Google Ads vs Meta Ads: which one should a social enterprise choose?

If you’ve ever found yourself thinking, “We need to do some advertising. Should we go with Google Ads or Facebook/Instagram?”, you’re in very good company.

It’s one of the most common questions I hear from social enterprises. And I totally get why. Budgets are usually tight, time is limited, and you want to put your money somewhere that actually makes a difference (not just “gets clicks”).

But here’s the thing.

A lot of people compare Google Ads vs Meta Ads (Facebook/Instagram) like they’re two versions of the same tool, and you just have to choose the better one.

In reality, they do different jobs.

So, the real question isn’t always “Which one is best?”
It’s more like: “What job do I need advertising to do for us right now?”

Let’s break it down properly.

First, take a step back: what are you trying to achieve?

Before we even talk platforms, you’ll get a much better answer if you get clear on the goal.

Because “more awareness” and “more sales” are not the same thing.
And “recruiting hosts/volunteers” is a completely different challenge to “selling training courses”.

Here are a few common goals I see with social enterprises:

• Sell products (ethical gifts, coffee subscriptions, refill products, clothing, homeware…)
• Sell services (community services, wellbeing services, local support)
• Promote training courses (bookings, leads, enrolments)
• Generate enquiries (B2B or service users)
• Recruit people (hosts, volunteers, mentors, foster carers, supporters)
• Build awareness and trust (especially if people don’t “get” what you do yet)
• Grow an owned audience (email list, remarketing audience, warm followers)

Once you know which one matters most right now, choosing a platform gets a lot easier.

The big difference (in plain English): intent vs discovery

Here’s the simplest way I explain it.

Google Ads is mainly about capturing demand

Google Ads (especially Search) tends to work best when someone is already looking for something.

They’re actively searching. They’re in “research mode” or “I need this” mode.

So, if you sell something people can clearly search for, Google can work well.

Example:

If you’re a social enterprise selling a coffee subscription and someone searches:

• “ethical coffee subscription”
• “fair trade coffee delivered”
• “coffee subscription UK sustainable”

…they’re basically raising their hand and saying, “I want this. Show me options.”

If your ad shows up with a clear message and sends them to the right page with the right value proposition, you’re meeting them at the moment they’re ready.

That’s why Google can feel more “direct response” (sales/enquiries) when it’s done well.

Meta Ads is mainly about creating demand (and building trust)

Meta (Facebook/Instagram) tends to work a bit differently.

People aren’t typically there searching for “ethical coffee subscription”, they’re scrolling content. Catching up with friends. Watching reels. Killing time while the kettle boils.

So, your job with Meta isn’t just to “be there”. It’s to get someone to stop and pay attention.

That makes Meta brilliant for:

• brand awareness
• storytelling (your mission, your impact)
• helping people understand what you stand for
• building trust over time

And yes, Meta can absolutely drive sales too. Plenty of businesses do very well with it. But it’s usually done in a different way. It’s less about “I’m searching for this today” and more about “I’ve seen you a few times… I like what you’re about… I’m going to click and buy.”

It’s also about mindset: what’s going on in someone’s head?

This matters more than most people realise.

On Google, people are typically in “solve a problem” mode

They’re typing a question, comparing options, trying to make a decision. They’re in a practical headspace.

So, your ad and landing page needs to be:

• relevant
• clear
• specific
• easy to act on

On Meta, people are in “scroll and discover” mode

They’re probably not actively trying to buy. They might not even know you exist. They might not even know your kind of product or service is an option.

So your ad needs to:

• earn attention
• be visually strong or emotionally compelling
• feel human
• make the person curious enough to click

Neither is “better”. It’s just different.

The questions that make the decision easier (this is the bit most people skip)

If you want a shortcut to deciding, these are the questions I’d ask if we were sitting having a coffee and talking it through.

1) Is what you offer something people search for?

Not in a vague way. In a real world, people actually type this into Google way.

• Do people search for your product/service by name?
• Do they search for the problem you solve?
• Can they describe what you do in a few words?

If the answer is yes, Google Search is often a strong starting point.

If the answer is no (or people don’t know what to search for), Meta often does the heavier lifting early on.

2) Are you trying to reach people who already want it, or people who would want it if they knew?

This is a really important distinction.

• Google is often used to reach people already in-market or actively researching.
• Meta can introduce you to people who are a great fit but weren’t actively looking.

3) What’s the goal: sales/enquiries now, or trust and awareness first?

If you need enquiries or sales sooner, Google can be a more direct route if there’s search demand.

If your main challenge is “nobody knows we exist” or “people don’t understand what we do”, Meta can be a better starting point because it’s so good at reach and storytelling.

4) How strong is your website and landing pages?

This is often the unglamorous bit, but it matters.

Google Ads is typically used to send people to your website at the moment they’re ready. If the page they land on is confusing, slow, or too generic, you’ll pay for clicks that don’t convert.

Meta is similar, but it often warms the person first. With Google, people can be ready right now, so the landing experience has to match.

5) Do you have the capacity to create content/creative consistently?

Meta generally needs more creative refresh than Google Search.

With Search, you can build a solid campaign that runs steadily with ongoing optimisation.

With Meta, you’ll usually need to test creatives, rotate messaging, and keep it feeling fresh.

If you’ve got a social enterprise team that’s already creating content (even simple stuff), Meta can be a great fit.

If you’ve got very limited capacity, Google Search can sometimes be easier to run efficiently.

6) Is your offer high consideration?

If it’s a bigger decision, think:

• training programmes
• services
• anything with a longer “thinking time”
• anything where trust is a major factor

…then honestly, the best answer is often both.

Because people might discover you on Meta, then later Google you when they’re ready. Or they might click a Meta ad, browse, leave, then search again later.

Which brings us to the approach I’m generally a big fan of…

My honest view: it’s usually not either/or — it’s “what first, then what next”

Even though I specialise in Google Ads, I’m very pro multi-platform.

Not because I want to make things complicated, but because it’s sensible risk management and it reflects how people behave.

People don’t move in a straight line from “first time hearing about you” to “purchase” anymore.

They bounce around. They see you, forget you, see you again, Google you later, click a link, get distracted, come back.

Using more than one platform helps you show up at different stages.

A simple staged approach might look like this:

• Meta: introduce the brand, mission, impact, proof, and benefits
• Google: capture high-intent searches when someone is ready
• Remarketing (either platform): bring back people who visited but didn’t act

It’s not about “doing everything”. It’s about joining the dots.

A simple example (because this always makes it click)

Let’s use your coffee subscription example.

If you start with Google Ads

You target high-intent searches like:

• ethical coffee subscription
• sustainable coffee delivery
• fair trade coffee subscription UK

Your ads highlight the key benefits:

• what makes it ethical
• what makes it different
• subscription flexibility
• social impact (briefly, clearly)

And you send people to a proper subscription landing page, not the homepage.

This works because the person is already looking for exactly that.

If you start with Meta Ads

You run creative that builds desire and trust:

• your impact story in simple terms
• the quality of the coffee (it still has to be good!)
• social proof (reviews, testimonials, “as seen in”)
• behind-the-scenes content
• “why we exist” in a human way

This works because Meta is brilliant at building familiarity and connection.

The best version is when they support each other

Someone sees your Meta ad, likes what you do, but doesn’t buy there and then. Later they Google “ethical coffee subscription” and guess who they recognise?

That’s where the compounding effect starts.

Common mistakes I see (and how to avoid them)

A few quick ones that can save you money:

1) Treating Meta like Google

Sending cold Meta traffic straight to “Buy now” with no context can work for some offers, but for many social enterprises it needs warming.

2) Treating Google like a billboard

Sending paid Google traffic to the homepage is one of the most common ways to waste spend.

Match the landing page to the search.

3) Choosing a platform based on what feels popular

“What everyone else is doing” is rarely a good strategy.

Your goal, audience, and offer matter more.

4) Not tracking properly

If you’re not tracking meaningful actions (enquiries, sales, bookings), you’ll end up making decisions based on clicks - and clicks alone don’t pay the bills.

So… which one should a social enterprise choose?

Here’s a simple way to decide:

Choose Google Ads first if:

• people actively search for what you offer
• you need sales/enquiries/bookings
• you can create focused landing pages
• your budget needs to be efficient

Choose Meta Ads first if:

• awareness is the main barrier
• your mission/story is a key part of why people choose you
• you want reach, engagement, and brand familiarity
• you’ve got capacity to create and test creative

Consider both if:

• your offer is high-consideration
• you want to build trust and capture intent
• you’re ready to diversify and reach people at different stages

Quick decision checklist

If you’re still torn, answer these:

• What’s the main goal right now?
• Do people search for what we offer (yes/no)?
• Do we need trust-building before conversion?
• Do we have strong landing pages?
• Do we have capacity for regular creative?
• Could we test both modestly and let performance guide the next step?

If you’re still a bit undecided, or you just want to chat it through with someone who’s been in the platforms for a long time, I do offer a free, no-obligation call for social enterprises. There’s no sales pitch and no pressure; it’s simply a chance to talk through what you’re trying to achieve, what budget you’re working with, and which platform (or mix) might make the most sense for you right now.

My main specialism is Google Ads, but I’ve also got experience with Meta, so if you want a second pair of eyes or a sounding board, I’m happy to help. You can book a call here.

And if you’d rather watch something first, I’ve also put together a recorded webinar on YouTube that walks through Google Ads for social enterprises, not just Search, but the different ways you can use it depending on your goals. You can watch that here.