Google Ads vs Meta Ads for B2B: where should you start?
Choosing an acquisition channel based on search intent, purchase cycles and sales readiness.
Start with buyer behaviour
Google Ads can work well when potential customers are actively searching for a specific need. Meta Ads can introduce offers to audiences that are not yet searching, and may support awareness and suitable retargeting.
Define success beyond clicks
For B2B, agree on what makes a lead valuable: company type, location, business needs and readiness for a sales conversation.
Do not overlook the landing page
Even well-targeted ads can underperform if the destination page does not clearly explain the offer, relevant proof and next steps.
Use your own evidence
Evaluate qualified enquiries, cost per qualified lead, meetings and pipeline opportunities when the data is available, rather than CTR alone.
These notes are general guidance. Channel and budget decisions should be based on the situation and data of each business.
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