Google Ads vs Meta Ads: which to choose?

"Where should I spend my marketing budget?" It's the question that occupies every entrepreneur. With limited resources, you naturally want to achieve the best results. The choice between Google Ads and Meta Ads can make or break your online success. The Dilemma of Every Dutch Entrepreneur Recently I spoke with an SME owner from Tilburg who was desperate. He had put money into 'online advertising' for months but saw hardly any results. The problem? He hadn't made a strategic choice between platforms and tried to do something everywhere simultaneously. A common mistake that turns out to be costly. Google Ads: For Businesses That Want to Be Found Imagine: someone types "accountant Eindhoven" into Google. At that moment, they're actively searching for your service. We call this high-intent traffic - people ready to take action. That's why Google Ads are so powerful for local service providers. When Google Ads is the Logical Choice: An installation company in Breda saw their revenue double by specifically advertising on search terms like "boiler repair Breda" and "emergency plumber Breda." Their secret? They served direct demand instead of creating demand. Practically speaking, Google Ads work best for businesses people actively search for: lawyers, dentists, repair services, and business services. Meta Ads: For Businesses That Want to Create Interest Meta (Facebook & Instagram) works differently. Here you scroll through your feed and 'accidentally' come across interesting content. Perfect for products people didn't know they needed, or for building merkbewustzijn. A clothing store in Rotterdam uses Meta Ads to showcase their new collection to fashion lovers, for example. The Dutch Market: Numbers That Count In the Netherlands, Google has a monopoly position with 95% market share in searches. Yet there are 12 million Dutch people active on Facebook and 6 million on Instagram. These numbers show both platforms offer significant reach, but for different moments in the customer journey. The Winning Strategy: Smart Combination Successful Dutch entrepreneurs don't choose between platforms but use both strategically. A consultancy from Noord-Brabant uses Google Ads to be directly visible when companies search for "business advice," while deploying Meta Ads to promote thought leadership content and showcase their expertise. Practical Implementation for SME: Start with Google Ads if you're a local business people search for. Begin with Meta Ads if you have visual products or want to reach a young doelgroep. Also effective is a phased approach: first Google Ads to generate direct leads, then Meta Ads for retargeting website visitors. Your Next Step to Advertising Success The best choice depends on your specific situation, doelgroep, and goals. Don't start everywhere simultaneously, but choose the platform that best fits how your customers search and buy. Our [Google Ads and Meta Ads specialists](/diensten/meta-google-ads) help you make the right choice and ensure every euro of marketing budget delivers maximum return.