If you're trying to grow your business through digital ads, you're probably asking:
“Should I run Google Ads or Meta Ads?”
The answer? It depends on your goals, your budget, and how your customers behave.
This guide breaks down both platforms based on targeting, strategy, and optimisation — in real, practical terms for business owners in Singapore.
🎯 Google Ads: Targeting People With Transactional Intent
Google Ads is all about capturing people actively searching for what you sell.
But not all searches are equal — which is why keyword intent matters.
🔑 There are 3 main keyword types:
- Informational – “how to fix a toilet”
- Navigational – “TOTO smart toilet manual”
- Transactional – “buy smart toilet singapore” / “digital marketing services SG”
You want to focus your budget on transactional keywords, because:
These users are ready to take action
You’re not wasting money on people “just browsing”
You get better conversion rates and ROAS
💡 Keyword Match Types Let You Control Relevance:
- Broad Match: Google shows your ad on loosely related searches (more reach, less control)
- Phrase Match: Ads show for searches with your phrase in it
- Exact Match: Ads only show for that exact keyword (highest control)
A well-run Google Ads campaign doesn’t just target keywords — it targets purchase intent.
📱 Meta Ads: Targeting People Based on Demographics & Behavior
Meta (Facebook & Instagram) Ads are built around discovery, not search.
You’re reaching people based on who they are, not what they’re searching for.
🧠 Powerful Audience Targeting Includes:
- Demographics: Age, gender, location, job titles, life events
- Interests & Behaviors: New homeowners, business owners, parents, etc.
- Custom Audiences: Website visitors, Instagram engagers, lead form opens
- Lookalike Audiences: People similar to your past converters
But Meta’s power isn’t just who you target — it’s how you optimise over time.
🔁 Meta Ad Optimisation: From Cold to Warm, Then Convert
Let’s say someone clicks your ad and lands on your website — but doesn’t take action.
With Meta’s tracking (Pixel + Custom Conversions), you can:
- Track that exact behavior (e.g., “Visited product page but didn’t submit form”)
- Create a custom audience based on that
- Run a retargeting ad like:
- “Still interested? Our smart toilets are in stock — let us help you decide.”
💡 This lets you spend less money by only blasting new offers to people who already showed interest — instead of re-targeting everyone.
You’re building a funnel, not just running one-off ads.
📊 So… Which One Should You Use?
🚀 The Best Strategy? Use Both — Smartly.
If you can afford it, combine both:
- Run Google Ads to capture people already searching.
- Run Meta Ads to:
- Create demand
- Retarget site visitors
- Push warm leads to convert
Even on a small budget, you can:
- Spend more on Google for transactional clicks
- Use Meta to stay top-of-mind with warm traffic
Google Ads gets you in front of people who want something.
Meta Ads helps you convince people to want it.
The best-performing campaigns don’t choose — they blend.
Want to find out which is better for your specific business and budget?
📞 Book a free online strategy session — and we’ll show you what’s most likely to convert, based on your industry and goals.
