need more of them to get a good customer.
One thing pushes Google prices up here in particular. English-language keywords on the coast mean you’re bidding against big property portals and international agencies, not just the agency down the road. So you need a decent budget and a very tight campaign, or you’ll burn through money on clicks that were never going to buy.
Can I use Google Ads and Meta Ads together?
Yes, and for most businesses with a reasonable budget that’s where I’d want to end up. The two platforms do different jobs, and they help each other.
Here’s how it usually plays out. Someone sees your villa reel on Instagram on a Tuesday. They don’t do anything. On Friday they search your agency’s name on Google, and your Google ad is sitting right there. Meta started the conversation and Google closed it.
But I wouldn’t start with both. Splitting a small budget across two platforms from day one means neither gets enough data to work properly. Get one working first, get your tracking right, then add the second.
Which should I start with if I have a small budget?
Start where your customers already are in their buying journey. If people search for what you do, start with Google. If they need to see it to want it, start with Meta.
This is the rough guide I give clients:
- People Google your service when they need it? Start with Google.
- Your product or space looks great on a phone screen? Start with Meta.
- Your average sale is high and the decision takes weeks? Start with Google.
- Your offer is low-cost and a quick yes? Start with Meta.
Whichever you pick, set your tracking up before you spend a single euro. If you can’t see where your leads came from, you can’t tell which platform is working. (I’ve written a whole post on the numbers I watch: What Metrics Should I Track With My Ads Manager?)
My honest take
I run a Meta Ads agency in Marbella, and I’ll still tell an estate agent to start with Google almost every time. You’ll pay more per lead, but you’ll spend your week on viewings instead of chasing people who never meant to enquire.
If you run a Pilates studio, a salon or a restaurant, I’d point you at Meta. Your business sells on how it looks and feels, and Instagram is where people fall for it.
And if you’re somewhere in between, that’s exactly the conversation I like having.
Frequently asked questions
Is Google Ads or Facebook Ads better for real estate in Marbella?
Google Ads is usually better for real estate leads on the Costa del Sol. The cost per lead is higher than Facebook, but buyers searching for property are further along and far more likely to book a viewing.
Are Facebook leads lower quality than Google leads?
Often, yes. Facebook reaches people who weren’t actively looking, so more of them are curious rather than ready. You can improve quality with a stronger form, a clear price or a qualifying question, but expect to follow up more.
Is Google Ads worth it for a small business?
It can be, if people actively search for your service and your average sale is worth enough to cover a higher cost per lead. If nobody searches for what you sell, Meta is usually the better starting point.
Can I run both Google Ads and Meta Ads at the same time?
Yes, and the two work well together once each is set up properly. Meta builds awareness and Google catches people when they search. With a small budget, start with one platform and add the second once it’s working.
How long does it take to see results from Google Ads or Meta Ads?
Google Ads can bring enquiries within days because you’re reaching people already searching. Meta usually needs a couple of weeks to learn who to show your ads to, so don’t judge it on the first few days.
What does a Meta Ads agency in Marbella actually do?
A Meta Ads agency in Marbella plans, builds and manages your Facebook and Instagram ads for local and international customers. That covers the audience, the creative, the tracking and the weekly checks, and a good one will tell you honestly when Google is the better fit.
Not sure which one fits your business? Drop me a message on WhatsApp on +34 602 47 23 87 and I’ll tell you honestly which one I’d start with, and whether it’s worth doing at all.
