Key takeaways
- Google Ads reaches people who are searching for what you sell. Meta Ads (Facebook and Instagram) reaches people based on who they are and what they like.
- If customers already search for your service, start with Google. If your product sells on looks or needs explaining, start with Meta.
- Set up tracking before you spend, and test with a small budget first.
Both platforms can bring you customers. They work in different ways, and starting with the wrong one can use up a budget before you learn anything useful.
How Google Ads works
Google Ads shows your ad when someone searches for words you choose, such as “plumber in Kilimani” or “wedding cake Nairobi”. The person already has a need, so the right ad at that moment can turn into a call the same day. You pay when someone clicks.
How Meta Ads works
Meta Ads appear in Facebook and Instagram feeds, stories and reels. You choose the audience by location, age, interests and behaviour, and the ad reaches people who fit, whether or not they are shopping right now. That makes Meta good for creating demand and getting noticed, especially with strong photos or video.
When to start with Google Ads
- People already search for your service: repairs, clinics, legal services, business services, emergency trades.
- You want enquiries this month rather than brand awareness.
- Someone can answer calls and messages promptly when leads come in.
When to start with Meta Ads
- Your product is visual: food, fashion, decor, events, property.
- Few people search for what you sell, perhaps since it is new or unusual.
- You want to promote an offer, a launch or an event to a local audience.
- You have good photos or short videos, or can make them.
A sensible way to test
- Set up tracking first: conversion tracking for forms, calls and WhatsApp clicks. Without it you are guessing.
- Pick one platform using the lists above.
- Run a small test budget for two to four weeks with one clear offer.
- Measure cost per enquiry, not clicks or likes.
- Keep what works, fix what does not, then add the second platform.
Common mistakes
- Sending ad visitors to the home page instead of a page about the specific offer.
- Targeting all of Kenya when you only serve Nairobi.
- Judging results after a few days.
- Boosting posts instead of setting up campaigns with a clear goal.
- Replying slowly to WhatsApp messages from ads, so leads go cold.
Want help running either platform? See our Google and Meta ads management, from KES 15,000 a month plus your ad spend.
Frequently asked questions
How much should a small business spend on ads?
Start with an amount you can afford to test for a month, and set it by working back from what a new customer is worth to you. Ad spend is paid to Google or Meta and is separate from any agency fee.
Can I run both at the same time?
Yes, and many businesses do once each platform is working. Starting with one makes it easier to see what works.
Are boosted Facebook posts the same as Meta Ads?
They run through the same system, but boosting gives you fewer choices for targeting and goals. A campaign set up in Ads Manager gives you more control.
