Google Ads or Social Media Advertising?

The difference between the two is one sentence: Google advertising captures existing demand; social advertising creates it.

Almost every disagreement about advertising budgets comes from ignoring that sentence.

When Google is the right answer

Someone types “emergency plumber Bucharest” or “office chair ergonomic”. They have decided they want the thing. Your advert competes for that moment.

This works when:

• people search for what you sell by name,
• the need is urgent or specific,
• and you can be reached quickly.

Costs: Google Ads account setup €150, a search campaign €290, Google Shopping €290 for product listings with photo and price.

The limit is volume. If only three hundred people a month search for your product, Google can bring you at most a share of three hundred people. You cannot buy demand that does not exist.

When social is the right answer

Nobody searches for a product they have not thought about. Facebook, Instagram and TikTok put it in front of them anyway, chosen by interest, age, location and behaviour.

This works when:

• the product is visual,
• it is an impulse or a discovery rather than a search,
• or your audience is defined by who they are rather than what they typed.

Costs: Facebook, Instagram or TikTok advertising €290 each, LinkedIn €390 for business audiences, YouTube €390 for video.

The limit is intent. You are interrupting someone, so you need a strong image, a clear offer and a page that converts. Traffic is cheaper than Google’s; it also converts less often. Compare cost per order, never cost per click.

Remarketing: the cheapest thing on the list

Most people who visit your website leave without buying. Remarketing (€150) shows your advert again to exactly those people.

It usually has the best return of any campaign type, because you are paying to reach people who already demonstrated interest. If your budget is small, set this up before anything else.

How to split a budget

A pattern that works for most product businesses starting out:

• Google Shopping or Search for the products people actively look for.
• Facebook/Instagram for the products that need to be seen to be wanted.
• Remarketing always on, small, across both.

Start with one platform and enough budget to learn something. Two platforms on half a budget each teaches you nothing about either.

What you pay, and to whom

Be clear about this before comparing agency quotes:

• The advertising budget goes to Google, Meta or TikTok. It is yours, in your account, and you control it.
• The management fee goes to the agency. Ours is €290/month, with a monthly report at €100.

If a quote does not separate those two clearly, ask why.

What we do not promise

Not a cost per sale, not a number of orders, not a return multiple. Anyone stating those before seeing your product, margins and website is guessing. What we do is set the campaigns up properly, measure what happens, and tell you plainly what to change next month — including, sometimes, that advertising is not your problem.